Restaurants have always been one of the most competitive industries in China. The booming of the “delivery apps” from the Internet Giants also change consumer behavior completely. Nowadays Chinese consumers go to the restaurant more for experiences and social purposes.

With the opening of the 5000th restaurant in China, KFC wants to reinvent the dining experience from ordering, waiting for meals to dining, by leveraging digital technologies so consumers can enjoy the fun and convenience in KFC.

We first identified the critical moments that consumers most recall when describing their dining experience. Then, we used technologies to offer consumers with pleasant experiences accordingly.

We worked with Baidu to design Dumi, the voice-controlled ordering robot. We tested plenty of conversations and ordering processes with Dumi, so that it can really understand what consumers say in order to make communication seamless.

For the ordering Kiosks, we designed the more stylish appearance, and user interface to bring consumers more convenient ordering process.

In the waiting area, we set up a 3-D Holographic Projection to surprise consumers with an amazing demonstration of making delicious fried chicken.

The “Smart Music Tables” leverage KFC’s owned media platform “K-music”. Consumers can recharge their cell phones wirelessly and they can also scan a QR code to listen to the music of their own choice from K-music to create a perfect dining atmosphere.