Challenge

The delivery boom has changed consumer behaviour, so to engage young Chinese consumers brands need to deliver new experiences and ways to be entertained. ​

How could we ensure KFC remained millennials’ favourite fast-food brand?

Solution

We transformed the dining experience for young Chinese diners at KFC, from AI ordering to 3D holographic animations and smart music tables. From changing the way consumers order by working with Baidu to create an AI robot called Dumi that could detect what consumers said – making ordering seamless. ​

We designed the interface for Kiosks and mobile payment to faster more convenient ordering. Whilst consumers waited, they were entertained with a 3D holographic animation and whilst they dined, KFC ‘Smart Music Tables’​ to charge their phones and listen to a specially created playlist.​

Results

The store successfully offered a more interactive, innovative and entertaining dining experience for KFC’s young customers. The work gained over 600 news articles from various media outlet and generated much discussion on social media​.