Finger-clicking good: KFC trials mobile ordering service | Brands | Mobile Entertainment

Finger-clicking good: KFC trials mobile ordering service

Finger-clicking good: KFC trials mobile ordering service
Zen Terrelonge

by

Brands / February 25th 2013 at 6:09PM

Has the potential to account for ten per cent of sales.

Kentucky Fried Chicken, more commonly known as KFC, has plunged its beak into mobile payments with a 'click and collect' trial that allows orders to be made via device ahead of an in-store collection.

The chain is testing the service in Woking, Marketing Week reports, though it has the potential to spread across all 820 UK venues. If this happens, KFC VP of marketing Jennelle Tilling reckons it could account for ten per cent of sales.

Domino's has demonstrated success with a similar service, with mobiles accounting for 17.9 per cent of UK orders back in July. KFC sister Pizza Hut, meanwhile, experiences 20 to 30 per cent of delivery sales from mobiles.

Tilling, said: "You need to keep experimenting and we try to pull together 10 per cent of our budget to experiment. You learn really quickly in retail - you know pretty quickly what’s working with the next day’s sales."

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