As part of KFC’s growth plan and brand re-hatching, The Big Chicken delivers an unexpectedly elevated QSR restaurant expression. The “hero” design balances the feistiness of the Colonel’s personality with the hospitality of the brand to bring to market new design languages. No one hero asset quite brings to life this bold approach and juxtaposition quite like “The Big Chicken”, which boasts an iconic 56-foot-tall chicken sculpture, an elevated pallet, and localized communication. This strategic approach to real estate allows the brand to continue to elevate their image while seeking opportunities to incorporate tested innovations into its refresh program for a holistic guest experience across touchpoints.