KFC (Kentucky Fried Chicken) Private Domain Operation and Promotion Strategy

When I went to KFC to buy a chicken burger two days ago, the waitress told me that I could get new member benefits if I joined their WeChat group. Based on the principle of not taking advantage of others, I immediately scanned the QR code and joined the group. As a result, after staying in the group for a few days, I placed orders early in the morning and late at night, and occasionally waited for 1 yuan flash sales. Even my colleagues asked me why I loved KFC so much recently?

To be honest, KFC’s private domain is really well developed, and I am almost converted into a mature user without realizing it!

And I found that it has completely connected the social network and mini-programs, and it is also very good at social e-commerce, comparable to Pinduoduo...

Look at the private community of McDonald’s next door, it is completely beaten and abused by KFC!

In this article, we will take an in-depth look at the secrets behind KFC’s private domain operations .

01. Drainage: Accumulate traffic

If you want to do a good job in private domain operations , the first step is to build a good user base.

So, where does KFC’s traffic come from? Mainly from the following channels:

1) Offline store traffic diversion

For KFC, the first step to attract traffic is of course offline stores.

First of all, there are many traffic-attracting posters in KFC’s food pickup hall.

KFC did not use manual persuasion, but instead used the discount information on posters to guide users to scan the code and join the group.

In this way, it not only saves manpower, but also provides users with motivation to join the group, greatly improving the efficiency of traffic generation.

When a user joins a group, a welcome message will automatically pop up, guiding the user to click on the “Group Benefits Guide”.

It is worth noting that when users enter the "Group Benefit Guide" page, the system will prompt users to add the group owner's corporate WeChat before they can receive the new member gift package.

With this series of operations, users can be retained in social groups, mini-programs and KFC’s corporate WeChat account without too many complicated processes.

Secondly, when users are queuing, the clerk will use language to guide users to place orders on the mini program.

Hello, there are a lot of people queuing now. You can scan the QR code to enter the mini program, place an order in the mini program and pick up the food!

You see, in this way, we can not only solve the problem of user queuing, but also direct users to the mini program.

2) Public account traffic diversion

To drive traffic to a mini program, the most convenient way is definitely to use the WeChat public account of the same ecosystem. Therefore, KFC has deeply integrated the official account and mini program.

When users click on KFC’s WeChat official account, they will receive a welcome message automatically sent by KFC and will be guided to click into the mini program page.

In addition, KFC will post a link to the mini program at the bottom of each tweet, so that users can see the latest discounts on the original chicken in one second and jump directly to the mini program to place an order in the next second.

In this way, the drainage process is simplified and the operation threshold is lowered. The drainage efficiency is improved every minute!

02. Community: Reach and convert traffic

To be honest, if you want to know how good KFC’s social media presence is, just compare it with McDonald’s.

If you ask me, McDonald’s social media operations can be a negative example for the industry…

1) Welcome copy: Demonstrate community value

As soon as you enter the group, you can feel the difference between KFC and McDonald's in building communities from the welcome copy.

McDonald’s welcome text, although rhymed and well-balanced, is very thin in content.

He/she neither clearly expressed his/her community value at the first opportunity (what are the so-called "discounts" and "benefits"? How to claim them?), nor did he/she use the new member gift package to complete the first conversion (there were no benefits of joining the group at all).

This means that it does not give users a reason to stay, which is likely to lead to rapid user loss.

In comparison, KFC’s welcome copy is much more “professional”.

First of all, KFC clearly tells users that there are exclusive gifts for new members (link provided), flash sales, weekly top product recommendations and occasional surprises.

This not only demonstrates the value of the community, but also provides users with a reason to stay, making it easier for them to retain.

Secondly, KFC immediately provided welfare feedback to new users after they joined the group - guiding users to click on the link to receive the new member gift package. While quickly converting new users, it also established the image of the group as "really offering discounts".

Finally, in order to prove that there is indeed a discount in the group, a link to the discount mini program was sent. The link clearly stated "Today's discount is new!". This greatly shortened the user's ordering path and increased the order rate.

2) Group owner setting: bringing both parties closer

After leading the groups on both sides for a while, I found that the group owner settings of McDonald's and KFC are completely different.

The group owner at McDonald's is very much like a robot... (I suspect but have no evidence)

Because all McDonald’s community group owners are collectively called “Mai Mai Assistants” and cannot be added as friends. I tried to add him from the group, but unfortunately my friend request was not approved.

In addition, judging from the added page, the business card of the McDonald’s store manager is also very simple, with only the corporate certification and real-name authentication of the McDonald’s restaurant.

In this way, McDonald's gives people the feeling of a robot that only pushes information, and it is difficult to narrow the distance between itself and its users.

In contrast, the KFC group owner is very realistic.

The KFC group owner is the person in charge of the store. Not only can you see his/her corporate certification and store manager position on his/her profile page, you can also see his/her real name.

In daily life, if you encounter more complicated promotions or have any needs, you can chat with him/her privately and have a one-on-one conversation.

In this way, users can have the feeling of being served by real people even when they are online, which greatly improves their experience!

3) Reaching rhythm: Cultivating mature users

When doing community operations, the most important thing is the contact within the group.

Let’s take the negative example of McDonald’s. Its push rhythm is not only slow, but also “old-fashioned” - it is not based on dining habits, but on various “holidays” and “in-store activities”.

For example, because May 28 is "International Hamburger Day", McDonald's launched a hamburger delivery event at 4 pm...

You see, on the one hand, people don’t pay much attention to this “International Hamburger Day”, so the sense of participation is naturally low.

On the other hand, 4 p.m. is neither close to lunch nor dinner, so it is difficult for users to generate demand even if they want to receive discounts.

In KFC’s social network, all push notifications are timed:

First of all, KFC’s first push notification every day must be a collection of the day’s special offers.

On the one hand, the store manager will let everyone know clearly which products are on sale that day in the form of a collection; on the other hand, he will also provide exquisite posters of these products to create a shopping atmosphere and further stimulate users to place orders.

Secondly, KFC’s fixed push times are around 12 noon and 6 pm every day.

For example, at 12 noon, the store manager will initiate the daily question "What to eat for lunch" in the group and then recommend the day's discounted lunch.

On the one hand, KFC uses the question of "what to eat for lunch" to create a reasonable consumption scenario for users, and on the other hand, it stimulates users to place orders through "recommended discounted lunches".

In the long run, users may develop the habit of eating discounted lunches at KFC, and the repurchase rate will naturally increase!

Finally, KFC will occasionally launch various "flash sales" in the group to stimulate users' continued attention:

For example, the store owner will occasionally post one-yuan flash sales of egg tarts and other snacks in the group, giving users a feeling that the discounts are better within the group than outside the group. This way, users will pay attention frequently, and stickiness will be improved!

4) Presentation form: promoting community conversion

In terms of presentation, McDonald's also made many mistakes in community operations.

For example, some McDonald’s purchase links are not WeChat mini-programs but Taobao shopping codes. If users want to place an order, they must copy the shopping code, open the Taobao app, and then place an order on Taobao…

For example, McDonald's often hides key information in very long pictures. If you want to know the relevant information, you have to download and view the original picture, which not only wastes users' time but also reduces their desire to open the pictures.

In comparison, KFC's push method appears to be very efficient and professional.

On the one hand, each push of information is not much, there are spaces above and below important information, and there will be posters of discounted products exclusively for WoW members every week, so that users can grasp the effective information at a glance.

On the other hand, under each KFC push, there is a purchase link, so users can jump directly to the add-to-cart page without opening the app, which greatly shortens the shopping process and improves conversion efficiency.

03. Mini Programs: Multi-channel promotion of conversion

The third and most important step for KFC to enter the private domain is to use mini programs and multiple channels to carry out conversions.

Users who follow KFC will find that KFC has many mini-programs. The most important one is called "KFC+", which has many mini-programs divided according to different functions...

1) Social fission: Pocket Fried Chicken Shop

Pocket Fried Chicken Shop is a small ordering program of KFC, where users can purchase various redemption coupons and then use the coupons to redeem products at offline stores.

Official data shows that three months after KFC’s “Pocket Fried Chicken Shop” went online, the total transaction volume exceeded the target amount by 900%.

How did KFC do it?

First, provide a personalized online store to facilitate sharing.

KFC's Pocket Fried Chicken Shop not only allows users to open online stores under their own name to satisfy their curiosity, but also allows users to decorate their own fried chicken shops by changing the skin.

This customized mode not only meets the personalized needs of users, but also provides a "similar to showing off" psychological motivation for users to share with friends.

Secondly, use coupon incentives to promote fission.

The main gameplay of Pocket Fried Chicken Shop is to use "coupons" as rewards and guide users to share special item redemption coupons with their friends.

For every 100 yuan of transaction volume generated by the user's fried chicken restaurant, he or she can get a coupon worth 5 to 10 yuan.

This "social fission" method allows a consumer to generate multiple orders, thereby increasing the order rate.

Finally, invite celebrities to join to increase order volume.

KFC cleverly combines it with popular stars, allowing each star to have a corresponding "fried chicken shop", such as Wang Yibo's fried chicken shop, Zhu Yilong's fried chicken shop, and Wang Yuan's fried chicken shop, etc...

If fans want to support their idols, they must go into the store to “send candy” (to increase popularity) or buy fried chicken.

So far, the number one ranked Zhu Yilong fried chicken restaurant has generated nearly 1.5 million orders.

2) Event Preview: Big Player

KFC has a small program called Big Player, which is specifically used to push various welfare activities. Users only need to open the Big Player mini program to intuitively understand the latest activity information.

These activities cover many KFC mini-programs, including paid membership, Red K Tubes, and Dessert Station. They not only have comprehensive categories but also clear timelines, making it convenient for users to obtain information efficiently while also enhancing the stickiness between users and mini-programs.

Think about it, when users have nothing to do, they will come to see what promotions KFC has recently. Wouldn’t this increase user stickiness?

3) User stratification: Red KTV and parent-child theme park

In addition to Pocket Fried Chicken Shop and Big Player, KFC also provides segmented mini-programs to meet different user needs.

For example, the Red K Pavilion mini program is provided for coffee lovers, where users can order various types of coffee and baked desserts.

First of all, on the homepage that users can see at first glance, KFC chooses to use large coffee posters to create an atmosphere and enhance shopping desire; on the other hand, through the copywriting "Buy freshly ground coffee and enjoy super value roasted add-on price", it emphasizes the characteristics of coffee being "freshly ground" and "affordable".

Secondly, KFC also put a lot of effort into setting up the shopping page for the Red K Restaurant.

Basic operations - automatically locate and mark the delivery time to facilitate takeaway users to place orders.

At the same time, considering that people who drink coffee regularly are generally busy working professionals, KFC puts popular recommendations at the top of the list, and most of them are pre-matched coffee sets, which not only reduces the difficulty of choice for users, but also invisibly increases the average order value.

In the lower left corner of the page, there is a signpost arrow leading to the fried chicken mini program, which makes it convenient for users to jump to the normal shopping interface. While lowering the user operation threshold, it also provides users with more diverse choices.

For example, KFC also provides a parent-child park mini program for users with children.

Users with children at home can not only sign up for parent-child activities such as "Restaurant Storytelling", "Making Creative Hamburgers" and "Experience Restaurant Waiters" through the mini program, make reservations for KFC theme birthday parties for their children, but also purchase parent-child cards and enjoy parent-child discounts...

Different types of mini programs are essentially KFC’s refined operations for users. By segmenting mini program functions, the needs of different target audiences can be met.

04. Membership system: tiered incentives to reduce costs and improve efficiency

As we all know, users who become members are more likely to remain loyal to the brand and will create more value for the brand during the user's life cycle.

To this end, KFC has prepared a set of membership operations full of details, and you can't help but accept it:

1) Motivate ordinary wow members

First of all, the first step in KFC’s membership operation is to lower the membership injection threshold and allow more users to become free wow members.

Now, it is very easy to register as a wow member. You only need to log in to the "KFC+" mini program on WeChat with one click.

Mobile phone numbers can be pulled directly from WeChat, and detailed information can be supplemented after registration. The registration path is very short, which is conducive to expanding the membership base.

Secondly, establishing an appropriate user incentive system plays a significant role in extending the user life cycle and increasing user repurchase rate.

To this end, KFC provides incentives to wow members in two aspects.

On the one hand, users can accumulate V-gold through consumption, and then redeem goods in the V-gold mall of the mini program to consume their accumulated gold coins.

On the homepage of the mini program, users can also see the changes in their gold coins in real time. This visual presentation method also greatly enhances the user's motivation to consume.

On the other hand, users can also earn medals by completing tasks.

It is worth noting that there are two ways to complete these tasks. One is that users get medals by filling out questionnaires, and the other is to get medals by placing orders.

In this way, KFC not only obtained a large amount of user data, but also improved the user ARPU value.

2) Segmentation of various paid memberships

With a huge wow membership base, KFC also launched a paid membership mini program.

First of all, in the setting of paid membership, KFC has carried out refined operations on users.

In the mini program, there are five types of membership cards for users to choose from - God Card (regular membership), Parent-Child Card (provides discounts on parent-child packages), Home God Card (free delivery), Coffee Card (provides daily coffee discounts), and Breakfast Card (provides breakfast discounts).

Have you noticed that in addition to providing ordinary users with a wide-coverage God Card (which enjoys all discounts, but the discount strength is limited), KFC has further broken down user needs, contextualized them, and then launched more special membership cards.

For example, we recommend parent-child cards to families with children, so that they can enjoy preferential packages and participate in various children's activities; we recommend coffee cards to white-collar workers who drink coffee every day, so that they can enjoy cheap freshly ground coffee; we recommend home-loving cards to homebodies who like to order takeout, so that they can order food for free...

In this way, the special membership card will be more adaptable and targeted to the corresponding population, and its conversion ability will be stronger.

Compared with attracting users through price reduction promotions with the Dashen Card, KFC's costs are naturally lower.

Secondly, KFC also set up hooks in the payment process.

For example, there is an activity for new users on the monthly coffee package. For only 38 yuan, you can buy freshly ground coffee for only 1 yuan a day.

Therefore, in the first month, many users will repeatedly buy 1 yuan coffee in order to maximize the use of their membership cards.

In this way, not only the repurchase rate is greatly improved, but it also helps users develop consumption habits. Once you develop a habit, you may choose to continue buying even if there is no 1 yuan discount in the future...

3) Carry out cross-industry cooperation with other brands

For the paid membership of the God Card alone, KFC has launched multiple purchase links.

For example, the regular Master Card is 30 yuan/90 days, but users only need to add 8 yuan to get a one-month membership of Himalaya, or Pizza Hut Premium Card/Home Enjoy Card and other benefits...

This cross-industry cooperation model not only increases the user's average order value, but also further expands the user circle and attracts traffic to each other.

05. Conclusion

To be honest, private domain operations are really hot right now. Both new retail and traditional industries want to take advantage of this opportunity and get a piece of the pie.

However, the essence of private domain is to serve users. If you just use the shell of private domain like McDonald's and crudely pull users into WeChat groups to send advertisements, it will be difficult to achieve high conversion.

In contrast, brands such as Luckin Coffee and KFC, from online and offline traffic to detailed innovations in various refined operations, are almost all closely centered around user needs and move forward step by step.

Strong user awareness not only allowed these brands to move to a higher level, but also helped Luckin Coffee to revive after the scandal by relying on private domains:

Therefore, in today's environment where everyone emphasizes the private domain economy, whoever can better start from the user's perspective will be able to seize a place.

Author: Routine Editorial Department

Source: Liuliangplus (ID: liuliangplus666)