KFC Shanghai (Photo : Reuters)
While a classical Chinese garden design would greet diners at KFC’s new store in Shanghai, customer would have a digitalized experience when inside the fast food chain. From ordering to paying, all the way to entertainment, it would be a high-tech experience for them.
The main dining space’s interior design would feature green bamboo, flowers, moon-shaped doorway and decorated in shades of gray and jade similar to hues of the Great Wall of China. The store is found inside the National Exhibition and Convention Center of Shanghai.
The store’s Original+ concept was designed digitally in collaboration with Baidu, the web services giant in China, said Yum Brands, owner of KFC, reported CRIEnglish. The concept means KFC’s Original Recipe chicken would combine with innovative technologies wherein diners would order their meals using Duer, the virtual personal assistant of Baidu, explained Joey Wat, CEO of KFC China.
Besides digitized orders, the store has upgraded automatic ordering machines and Music Charging Tables which is a wire charging station for mobile phones. But beyond recharging their cellphones, the tables offer music from a BaiduMP3 customized song list. Shanghaiist reported that there would also be commercial jetpacks, security robots and high-tech garbage bins.
Jason Yu, general manager of Kantar Worldpanel China, a consumer research company, finds the KFC concept store a very interesting experiment. He explained, “It is expected to generate increased customer experience, and raise efficiency for restaurants. And in turn it is expected to attract more young and middle class customers.”
Meanwhile, competitor McDonald’s also offers digital, personalized and customized customer experiences through its Experience of the Future restaurant. The fast food chain would further upgrade its 150 Create Your Taste restaurants in top Chinese cities by offering do-it-yourself burgers and offering digital services.
