2024 The Drum Awards Festival
Digital Experience: Food and Beverage
Bronze
KFC
Transforming the online ordering experience
- Office
- Malaysia
- Client
- KFC
How could KFC, one of Malaysia's most beloved brands, transform its online ordering experience to connect hundreds of KFC restaurants with homes around the country?
KFC has been loved for decades. But in a changing world, we needed to grab consumers’ attention again. This meant out with the old and in with the new award-winning KFC app.
Winner of the 2024 Adobe Experience Maker Disruptor award, the new KFC app features a finger-tapping good interface – a new interface for a new era, offering more functionality for a more personalized experience.
With a rapidly changing and increasingly competitive food delivery landscape, quick service restaurant (QSR) companies like KFC are encountering strong acquisition tactics from food aggregators.
KFC is a much-loved brand in Malaysia after opening its first restaurant in in 1973. KFC now has over 700 restaurants, serving finger lickin’ goodness to Malaysians across the country. KFC wanted to leverage its reputation and scale to deliver differentiation experiences and value to consumers directly to the comfort of their homes.
We re-designed and re-platformed KFC’s own ordering experience across web, PWA, iOS native app & Android native app. Adobe Commerce is at the heart of the re-platform, helping to power experiences across the different touch points.This included:
- Integrating the online ordering platform with 700+ KFC restaurants in Malaysia through a combination of trade zone mapping and localisation.
- The integration of multiple systems that enable the management of promotions, inventory listing / product availability, delivery management and CRM retention activities.
- Payment gate that offers multiple options such as card payments, e-wallet payments and bank transfer. The platform’s headless architecture was key in supporting the delivery of an online ordering experience that’s seamless and streamlined for purchase.
- Flexibility in delivery management, offering customers the choice of home delivery or in-store pickup, and the platform can activate options such as curbside collect as well if needed.
- The new platform can handle large peaks in traffic during flash sale campaigns and successfully captures six-figure order volumes during peak campaign periods.
- The new platform has successfully activated differentiated experiences like gamification, resulting in nearly one million game plays.
- Achieved high double digit conversion rates across KFC’s iOS and Android apps
