Out-Doors by KFC

When you think of round-the-clock fast food, you probably picture drive-thrus, late-night cravings and neon signs lighting up empty highways. You probably do not picture a fast-food giant physically removing its restaurant doors just to prove a point. Yet in early 2025, that is exactly what KFC did in the UAE.

As part of its bold campaign titled “Out Doors”, created in collaboration with TBWA\RAAD, KFC literally took the doors off several of its restaurants to mark the launch of their new twenty-four-seven service. The message was simple and clear. “We are always open. Always ready.” Instead of just running ads with that claim, they turned the missing doors into the campaign itself. The removed doors were placed across public locations as installations, each with a QR code that led people to their nearest open KFC.

This campaign is one of the more unconventional examples of experiential marketing in the quick-service restaurant space. It is physical, visible and disruptive,just like Tinder's Ex-press Disposal Campaign, and it got people talking.

Image Credits: Ads of the world

What Worked: Bold Simplicity and Cultural Fit

The biggest strength of this campaign lies in its clarity. By removing the actual doors, KFC made its message impossible to miss. There is no metaphor here. Instead, they used a literal and visual way of saying “we never close.” And in a region like the UAE, where nightlife is active and convenience matters, the twenty-four-seven promise becomes more than just a feature. It becomes a competitive advantage.

What really made this work was how the campaign broke out of the screen. Rather than relying on filters, billboards or influencer videos, it used the real world to tell a story. The removed doors were turned into installations that were placed in busy locations such as malls, public plazas and highway corners. These installations did not just sit there. They engaged people with witty one-liners like “No doors. No closing time,” and they featured QR codes for practical value by showing where the nearest twenty-four-seven KFC was.

It is a great example of how an offline idea can lead to online engagement. Once people saw these doors in real life, they took photos and posted them, which helped the physical campaign grow digitally on its own. The brand did not need to ask for attention because it earned it through creativity and surprise.

It is also important to note that this was not a random stunt. It was based on a real brand promise of convenience and of being there “when you need it most.” For a brand like KFC, which is built around indulgence and satisfying cravings, linking that to a promise of round-the-clock access made perfect sense.

Where It Gets Risky: Gimmick or Genius?

However, the same element that made this campaign memorable also made it risky. Physically removing doors from restaurants is dramatic, but is it actually practical?

Some might see it as performative. Customers could question whether this was truly about them or just a stunt to attract media headlines. There is also a security concern. Even though the campaign does not literally mean all KFC locations will remain doorless, the visual could still confuse some people or even create criticism regarding safety, especially in areas where privacy or protection is necessary during late hours.

Another issue is inclusivity. The tone of the campaign is playful, cheeky and energetic. While this fits Gen Z and younger millennial audiences, older demographics or families might not connect with it in the same way. They could see the “no doors” metaphor as unnecessary or even confusing. And when a brand makes such a sharp creative choice, there is always a risk that parts of its audience might feel excluded.

Scalability also becomes a challenge. This idea works wonderfully in a limited geography like the UAE, where you can control execution across a handful of flagship locations. But how does it translate globally? KFC is a massive international brand with thousands of outlets, each with different store formats, cultural expectations and regulatory concerns. It is not practical or cost-efficient to turn this into a long-term or multi-region strategy. So while the impact is high in the short term, the shelf life of this idea may be limited. As the buzz fades, KFC will need to find other ways to sustain the message of convenience and availability.

Finally, there is a chance that the campaign might be remembered more for the visual stunt rather than the message itself. If the act of removing doors becomes the highlight, then the actual benefit, which is the twenty-four-seven service, might get lost. Getting attention is important, but making sure that the message is clear and relevant is even more crucial.

My take as a Marketing Student

From a marketing perspective, this campaign fascinates me because it uses a physical object to tell a strategic story. The idea is incredibly simple, but that simplicity is what makes it so powerful. Instead of explaining that KFC is open twenty-four-seven, they show it. This is the classic show-do-not-tell strategy, but applied in the real world in a very creative way.

I also really admire how the campaign uses media. The brand took something ordinary, like a restaurant door, and turned it into an advertising space. That is smart, and it reminds me that the environment around a brand can also be part of the brand’s communication.

Still, if I were working on this campaign, I would be thinking about how to keep the momentum going. Once the doors are back in place, will people still remember the message? Will KFC support this with more activations, or was this just a one-time push?

I would also suggest integrating the campaign with digital rewards or the app. For example, the QR code could have led to a one-time reward or points in a “late-night loyalty” program. That would help convert attention into ongoing engagement while reinforcing the habit of ordering at odd hours. So in short, I think this campaign is bold and very effective, but it would need a strong follow-up to turn the initial buzz into long-term value.

Campaign Scorecard

Element	Score (Out of 10)
Concept and Originality	9.5
Strategic Relevance	8.5
Consumer Engagement	8.0
Social Media Impact	7.8
Scalability	5.0
Overall Score	7.6

Final Thoughts

The “Out Doors” campaign proves that brands will go to great lengths to stand out, and KFC succeeded in earning attention. Whether this becomes a future blueprint or just a clever one-time idea, it will be remembered. It takes courage for a big brand to experiment with unconventional storytelling, and even if it divides opinions, it sparks conversation.

As a student studying marketing, what I take away is the importance of committing fully to a creative idea. The best campaigns are the ones where every single detail supports one message. In this case, the message is simple and bold. We are open when you need us - We are not just saying it, we are showing it.

~ Siddh

Breaking down campaigns one story at a time.