KFC's Innovative Customer Loyalty Strategy: The 'Kentucky Fine China' Royal Wedding Bucket
About The Customer
The customer in this case is KFC, a well-known 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 members of the Colonel's Club are loyal customers of KFC who regularly dine at their restaurants and participate in their loyalty programs.
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 tradition and American flavor. The bucket was crafted from English fine bone china in Stoke-on-Trent, the home of English pottery, making it a unique and iconic item. To promote this limited edition bucket, 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 created 50 limited edition, specially-designed cardboard commemorative buckets, available only from KFC’s Windsor branch.
Operational Impact
Quantitative Benefit
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