KFC has rolled out a new Sunday-focused campaign aimed at making the end of the weekend feel more comforting. The campaign draws on consumer behavior data around weekend dining habits. KFC hopes to become a regular part of consumers’ Sunday routines.
KFC’s Digital-First Sunday Strategy
Each New Year, many consumers resolve to eat healthier. Come Sunday, many diners set aside healthy intentions and reach for comfort foods. With this in mind, KFC is launching digital deals that are sure to make every Sunday better than ever.
According to PRNewswire, these app-based or online deals are a strategy to promote digital engagement. Updated weekly and exclusive to Sundays, they tap into how people feel about Sundays and open the door to increasing loyalty program activity. They also create a weekly ritual that reframes what Sunday is to consumers.
The campaign follows a successful one-day pop-up by the brand in New York. It is now being rolled out nationwide in select restaurants. The offers range from individual meals to family-sized buckets that are designed for Sunday gatherings and relaxation.
Trends That Are Shaping This Campaign
Over the years, Sunday Reset has transformed into Sunday Scaries as Monday blues hit many early. Tackling this and making Sunday a little less scary, KFC focuses these deals on bringing comfort before workplace anxiety takes over. But this isn’t the only trend KFC is focusing on as it launches this program.
With the help of research company OnePoll, KFC found that 58% of consumers feel guilty when they break their New Year’s food goals. However, they see Sunday as the cheat day when it is okay to relax the rules. Sunday has always aligned with letting loose and comforting oneself, which matches the aim of this campaign.
About the Weekly Digital Deals
KFC offers rotating weekly deals exclusive to its app and website. To access these deals, consumers must log in to their KFC Rewards account and redeem online before the deal expires. It is to reinforce consumers’ habitual use of the app.
In the upcoming Sundays, customers can look forward to some good deals. On January 18, there is a $5 off a 6-piece taste of KFC deal. On January 25, there’s $15 off a 12-piece chicken bucket, and $30 off an 8-piece chicken and 8 tenders feast on February 1.
Following this, in time for football’s biggest night, is the 20 wings for $20 with four dip cups. These come along with a choice of Hot & Spicy or Honey BBQ (subject to local store availability), making the night of February 8 perfect. The offer saves about 20% compared to purchasing these items individually.
KFC aims to build a strong digital presence and loyalty infrastructure through this program. Using these, it can position Sunday as a repeatable engagement instead of a one-time thing.
