KFC Focuses on Transformation to Maintain Existence After 47 Years

As it enters its 47th year, KFC Indonesia is undergoing a transformation to ensure that the consumer experience remains the primary focus of its service.

Dio May Avico, Director VII of KFC Indonesia, stated that KFC is prioritising ‘experience’ supported by a ‘human touch’ amidst rapid technological advancements. “This human touch extends beyond payment to the dining experience, the condition of the stores, and all interconnected supporting elements,” Dio explained during a press conference in Jakarta on Tuesday.

Dio detailed that KFC is currently modernising its restaurant experience, transitioning from a Quick Service Restaurant (QFR) to a Quick Experience Restaurant (QXR). This transformation is KFC Indonesia’s response to changing consumer behaviour, technological developments, and cultural dynamics, where consumer choices are increasingly diverse and the restaurant experience is no longer solely about food.

After 47 years of building closeness through flavours and products that have become part of various generations, KFC aims to bring its well-known and beloved experience into a more modern, personal, memorable, and relevant way for contemporary life. This transformation is visible across various aspects of the KFC experience, including how consumers order and enjoy food, how they interact with the brand, how they find menus that suit their needs, and how they enjoy the restaurant atmosphere.

In terms of modern experience, KFC is providing a more seamless journey through the KFCku App, Kiosks, and Web Ordering to meet the needs of increasingly digital consumers, while maintaining human hospitality as a vital part of a personal and memorable experience. Regarding modern assets, modernisation is being implemented through a new visual identity in KFC restaurants, which can blend with local character and culture, such as the upcoming implementation in KFC Banyuwangi.

From a modern menu perspective, KFC continues to develop more diverse options suitable for various consumption moments, ranging from boneless menus and more practical takeaway options to a variety of sauces and beverages. It is hoped that consumers will have more ways to enjoy KFC according to their needs and specific occasions.

Through modern communication, KFC is moving towards becoming a ‘social-first’ brand by building more interactive, two-way communication. The brand is also strengthening connections with consumers through various offline experiences such as KFC Bucket Hoops, Children’s Creative Carnival, and KFC Birthday Parties.

“The market continues to evolve and consumers continue to change, as do the ways they choose a brand. Therefore, we want to grow closer to consumers and become part of the evolving culture in society. We do not just want to follow trends, but to create moments that can become part of the consumer’s conversation and experience,” said Dio.

This entire transformation is directed towards getting closer to the ‘Next Gen’—the generation growing up with ever-changing cultures, trends, technology, and communication methods. For KFC, understanding the next generation is not merely about following trends.

According to Dio, it is more important to listen to what they are talking about, understand what they like, and be present during meaningful moments for them, acting as a cultural catalyst. Alfiya Rahmani, GM of Marketing for KFC Indonesia, added that through the approach of ‘Speak Their Culture, Turn Moments into Memories, and Connect Through What They Dislike,’ KFC aims to closely understand the culture, interests, and various elements that are part of the next generation’s lives.

“We want to reflect that we are more modern, more playful, dynamic, and versatile, while always remaining rooted and original. However, over time, we want to remain relevant to consumers,” Alfi emphasized.

Entering its 47th year, KFC Indonesia is not only looking back at the journey travelled but also forward to the journey to be built alongside its consumers. Moving from QSR to QXR, KFC Indonesia is entering a new chapter by presenting a restaurant experience that evolves with the times. This transformation is a step for KFC to remain close to consumers and create new experiences while maintaining the originality that has made KFC a part of Indonesian society for 47 years.

Wachjudi Martono, Director V of KFC Indonesia, added that for 47 years, KFC has been part of various moments in the lives of the Indonesian people. “Entering our 47th year, we see this as a momentum to continue growing with our consumers. Modernisation does not mean abandoning what has been KFC’s strength, but bringing the KFC experience to the next level without losing the original flavour that has been part of our journey,” said Wachjudi.