Attract users to shop and cultivate consumption habits
Generally speaking, coffee is a drink that office workers can drink in the morning. For KFC, it is mainly consumed at noon and evening. Although breakfast has been sold, it has relatively little traffic to people. A dollar of coffee can create a new consumption scene for the store and increase the flow in the morning.
most of the time, consumers have already arrived at the store, and they will definitely order not only a cup of coffee, but also other products. For KFC, the monthly coffee card is only a drainage function, and the extra consumption of consumers in the store is the profit point in the store.
not only that, if consumers punch in for coffee every day, then 31 days is enough to have a long-term impact on one's consumption habits, cultivate consumption habits, and make KFC the preferred dining place in the future.
"dollar coffee" is not an end, but a means. This is a good way for KFC to close its customer base and build a loyal customer base. It attracted the attention of consumers in the discount, and also made a preliminary good impression on the brand.
seize the coffee market. in China, a country with no coffee history and no need to drink coffee immediately, the business model of coffee shops is constantly developing. Not only the quality of coffee, but also the content beyond coffee. However, KFC has obvious advantages in entering the coffee field by jumping the queue.
KFC has made progress step by step, taking root and sprouting in the hearts of users, so that users can firmly establish a good impression on the brand. For users, KFC attracts users with 1 yuan's topic points and drives users with practical benefits. The correct communication attitude with young users can not be separated from KFC's true closeness to users' hearts and in-depth insight into users. 1 yuan's monthly card activities occupy the emotional pit of users. Forward-looking and highly developed vision, close to the user's deep game method, make KFC hard to be unpopular.