A large KFC franchisee is rolling out a text-message-based promotions program that will allow it to reach customers in 28 states.
KBP Brands, the operator of 847 KFC restaurants, will allow customers to sign up to have deals and updates texted to them. KBP has been testing the program, provided by Vibes Media, at 162 stores and is now bringing it to the rest of its network.
The goal was to boost traffic and engagement, and the text alerts have apparently done that. The pilot yielded “strong financial results” and 30% month-over-month subscriber growth, the companies said in a press release. Signups came mostly through word-of-mouth and in-store point-of-purchase materials.
“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,” said Tonya Mangels, KBP’s VP of marketing and activation, in a statement. “The text-to-enroll program is low risk, easy for consumers to join and delivers immediate advantages.”
To sign up, customers must text DEALS to 25899. Offers come in the form of digital coupons that can be added to a virtual wallet and redeemed in-store. Alerts might also include changes to operating hours or new menu items. Message frequency varies, according to the company.
Leawood, Kan.-based KBP will be able to tailor the messages to local audiences based on customers' menu preferences, pricing and demographics.
It’s yet another example of how restaurants are increasingly personalizing their promotions in an effort to drive incremental traffic. Deals tend to arrive in emails or within mobile apps, but text messaging offers another highly engaging avenue to reach people.
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