KFC rewrites rules, delivers to your cars and bikes

KFC is exploring meal kit options to suit the preferences of consumers

MUMBAI: In a pandemic situation the last thing you want is to go out and eat! And the restaurant industry has obviously been hit. Severely. So, the only way for the dine-in industry is to rewrite the rules of the business with Innovations, contactless deliveries, cloud kitchens, and by maintaining the highest standards of safety and hygiene.

KFC has upped its existing operational protocols with 4X safety promise of sanitization, social distancing, screening (of temperature) and being contactless. Of these, there are three ways in which KFC is going contactless: delivery, takeaway and with KFC to your car/bike.

An extension of contactless takeaway, KFC is now delivering to your car/bike, the first-of-its-kind service in India in which food is being delivered to your vehicle.

The new service is being launched at KFC restaurants across cities including New Delhi, Mumbai, Bangalore, Pune, and Chennai, among others.

KFC India chief marketing officer Moksh Chopra told “Those already on the road can place a takeaway order on the KFC app or website, pay online and then walk into the restaurant at the pre-decided time to collect the order. All this while, following all norms of social distancing - proper queuing at the takeaway counter, floor stickers for guidance, etc. We are amongst the few brands in India to launch a curbside takeaway service with KFC to your car/bike.”

Following the same process of placing a takeaway order, customers can opt for this service at checkout. They have to arrive at the designated spot near the restaurant and their order will be placed on the hood of the car or on the back seat of the bike. Thus, the order delivery is completed hassle-free and without any contact.

He adds, “Intensified sanitisation at the restaurant includes all surface areas including tables, counters, doors, and door handles that are sanitized every 30 minutes. The delivery teams wash and sanitize their hands and bags after every order.”

All team members, including delivery riders, are regularly screened and undergo daily temperature checks, wear masks and gloves. He points out that with limited menu on delivery, they are able to operate with a smaller kitchen team maintaining all norms of social distancing.

Apart from this, the food packaging is further secured with a tamper-proof seal to ensure that nobody has touched or accessed the food from the time it was packed until delivery. The food is cooked at a high temperature of 170 degrees.

Chopra elaborates about exploring meal kit options to suit the preferences of different customers in India. “We observed how fans have turned home chefs and are experimenting with their KFC favourites in their kitchens. Some are trying to replicate the hot and crispy chicken, while most are seeking ways to incorporate KFC into their everyday meals. Our recent campaign on ‘home kitchen’ helped consumers do just that:  play around with ingredients and pair KFC with their home meals,” he added.

Chopra adds that digital ordering and payment will continue to be relevant. Consumers have various digital payment options like KFC app, website and mSite. They can even avail various offers and deals through mobile wallet partners.

KFC will be increasing focus on online, not only as an ordering channel but also as a medium for enhancing customer experience. This would translate into infusing more efforts and resources, including talent, technology, etc. into enabling better access for the customer.

“While we continue to develop our own ordering assets as the app or website, even elements inside the restaurant as menu boards, alternates as kiosk ordering, etc. will also undergo a technology refresh.”

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