KFC Franchisee Will Test SMS and Mobile Wallet to Improve Customer Engagement

While primitive people used hunting dogs and their five senses to find food, Americans in the twenty-first century are turning to a different kind of tool: their smartphones. The connection between the idea of “I am hungry” and the mobile devices as a food-finding tool is only increasing, and smart restauranteurs are taking increasing advantage of this connection and ensuring that they are thriving where the two ideas meet.

KBP Brands, one of the nation’s largest restaurant franchise groups, has a plan to improve the customer experience at many of its KFC franchises, and it involves an improved mobility experience. The franchise company announced last week that it has partnered with mobile brand experience company Vibes to test a SMS and mobile wallet program at 162 participating KBP-owned Kentucky Fried Chicken restaurants in Texas, New York (Buffalo), New Jersey, Oklahoma and Arkansas. This program is expected to improve the company’s ability to engage with customers where they spend the most time: on their mobile devices.

In the announcement, KBP Brands noted that it turned to Vibes to boost consumer engagement, increase in-store traffic and grow loyalty at its KFC restaurants through the delivery of timely, personalized messages.

“The text messaging program fills a gap in our local marketing toolkits, serving as an efficient mechanism to deliver relevant and timely offers to individuals,” said Tonya Mangels, vice president of marketing activation at KBP Brands. “A broad value at a national level can be a challenge, especially by geographic area. We wanted the ability to activate compelling messaging quickly based on our restaurants’ unique needs. The quick-service restaurant industry is highly competitive, and SMS marketing is a cost-effective tool that will help us both attract new customers and retain current customers.”

KBP Brands can now instantly reach consumers through SMS and mobile wallet by sending targeted messages to local audiences based on price, demographic and regional competition. Restaurants can also offer unique promotions to customers, rewarding them for repeat visits or for opting into the SMS program. For example, those who opt-in to the KBP Brands text program from a mobile device receive an instant text alert offer and new offers weekly.

KBP Brands says it expects to benefit from being able to deliver SMS messages at scale within a highly specific timeframe. With Vibes, KBP Brands can provide KFC customers real-time updates at the right place and right time, ranging from local store changes such as hours of operation to menu tests and limited-time-only deals, encouraging customers to visit and repeat business.


Edited by Greg Tavarez