Pocket Franchise
Award: Wood Pencil
Wood Pencil / Digital / Creative e-Commerce / 2020
Chinese youth do their meal decision-making on their phones, before they even go out. KFC had 0 social presence. The challenge was how to attract the youth to eat out at KFC. Idea: Own a KFC Pocket Franchise. Your social media is valuable real estate, build your KFC Store on it. When people Wechat on where to eat, they immediately see their friend's KFC store. And buy directly right on social. Then claim at any KFC branch. The friend’s virtual store earns real cash. It’s now a new KFC business model, with two million KFC Pocket Stores and 42m CNY new direct sales in 120 days.
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