KFC Courtenay Place

What will they do next?

When a one-off experiment to create a totally new brand experience goes so right, it begs the question whether the experience should be replicated en masse, or whether it should remain a one-off and retain its specialness – a jewel in the crown.

The (relatively) new Saturday-designed KFC in Fort Street was such a tremendous success that we were asked to look at how we might approach the new KFC site in Wellington’s Courtenay Place. Another Fort Street, but not Fort Street. 

What will KFC do next? Watch this space.

Artwork by Charles & Janine Williams

“KFC is a global brand system with international brand standards with a lot riding on consistency, so handing Saturday licence to create something uniquely different for a CBD, in-line store wasn’t a small ask – we had to be confident it would still be recognised as a KFC store at the end of it. They earned that confidence fast and guided us through their design thinking, working with us and our design consultant team closely at every stage. The Fort Street concept was a big hit commercially, not just creatively, and quickly became a reference for how we, together with Saturday, approached new city-centre, walk-in sites such as Courtenay Place in Wellington and Colombo Street in Christchurch. Their creative interpretation of the KFC brand was subsequently adopted in international KFC markets.”

Deidre Gourlay, General Manager – Property, Restaurant Brands.