Appraisal Support System

The company also watches attentively the level of performance of its workers. That is why,
reports from different departments are collected and analyzed (Information Systems,
Organizations, and Strategy, n.d.). This part of functioning of a company is aimed at
distinguishing who deserves some reward and who should be punished. Such pattern helps to
guarantee efficient work of the stuff.

face recognition 
No time to browse the fast-food menu? No worries! KFC Beijing is all for predictable meal
choices. In fact, the company is so convinced that its customers rarely order something different
that they are developing a system to remember orders and predict future ones. In partnership with
Baidu, KFC plans to launch a platform that fulfills customers’ desires before they have a chance
to express them #machinemagic

KFC and Baidu, China’s own Google, are working together to develop a system that can serve
customers the food they desire.  By using facial recognition and AI, they believe they can deliver
custom orders to everyone who walks into the restaurant.  At a closer read of the Baidu press
release though, it becomes obvious that the custom order is a pre-established meal for folks that
share age and gender characteristics: “The artificial intelligence-enabled system can recommend
menu items based on a customer’s estimated age and mood.”

For example, male customers in their 20s are likely to be served a “set meal of crispy chicken
hamburger, roasted chicken wings and coke” while women in their 50s will have to eat “porridge
and soybean milk for breakfast”. Of course, after a couple of times, the service can become
repetitive and annoying, even if you fall into one of the categories considered by the companies.
Thankfully, you won’t have to stay at a separate line to order again as KFC says it will be
prepared to offer food alternatives, like a shorter menu. After the decision-making process,
customers can pay with their phones and collect the meal.

On the one hand, their effort to evolve at the same pace as the technology is admirable. On the
other hand, we can’t help but wonder whether this strategy will really lure more customers in or
turn them away? What do you think?

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Yum China introduces in-store technology initiatives at KFC stores
Yum China Holdings has introduced various in-store technology initiatives at KFC stores in the
country to enhance customer experience, drive growth and optimise operational efficiency.
Yum China Holdings has introduced various in-store technology initiatives at KFC stores in the
country to enhance customer experience, drive growth and optimise operational efficiency.
These initiatives include AI-powered self-ordering digital kiosks and a fully automated dessert
station.

The self-ordering digital kiosks are the result of a joint collaboration between KFC and Alibaba
to assist customers in navigating and ordering food from KFC’s menu.

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Here’s How KFC Used Mobile Marketing to Achieve 12% Same Store Revenue Growth

The data is in and the proof is clear: mobile apps increase same store revenue through
engagement and can help turn a restaurant into a well-oiled profit machine. One of KFC’s most
innovative franchisees in Europe recently got several international awards (i.e. International
Loyalty360 Platinum International Degree award and the Gold for Return on Customer
Experience) for achieving astounding results with its customer loyalty program using mobile
technology — double-digit growth of the same store revenue.

While restaurant marketing leaders are trying to launch mobile pilot projects and find the recipe
for success, KFC, operated by AmRest in Europe, got the answer. KFC set out to build a new
personalized communication channel to drive customer frequency by building true loyalty
instead of functional loyalty. Their specific goal was to increase foot traffic and to take
advantage of a dynamic CRM system, loyalty program and a leading-edge mobile app.

To achieve this goal, KFC focused on customer experience in their mobile app generating
impressive results in just a few months:

25 percent of customers used the app during their visit with KFC driving engagement through a
combination of personalized communication and proximity-based rewards;
The customer win back campaign with a giveaway of a free and premium Colonel Sanders
sandwich to lost customers had a high open rate of 34%, helped grow revenue with a 14% “win
back” conversion rate;
The restaurant increased visit frequency by performing other simple steps including automated
birthday greetings;
Mobile marketing helped grow same store revenue by 12%.
What KFC proves is that restaurants seeking improved customer loyalty and increased same
store revenue should take a closer look at mobile. According to Google Shopper Marketing
Agency Council, 90% of smartphone owners use their device for pre-shopping and shopping
activities while Customer Insight Group highlights that 73% of customers actually want a loyalty
card on their device. This means that mobile is a preferred method of building loyalty and brand
engagement when it comes to restaurant customers. It’s also crucial to reach mobile users at key
moments when they are deciding on a place to eat. The right mobile app will work to get more
foot traffic in specific locations, grow the CRM database, make ordering for customers more
efficient, and provide staff quality control.

About LoyaltyPlant
LoyaltyPlant is a mobile platform that helps restaurant owners and marketers build rewarding
customer relationships and harness mobile apps and CRM to elevate customer loyalty and
revenues. LoyaltyPlant originally started with a few chains in Europe and now supports 500
clients and 9 million users in 8 countries globally. From the big name fast casual chains like KFC
and Pizza Hut to regional chains like Balance Grille in Toledo, OH. For more information
visit www.loyaltyplant.com

*****

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KFC launches first AI-only restaurant

Kentucky Fried Chicken (KFC) has launched its first artificial intelligence-enabled store in the
Chinese capital city and plans to further expand its layout of smart restaurants, creating more
innovative and interesting dining experiences for customers.

With the cooperation of Baidu Inc, China's largest search engine, KFC started its first smart
restaurant in the Financial Street area in Beijing.

At the store, customers are able to take pictures with a machine, which will recognise the diner's
face, sex, age, mood and other features, then help to recommend suitable food and set meals and
complete the ordering process.

"If the consumer visits the store again and takes a picture with the machine, it will be able to
recognise his or her face and show the previous purchase history, remember the customer's
dining habits, and help to place an order faster," Wu Zhongqin, deputy director of the Institute of
Deep Learning of Baidu Inc, which helped to develop the technology said.

With another machine with an augmented reality, or AR function, customers are able to interact
with the machine, change facial expressions by shaking their heads in front of the machine, take
photos, and save them to their phones.

In April, KFC, an affiliate of Yum China Holdings Inc, started its first Chinese smart restaurant
in Shanghai.
The outlet is equipped with intelligent robot ordering, debuting the use of artificial intelligence in
chain restaurants, state-run China Daily reported.

Zhao Li, general manager of Beijing KFC, said smart restaurants are not only about the cool
hardware, but more about providing convenience to consumers.

"Our innovations make use of the cutting-edge technologies and they will help to attract more
young consumers who prefer fashionable new things. The digitalisation of the restaurant will
also help to provide faster and easier services," she said.