KFC has recently announced the launch of its new KFC Rewards program, a strategic move designed to enhance customer engagement and loyalty. Through this program, customers can earn points on every order placed either through the KFC app or on KFC.com. For every dollar spent on eligible purchases, customers automatically earn 10 points, which can then be redeemed for a variety of free rewards from KFC’s Secret Recipe Vault. The rewards available in the vault will be updated regularly to keep the offerings fresh and exciting.

In addition to earning points, rewards members will benefit from personalized offers, including discounts and complimentary food items. The program also introduces rotating challenges that encourage members to try specific menu items in exchange for more points and exclusive offers. These challenges and offers can be found in the “Rewards” tab on the KFC app, adding a layer of personalized engagement to the customer experience.

Nick Chavez, KFC’s Chief Marketing Officer, emphasized the value of the KFC Rewards program in providing additional joy and unique experiences to its members. He highlighted the program’s aim to offer special incentives and experiences that are exclusively available to rewards members.

To celebrate the introduction of the rewards program, KFC is offering new members a special promotion: a buy-one-get-one-free Smash’d Potato Bowl, a recent addition to the menu that combines mashed potatoes, Secret Recipe fries, cheese sauce, bacon crumbles, and a three-cheese blend.

The launch of KFC’s loyalty program in the U.S. is timely, reflecting a broader trend among brands to leverage loyalty programs as a way to offer more value to customers without resorting to across-the-board discounts. These programs are proven to increase average order values and visit frequency, while also providing companies with valuable consumer data that can be used to tailor messaging and promotions more effectively. This trend is supported by recent reports from other companies, such as Starbucks, which noted that loyalty members now account for a significant portion of its total sales, and McDonald’s, which saw substantial growth in its loyalty membership and sales contributions last year. KFC’s entry into this space indicates a strategic effort to tap into the benefits of customer loyalty programs, aligning with industry practices to foster deeper engagement and loyalty among its customer base.