KFC

Cross selling + entertainment = a winning menu

In order to capitalize on the advantages of multiple brands in a single fast food restaurant, i.e. higher revenue/store, better profitability, more customer choice and the cost synergies of shared real-estate, Priszm (Yum Brands for Canada) is combining KFC and Taco Bell Restaurants under one roof. This multi-brand strategy which combines two or more of Priszm’s market leading restaurant concepts into one location, is currently in 63 of the nationwide 471 outlets with 25 more scheduled by the end of 2005.

To assist in the launch of these multi-brand outlets, MarketForward has been running a test of digital signs with Priszm to enhance the benefits of the multi-brand approach. MarketForward has provided the content on the digital screens for the test. The content is designed to help cross-sell the menus of the multi-brand approach with an objective of increasing the sale of add-on orders.

In addition, Priszm is able to offer its partners, like Pepsi and McCains, another highly visible way of promoting their products in the restaurant. The playlist also includes other attention grabbing content such as local sports and news, entertainment updates and KFC/Taco Bell trivia. The playlists offer dynamic programming with animations that vary between 10 and 20 seconds per spot to entertain and educate the customer as well encourage the customer to order additional items during his visit. The playlist runs between 3 to 4 minutes in length which is viewed by the customer during his 6 to 8 minute visit.