KFC believes that delivery is a big potential avenue for growth: Fried chicken holds well, and it’s popular with large groups, which are more likely to have their food brought to them. “The last piece is to build full awareness,” Caldwell said, noting that early results have been promising. KFC started marketing delivery last week in association with the addition of chicken wings to its permanent menu. “We’re being really strategic to make sure we have things right before we proceed with the national launch and media.” “It’s been a real slow build,” Caldwell said, noting that the company wanted to integrate the service into its existing point-of-sale system to avoid putting tablets in its restaurants. Caldwell expects that number to get to about 3,000, or about 75% of its units, by the end of the year. KFC has the service in about 2,600 of its 4,000 locations. Online ordering, for instance, comes with an average check that is 60% higher than normal, and the business is “highly incremental,” meaning consumers are likely going online looking to order a meal.ĭelivery also comes with a higher average check. Technomic and the National Restaurant Association recently said that nearly 60% of restaurant transactions are takeout.Īdding these services has other benefits besides convenience. Takeout and delivery are particularly important. Technology is a major front in the ongoing battle between restaurant chains as they seek to make themselves more convenient. ![]() “Anything we can do to simplify the process and make it easy and relevant for consumers.” “What I’m focused on from a tech perspective is to continue to drive sales by making our brand easier,” Caldwell said. And the company has tests coming to increase the efficiency of its drive-thru, including the potential use of artificial intelligence to take orders. The company is adding delivery, thanks to parent company Yum Brands’ investment in third-party provider Grubhub. KFC’s technology strategies go well beyond the ability to order food from a website. “People expect now if they go to branded websites that ordering should be there for them,” Caldwell said, noting that there is “pent-up demand” for the service. That’s one thing they’re looking for when they go to a company’s website. They increasingly expect restaurant chains to have online ordering on their websites. ![]() To Caldwell, the response is indicative of the way consumers are interacting with restaurants these days.
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