Every brand wants Gen Z to think it's cool. KFC's design chief thinks that's the wrong goal. "It's all about Gen Z, Gen Z, Gen Z," Christophe Poirier, KFC's global chief concept officer, told Business Insider. As KFC rolls out a sweeping global overhaul spanning new menu items, drinks, restaurant designs, and branding, Poirier said the fried chicken chain isn't trying to become a Gen Z brand. Instead, the goal is to stay relevant across generations. "We need to be in constant evolution to be forever young," Poirier said. The philosophy comes at a pivotal moment for the brand. KFC has spent the past year trying to regain momentum in the US after years of pressure from rivals, including Chick-fil-A, Raising Cane's, and Wingstop. Read more about its branding strategy at the link in our bio. Story by Katherine Tangalakis-Lippert (Credit: KFC) #KFC #brandingstrategy #GenZ #marketing #foodtrends