Serving Finger Lickin’ Good CRM at Scale

KFC has firmly established itself as one of the UK’s leading quick-service restaurant brands, boasting over 900 locations nationwide. Known for its iconic fried chicken and diverse menu options, KFC also offers a robust digital experience through its app, featuring mobile ordering, exclusive deals, and loyalty rewards.

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Our Approach

As the quick-service restaurant (QSR) landscape evolves with advancing technology and shifting consumer preferences, KFC recognized the need to enhance its digital engagement. With mobile orders rising by 105% over the past year, digital kiosks and mobile apps became essential. To meet growing customer expectations for convenience and personalized value, KFC adopted a unified CRM strategy aimed at delivering tailored experiences, boosting loyalty, and supporting sustainable growth.

Massive Rocket partnered with KFC to develop a standardized CRM framework that ensures consistent and efficient campaigns globally, while allowing local markets to adapt efforts to suit regional preferences. This combination of global consistency and local flexibility strengthened KFC’s ability to drive growth and loyalty across diverse regions.

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Execution

Massive Rocket recommended a phased rollout of the CRM strategy, beginning with KFC Romania to quickly implement and test proven methods. The execution involved:

• Conducting a comprehensive CRM and data audit
• Developing reusable campaign blocks for efficiency
• Creating a scalable campaign pack designed for global rollout

This pilot served as a blueprint for expanding the CRM approach to other markets, ensuring consistency and cost-effectiveness across KFC’s worldwide initiatives.

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Key Outcomes

The results from the KFC Romania implementation were impressive:

• Significant reduction in campaign development time:
  Template creation dropped from 8-11 hours to just 2-3 hours, enabling faster campaign launches and more agile responses to market trends.
• Enhanced scalability and market expansion potential:
  Core campaigns were designed for easy replication with minimal customization, reducing future implementation time from 12+ weeks to approximately 8 weeks.
• Improved campaign performance and customer engagement:
  Campaigns achieved an average 30% purchase rate within one week of launch, increased session starts indicating higher customer interaction, and leveraged enhanced personalization for more relevant communications.