Here’s what you didn’t know about KFC’s newest mobile app
It is exclusively available for customers in Tasmania.
KFC Australia has recently launched a new mobile ordering app for iOS users.
Now customers in Tasmania can easily pre-order, pay for their meals, and even jump-a-queue for easy pick up in-stores.
Below is a Q&A with Nikki Lawson, Chief Marketing Officer at KFC Australia.
QSR Media: Could you explain the decision behind launching the mobile app first in Tasmania? You said you will be rolling out the app to additional stores in 2014 -- which specific states/territories/cities are you eyeing first?
Lawson: We have a fantastic trifecta of loyal and tech-savvy customers, great staff and high operating stores in Tasmania, providing the perfect market to launch our first mobile ordering app.
We are planning to roll the app out further but we’re still confirming which other markets and areas are best suited.
QSR Media: Will there be an Android version coming out as well? Do you have a timeline for its release?
Lawson: Yes, we plan to roll this out to other operating systems once we’ve had enough time in market to evaluate the success of the iPhone app.
We will expand based on what the consumer is using so all operating systems, including Android, are in scope but we don’t have a set launch date yet.
QSR Media: Why was it important for the app to have a jump-a-queue feature? What other features in the app do you feel make it attractive to download?
Lawson: The KFC mobile ordering app is all about making it easier for our customers to order at KFC. Nobody likes waiting in line – the pre-ordering feature means a customer could order at home, from their car, from their son’s school, and arrive at KFC with their food ready to go.
Another cool feature is that people can now shout a friend a meal, if one of their mates is in Tassie. For example, if you have a relative in Hobart who you can’t visit for their birthday, you could shout them a meal via the mobile app. Your relative would then just need to collect the food in-store.
The KFC mobile ordering app also means you can leave the wallet at home and order and pay on your iPhone. If you’re down at the beach or coming from the gym and carrying the bare minimum, you can still order, pay and pick-up your KFC meal without cash or card.
QSR Media: How often will you be updating the app with improvements? What is the customer service support structure behind the app?
Lawson: We’re always looking to improve everything we do. We’re reviewing customer feedback and we’ll continue to update the app with improvement as and when required.
The app has been seamlessly integrated into our existing customer support center, and is being monitored and evaluated across our operations, IT and marketing teams.
QSR Media: On average, how fast are you seeing service times after a mobile app order is placed? Could you walk us through what happens in your end once a customer places an order via the mobile app?
Lawson: The service time varies depending on the number of orders that are lined up before the order is put through but we know it has dramatically reduced the wait time for our customers.
Once someone downloads the app and places their order with the store, the store will then instantly receive the order and add the order to the line-up.
The customer will then just need to walk up to the counter in store or go through the drive-thru, present their order number and collect their food. Or if they come in store and have set-up pre-paid, they can hit the ‘check in’ button and their food will be made straight away with no need to queue.
