KFC to Open 'Open House' Test Restaurant in Texas, Adding Breakfast and Table Service

The test restaurant marks KFC's first entry into breakfast, with breakfast sandwiches, mini cronuts and hot and iced coffee on the menu. Beverages will include boba refreshers, and new sides will include fried green beans and spicy pickles. The location will offer table service alongside dual drive-thru lanes and self-ordering kiosks. A celebration is planned for Sunday ahead of the opening.

Catherine Tan-Gillespie, president of KFC U.S., said in a news release that the concept "gives guests a reason to try us, or try us again, while giving us a real restaurant where we can learn what works for guests, our teams and the business, and scale the strongest ideas across the system." The company said it will use the space to identify ideas for implementation in restaurants nationwide, particularly as it works to regain its market share.

Open House is part of a broader rebranding effort at KFC, a unit of Yum Brands. The chain recently announced changes including an emphasis on boneless chicken and an expansion of its sauce options.

The push comes as KFC contends with competition from other fast-food chicken chains. In August, QSR Magazine reported that KFC ranked fifth among U.S. fast-food chicken chains in sales, behind Chick-fil-A, Popeyes, Raising Cane's and Wingstop.

In Yum Brands' second-quarter earnings report, KFC recorded same-store sales growth of 2%. China is its largest market, where sales rose 6% in that period.