Source: Digital Signage Expo 2008
Award Submission 
2008 Award Winner
Company: Wireless Ronin Technologies
(www.wirelessronin.com)
Client: YUM Brands (KFC)


Yum! Brands, Inc., based in Louisville, KY, is the world’s largest restaurant company in terms of system restaurants with over 34,000 restaurants in over 100 countries. Yum! Brands owns a variety of internationally leading brands including A&W, KFC, Long John Silver’s, Pizza Hit, Taco Bell and Yum! Restaurants International. In 2007 Yum! Brands initiated the launch of a digital signage network in five KFC locations replacing its existing static menu boards as the first phase of a brand wide rollout.

The five locations for the KFC pilot test are located in Louisville, KY, Houston, TX, and Dallas TX. Each of the five locations has replaced their static menu boards with four 42” NEC LCD screens. These are mounted together horizontally to resemble the traditional menu board look. The digital menu board displays allow Yum! Brands to show up-to-date menu pricing, promotional video and animation. In addition to the digital menu board each location also has a vertically mounted 42” LCD display located at the side of the counter which highlights specials, new products and promotional initiatives and incorporates sound.

One of the Louisville KFC locations also incorporates four outdoor 32” displays in two areas in the drive-through. The first set of displays are known as the preview boards located prior to the menu board itself which showcases specials, promotions and new products. As a customer pulls forward to two more 32” displays mounted aside the traditional menu board. Using these in addition to the traditional menu board allows for call out of specific menu items and pushes brand initiatives through a more engaging format.

The five initial locations of the KFC network are known as the Pilot Test. During this phase of the test KFC is reviewing the software, hardware and installation process. By testing this process during the first phase KFC is able to better manage a larger, national rollout.

In January of 2008 KFC will be launching the Market Test phase of their network deployment. The Market Test will include 24 locations in two designated cities, Orlando and Boston, to test the effectiveness of their content, customer feedback and revenue impact. All of the 24 locations will be outfitted with the digital menu boards and special boards inside of their stores. During this phase of testing KFC will also look at alternative uses of their digital signage network such as employee training during pre and post store hours.

KFC has implemented digital signage to address a variety of issues surrounding traditional menu boards and the in-store environment. With digital menu boards KFC is able to update their content from an off-site location and monitor that each location is in 100% compliance. This process within itself eliminates most if not all printing and shipping costs and also allows for faster rollout of new programs or promotions. KFC will also be reviewing the effectiveness of the messages to impact customer experience and sales impact.

Content for the network is developed by KFC’s agency, Creative Alliance, also based in Louisville, KY. Creative Alliance is responsible for the design and layout of KFC’s traditional menu boards and now develops content for the dynamic menu boards to reflect the same look and feel. Creative Alliance manages updating from their Louisville location and through a custom designed ASP page they can easily update product pricing changes.

Wireless Ronin has provided a variety of services related to the KFC network including consulting, hardware procurement, installation, and on-going network support through its Network Operations Center (NOC).

KFC deserves to be recognized for innovation in not only improving their in-store environment with more a dynamic visual platform but also their focus on costs related to updating menu boards nationally. Their digital signage network provides a seamless, integrated look through all of their locations which will strengthen their brand image with consistency in any location.