KFC SOUTH AFRICA OPENS HIGH-TECH, HIGH-TOUCH RESTAURANT IN PINELANDS, WESTERN CAPE

20 July 2022 KFC South Africa, this month, launched a new and exciting restaurant that not only ensures a better customer experience which sets the tone for the future of KFCs offering to its customers but is also ultra-modern and features some of the latest restaurant technology. Promising customers everything from the freshest ingredients to the freshest customer experience both in and out of the store!

There is no doubt that the restaurant business as we know it changed and as we move to a new era of customer experience, the approach new restaurants needs shift too- driven by a shift in preferences and expectations of what brands should be delivering today be it in food, design or experience, says Thuthuka Nxumalo, Chief Operations Officer at KFC Africa.

The new KFC Pinelands store is designed in such a way that customer service is quicker, easier, and seamless. In fact, in a first for Africa, this store features digital menu boards in each of the dual-lane drive-thru. It also boasts dedicated self-service kiosks for walk-in customers, a dedicated window for delivery drivers, digital menu boards, and the latest in connect kitchen technology which ensures the correct amount of stock at all times as well as better quality management giving the consumer a guarantee of a great end product.

The sum of this design puts the power of ordering and food fulfillment in the hands of the customer as well as gives employees an opportunity to focus on the back of the house and getting food out quicker this culminates in a superior customer experience, says Nxumalo.

1. Prior to the introduction of the KFC HIGH TECH store, a substantial amount of market research has taken place.
   1. Briefly describe the purpose of market research. (5 marks)
2. Based on the above, identify if KFC has utilized primary or secondary research. Support your answer by using an example.
3. KFCSouth Africa, this month, launched a new and exciting restaurant that not only ensures a better customer experience which sets the tone for the future of KFCs offering to its customers but is also ultra-modern and features some of the latest restaurant technology. Examine the risks that KFC has avoided by conducting market research prior to its launch.