Clients

KFC SO GOOD

KFC SO GOOD

Beginning of successful cooperation: September 2014

Customer: KFC. 450+ restaurants across Russia and the CIS.

Positioning and advantages: high-quality fast food, excellent service without standing in line.

Tasks at hand:

To expand the customer experience, emphasize significant improvements in the quality of service, increase the average check in restaurants, create loyal customers. Solution: create a comfortable atmosphere for guests, considering the time of day and level of attendance; stimulate an increase in the average check in restaurants through audio marketing.

Stages of implementation:

  1. Audio design audit – analysis of the target audience on the basis of data provided by the Customer, measurement of intervals of attendance (time-of-day and day-of-week profiles).
    Features. The audio design takes into account the peaks and valleys in attendance, differences between weekends and weekdays; restaurants were segmented using cluster analysis.
     
  2. Development of the musical format
    Features. The combination of dynamic pop-cover and lounge music has been optimized, considering the profiles of the target audience and intervals of attendance.

    We offer a 24-hour format of broadcast music and 100% monthly content update. We use the licensed musical content of European quality, without required payments to the Russian Authors’ Society (RAO) and the All-Russian Intellectual Property Organization (VOIS)
     
  3. A complete, automated solution
    Installation of 7 indoor and 3 outdoor speakers; installation and setup of Market Player software and hardware solutions.

 

Results:

  1. During periods of low attendance, guests stay in the restaurant 3.5 minutes longer; average check increased by 8%.
  2. During periods of high attendance, average waiting time at the cash register was reduced by 45 seconds.
  3. Single optimized musical accompaniment in the restaurants throughout Russia and the CIS, uninterrupted broadcasting including advertising jingles with a predetermined frequency.

 

To be continued: we are currently negotiating with the parent company to launch a similar project in the US.