KFC Launches Online Ordering Capabilities––But Didn’t Tell Consumers

Last week, KFC became our best friend when it announced the permanent addition of fried chicken wings at participating locations. But this week, the ‘finger lickin’ good’ fast casual chain may have just become our foe. 

According to Restaurant Business Online, last week, KFC also launched online ordering capabilities, but decided against telling consumers. The audacity! 

Restaurant Business Online says that the company intentionally said basically nothing regarding the online ordering launch, other than by popping a few signs in some of its restaurants. “We launched it last Monday without any media,” said Chief Information Officer for KFC U.S. Christopher Caldwell in a statement. “The only people who happened to see it were those who went to kfc.com.”

The company saw a large uptick in orders almost immediately, according to Caldwell. 

The chief information officer considers the immediate positive performance as indicative of the way consumers are interacting with restaurants these days and how there has been a significant increase in restaurants launching their own mobile-ordering apps, the article states. 

“People expect now if they go to branded websites that ordering should be there for them,” said Caldwell. “ [… ] What I’m focused on from a tech perspective is to continue to drive sales by making our brand easier. Anything we can do to simplify the process and make it easy and relevant for consumers.” 

KFC isn’t the only fast casual tailoring its tech abilities to make consumers’ lives easier. Salata, a soup, salad and wrap chain, also recently launched a new online-ordering experience, whereby customers are now graced with a mobile-optimized guest checkout, with options to signi in, modify products and orders, order for a group  and more. 

Even Marky-Mark got the picture. Wahlburgers announced today that it has launched a new mobile ordering app complete with exclusive member benefits, according to Fast Casual. The app provides mobile ordering, access to limited-time offers, a store location and more. 

As DJ Khaled would (annoyingly) scream, “ANOTHA ONE”.

Read the full Restaurant Business Online article here.