Our overall focus is on making customised content for our digital assets: Lluis Ruiz Ribot, CMO, KFC India

With brands getting increasingly innovative to pamper their customers, KFC has taken a step ahead by introducing the One-Click Button which allows users to order their favorite food at the mere click of a button. When asked about the motive behind this service, Lluis Ruiz Ribot, CMO, KFC India, said they plan to build more brand relevance in the delivery space. Excerpts:

What is the One-Click Button service all about?

The One-Click Button is a unique tech-innovation that allows consumers to instantly order their favorite KFC meal with the push of a button. The idea behind introducing the One-Click Button is to offer a completely new and hassle-free ordering experience to consumers.

The pocket-size device needs a one-time setup to connect to the available Wi-Fi and load a consumer’s favourite order. When the button is pressed, the consumer receives a smartphone notification allowing them to confirm or cancel the order.

The button is not up for sale; only 2000 lucky KFC fans will get a chance to win this unique delivery button. All they have to do is log on to online.kfc.co.in and register for the ‘One Click Button’.

For those who don’t win the physical button, fret not, the virtual avatar of the One-Click Button is available on the KFC app and website. The set-up is super simple. All consumers have to do is register (only once), log-in and click on the One-Click virtual button to place their favourite order.

You are already present on some online food platforms such as Zomato and Food Panda. How does this initiative add value to the brand?

Consumers are being pampered by websites and apps that make things easy for them – be it shopping or bill payments. By being the first major restaurant company that introduces one click ordering, we are expecting to capitalize on this need and become a more relevant brand in the delivery space. With One-click ordering we offer a completely new and hassle-free ordering experience to consumers.

What is your marketing strategy for this?

We will be promoting this campaign through our own digital channels and earned media.

Can we define this as a new way in which tech has been innovating to help market a brand?

We are a young brand and our consumers are largely millennials who are tech-savvy, discerning and appreciative of brands that are bold. To be relevant to this TG, we have always strived to be distinctive, and have introduced many tech-innovations in the recent past, such as the KFC Gamer’s Box or Watt-a-Box. One-click is a whole new experience and we are confident that it will give impetus to our online ordering.

How do you plan on taking the KFC brand forward through the digital medium?

We have transitioned from traditional platforms and are constantly pushing the boundaries with digital as a medium to reach both current and potential consumers. Over the last couple of years, we have leveraged our digital assets and increased the quality and quantity of content that we put out.

While our digital strategy differs from campaign to campaign, our overall focus is on making customized content for our digital assets, unlike most other brands who put out the same TVC on their Youtube channel or social media platforms.

Whether it is creating short format videos, or GIFs, or even exclusive short duration ads for our digital assets, we focus on content that is interesting and engaging. We recently created mini 6-second ads – which are short, quick and grab consumer attention – to promote our Triple Treat and Super Sixes value offers.

How has KFC tried to differentiate itself from competition?

We perceive that the entire QSR space has the potential for growth. Competition is healthy for any business, as it drives us to work that much harder towards attracting new customers and also retaining the existing ones.

Our consumers visit us for the uniquely crave-able taste of our chicken. Everything that we do, from using 100% whole chicken, sourced from best-in-class suppliers to make sure that every food item is freshly prepared in our restaurants, every single day, is what makes our food so unique and differentiates us from other brands. We focus on offering the best tasting chicken in new innovative formats and flavors to consumers, which is evident from our recent launches– Chick’n Fried Roll, Nashville Chicken, Smoky Grilled Chicken, ChilliChizza.

Also, as a brand, we have taken a conscious call to not engage in any type of couponing or ‘buy one, get one free’ offers, instead we focus on building everyday value. Our value offers like Wednesday Special, Triple Treat and Super Sixes help consumers make smart choices and enjoy unmatched abundance, variety and value at the same time. To remain relevant to our TG, we constantly strive to be bold and distinctive.