KFC's global chief concept officer Christophe Poirier argues that brands are making a strategic error by fixating on Gen Z. In an interview with Business Insider, he said the fried chicken chain is not trying to become a Gen Z brand. "It's all about Gen Z, Gen Z, Gen Z," Poirier said, adding that "Gen Z won't stay Gen Z forever."
The critique comes as KFC rolls out a sweeping global overhaul spanning new menu items, drinks, restaurant designs, and branding. The company's new sauce line includes Chimichurri Ranch and Hot Honey, while its Kwench drink lineup features new shakes and boba drinks. Poirier's philosophy: "We need to be in constant evolution to be forever young."
KFC has spent the past year trying to regain momentum in the US after years of pressure from rivals. The brand's design head said too many companies target a single age bracket and get stuck. Instead, KFC aims to adapt what's trending for broader audiences, from immersive designs to boba drinks.
The approach rejects the industry-wide obsession with youth culture. Poirier noted that demographic myopia can leave brands stranded as tastes evolve. By appealing across generations, he believes KFC can build more durable customer loyalty.
Some analysts question whether a fast-food giant can genuinely shed its stodgy image without a sharper focus on younger consumers. Critics argue that attempting to please everyone risks pleasing no one, especially in a crowded chicken market.