Thread: How a Kentucky Fried Chicken impressed me!

My natural response to these types of things is to try to figure how they work.

I wonder what their calculation methodology is?

1) Take customer order total...
2) Round up, take difference
3) Analyze product margins of supplemental offerings
4) Add product offerings where margins are less (<) than rounded amount. So if adding an Apple Pie costs .19 cents and the rounded-up figure is 52 cents, offer it!

So while the wheel is spinning, the computer is probably doing these calculations in about .00001 microseconds.

I might have to go into KFC and watch this in action.

We have KFCs (went to one on Sat) and they didn't have it.

What an AMAZING concept.

Now I've got to think how we can monetize this . . .

-Russ H.

Originally Posted by PhxMJ

My natural response to these types of things is to try to figure how they work.

I wonder what their calculation methodology is?

1) Take customer order total...
2) Round up, take difference
3) Analyze product margins of supplemental offerings
4) Add product offerings where margins are less (<) than rounded amount. So if adding an Apple Pie costs .19 cents and the rounded-up figure is 52 cents, add it!

So while the wheel is spinning, the computer is probably doing these calculations in about .00001 microseconds.

I might have to go into KFC and watch this in action.

I think youre probably pretty close Mike. Most likely with pre-set choices per price range (say between .40-.50 additional gives you 1 of 5 different options, .51-.65 gives you a new set of 5 choices, etc.).

The options were pretty similar between each customer (most had an offer of 2 apple pies, 1 or 2 additional biscuits, 1 extra piece of chicken, 3 hot wings, etc.), but they changed with every new order, and every customer had their own chance to "make a deal" and see what options the reels gave them.

The appeal of it is along the same line as Bank of America's "Keep the change" program, where they round up every debit card checking account purchase you make to the next round dollar and deposit the difference in your savings account. Most people dont give a second thought to another .50 or so when they are buying fast food, and in fact, some are probably even drawn into the whole, "make it an even $x.00 dollar amount". I can tell you this though, it was WORKING. The KFC in my own town dosent have anything like this yet, so maybe the concept is still being tested. From what I saw though, I would expect this to be as common in KFC's soon as the 11 different herbs and spices!

That's a great idea. Thanks for sharing that lightning.

That reminds me, when I was a kid our family shopped at K-mart sometimes. They had a small in-store cafeteria. (I think we ate there once, and once was enough for us.) But the interesting thing is that they had a bunch of balloons with a price tag inside of each one. IIRC the deal was if you purchased a sundae (or any dessert?) you got to pick a balloon and pop it, then pay the price marked on the tag, which was between one cent and the actual price of the dessert. WooHoo! Big savings! Good times! Seriously, that little promotion, along with their famous 'blue light specials' are evidence that they put some thought into marketing efforts.

Maybe I'll stop at my local KFC tonight and check out the add-on 'slots' for some cheap thrills.

That's awesome. Was there any type of countdown "choose now before it's too late!" timer to push the customer along? I think injecting a sense of urgency would benefit conversions and move the line along for those inevitable "hold on let me see if my wife/brother/cousin wants an apple pie or biscuit" types.

Speaking of KFC and innovation, the new double down (sandwich?) is amazing...

I would post a link to it on youtube but im not allowed yet, maybe somebody else can.

Originally Posted by phade

That's awesome. Was there any type of countdown "choose now before it's too late!" timer to push the customer along? I think injecting a sense of urgency would benefit conversions and move the line along for those inevitable "hold on let me see if my wife/brother/cousin wants an apple pie or biscuit" types.

Nope, no urgency, although i agree that would be a nice touch. Once the screen with your choices came up, the cashier just waited a second to see if we selected one of them, then he asked if we were all set. That is actually a great idea.

Originally Posted by w4rl0rdx

Speaking of KFC and innovation, the new double down (sandwich?) is amazing...

I would post a link to it on youtube but im not allowed yet, maybe somebody else can.

Yea, that double-down sandwich was one of the Top Yahoo searches for the past 48 hours.

Wow, that certainly is ground-breaking. Initially (and erroneously), I was expecting the monitor to indicate to the customer some sort of nutritional information about the meal being purchased. Silly, silly me. Of course, we all know that would be counter-intuitive to KFC's goals.

I can't post links yet, so if you'd like to see the calorie count, just add the "http:" before the incomplete link below.

//calorielab.com/restaurants/kfc/2

And check out the calories on the chicken pot pie: 770!

@ w4rl0rdx

I would love to have the machine say "You have 20 seconds to comply" like that giant malfunctioning robot did in Robocop before it started destroying everything.

That is a pretty ingenious idea, though. Props to KFC for innovating above and beyond selling buckets of chicken.

Well, after seeing the interest this thread generated, I had to get back in there and discreetly snap some pics (know that I probably gained a few pounds from the grease in that lunch, but it was worth it in the interest of fastlane thinking ).

First pic is the screens from a distance as they look on the front end of the restaurant.

Second pic is the intro screen that resets after each order, with a spotlight on the featured item, and the draw, "What will you get for your change?"

Third pic is the "offer screen" after your order has been totaled and the reels are done spinning. (I was not quick enough to get a picture of the reels spinning, sorry guys, lol. The machines work quick). "Your order is $12.38. Make it $13.00, and choose one of the following!"


Pretty great idea if you ask me.

Thanks, I wonder when it will go nationwide? It looks like both a marketing and financial WINNER!!

THAT is a great idea! Me thinks about how many other ways this could be applied.

Thanks for sharing... speed +