In fast food, value drives footfall. Period. Traditionally, most value strategies either slash costs or increase product size, trapping the category in a toxic race to the bottom. To help KFC escape this cycle, we identified ‘consumer psychology’ as the missing ingredient in our value strategy, and used behavioural science to unearth 90 different ways to say “$1 Chips”, without altering cost or size.
Using our experiment in the test market of South Australia, we grew sales by 56% and changed how consumers bought our chips. More importantly, we gave KFC the confidence to change how they market value nationally.