Kentucky Fried Chicken (KFC) is a fast-food chicken franchiser, operator, and developer globally with its headquarters based in Louisville in the United States of America. The company seconds McDonald's, which is the current largest restaurant chain in the world. As of 2019, KFC had 22,621 outlets in the world in 150 countries KFC's main product is bone-on-chicken that has been pressure-fried with the original ingredient of spices and 11 herbs, served as three or two pieces, or in a family "bucket." The company's target market is the upper and middle-class families that can afford its prices strategized differently. According to data from KFC's website, some of the business's core values are: "Be your best. Make a difference. Have fun." ( KFC (b), n.d.). Currently, KFC uses social media platforms, such as Facebook, Instagram, Twitter, and YouTube.
KFC's social media presence is most invested on Facebook, where the company places multiple advertisements of its products to attract consumers. From an extensive analysis, KFC uses Facebook to build customer relations by interacting with clients on its page, responding to queries, replying to anecdotes, and resolving issues promptly ( Facebook for Business, n.d.) . Additionally, KFC frequently keeps its clients engaged by posting regularly to imprint its products on the customers' minds. Moreover, KFC updates clients of any upcoming offers through its Facebook page and discounts on exceptional cases ( Facebook for Business, n.d.) . Prices for products are well-listed, and delivery details are provided to ensure clients can access its products efficiently ( Thabit & Raewf, 2018) . Therefore, I think Facebook is highly effective in enhancing the KFC brand and building its client relations.
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In my opinion, KFC creates positive customer engagement by engaging its clients on Facebook regularly. Customers are constantly engaged by the company's consistent posts and the customer care responses to the queries created on the social media platform. KFC also allows clients to engage with each other under some of the business posts, with some of the discussions extending beyond the business's scope. The language used by the business on its Facebook pages is customized for every country that hosts its businesses, ensuring that clients can interact with its posts effectively. The company's branding message is: "It's Finger Lickin' Good," which aligns with KFC's marketing mix because it indirectly explains the product's ingredients and induces people to order its products ( KFC (a), n.d.) . Therefore, I concur that through the use of social media, KFC has established its customer engagement. Further, the company's branding message sells the product to the client indirectly by stating its chicken products' value to attract clients.
I think KFC made a wise choice to invest in social media because it enables them to reach clients faster and resolve complaints quicker. The turn-around time for most responses is less than 30 minutes, ensuring that customers receive value for their money. Queries on how to order using KFC's official delivery number, payment methods, and expected delivery timeframes are also answered by the company's employees quickly, ensuring that customers do not become agitated because of delayed responses. Moreover, I believe Facebook has helped KFC increase its sales because of the rate of reactions and customer interactions between its customer service teams and potential clients exhibited on the social media platform. Therefore, I concur that investing in creating a Facebook page was a wise decision for KFC because of the positive outcomes discussed in the sections above.
References
Facebook for Business. (n.d.). KFC Middle East . https://www.facebook.com/business/success/kfc-middle-east
KFC (a). (n.d.). Finger Lickin' good. Done the right way . https://global.kfc.com/our-social-impact
KFC (b). (n.d.). Values . https://global.kfc.com/our-values/
Thabit, T. H., & Raewf, M. B. (2018). The evaluation of marketing mix elements: A case study. International Journal of Social Sciences & Educational Studies , 4 (4), 100-109. https://doi.org/10.23918/ijsses.v4i4p100
