In-Store Intercepts That Discover Brand Loyalists Passions
Kentucky Fried Chicken (KFC) Operations Team wanted to make KFC more relevant to customers and innovated 3 new platforms with 8 different menu items. But did these new flavors, textures, serving size and price points fit within the existing consumers’ brand expectations and excite a passion for their eating occasion?
Working in tandem with KFC, SIVO Insights curated a specialized team of industry experts to develop a customized approach that met challenge objectives. In four major and differentiated markets, SIVO Insights screened and intercepted core consumers at the point of purchase and observed their interactions with the new menu items, associated in-store signage and price points. Consumer interviews were conducted to capture their in-context reactions, perceptions and language to gauge passion levels and launch success. Key findings were analyzed and presented a rich visual, storytelling report.
SIVO Insights mapped key consumer insights that identified product launch strengths, areas to optimize and additional innovation opportunities. Armed with a robust and authentic consumer voice, KFC was able to make strategic menu item and signage decisions that excited brand loyalists.