Transforming how people get the chicken they love
Experience | Performance | Food & Drink
Results
69%
of total revenue through SEO
51%
increase in total organic revenue
40%
increase in organic transactions
The secret ingredient in KFC's search marketing
GAIN are the digital partner for KFC, together we’re transforming how people get the chicken they love through the power of technology.
In the fast-moving world of quick-service restaurants speed and ease is everything. So we've been working with KFC to develop a solution that lets their fans order the chicken they want, when and how they want while being easy to scale as new technology opportunities arise.
Despite enjoying phenomenal success worldwide, they have always seen the value in a well-executed SEO strategy to help them achieve maximum visibility at a local level – something that is key for chain restaurants.
The ultimate goal is a fast, simple omnichannel experience to help people order and track their chicken – from mobile or desktop to in-store kiosk and even voice through Alexa. With rewards, if they keep coming back for more. And because the solution was going to be used across Europe, it had to handle the complexity of different store set-ups in different regions. But our goal was clear – to build one flexible, scalable platform to cater for KFC’s market needs.
Working with KFC, we established a robust SEO foundation, focusing initially on optimising 900+ Google Business Profiles and near-me landing pages, which proved crucial during the surge in takeaway demand.
Beyond technical improvements and ongoing monitoring, we have helped them develop a successful content strategy encompassing blog recommendations, local landing page optimisation, and FAQ creation, while also collaborating on UX enhancements for their CMS and mobile app.
The programme we’ve collectively put in place is now mature - with squads and ceremonies well established. As covid hit and restaurants closed and opened, as QR codes staged a comeback and delivery services spiked, we’ve been there with the KFC team every step of the way. Like the Colonel always says, "Do all you can, and do it the best you can".
How we've helped them
KFC is a great example of an enterprise-level company recognising the importance of on-going SEO, despite achieving worldwide fame.
We worked with them to create a solid and future-proofed SEO foundation whilst also testing new and innovative ideas across their range of assets.
When KFC first came on board, our main focus was to improve their local SEO.
This included continuous optimisation of their 900+ Google Business Profiles alongside their near-me landing pages for each location which work hand in hand with the Google Business Profiles.
This proved to be critical throughout COVID when demand for takeaways and collections was heightened and they needed to ensure they were at the forefront of people’s minds.
The other priority was to improve the technical health of the website, addressing a range of issues from sitemap problems through to meta data which were preventing the site from achieving maximum visibility in the search engines.
Once these issues were sorted and being monitored 24/7 by our intelligent automation software, we then turned our focus to other areas such as content.
Content marketing was a big part of the project for KFC.
There wasn’t a blog on the site so we put together recommendations for blog content following extensive keyword research, looking at competitors such as McDonalds to give examples. We put together recommendations for local landing pages, providing competitor insights for Dominos, Pizza Hut, Burger King etc, to demonstrate where KFC was missing out and where pages could be better optimised to capture valuable search traffic.
We also focused on creating FAQ content for the site and Google Business Profiles to help put KFC at the forefront when these questions were being asked in search engines.
We also worked with the KFC digital technology team to help them develop and improve the user experience of the internal content management system as well as the customer-facing mobile ordering and loyalty app.
Together, we have formulated user stories and customer journey maps, all of which provided the foundations for the design phase.
The aim has been to create an enterprise grade CMS with an enhanced user interface and streamlined user journey to improve productivity across the business.
Collaborating closely with KFC, we've embarked on a transformative journey to redefine the digital ordering experience. By integrating advanced technologies, we've developed a scalable, omnichannel platform that caters to diverse market needs across Europe. This platform ensures that KFC customers can effortlessly order their favorite meals, whether via mobile, desktop, in-store kiosks, or even voice assistants like Alexa.
Neil Dennis - CEO Experience
The programme we’ve collectively put in place is now mature - with squads and ceremonies well established. As covid hit and restaurants closed and opened, as QR codes staged a comeback and delivery services spiked, we’ve been there with the KFC team every step of the way. Like the Colonel always says, "Do all you can, and do it the best you can".
How we've helped them
KFC is a great example of an enterprise-level company recognising the importance of on-going SEO, despite achieving worldwide fame.
We worked with them to create a solid and future-proofed SEO foundation whilst also testing new and innovative ideas across their range of assets.
When KFC first came on board, our main focus was to improve their local SEO.
This included continuous optimisation of their 900+ Google Business Profiles alongside their near-me landing pages for each location which work hand in hand with the Google Business Profiles.
This proved to be critical throughout COVID when demand for takeaways and collections was heightened and they needed to ensure they were at the forefront of people’s minds.
The other priority was to improve the technical health of the website, addressing a range of issues from sitemap problems through to meta data which were preventing the site from achieving maximum visibility in the search engines.
Once these issues were sorted and being monitored 24/7 by our intelligent automation software, we then turned our focus to other areas such as content.
Content marketing was a big part of the project for KFC.
There wasn’t a blog on the site so we put together recommendations for blog content following extensive keyword research, looking at competitors such as McDonalds to give examples. We put together recommendations for local landing pages, providing competitor insights for Dominos, Pizza Hut, Burger King etc, to demonstrate where KFC was missing out and where pages could be better optimised to capture valuable search traffic.
We also focused on creating FAQ content for the site and Google Business Profiles to help put KFC at the forefront when these questions were being asked in search engines.
We also worked with the KFC digital technology team to help them develop and improve the user experience of the internal content management system as well as the customer-facing mobile ordering and loyalty app.
Together, we have formulated user stories and customer journey maps, all of which provided the foundations for the design phase.
The aim has been to create an enterprise grade CMS with an enhanced user interface and streamlined user journey to improve productivity across the business.
The ultimate goal is a fast, simple omnichannel experience to help people order and track their chicken – from mobile or desktop to in-store kiosk and even voice through Alexa. With rewards, if they keep coming back for more. And because the solution was going to be used across Europe, it had to handle the complexity of different store set-ups in different regions. But our goal was clear – to build one flexible, scalable platform to cater for KFC’s market needs.
Working with KFC, we established a robust SEO foundation, focusing initially on optimising 900+ Google Business Profiles and near-me landing pages, which proved crucial during the surge in takeaway demand.
Beyond technical improvements and ongoing monitoring, we have helped them develop a successful content strategy encompassing blog recommendations, local landing page optimisation, and FAQ creation, while also collaborating on UX enhancements for their CMS and mobile app.
