KFC To Start Texting Customers Specials And Local Restaurants Information

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KFC franchisee KBP Brands is sending positive vibes to customers directly to their phones. In a partnership with a company called, appropriately enough, Vibes, it is providing local store information via text message.

Through SMS and mobile wallet via it can send targeted messages to customers based on menu preferences, specials, pricing tier, demographics and competitive information. To opt-in to the KBP Brands text program, customers text the word DEALS to 25899, and receive an instant offer and new specials weekly.

“Our goal has been to drive profitable sales, localize our marketing to compete more effectively and deliver increased value to our guests,” says Tonya Mangels, vice president of marketing activation, KBP Brands. “We’re moving fast to expand our SMS and mobile wallet program with Vibes because of strong consumer engagement, impressive ROI and ability to be regionally relevant in a timely manner.” The text-to-enroll program is low risk, easy for consumers to join and delivers immediate advantages.”

This is an expansion of a pilot program KBP Brands began at 162 participating KBP-owned Kentucky Fried Chicken restaurants in five states. It is now in all 847 KBP-owned KFC restaurants across 28 states.

Strong financial results and 30% month-over-month subscriber growth, with an effective tripling of subscribers per store – primarily through word-of-mouth and in-store POP only – has led to the pilot being expanded into a full launch.

KBP Brands turned to Vibes to help boost local consumer engagement, increase their in-store traffic and grow loyalty at its KFC restaurants through the delivery of timely, personalized messages.

“We’re delighted to see KBP Brands extending engagement with KFC customers in a personal, connected and authentic way,” says Alex Campbell, CIO and co-founder, Vibes. “Expansion of this successful pilot will allow KBP even more opportunity to meet individuals wherever they are in the consumer journey.”

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