Select KFC Restaurants Test SMS, Mobile Wallet

Anna Wolfe
Senior Editor, Restaurants

KFC franchisee KBP Brands has partnered with Vibes, the technology leader powering seamless mobile brand experiences, to test a SMS and mobile wallet program at 162 participating KBP-owned Kentucky Fried Chicken restaurants in Texas, Buffalo, N.Y., New Jersey, Oklahoma and Arkansas. This program enables the ability to meet consumers where they are most active: their mobile devices.

KBP Brands sought to equip local markets with innovative tools to win customers effectively and provide strong, trackable results. KBP Brands turned to Vibes to boost consumer engagement, increase in-store traffic and grow loyalty at its KFC restaurants through the delivery of timely, personalized messages.

KBP Brands can now instantly reach consumers through SMS and mobile wallet by sending targeted messages to local audiences based on price, demographic and regional competition. Restaurants can also offer unique promotions to customers, rewarding them for repeat visits or for opting into the SMS program. For example, those who opt-in to the KBP Brands text program from a mobile device receive an instant text alert offer and new offers weekly. To opt-in to the KBP Brands text program, simply text the word “DEALS” to “25899”. A complete list of participating locations can be found here.

“The text messaging program fills a gap in our local marketing toolkits, serving as an efficient mechanism to deliver relevant and timely offers to individuals. A broad value at a national level can be a challenge, especially by geographic area. We wanted the ability to activate compelling messaging quickly based on our restaurants’ unique needs,” said Tonya Mangels, vice president of marketing activation, KBP Brands. “The quick-service restaurant industry is highly competitive, and SMS marketing is a cost-effective tool that will help us both attract new customers and retain current customers.”

On average, brands see immediate rapid subscriber growth with a 98% retention rate and a 40x ROI with mobile messaging programs. KBP Brands will benefit from being able to deliver SMS messages at scale within a highly specific timeframe. With Vibes, KBP Brands can provide KFC customers real-time updates at the right place and right time, ranging from local store changes such as hours of operation to menu tests and limited-time-only deals, encouraging customers to visit and repeat business.

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