KBP Brands, a KFC franchisee with 847 locations in 28 states, is launching an SMS program to send targeted messages to local audiences based on menu preferences, demographics, and competitive factors.
KBP first tested the offering in Texas, New York, New Jersey, Arkansas,
and Oklahoma, with the pilot running from Dec. 1, 2022 to Mar. 31,
2023.
- The nationwide rollout began earlier this month and will soon cover all KBP Brand's franchises.
- The
program was tested at 162 restaurants in five states, resulting in 30%
MoM subscriber growth based primarily on word of mouth.
- The
tool allows KBP to engage directly with customers and offers greater
digital engagement, which could help boost KFC's U.S. sales.
- The SMS program is run in partnership with the texting app Vibes, which offers SMS services and digital wallets.
