KFC is launching new loyalty programme – the Rewards Arcade – which ditches the transactional, points-based proposition that the fast-food giant argues only rewards heavy users to focus on “generosity, surprise and recognition”.
Devised by Rapp UK, which was appointed to the KFC account in April last year, the new scheme allows users to win a ‘free’ reward by playing arcade-style games on the KFC app, although they are not guaranteed a prize every time.
It replaces the Colonel’s Club programme – launched in the UK in 2015 – which gave customers “stamps” every time they spent over £3 in the UK and an additional one when they spent over £15 in a single purchase. They could then turn these into rewards, such as free popcorn chicken or a drink.
To be able to play the Rewards Arcade, customers have to make a purchase at either a KFC store or through the app and need to spend £3 or more in store or £7 if ordering for delivery. The scheme is not available through third parties, such as Uber Eats or Deliveroo.
Prizes include BBQ Bites, Fillet Burgers, Flamin’ Wraps, a Mighty Bucket for One, Mini Fillet Burgers, Regular Fries, Regular Popcorn Chicken, a Six-piece Bargain Bucket, Three Piece Boneless dips meals, Two Piece Original Recipe Meals, Two Single Wings and Zinger Burgers.
Once customers have won a reward, it will show up on the KFC app in ‘My rewards’ and must be redeemed within 40 days.
KFC claims its ambition was to completely reinvent the future of loyalty, insisting that most points-based systems generate an unfair generosity balance with very little personal recognition for customers and prizes that only reward the heaviest users.
The first game to mark the Arcade’s launch is ‘Hammer Time’, a festival-style high-striker game where players choose one of three hammers and swing to win by ringing the bell at the top of the tower.
KFC chief marketing officer Jack Hinchliffe said: “We strive to be a business which exceeds the wants and needs of our guests. That’s why we’ve transitioned from a stamp-based rewards scheme to a dynamic, modern platform that provides our fans with instant, free prizes. We set out to reinvent the future of loyalty and that’s exactly where we are headed. I can’t wait for customers to give the KFC Arcade a go!”
Rapp UK chief executive Gabby Ludzker added: “Loyalty has moved on from points which means prizes and brands need to keep up with their customers’ behaviours and motivations.
“The Rewards Arcade is a dynamic way to reward loyalty, customers can have a go, win and claim their prize immediately, making it a win-win for KFC and their guests.
“We wanted to give every KFC guest an entertaining, interactive and competitive space where they can try out a range of retro games to win free food. The games are exciting and fun and will definitely keep customers coming back for more.”
Asda chief Farren goes back to KFC after just 11 months
‘Dream win’ for Rapp as agency feasts on KFC account
KFC owner Yum! launches data skills academy in the UK
ASA boots out claims KFC TV ad mocks black people
Tiers are not enough; shoppers crave emotional loyalty
Brands warned that they can’t rely on loyalty any more
Skint under-35s shun loyalty clubs but still crave deals