ISOBAR CHINA, Shanghai / YUM! / 2019
KFC has over 5,800 stores across China. This sounds like a lot, but with a population of 1.39 billion, that’s only one KFC store for every 240,000 people. With China’s sky-high rental costs, how was KFC able to open more stores to sell to more Chinese consumers? During Christmas festive season, KFC opened annual Christmas Fried Chicken Shop integrated online and offline.
KFC introduced its Christmas Fried Chicken Shop. Not only offline themed stores, KFC also launched online ‘KFC Pocket Stores’ - virtual KFC stores using China’s No.1 social platform, WeChat. All across China, anyone with a phone could open a KFC Pocket Store.
KFC’s target consumers are aged between 20 to 27 years old. They are digital natives and active on social media. KFC leveraged the WeChat platform to effectively engage with these young people and raise awareness for the ‘KFC Christmas Fried Chicken Shop’ campaign.
KFC Pocket Store was launched on WeChat, along with two TVCs created for the ‘KFC Christmas Fried Chicken Shop’ campaign, which aired on TVs, at metro stations and on social media.
By scanning the QR code on TVCs or clicking on WeChat ads, users were directed to Pocket Store mini program - the WeChat commerce enterprise platforms where people could get the experience to open, design, and share their own Pocket Stores.
1. Full commerce capabilities from ordering to promotions to even allowing friends to order meals from each other’s pocket stores.
2. Thanks to geo-location integration, orders were ready for fast-track pick-ups when customers walked into KFC.
3. The consumers could redeem their Pocket Store orders in real KFC stores, meanwhile they could have a fast-track pick-up by using self-ordering service on KFC Super APP.
4. Users naturally began to share their orders and experiences on social media.
Apart from offline themed stores, KFC Pocket Store became KFC’s most successful mobile commerce program ever. It turned brand customers into brand co-owners, and transformed brand commerce into ‘Me-Commerce’.
POCKET STORES OPENED ON DAY ONE: 560,000
PEAK DAILY ACTIVE USERS: 2.6 million+
NO.1 POCKET STORE SALES: USD $1 million+
900% OVER SALES TARGET
With 2 million pocket stores opened in just a few months, KFC has increased their number of ‘stores’ (virtual stores + KFC offline stores) in China by 345 times!
*Data source: Yum China.