FAST CASUAL | Staff Reporter, UK

KFC licenses APT Test and Learn for Sites software

KFC UK and Ireland has signed an agreement to license Applied Predictive Technologies (APT) Test & Learn for Sites software to test across its restaurants.

The chicken chain also uses APT’s Test & Learn for Customers software to optimise their customer-targeted initiatives.

“APT enables us clearly to understand the cause-and-effect relationship between our business initiatives and outcomes,” said Paula MacKenzie, Chief Finance and Development Officer at KFC.

“We now have a deep understanding of how remodelling a restaurant affects our customers and helps to grow our sales.”

“APT helped us take our culture of innovating through conducting ‘business experiments’ to the next level, making it more accurate, efficient and process-driven,” MacKenzie added.

“We are already in the process of designing new tests using APT’s software and are looking forward to analysing many other high-value initiatives.”

Chris Holmes, KFC’s Commercial Director, said. “Bringing new products to our customers for new occasions is a key part of KFC’s strategy, and previously it was difficult to isolate what was happening because of the product, and what was due to other factors such as asset type, weather and competition. APT enables us accurately to measure the halo and cannibalisation effect of new product introductions, manage menu complexity, and by doing so, ensure that the items we introduce not only drive profitability but also increase guest satisfaction.”

KFC has been using APT’s software to understand how customers respond to the restaurant remodel programme, fine tune operational initiatives, and identify how customers will respond to new products.

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