KFC: The New Late Night Spot

Over the years, KFC has conquered nearly all meal times, starting with lunch and dinner, and then successfully penetrating the breakfast occasion with it’s wildly popular breakfast menu.

The only area that still had immense room for growth? Late night. Specifically, the time period after 8pm.

So we set out to turn KFC stores into a gathering spot for late night snacks with friends. By leveraging sports content in stores and catering to the unique behaviors of Chinese late night snack consumers, KFC successfully penetrated the late night space, driving in-store sales growth in an economy where everyone was struggling to just defend market share.