BACKGROUND
The chicken segment in the Philadelphia market is extremely competitive for KFC. Mom and Pop’s as well as Popeye’s have a strong brand and market share. Inner city locations are valueoriented with a large amount of foot traffic in highly populated neighborhoods.
EXECUTION
Develop in-store merchandising elements targeting the foot traffic at inner city restaurants. Drop Direct Mail 3X over twelve week period to drive awareness of the promotion. Target was 2-3 mile radius surrounding the store.
SOLUTION
Promote value-oriented, individual products and COB offerings including side and drink for consumers on the go/heading home to dinner.
RESULT
Test restaurants achieved +2.72% sales growth over the twelve-week period, ROI was 2.4:1. The test out-performed the control in net sales as well as transactions. Check was down versus control due to the high discount of the deals. High AA restaurants out-performed Hispanic restaurants for coupon redemption. The 7 Pc COB and Meal offer allocated for sixty-percent of the deals redeemed, while Wings bundled deals and 12 Pc Meal accounted for seventy-two percent of coupons redeemed.