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Deep-dive of KFC Pocket Store WeChat Mini Program

If you think distribution and fan economy are outdated, this might because you didn’t play it well. Let’s have a look at how KFC leverage the fan economy on distribution.

WeChat Mini Program for KFC
  1. Square of Fried Chicken Store

The mini program displays the four major sections in 2.5D, which are celebrity stores (stores based on Intellectual Property (IP) of popular celebrities), themed stores (KFC branding stores), follower stores (user’s friends’ stores), and leaderboard (ranking of popular fried chicken stores).

Celebrities’ IP to be the spokesperson of KFC
Celebrities’ IP to be the spokesperson of KFC

2. Celebrity Stores/Themed Stores

The stores operate in the name of the KFC’s spokesperson and selling all KFC products. The intellectual property of celebrities helps to bring in traffic and sales through activities like fans to give likes to their idol’s store every day, and some stores will organize lucky draw and give out posters whenever users spend.

Simulation of celebrity store to distribute KFC vouchers
Simulation of celebrity store to distribute KFC vouchers

3. I Want To Open A Store

Users can also open their own fried chicken store in the mini program to get rebates through distribution. The process is simple; user just needs to login, decorate the store and design the waiter. When user’s friend purchases the vouchers from user’s store and use it (applicable for online orders and dine-in), and when the amount reaches 100 RMB, the user is entitled to a red packet lucky draw (which consists of 5 RMB to 10 RMB) and some Café Latte vouchers.

Users can decorate their store and to unlock more customized decorations, users will need to increase their popularity
Users own distribution right if they successfully open a store
Users own distribution right if they successfully open a store

4. Gifts for friends

Users can give their friends the vouchers they obtained through the distribution to develop a better relationship.

Rewards include red packets and coffee vouchers. While coffee vouchers can be given to friends to improve their popularity.
Rewards include red packets and coffee vouchers. While coffee vouchers can be given to friends to improve their popularity.

Highlights:

  1. The concept of opening fried chicken store is similar to the idea of opening coffee shop by Coffee Box. Both are using rebates and fun activities to attract users and achieve the purpose of distribution.
  2. The celebrity fried chicken stores manage to bring in high traffic and sales through the activity like fans to give likes to their idol’s store to show the popularity of the idol.
The leaderboard of celebrities and influencers
The leaderboard of celebrities and influencers

3. The program also uses the lucky draw to create surprise and uncertainty of the rebates (with a minimum of 5 RMB to a maximum of 10 RMB). The trick here is to mention the probability of winning and the minimum and maximum of rebates, else, it could be less attractive for users to participate.

 

Summary

Although KFC is not the first one who uses this method, however, it is a great innovation for KFC’s customers. KFC leveraged the intellectual property of their spokespersons, minimized the personality of the fried chicken store to make it easier for users to setup, arranged the rebates in multiple formats and achieved an excellent result. This is a good example of referring other’s method and combine it with our advantages to achieve great results.

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