In 2016 I was asked to lead a small team in re-branding KFC china. KFC has a very strong following and solid business growth in the China market for many years. However as consumer incomes and discretionary spending has evolved and market competition has matured Millennials and Gen Z customers have shifted spending away from KFC. Everything from the look and feel for the store as well as how to elevate food and the perception of KFC as an unhealthy fast food restaurant were on the table to be re-imagined.
I partnered with a graphics designer from the Gensler Sydney office to craft an entirely different positioning for KFC. We did an internal and external survey in Shanghai to gather consumer insights before starting the work. The findings really drove the solutions and vision. In the end we created multiple concepts. Gensler won the competition for the work and was awarded the initial pilot concept.
By elevating food we can create a more crafted experience for customers…it all starts in the kitchen.
After spending time in KFC stores to understand how chicken is prepared we explored how some of the process could be up leveled and shared with customers. Our concept allows customers to see some part of the order being prepared by peeling back the curtain. It was important to improve quality and freshness just by how the Kitchen operates. In the end some slight tweaks and additions were necessary to deliver on a healthier and fresher take for the fast food brand.
Digital and mobile ordering was new at the time but instrumental in how the new concepts were operated. In some cases adding a K-Cafe to the outside of the store.
