Dynamic menu pricing / kfc

Overview

This project was a concept design for KFC, one of the world’s largest fast food chains, to address their high-level business objectives and explore new opportunities. The main idea was to implement dynamic menu pricing, a system that adjusts the prices of menu items based on various factors, such as time of day, customer preferences, demand, inventory, and events. The goal was to reduce dependency on delivery partners, encourage more in-store visits, make payments 100% digital, and adopt an app-first approach to customer engagement.

Role

I was the lead UX/UI designer for this project, in charge of design, research, and conceptualization. I also had to present the idea to the CTO of KFC, who gave positive feedback and expressed interest in further development.

Process

The process involved the following steps:

  • Understanding the brief and the business objectives

  • Researching the target demographic and the market trends

  • Creating a persona and a user journey map

  • Ideating and sketching possible solutions

  • Prototyping and testing the app interface

  • Presenting the concept and the benefits to the CTO

Solution

The solution was a mobile app that leverages dynamic menu pricing to offer personalized and timely deals to customers. The app has the following features:

HYPER PERSONALISATION

The app asks the user to specify their preferences, such as dietary restrictions, interests, hobbies, and birthday, to better cater for their specific needs. The app then uses dynamic menu pricing to promote targeted deals that match the user’s profile.

TIME OF DAY PRICING

The app offers time-specific deals, such as lunch and dinner, targeting busy users who need a meal quickly. The app also helps to avoid wastage and loss of profits by pushing out deals for specific stores before closing time to ensure items are sold and don’t go to waste.

EVENT SPECIFIC DEALS

The app utilizes popular events, such as sporting, new movie releases, and concerts, to offer special deals that only occur on event days. The app also detects when the user is near a location of a popular event and sends them a notification with a relevant deal.

Benefits

The dynamic menu pricing system delivers the following benefits to the business:

  • Increased customer satisfaction through incentivization and convenience

  • Improved inventory management and reduced waste

  • Smarter pricing based on demand and customers

  • Increased flexibility and control for store managers and the wider business