As part of its new mobile marketing campaign, KFC will market to consumers who are near locations of the restaurant. KFC has employed mobile location technologies to help promote its new burrito line and increase foot traffic into its branches.
To accomplish this, KFC will use relevant messaging tactics through proximity and conquest targeting to build awareness of locations throughout the UK. KFC will market in this new manner because research from the fast food retailer showed that KFC stores had a click-through rate of 40 percent above the industry standard, proving the impact of location targeting.
From its research, KFC found that the most responsive demographic was busy parents with young families. The mobile marketing campaign that followed now heavily targets this group and provides them with distances to the nearest KFC location.