The first quarter of 2024 presented challenges and opportunities for the KFC, according to the financial and operational statement released by the IMC Group (International Meal Company). One of the leaders in the national food service sector, the company, responsible for operating the brand in Brazil, highlighted the significant advance in digitalization and a historic brand consideration index, reaching 11.8% according to YouGov.
Advances in the digitalization process were one of the strong points, with self-service totems present in 88% of national operations, an eight-fold growth compared to the first quarter of 2023, representing 42% of digital sales in the first quarter of 2024. transactions had a significant increase of 863% compared to the same period of the previous year. Sales via delivery grew 33.5% in the same period.
Investments in innovation and improvements in the customer experience also contributed to a positive scenario. The brand launched promotions, such as the partnership with NFL, which boosted restaurant traffic. Additionally, same-store sales grew 1.2% compared to the first quarter of 2023, while total chain sales increased more than 21%.
The launch of Cubinhos de Frango, a product made 100% with chicken breast that can be served as an additional item for sandwiches or as an afternoon snack, expanded consumption occasions, offering new options for customers. Currently with 192 units, KFC Brazil is focused on an expansion plan for new units and business models to popularize and strengthen the brand in the market, ensuring a healthy operation and maintaining quality in the customer experience.
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