Decision fatigue is real and in the attention economy, it is growing. KFC U.S. is working to overcome this mental overload by simplifying its menu boards.
KFC tested a new design for its menu boards in 200 restaurants over the course of six months in 2022. The test was so successful, the new design is now rolling out nationwide. During a recent trip to KFC U.S.’s headquarters in Louisville, Kentucky, Brittany Wilson, brand marketing director, and Alec Smith, senior associate brand manager – retail strategy, outlined the impetus behind the test and what metrics qualified the test as effective.
As Wilson explained, the previous menu had “a lot going on and was overwhelming.” KFC’s process to change that began in 2019 with an objective of making it easier for consumers to shop, particularly at the drive-thru where most of the chain’s business is generated. To achieve its goals, the company removed several items from the menu board, including Kentucky Fried Chicken Wings, popcorn chicken, Nashville Hot Sauce, strawberry lemonade and chocolate chip cookies. It also consolidated some menu platforms.
“It not only allows us to highlight some of our core items, like our box meals and hero sides, but also keeps space open for new items, like our wraps,” Smith said.
KFC’s new wraps launched earlier this month. The company also hinted at additional menu items coming this spring and beyond.
Highlighting core products is just one of the objectives with this initiative. KFC is also looking to enhance customer experience. A recent study published in the Journal of Personality and Social Psychology shows that people would rather have fewer choices than more because it makes the decision-making process more manageable. Indeed, consumers in KFC’s test markets noted they were able to navigate the new menu board more quickly and easily and had a more favorable experience as a result. Smith said the new menu has a lot of “intentional white space” to make it easier to navigate.
KFC is also aiming to simplify operations and focus on throughput. Consumers have more channels from which to order, which has recently pressured operations in a tight labor market. The test showed that team members were able to package orders more quickly and accurately due to having less items on the pack line.
Leveraging the menu board to nudge consumers into simplified decision making has been proven to be an effective tool for several brands. Taco Bell, for instance, recently went through a similar process and cut its drive-thru times by nearly 20 seconds.
Contact Alicia Kelso at [email protected]