KFC 'FCK' Mother London KFC D&AD Awards 2018 Pencil Winner Reactive Response D&AD

Summary

A major UK-based KFC chain faced widespread closures over the weekend due to a disruption in their delivery service. The fast-food giant blamed teething issues with a new delivery contract and a lack of an operational distribution center, which left them without enough chicken to supply their stores. As a result, many KFC locations were forced to close. In a public apology, KFC expressed regret for the inconvenience caused, especially for those who traveled to find closed restaurants. The company assured customers that the situation was being addressed and that fresh chicken was being delivered to stores daily.

Takeaways

• 😀 KFC faced a crisis when hundreds of its UK restaurants were forced to close due to a delivery issue.
• 😀 The fast-food chain blamed 'teething problems' with a new delivery contract for the disruption.
• 😀 KFC attempted to deliver chicken without a functioning distribution center, leading to logistical issues.
• 😀 The company had a surplus of chicken from farmers but struggled to distribute it effectively.
• 😀 As a result, KFC's UK restaurants ran out of chicken, causing embarrassment for the brand.
• 😀 KFC issued a public apology, acknowledging the problem and apologizing to affected customers.
• 😀 The apology specifically addressed customers who traveled to closed locations and expressed regret over the inconvenience.
• 😀 KFC praised its team members and franchise partners for working tirelessly to resolve the issue.
• 😀 The company assured customers that progress was being made, with more fresh chicken being delivered each day.
• 😀 KFC took out a newspaper ad to apologize for the disruption and reassure customers about improvements.
• 😀 The incident highlighted the importance of having robust supply chain and distribution systems in place for fast food chains.

Q & A

What caused the closure of many KFC restaurants in the UK?

The closures were due to 'teething problems' with a new delivery contract, which led to issues in the supply chain, particularly the delivery of chicken.

What was the issue with the distribution center?

KFC had a new distribution center planned, but it was not yet operational. As a result, the company struggled to deliver chicken to their restaurants.

Did KFC run out of chicken altogether?

KFC did not run out of chicken entirely, but they faced significant shortages which impacted the ability to supply their restaurants across the UK.

Why did some chicken get diverted to other companies like Burger King?

The company mentioned that they had enough chicken, but logistical issues led to some supply being sent to Burger King instead of KFC.

What apology did KFC make to its customers?

KFC issued a public apology, acknowledging the inconvenience caused, particularly to customers who traveled to closed locations, and thanked their employees for their efforts during the crisis.

How did KFC communicate the situation to the public?

KFC communicated through social media, direct website updates, and a newspaper apology to inform the public about the issue and apologize for the inconvenience.

What efforts were made by KFC to resolve the situation?

KFC worked with their team members and franchise partners to improve the situation, ensuring that more fresh chicken was being delivered to restaurants each day.

How did the situation affect KFC’s reputation?

The incident caused embarrassment for the company, as one of the largest food chains in the UK struggled to provide its core product, leading to public frustration, but they made efforts to restore their service.

What specific service updates did KFC provide during the issue?

KFC provided updates through their website, where customers could check the status of their local restaurants and whether they were open or closed due to the chicken shortage.

How did KFC thank their employees and partners?

KFC expressed gratitude for the tireless work of their team members and franchise partners, who worked hard to resolve the delivery issues and get fresh chicken back into the restaurants.