ANNUAL REPORT 2016
Further development of the Sharing and Take Away businesses was a prio-
rity, which led to an increase in size and prominence, as a result of im-
plementing communication and promotion initiatives, of which we would
highlight the launch of the Chicken Black Friday, Friends Bucket, Summer
Feast and X-Mas Bucket promotions. We reformulated the menuboard to
make it easier to read the offers, including the digital menuboards.
Increased involvement with the fans, through Social Networks was one of
the Brand’s ongoing objectives, boosting a multi-channel experience, the
results of which were acknowledged and highlighted by external entities. In
order to gain new audiences and increase the frequency of our Customers’
visits, we made further investments in external communication, especially
using the network of Mupis with innovative proposals, especially the “Menu
of the Day” proposal, with an offer of 5 different products for €5.
Worth highlighting is the continued sponsorship of the Peres Competições
team, which runs with KFC’s colours in various national Rally events, a
partnership which reflects the Brand’s young and irreverent spirit.
Providing the restaurants with exclusive services, such as the free refill
service, is one of the Brand’s strategic pillars, and something highly valued
by KFC’s fans, as is the extension of the Fusion service system, where the
priority is individual service and an emphasis on the speed of delivering
the order.
With regard to the Brand’s expansion, of note is the refurbishment of 3
restaurants - Alma Shopping, Alameda Shopping and MadeiraShopping,
with a new design and image which follow the KFC’s latest international
trends and which are reflected in a more modern, cosy atmosphere.
Constant innovation, adaptation to new trends and Customer proximity are
the mottoes for the next few years.
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