Transforming KFC’s Programmatic Strategy

GroupM Nexus, Mindshare

Client: KFC

In Q4 of 2022 KFC came to us to help launch their own delivery service. Our innovative programmatic cross-channel solution generated £888k profit and a 16% uplift in delivery sales, so for 2023 we needed to maintain the growth trajectory and increase share of their overall delivery sales vs the aggregators. Looking into KFC’s store delivery data and past campaign data allowed us to identify that we could further increase KFC’s delivery performance by digging deeper into the characteristics that drove sales. However, this would be an immense amount of data to analyse, so we built a bespoke data model to help us identify and understand the nuances that were driving the differences. The campaign surpassed all objectives and is a superb example of how KFC collaborates with us to continue to evolve and develop their innovative approach to delivering media to drive sales.