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Why KFC worked with Google to create a marketing strategy for its app


Meals model KFC developed a brand new advertising and marketing technique for its app, after taking recommendation from an outsized supply: Google.

The brand new technique for the app went into impact in 2020 after Google shared information insights to information the model.

The trouble to rethink the app, which was initially launched in 2013, follows a shift in advertising and marketing management at KFC because the chain tries to make its merchandise extra accessible to prospects. The 2 corporations have been working collectively since 2020, nevertheless, Google and KFC every declined to reveal their monetary association for this partnership.

“The aim is to proceed offering a greater expertise over time in order that prospects can get pleasure from KFC,” mentioned Jeff Lengthy, director of buyer journey advertising and marketing. The model goals to showcase the way it desires to make prospects’ lives higher, a message that the model has integrated in its app promoting in addition to on tv, together with in its well-known bucket ad.

With the KFC app, prospects can re-order their earlier orders, making it simpler for them to avoid wasting time. These options had been created in mild of information analyzed by Google, although this new technique doesn’t transfer KFC’s perspective on privateness. “We’re all the time taking a look at methods to make our visitor expertise extra related and personalised, and capturing and rising our first-party information is a method we ship that enhanced buyer expertise,” Lengthy mentioned.

“Provided that a lot of the buyer journey is now occurring digitally, it’s provided us a novel alternative to essentially companion with manufacturers like KFC in new methods and assist them via these pivots and actually wants to satisfy the altering shopper demand,” mentioned Megan Danielson, Google’s head of business, eating places. Danielson famous that there was a YoY enhance of 400% from 2020 to 2021 for “takeout eating places” searches, although she didn’t present precise progress figures.

It’s no secret that individuals have more and more turned to on-line video and cable tv for leisure, so platforms corresponding to YouTube, Instagram, and TikTok generally is a highly effective instrument for reaching — each present and new — audiences. The current marketing campaign of KFC starring Jack Harlow tapped into the recognition of these social platforms.

As a part of a social media technique, KFC leveraged the social media platforms in an natural solution to seize the eye of the millennial and Gen Z demographics for the Jack Harlow marketing campaign. “We had been determining how we will leverage the strengths and weaknesses of every platform to ship a holistic type of marketing campaign strategy that makes prospects perceive what the providing has for them and why they need to care about KFC and this Jack Harlow meal,” mentioned Lengthy.

It’s unclear how a lot of its promoting funds is allotted to the KFC app as Lengthy wouldn’t share general funds specifics. Lengthy famous KFC used Fb for natural progress and that the advert spend was break up between TikTok, Pinterest, Twitter, and Instagram with TikTok being the popular platform on the subject of the precedence of the advert spend. In accordance with Kantar information, KFC spent near $47 million in 2022 on advertising and marketing efforts.

There was a rise in restaurant app downloads as a result of pandemic, as restaurant homeowners tried to distinguish themselves amongst shoppers and drive loyalty in an age the place cookies are now not a problem. “Mixed with a pandemic-fueled enhance in on-line ordering for quick meals, it’s good to put money into sending site visitors towards the chain’s cell app,” mentioned Margo Kahnrose, CMO at Skai, an omnichannel advertising and marketing platform, including that with authenticated relationships with shoppers, KFC is ready to tailor and serve its relationships based mostly on wealthy, first-party information. Statistical information reveals that more than half of restaurant prospects used their apps each day, in comparison with third-party apps, within the final fall. 

In recent times, it has turn into obvious that the digital market is turning into more and more snug with the concept of personalized brand experiences thanks to the growth of apps, corresponding to the truth that high manufacturers like KFC want to put money into their most loyal prospects and be ready for what’s subsequent as shoppers’ habits proceed to evolve over time. “Manufacturers who see probably the most success will make the most of all premier assets obtainable to them to craft data-backed options that intention to drive outcomes and progress versus relying solely on headlines,” mentioned David Anderson, companion, UTA and co-head of leisure and tradition advertising and marketing on the non-public fairness agency MediaLink.



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