My Approach
Understanding Global Market Dynamics
We began by analyzing consumer trends and market data across three diverse regions—UK, Turkey, and China. Each location provided unique insights into cultural preferences, dietary trends, and the demand for plant-based alternatives. This research informed strategies to align KFC’s plant-based menu with regional consumer expectations.
Identifying KFC’s Competitive Edge
To ensure the success of plant-based offerings, we examined KFC’s brand identity and customer base. We identified opportunities to position the new menu items as a natural extension of KFC’s existing offerings, emphasizing taste, quality, and sustainability to resonate with both loyal customers and new demographics.
Designing the Consumer Experience
The project focused on creating an engaging customer journey, from awareness to purchase. We explored how to effectively introduce plant-based options through in-store promotions, digital marketing, and packaging. Our designs highlighted the benefits of plant-based choices while retaining KFC’s iconic branding to maintain familiarity.
