Yum planning to introduce cashier-less stores
Yum Restaurant Thailand vows to ramp up its digital programs and tighten its safety measures as the latest coronavirus outbreak hampers restaurants and food outlets in Thailand.
Anawat Sangkhasap, the company’s marketing director, said the company has put in place strategies to cope with the pandemic as well as the period after when it begins to wane.
“Our marketing tools during the crisis will focus on tightened safety measures to increase customer confidence in buying KFC. We are planning to open three new KFC cashier-less stores [on Jan 11, 2021] to test the readiness of our services and market response before rolling out to all KFC branches across the country in February,” Mr Anawat said.
According to Patra Patrasuwan, the company’s head of brand communication, three KFC cashier-less stores will be available at CP Tower, Ramintra 109 and PTT petrol station in Bowin, Chon Buri. These three cashier-less stores don’t have cashier staff in store while customers can use the KFC App to order and pay.
“We are never panicked, even if the second wave takes longer than the first,” said Mr Anawat. “We are a global brand and we have already maintained a high safety standard level. We have already
Our marketing tools during the crisis will focus on tightened safety measures to increase customer confidence in buying KFC. ANAWAT SANGKHASAP Marketing director, Yum
foreseen and prepared ourselves for the second wave.”
According to Ms Patra, the company has already geared itself toward digital to cash in on changing consumer lifestyles by launching a series of digital marketing tools during the first Covid-19 crisis particularly cashless payment such as 100% credit card offering at stores and
Application of KFC Self Pick-Up feature, which allows customers to manage their own order via phone, choosing to pick up from any store, dine in or be served in their cars.
Ms Patra said as of August last year, 300 stores offered self pick-up. Now 98% of 854 KFC stores across the country offer the option.
The company provides full stream digital channels. Of the total 854 KFC stores across the country, it has 756 KFC self pick-up stores, 750 delivery stores, 112 drive-thrus, 130 pick-up at the car and two omnichannel stores.
“In addition to safety measures, customers will grow concerned on product quality, convenience and value. They are also cautious about their spending, we have to provide them products with affordable prices. During the crisis, every consumer is price sensitive,” Mr Anawat said.
Ms Patra said business via dine-in contributes 15%, with take away making for 50% and delivery 35%, up from 40%, 40%, 20% respectively during the precrisis period.
The number of KFC stores totalled 854 stores in 2020.
“We aim to open 80 new KFC stores this year. We are confident that it has market potential for fried chicken products in Thailand,’’ Ms Patra said.