Case - 2017
KFC celebrated its 30th anniversary of operations in China by unveiling a limited edition smartphone it had collaborated with Huawei and growth into a 5,300-restaurant chain in China.
In 2017, it’s a big year of KFC - 30th anniversary year in China. By this, we initiate KFC to partner with Huawei to create a phone which is pre-installed with the KFC app comes in a bright red casing imprinted with the iconic Colonel Sanders logo at the back. Only 5,000 of such models are being released while the phones can be bought on the KFC mobile app and the flagship Tmall store for KFC members. The phone also comes with a KFC-branded music platform preinstalled, think of it as a modern-day jukebox which lets users create and share playlists and music when they dine at more than 4,000 KFC outlets countrywide during the period before the rest of all mobile users get their chance at later.
“The phone is an important phase in the brand's effort to fully digitalize the user experience and venture into smart F&B and entertainment. Music is part of the lifestyle of young consumers and they want music to be on-demand. Word-of-mouth and initial response from consumers (for K-music) has been very positive," said Li, CMO of YUM China.