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Future
From <http://www.infoworld.com/article/2612201/enterprise-architecture/enterprise-architecture-2013-infoworld-forrester-
enterprise-architecture-awards.html>
Outlet visited :
KFC at Sacred World,
Wanowrie. Pune (very prime
up market property about
10000 sq.ft)
Business Facts :
There are approx. 25 KFCs in
Pune
Only 3-4 are making money
This one is in losses
I am hungry. I wonder What dish Looks Looks I am excite Ah the food Delicious & Was it really
Have no how this will be a big Good/Bad Good/Bad for the at last! Fresh good?
Thinking
time. service hit? I hope Like/do not Like/do not food? Looks Was it
Want to eat works? everyone like the like the Will the good? Warm but worth the
healthy like’s the ambience? ambience? wait be too Looks bad? soggy spend?
place/food? long?
Find out Ask Friends/ Drive out – Explore Get friend’s Small Talk Ask family/ Eating Ask family/
what’s Family? Directions? Menu / family Check friends Watching friends
available. Use Apps Order out? Ask Friends/ preference Smartphone- about theirs other’s eat about theirs
Doing
Take out viz. Zomato Call Outlet? Family Order & do other Listen for Comment
Menus? Use Apps Pay things while approval/ on
Ask Friends? viz. Zomato waiting disapproval Facebook
Use Apps Look around Rate on
viz. Zomato Foursquare
I hope I can I hope I am I hope I am I hope I am I hope I am I hope I am Feeling Feeling Would I
make the making the making the making the making the making the good/ good/ come back
right choice. right right right right right neutral/ neutral/ again?
Feeling
11/19/2018 5
Live Events staged on
LIVE EVENT
Bing Pulse
WEBCAST//
Tarun’s birthday Bash
10 AM-2 PM January 29th
2015
11/19/2018 6
Taco already has a mobile App which includes Food Buddy
ordering, payment & gifting
How about a Yum App which promotes healthy Meet Col. Sanders’ Ghost at a KFC today
1. KFC offers a
Tour of the
Kitchen
2. You have to ask
the Store
Manager
3. I did
4. Pretty
impressed
11/19/2018 8
Tablets and Touch Tables
11/19/2018 9
YumHobbits
An immersive community
for the young and
adventurous
10
Collective ideas thus far (Aniruddha)
Restaurant of the future needs to encompass
1. Smartglasses,
2. Augmented reality,
3. Gesture interfaces,
4. Customer face identification,
5. Avatars,
6. Seamless wireless payments and more…
One can think of food orders and payments using Bluetooth technology. Mobile apps that can br downloaded to interact with a conveyor belt order
projection, Gaming device remotes (XBOX) that can transform normal TVs into interactive ones and Kinect sensor that can upgrade waitresses into Goddesses.
The first level is the use of the Bluetooth augmentation technology that increases the precision of location detection going to the level of the individual table
where the customer is seated. Each table needs to be kitted out with a Bluetooth enabled beacon disguised in Colonel’s face. (KFC Brand).
Bringing the phone close to the beacon should boot up the menu app. From here, the customer should be able to peruse the menu, see what their friends
liked in the past, what they had ordered in the past, and then place the order. The same app should also allow payments as soon as one is done. Payment
options can be KFC Wallet, Cards, Netbank, or redeemable coupons. The idea is just tap the bill and slide to pay.
As ordering is digital, the restaurant can keep running a total of dishes ordered and project this on a nearby wall. A projector screen can keep tabs on what’s
been ordered and whose order is coming next. But there can be a problem: If everyone’s ordering Zinger box meal, how can you tell whose is whose? Well
that’s where the next piece of technology will work to customize your order. Once you have chosen what you like, you add stamps, a signature or a message,
and then flick it off-screen and upto the projector. It then digitally shuffles down, and onto a conveyor belt behind the orders already taken.
In case the customer wants to speak then a click on the chef symbol will patch a call through to a member of the serving staff, who reply not in person, but
through a video call. The serving staff can be in store or in an off-site call center. Routing of calls can be optimized based on customer volume at any time.
This will ensure Zero-wait.
Collective ideas thus far (Bala)
Check out how Retailer Burberry has incorporated digital in their flagship store.
http://retail-innovation.com/burberry-regent-street/
1. How about showcasing the history, cooking process of KFC in digital kiosks or table tops, to engage the audience as they
wait for their food to be ready?
2. These days KFC/McD let out their facility for events/celebrations. How about using Technology for customizing the events
with customer logos, names/pictures, etc
3. Improving productivity is the biggest need, considering the population of India. You walk into any KFC store on a weekend
and you end up waiting for placing your order and getting it served. Can Tech help to improve the service delivery and
experience?
4. The biggest opportunity to would be to innovate the layout of the retail store itself. Can customers walk around and see
the kitchen?. Can they order from table using technology?
5. Can they leave feedback/comment on quality right after the meal digitally?. Can they share/invite their friends/family?
11/19/2018 12
My research links
1. http://www.engadget.com/2014/03/28/restaurant-of-the-future/
2. http://nrn.com/2020-vision-future-foodservice
3. http://www.triplepundit.com/2014/10/interview-todd-taylor-dardens-restaurants-future/
4. http://retail.economictimes.indiatimes.com/news/food-entertainment/food-services/how-indian-qsr-brands-can-
adopt-best-practises-to-expand-globallycountry-head-subway-india/36439667
5. http://www.businessinsider.in/Global-Local-Fast-Food-Chains-Are-Feeding-On-Indias-Insatiable-
Appetite/articleshow/28733220.cms
6. http://www.pinterest.com/diliopoulos/applebees-consumer-journey-map-assignment/
7. http://www.momentology.com/2565-6-marketing-lessons-from-taco-bell-on-maintaining-perpetual-cool/
8. http://www.mobilepaymentstoday.com/articles/taco-bells-new-mobile-app-includes-ordering-payment-gifting/
11/19/2018 13
In the heart of it lies…
11/19/2018 14
Successful customer experience can increase revenue, reduce costs, and
improve overall shareholder value
Impact of customer experience on shareholder value
In theory, CRM tactics mimic the way that interpersonal relationships evolve –
spending more time together, learning about each other, and exchanging something
of value. But similarities are misleading. Unlike person-to-person interactions,
person-to-company interactions will never grow into relationships because
consumers:
Like anonymity and privacy:
People don’t like to tracked on their activities
Remain suspicious 17
Key Predictor
11/19/2018
Emotional Driver
A total customer experience involves measuring both the rational and
emotional customer needs relevant to the person, time, event and location
“Left Brain” “Right Brain Key challenges
Rational Measures Emotional Measures
What traditional and next
• Quality generation metrics should be
• Service • Trust captured and utilized?
• Cleanliness • Personalization
• Value • Perception Which “rational” and
“emotional” factors are the most
predictive drivers for customer
Characteristics Characteristics loyalty?
• Fact-based • Based on feelings
• Quantitative • Qualitative
• Metric-oriented • Index-oriented How should these findings and
• Primary measurements • Derived measurements insights be integrated into the
• Uses cortex part of the • Uses limbic part of the
brain to make decisions
future restaurant experience
brain to make decisions
design
Customer experience maps customers’ profitability and revenue determines
the appropriate high-level strategy for each customer
High
Low
Low High
Revenue
To maximize customer experience and profitability, strategies need to be
tailored to each segment within their respective quadrants
High
Cross-sell Retain
Typical solutions can include Typical solutions can include
• Extranets • Private exchange networks
• Collaborative R&D • Extranets
• Product mix shift • Personalization
• Collaborative R&D
Profitability
plus functions
management
management
employment
restaurant
Staff and
Psychographic
Highly active on social media – Instagram, SnapChat, Twitter
Heavy users of smartphones and smartphone photography
Care about social image and brand associations
Tech savvy and impressed by technology
Spoilt for choice when it comes to QSR/Eating out options
Dining out is a social activity
What can KFC do to attract this
customer?
There are at least 4 areas where KFC can use cutting edge technology to
achieve its goals
Customer Engagement
Customer Experience
Operational/Transactional efficiency
Brand building
Customer Engagement
Currently KFC tracks only home delivery customers. Dine-out customers are anonymous since the 1.5 minute
QSR benchmark service time doesn’t allow for collection of information. In order to increase the life-time-value
(LTV) of customers, KFC will have to engage interactively with dine-out customers as well. Technology can play
a big role here. Some ideas to drive engagement:
Smartphone App
Location aware - Allows in-app ordering (works only in store vicinity) and payment (also include payment wallet)
Allows pushing personalized offers and marketing messages
Integrated with loyalty program (in-app ordering will generate redeemable loyalty points)
Should be able to store and redeem e-coupons – earned over social media/whatsapp/website etc.
Store locator function – Real-time information on nearby stores, offers, current wait-time for service at store
Social media integration – Share offers, product info to social media. Receive social media updates on app.
App install should be incentivized through discounts/offers and enabled at the restaurant through QR code etc.
Social Media engagement
KFC should be able to have 2 way communication with customers through facebook, Instagram, Twitter – This will
help in brand recall and gain valuable customer feedback.
Set up WhatsApp, Viber hotlines and allow for ordering/marketing messaging/customer feedback/conversations
Plan a group meal with friends by simply creating a whatsapp group and booking a table/ordering
Customer engagement contd…
Customer identification
Once KFC can personally identify a customer, the system can learn food preferences,
frequency and timing of visits, average spend per visit, personal info such as birthday,
change in trend of visits etc. and tailor specific real-time marketing tactics targeted towards
individual customers. Some options to quickly enroll customers to the system:
Voice recognition based identification – Customer speaks her firstname into the kiosk to sign up and
sign-in on subsequent visits. (Other biometrics like fingerprinting might be considered too intrusive)
NFC based identification – Customer signs up by tapping NFC smartphone to kiosk and typing in first-
name and number (required to push content). Simply tap once to sign in on subsequent visits.
KFC Smart Card – Customer is given a credit card sized KFC card which is NFC enabled. As she awaits
her order, she taps her phone on the card which opens up a web form for name and number. On
completion, she is registered on the system and can sign in on future visits by tapping her NFC phone
on the ordering kiosk. The card also has a QR code which can enable KFC app download.
Old school phone keypad – There is a keypad facing the customer, where she enters her name &
number to enroll. On future visits she punches in her number to sign in.
Face recognition – The camera at the ordering kiosk is able to identify a new customer.
Customers can be incentivized to sign-in on each visit by offering loyalty points/offers
Customer Experience
This refers to the in-store dining experience. Right from deciding to eat at KFC, to finishing
and leaving the restaurant needs to be made unique, novel, fun, convenient, seamless and
quick. This can be visualized as a customer’s journey map and at each stage we can have
multiple ways to enhance the experience.
1. Choosing KFC to eat –
Real-time Marketing messages can be pushed to customer’s KFC app/WhatsApp based on prior knowledge of
their behavior. Ex. “Order fiery grilled chicken to get a 15% discount before 3 pm today” for a customer who
has never tried the Fiery grilled chicken but visits the store around 3 pm mostly.
The store will have a Beacon (click here) and will detect customers passing by the store and push notifications
to the customer’s KFC smartphone app. This will be limited to peak meal times to control intrusiveness.
4. Exit
After a few minutes, the tablet opens up a short click based feedback form on the meal.
It will also provide a report on loyalty points collected so far and how they can be redeemed.
Operational/Transactional efficiency
Typically store operations involves the kitchen receiving a stream of orders from the cashier or home
delivery customers. Food is prepared in batches and some items assembled on order. Sometimes due to
lack of predictability, food is prepared too much in advance leading to diminished quality or in a
laggard manner leading to increased wait time. Food wastage at the end of the day is also not
improbable. To improve predictability and hence quality and efficiency, a few things:
Demand forecasting – Real-time orders as well as historical order data needs to be analyzed in order
to come up with a more predictable food production motion. This data is available to the chefs in
the kitchen on screens. Ex: At 2 pm, the screen says – ‘prepare 40 extra pieces of chicken wings’
after predicting a surge in demand.
Cash transactions: are time consuming. Prepaid KFC VISA gift cards can be sold which enables
quicker transactions.
Payment systems - Integrate with mobile payment systems and wallets such as airtel money, PayTm,
PayU etc.
Tech integration: Kitchen backend system needs to be ready to accept orders from multiple sources
such as smartphone app, in-store tablet, ordering kiosk etc.
The Future Store
The store-front of the future store needs to be aesthetically designed, maintaining the
color themes of the brand while completely changing the store layout. Here’s the store
in my imagination:
Outside –
Dynamic display panels which can display custom messages to a customer by detecting
proximity (using beacons) – Ex. “Hey Tom, come on in”
Digital representation of the restaurant layout with information on vacant tables and their
location. Facility to book a table from outside
Live menu feed and enticing food videos
3D holographic KFC logo (think NaMo’s campaign speeches)
Inside –
There will be an Colonel Sanders zone which would house an interactive kiosk for signing up as
a new customer, watch KFC history, Xbox Zone etc.
There will be no ordering counter, but every table will have an ordering device and large
display.
There will be a selfie booth with KFC branding
Making the Future Store more valuable
To create value using digital artifacts in the Future Store, the customer experience needs to be:
Socialized –
Make eating at KFC a social activity – Enable creating plans with friends on the KFC app.
Customers can see who among their friends are near the store and invite them over for a meal
Gamified
Games and contests – Whoever can eat 12 pieces of Hot Wings in under 4 minutes gets his/her meal for
free.
Have a KFC king/queen contest run on social media
Exact a desired behavior by gamification – Order 15 burgers this month to get a 6 piece bucket e-coupon.
Temporalized
Tracking and reporting customer activity – Customer can view consumption patterns
Spatialized
Add the dimension of location to the eating experience – Customer can check-in on social media while at
the store via the KFC app.
The Microsoft touch and added excitement
Some ways to make the Future Store more exciting:
Kinect based menu browsing and ordering
User can navigate the menu and drag and drop (via gesture) items to his “tray” to create
the order.
Cortana
Cortana based digital assistant who can take voice orders
Recommendation engine
Based on customer’s eating patterns and budgetary preferences, the engine can
recommend new dishes or combinations
Augmented reality
Weird example: A colonel sanders 3D hologram inside the store can identify and detect a
customer’s close proximity and say “Hello Ben! Hope you’re loving your meal.”
Many other clever applications can be conceived.
Thank You