KFC franchisee, KBP Brands, one of the largest and fastest-growing quick-service franchises in the US, has announced a significant expansion of its mobile engagement platform partnership with Vibes. Having seen success in its pilot of an SMS and mobile wallet digital marketing program at 162 participating KBP-owned Kentucky Fried Chicken restaurants in five states, KBP is now expanding to a rollout in all 847 KBP-owned KFC restaurants across 28 states.

KBP Brands’ aim has been to enhance regional marketing efforts with innovative, mobile-first tools to help boost local consumer engagement, increase in-store traffic and grow loyalty at its KFC restaurants through the delivery of timely, personalized messages.

Strong financial results and 30 per cent month-over-month subscriber growth, with an effective tripling of subscribers per store – primarily through word-of-mouth and in-store POP only – has led to the pilot being expanded into a full launch.

KBP Brands now has an always on tool that can instantly reach consumers across its 847 KFC restaurants through SMS and mobile wallet via targeted messages sent to local audiences, based on menu preferences, pricing tier, demographics, and competitive factors. Customers opt in to the KBP Brands text program by texting the word DEALS to 25899, and in return, receive an instant offer, and new specials weekly.

“Our goal has been to drive profitable sales, localize our marketing to compete more effectively and deliver increased value to our guests,” said Tonya Mangels, Vice President of Marketing Activation at KBP Brands. “We’re moving fast to expand our SMS and mobile wallet program with Vibes because of strong consumer engagement, impressive ROI and ability to be regionally relevant in a timely manner. The text-to-enroll program is low risk, easy for consumers to join and delivers immediate advantages.”