The fast food chain has signed a deal with The Cloud to roll out the service across 458 of its stores in the UK, hoping to entice more patrons with the promise of free internet connectivity.
The Cloud will provide all the hardware for the system, which will take three months to deploy. Once the first batch is installed, it expects more venues to sign up.
KFC will use the sign-on process to advertise directly to customers, thanks to a branded landing page. This will contain information about the restaurants and menus, but also special deals for visitors to take advantage of on the spot.
“We are operating in a highly competitive industry and are always looking for ways to improve our restaurants,” said Nathan James, senior manager of brand experience for KFC in the UK. “As more and more of our customers are using smart devices, we know internet connectivity is fast becoming a key part of the restaurant experience.
More on free Wi-Fi powered by The Cloud
“Diners want to be able to browse, access social networks, search for retail outlets around them to plan their day, or access KFC-related information and special offers. The new Wi-Fi service offers exactly this and helps ensure we provide an enjoyable dining experience.”
This deal sees The Cloud extend its reach even further across the UK and into retail stores and restaurants. The Wi-Fi provider, owned by BSkyB, already has its service available in more than 16,000 locations, from huge live venues such as the Emirates Stadium to chains including Pizza Express, Wetherspoons and Caffe Nero.
“The ability to access fast internet on the go is increasingly important to UK consumers,” said Vince Russell, managing director of The Cloud. “Beyond allowing customers to get online, there are great opportunities to use Wi-Fi to improve the customer experience and ultimately boost customer loyalty and sales.
“Fast and reliable Wi-Fi paves the way for new technologies such as mobile payments to reduce queue times, QR codes to discover more about a product, as well as targeted advertising of specific products and offers via the Wi-Fi landing page. At a time when the UK fast food industry is booming, but is also becoming increasingly competitive, this service can give KFC the edge.”