KFC Uses Rome Flagship to Advance Restaurant Technology and Experience Design |
By Lea Mira, RTN Staff Writer – July 12, 2025
KFC Europe's opening of a new flagship restaurant near the Trevi Fountain in Rome is more than another high-profile real estate deal for the quick-service brand. The nearly 1,000 square meter, two-story location will be positioned as one of the most technologically advanced KFC restaurants in Europe, serving as both a brand showcase and a testing ground for how digital-first design, automation and experiential elements can support KFC's ambitious growth plans across the continent.
The Rome flagship follows a similar launch in Prague last year and reflects a broader strategy by KFC to anchor its European expansion in iconic, highly visible locations that combine local culture with modern retail concepts. KFC currently operates more than 2,200 restaurants in 40 European countries and has publicly stated its intention to double this presence within the next five years. Flagship stores like Rome are intended to signal the brand's long-term commitment to Europe, while also acting as innovation centers that can influence future restaurant designs and technology launches across the network.
From a technology perspective, the Rome location builds on KFC's longstanding efforts to modernize its restaurants through digital ordering, automation and data-driven operations. Over the last decade, KFC was one of the first to offer self-service kiosks, mobile ordering and integrated digital menu boards in many international markets. Within Yum! In the portfolio of brands, KFC often served as a testing ground for new restaurant technologies before they were rolled out to other brands. This includes investments in kitchen display systems, demand forecasting tools and increasingly sophisticated customer engagement platforms.
One of the most notable features of the Rome flagship is the launch of KWENCH by KFC, a specialty drinks concept presented in a digital environment. While KFC has experimented with innovative beverage concepts in other markets, the Rome location is one of the first in Western Europe to integrate the offering on a flagship scale. Digital ordering interfaces and immersive design elements are designed to encourage exploration and customization, reflecting the broader industry trend toward higher-margin beverages and add-ons driven by technology-enabled upselling.
The restaurant's layout and operational design also reflect lessons learned from years of experimentation with kiosk-based ordering and automation in the reception area. Like many global quick-service restaurant brands, KFC is increasingly relying on self-service technologies to improve throughput, manage labor bottlenecks and reduce friction during peak periods. These systems are typically integrated directly into back-of-house workflows, allowing kitchens to manage order sequencing more efficiently while giving operators better visibility into demand patterns throughout the day.
KFC's focus on technology-enabled flagships comes amid increasing competition between global quick-service restaurant brands, particularly in Europe's dense urban centers. McDonald's, for example, has continued to expand its use of digital kiosks, mobile app ordering and loyalty-driven personalization in European markets, while Burger King and local chains are investing heavily in modernized store designs and omnichannel ordering capabilities. At the same time, delivery-first players and fast-casual concepts are increasing guest expectations in terms of speed, customization and digital convenience.
In this environment, KFC's challenge is not only size but also differentiation. Flagship locations like Rome aim to demonstrate how technology, design and menu innovation can coexist without sacrificing operational efficiency. By embedding advanced digital tools into high-profile restaurants, KFC aims to create templates that can be specifically adapted to smaller urban formats, travel centers and suburban locations across Europe.
The Rome opening also underscores a broader shift within Yum! Brands strive to use technology as a core growth driver rather than a supporting function. Yum! has invested heavily in proprietary digital platforms, data analytics and automation with the goal of providing franchisees with more consistent tools while maintaining flexibility in different markets. KFC's European flagships fit right into this strategy, serving as both brand statements and operational laboratories.
As KFC continues to expand across Europe, the role of these flagship restaurants will likely become more important. Beyond their marketing value, they provide real-world environments to test new service models, digital experiences and operational technologies before wider adoption. In an increasingly competitive and cost-sensitive market, the ability to validate innovations at scale may prove as important as securing prime locations near landmarks such as the Trevi Fountain.
