KFC's Innovative Customer Loyalty Strategy: The Kentucky Fine China Royal Bucket
About The Customer
The customer in this case is KFC, a renowned fast-food chain with over 800 restaurants in the UK. KFC is known for its innovative marketing strategies and customer loyalty programs. The Colonel's Club is KFC's national loyalty scheme, promising its members more than just points but real value. The customer base of KFC is diverse, but this particular campaign was targeted at the members of the Colonel's Club, KFC's loyal customers who are part of their national loyalty scheme.
The Challenge
KFC, with its Colonel's Club loyalty scheme, was looking for a unique way to provide real value to its members beyond just points. The upcoming wedding of Prince Harry and Meghan Markle presented an opportunity to engage with their loyal customers in a unique and memorable way. The challenge was to create a campaign that would not only celebrate the royal wedding but also promote the KFC brand and increase customer engagement and loyalty.
The Solution
KFC introduced the 'Kentucky Fine China' Royal Bucket, a perfect blend of English fine bone china and the American South's flavor. This limited-edition bucket was crafted in Stoke-on-Trent, the home of English pottery, making it a unique and iconic collector's item. To further engage with their customers, KFC set up a competition exclusive to Colonel's Club members in the week leading up to the wedding. On the day of the Royal Wedding, KFC released 50 limited edition, specially designed cardboard commemorative buckets, only available from KFC’s Windsor branch.
Operational Impact
Quantitative Benefit
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