KFC Serves a Delectable ‘Near Me’ Brand Experience to its Hungry Customers
When a craving strikes, today’s peckish consumers want to see whether their favourite restaurant chains are closeby: right here and right now. So it’s no surprise that most ‘near me’ searches are food related. For restaurants with multiple locations, this means it's more important than ever to show up wherever and whenever customers are looking for them.
KFC needed a better way to connect its 920 restaurants across the UK and Ireland with the loyal patrons, searching for their juicy, fried chicken at the exact moment they are ready to tuck in.
Knowing inaccurate data was costing them money, KFC turned to Uberall to implement a solution that would help them easily manage their listings and meet their customers who were near them now.
Competition within the quick service restaurant industry in the UK is fierce. The world’s second largest fast food restaurant chain knew it needed to strengthen the online visibility for each of its 920 locations in the UK and Ireland — but the task was daunting. With so many restaurants to manage across platforms, directories and reviews sites, its national branding was shining online, but was falling to the wayside at the local level.
Working with Uberall to manage its listings, KFC was able to get to work on its online visibility, addressing issues such as incorrect opening hours and incomplete addresses, as well as increasing exposure on even more directories. The number of listings for their 920 locations grew to almost 50,000 by partnering with Uberall, dramatically increasing its online presence. With each location listing easily accessible from one platform and automatically updated across all of its listings, KFC was able to manage and update information more efficiently than ever before.
Due to greater accuracy of data across its location listings, KFC saw a dramatic improvement in online visibility, which led to a 60% increase in clicks on directions across its listings - this is 42% greater than the expected organic growth without Uberall. Overall, Uberall Listings has enabled more consumers to find their local KFC when they need it most, resulting in an additional 16% increase in revenue in local search, and a 37:1 return on investment (YoY 04.2016 - 03.2017 vs. 04.2017 - 03.2018).
What our customer says
“We’re really pleased with the results of our Uberall solution. It’s done a great job in terms of helping more of our fans find their way to our restaurants, with a proven return 37 times our investment. We’re looking forward to our continued working relationship, and hopefully seeing those numbers continue to grow.”
Matt Richards, Performance Marketing Manager KFC UK & Ireland