One might think KFC’s most daring idea was when it named Norm MacDonald as Colonel Sanders in 2015. That was unconventional. But what it is doing in Orlando makes the Norm decision seem normal.
If you’re visiting one of 16 Orlando stores after an outing at Disney World, you won’t find a Mickey Mouse operation. You will find new window art, contemporary tunes for its in-store playlist, digital ordering kiosks, an easy-to-read drive-thru menu, and enhanced integrated kitchen tech. You will also find better odds at fresh food. Hand-breaded chicken will now be fried in smaller batches for more frequent batches of fresh bird.
These changes have been in effect for a while and the results are positive. KFC is reporting a 30 percent increase in speed of service, a 60 percent improvement in order accuracy, and a 41 percent improvement in guest satisfaction scores.
“These upgrades are making the jobs of our team members easier so they can provide the best service to guests,” said KFC President Tarun Lal in a statement.
On a broader level, KFCs parent company Yum Brands continues to implement digital innovations in its stores, including using AI. Expect more upgrades in the future as digital revenues are rising.
“KFC digital sales, excluding China, grew nearly 20 percent, with an impressive 40 percent growth in kiosk sales,” said David Gibbs, CEO of Yum Brands, on its Q2 earnings call. “The KFC team is tirelessly working to give our franchisees the tools to succeed.”
If Orlando’s upgrades continue to prove successful, adoption in the brand’s other 30,000 restaurants may follow. That would be a magic kingdom.
Combining marketing and development
Catherine Tan-Gillespie, chief marketing and chief development officer at KFC
The brand also recently announced that it named Catherine Tan-Gillespie to be chief marketing officer (CMO) and chief development officer. She has spent the past three years as president of KFC Canada and before that was CMO for the brand’s South Pacific region.
“Tan-Gillespie is a seasoned leader with a proven record of building brands and delivering compelling marketing initiatives that deliver measurable bottom-line impact,” said Lal in a statement. “By combining marketing and development roles into one, we are acknowledging the importance of the customer experience.”
