Comarch Loyalty Marketing Platform for KFC FranceFast-charged loyalty for a fast-food pioneer
KFC is one of the largest and most popular fast-food chains in the world. Dating back to 1930, it has grown from a small roadside restaurant selling fried chicken to a huge corporation with over 30,000 locations in 150 countries. In France, KFC has been present for over 30 years, with a total of 355 restaurants, and has established itself as a key player in the French fast-food market.
restaurants in France
years of market presence
outlets in Paris alone
biggest fast food chain in the world
Operating in an ultra-competitive market with a penetration rate of 75%, KFC needed a solution that would make customers more emotionally attached to its brand. The goal was clear: to create a loyalty program that could be used in real-time across all channels, thus offering a seamless experience to its users.
For KFC, a loyalty program was much more than just a tool to boost purchase frequency. It was a medium to infuse much better customer knowledge both internally and within all KFC franchisees. The program was supposed to serve as a solution to animate the customers based on their purchasing journey and consumption habits.
To revolutionize its approach to customer loyalty, KFC chose Comarch’s Loyalty Marketing Platform – a modular SaaS solution that was easy to implement and could be integrated into other existing tools (e-commerce, restaurants, etc.).
The first challenge was to implement functional monitoring to manage existing mechanisms and define new mechanisms to promote loyal customers and onboard new members. The second was to guarantee the scalability of the platform by working in co-construction with KFC and developing it according to the brand's needs. By overcoming both, Comarch made it possible to modernize the program and boost its relevance in today’s catering market.
We chose Comarch for two reasons. First, Comarch is an integrator of its solution. That was very important for us since we already have an ecosystem of multiple partners across all our channels, so we wanted to cooperate with someone who speaks with one voice and could support our multi-front cooperation. The second reason was that we were looking for a SAAS solution that could be integrated into our other existing tools, such as e-commerce or restaurants.”
Antoine Rucho,
Head of e-Commerce, KFC France
