QSA Opens KFC Siam Center, Thailand's First QXR Prototype Branch, Delivery 3 Nov
QSA launches KFC Siam Center, Thailand's first Quality Experience Restaurant prototype branch with a new menu, starting Grab delivery on 3 November 2026.
The QSR of Asia, or QSA, one of the major franchise holders of KFC in Thailand, has officially launched KFC Siam Center, open for service since 26 October 2026. It is positioned as the first prototype branch in Thailand under the Quality Experience Restaurant, or QXR, concept, which completely revamps the menu, store design, technology and service model. The opening of this branch is part of the KFC New Era strategy that QSA is driving forward to elevate the customer experience across every service touchpoint.
Key Differences of the Prototype Branch, from Ordering to Receiving Food
Ms Oranat Phakapornrat, Managing Director of QSA, stated that the QXR concept combines the convenience of technology with the attentiveness of staff, without diminishing the human touch in service. A key highlight of this branch is the use of Kiosk ordering terminals alongside the Just Pick Up service, allowing customers to order and collect their food more quickly. At the same time, it adds a welcoming staff role called the Lobby Host to look after customers throughout their visit, from greeting them and helping recommend menu items to providing assistance in the store.
The store also features a complete New Brand Identity, covering the logo, the image of Colonel Sanders, the chicken bucket and the phrase Finger Lickin’ Good to give them a more contemporary look, as well as changing the staff uniform to a new design called Us-niform, which emphasises agility at work alongside style.
New Menu Targeting Gen Z with Customisable Flavours
The menu highlight is the Modern Menu, which adds a boneless chicken, or Boneless, option and allows customers to customise their flavours in 3 ways: Season It, tossed in seasoning powder; Dunk It, dunked in sauce; and Dip It, served with dipping sauce. New seasoning powders include Smoky BBQ, Seoul Hot, New Jai Ded, Garlic Parmesan, White Truffle and Zabb Spicy, alongside 5 new dipping sauce flavours. In addition, existing bestsellers such as the Double Down, Zinger Burger and Twister remain on sale alongside new menu items such as Scoop Fries and Matcha Mochi Egg Tart.
For delivery service, KFC Siam Center will open for orders via the Grab application on an Exclusive basis for 3 months, as well as via the KFC Application, starting from 3 November 2026 onwards.
| Details | Information |
|---|---|
| Prototype branch | KFC Siam Center under the Quality Experience Restaurant (QXR) concept |
| Opening date | 26 October 2026 |
| Delivery launch | 3 November 2026 via Grab on an Exclusive basis for 3 months and KFC Application |
| Number of branches currently operated by QSA | More than 550 branches |
| Target number of KFC branches nationwide | 1,266 branches by the end of 2026 |
QSA stated that it will continue to expand its branch network while investing in modernising existing stores to accommodate changing consumer behaviour and reinforce its position as a quick-service restaurant brand favoured by Thais of all ages.
This news is of interest to professionals in the restaurant and retail sectors who follow trends in store design and service technology, as well as consumers keen to try new menu items and newly opened stores in the Siam Center area.