When it comes to fried chicken fast food brands, many people’s first reaction is KFC . It is precisely because of this influence that every KFC store becomes popular. To date, the number of KFC stores nationwide has expanded rapidly to nearly 10,000.

It has been estimated that a KFC store in a first-tier city can make a net profit of 5 million yuan a year.

But do you know? As one of the world's leading fast food chain brands, it has secretly started to develop "private domains"! After lurking in KFC’s WeChat community for 3 months, I discovered its private domain growth strategy. Today I will show you how to do it.

1. Private Domain Contact Combination Link

2. Online and offline multi-channel traffic diversion

1) Offline traffic flow path:

① The user scans the store QR code and adds the store manager’s WeChat account;

②Push the QR code of the enterprise WeChat community in the welcome message of the personal account;

③Users scan the QR code to join the group;

④ Daily activities within the community reach users through mini programs;

⑤The user clicks and jumps to the designated mini program to place an order;

⑥The user places an order in the mini program and completes the purchase;

As a fast food giant with tens of thousands of stores, it has a natural traffic advantage. By building a private domain, the precise users who enter the store every day naturally become the seed players.

Traffic-attracting posters can be seen everywhere in KFC stores. The stores use their weekly discount information to guide users to scan the code spontaneously and add the store manager's personal account to join the group, without any labor costs. On the one hand, it reduces labor costs and improves efficiency. On the other hand, it uses discounts to increase the rate of users joining the group. Without any additional operations, the sedimentation of private domain traffic is easily completed.

2) Online traffic flow path:

① The user searches for the mini program on WeChat/the user follows the official account;

②The user enters the KFC mini program to place an order;

③The user completes the order and purchase within the mini program;

④The store manager’s WeChat ID will pop up, and users can scan the QR code to add the account;

⑤Push the QR code of the enterprise WeChat community in the welcome message of the personal account;

⑥Users join the group;

⑦ Daily activities within the community reach users through mini programs;

⑧The user places an order in the mini program and completes the purchase;

For online users who have not visited the store, KFC bundles the official public account with the mini program. Regardless of whether the user enters the activity page through the public account or directly searches for the mini program, the conversion is ultimately completed within the unified mini program. Afterwards, a QR code to join the group will pop up through the meal pickup code page. On the one hand, this simplifies the ordering process, and on the other hand, it completes the user's sedimentation from public account → mini program → personal account → community .

3. Community promotion and conversion

1. Welcome message setting: showing community value

Many brands do not pay attention to the setting of welcome messages when doing private domain business, thinking that it is just a few simple sentences, but it is not. Especially for private domains, whether or not you can retain users, build trust, and achieve conversions often starts with the welcome message.

Here, I have summarized a set of applicable formulas from the welcome message of the KFC community: community positioning + community value + group benefits.

Community positioning: The first sentence succinctly tells users what the positioning of this group is: KFC Super Welfare Group, so that users will not lose users because they cannot find or remember it in the vast group chat;

Community value: What does the community have? What can you get by joining the group? This is undoubtedly the issue that users are most concerned about. KFC gives users enough reasons and value to stay with just two sentences (flash sales, new customer benefits, irregular activities, etc.);

Group benefits: Finally, the user’s suspicion is completely eliminated through the benefit link, and real benefits are given to the user. Whether it is clicking a link or a mini program, it directly guides users to convert and shortens the order path;

2. Interesting interaction: awakening silent users

Different from other brands’ private communities, KFC’s community is not only informative and valuable, but also very interesting!

Carry out interesting interactions from time to time, use new products or free orders for specific goods as benefit points, initiate community blind box unpacking, holiday topics, daily topic interactions, etc., activate silent users, and promote order conversions.

3. Daily activities: personalized push to promote conversion

Whether it is retention through welcome words or activation through interactive topics, the ultimate goal is to increase conversion.

The cleverness of KFC lies in that it abandoned extensive promotion activities and instead pushed personalized store discount information every day, with different reasons for the discounts every day.

WOW Member Weekend, Crazy Thursday, Tuesday Member Day, Little K Benefits... ...discounted products of the day are displayed in detail. Each event information must be followed by a purchase entrance. Regardless of the poster QR code or link, it will eventually jump to the mini program to place an order. It greatly shortens the user's conversion link and increases repeat purchases.

4. Pocket Fried Chicken Shop: Promoting User Fission

"Pocket Fried Chicken Shop" is one of the KFC mini programs. It mainly uses store opening and coupons as bait to promote user fission, dissemination and sharing.

Personalized store skin: Users can search for the mini program, customize the store skin to own their own store, share it with friends, and get a 5-10 yuan coupon for every 100 yuan transaction. Utilize users' social sharing and fission communication to increase sales;

Free coupons: The Pocket Fried Chicken Shop mini program has a collection of coupons for various items, which can be used to deduct coupons directly when placing an order. Through social sharing by users and purchases by friends, users can obtain a steady stream of free discounts. With the help of the user's private ecological links, the promotion of activities can be expanded to increase sales.

Big-name stars join: leverage the stars to increase the exposure of the mini program. By cleverly integrating celebrities, popular idols such as Zhu Yilong, Wang Junkai, Wang Yibo, and Lu Han can own celebrity fried chicken shops. Fans can improve the ranking of celebrity fried chicken shops and increase orders by purchasing in-store or adding sugar to their favorite celebrities (to increase popularity).

Statistics show that the “Pocket Fried Chicken Shop” mini program achieved 900% of its target sales within three months of its launch!

4. Highlights and reuse points

1. Reach the rhythm

A high-conversion community must have rhythmic reach. KFC’s community outreach is strictly based on users’ meal times. All discounted items for the day are collected at 9:30 a.m. every day to lock in users’ consumption needs throughout the day in advance.

11:30 and 17:30 are the fixed push times for KFC social media, with the topic marketing of "What to eat for lunch" and "What to eat for dinner", which caters to the dining scenes of consumers, meets their needs, and improves conversion and repeat purchases in combination with users' dining times;

2. Material design

All of KFC’s posters are based on the logo color, which fits the brand tone and helps shape brand awareness for users. Whether it is a social media push poster or a user forwarding a poster to a friend, other users can know which brand's event it is from the color at first glance, thus strengthening user cognition;

Secondly, the poster highlights the benefit points. Taking the Membership Day poster as an example, the core benefit point of "the second one for free" occupies the largest space, giving users enough reasons to place orders and promoting the conversion rate of the event.

3. User stratification

Users who often eat KFC will definitely know that KFC has more than one ordering mini program, but a number of mini programs that form the KFC mini program matrix. Really refined user operations, for example: a pocket fried chicken shop that promotes social communication, a big player that specializes in pushing various benefits, a freshly ground coffee shop for coffee lovers, a parent-child park that families with children must visit, a KFC dessert station that dessert and ice cream lovers don’t want to miss, and an exclusive paid membership mini program for those who want to upgrade to become members;

By segmenting mini programs, we can meet the various needs of different customer groups, greatly improving conversion rates and operational efficiency.

If we dig deeper into KFC's crazy expansion, we can easily find that both KFC, with a market value of hundreds of billions, and small brands that have just emerged, are making drastic moves to attack the private domain. At the same time, the iteration of WeChat functions, video accounts, and enterprise WeChat updates have undoubtedly opened up more possibilities for private domain traffic.

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Author: Lianka Enterprise Micro Private Domain

Source: Lianka Enterprise Micro Private Domain