KFC Debuts Blockchain Media Pilot in the Middle East
Popular fast-food chain Kentucky Fried Chicken (KFC) is set to deploy a blockchain pilot to revamp its digital advertising and media buying across the Middle East. The move signals the latest adoption case for decentralized technology by participants in the restaurant business.
KFC Taps Blockchain for Digital Advertising
According to a report by AMEinfo, KFC is the first quick-service restaurant (QSR) to adopt a blockchain-based system in its digital advertising and media buying in the Middle East. As part of the blockchain roll-out, KFC reportedly plans to use the emerging technology to create a more efficient and sophisticated advertising and media publishing framework in the region.
Details about the planned blockchain pilot indicate that the project will enable the collection of useful advertising data, allowing KFC to initiate greater penetration and visibility for its brand. By leveraging the security and transparency baked into distributed ledgers, KFC hopes to create value for all participants of its media ecosystem.
According to KFC, the overall aim of the pilot project is to reduce communication saturation while not negatively impacting advert placements and revenue optimization. For Ozge Zoralioglu, chief marketing officer at KFC, Yum! Brands, the company’s pivot to decentralized technology is in recognition of the growing utilization of blockchain in the media space.
Commenting on the pilot program, Zoralioglu remarked:
“By innovating a sophisticated blockchain solution, KFC can now benefit from enhanced visibility of real-time data and the most updated insights – all with full confidence that information is authenticated, tamper-proof, and hence credible. Leveraging blockchain technology’s immutability means that together, we are able to improve trust, transparency, and efficiency in our supply chain.”
Restaurant Chains Adopting Crypto and Blockchain
KFC’s planned blockchain pilot is the latest in a continuing trend of restaurants adopting emerging technology. From accepting crypto payments to participating in government central bank digital currency (CDBC) tests, fast-food outlets are positioning themselves for a smooth transition to the predicted takeover of contactless payment protocols.
As previously reported by BTCManager, Kopitiam — a major restaurant chain in Singapore — debuted Bitcoin (BTC) payments back in July 2019. Kopitiam’s counterparts in Hong Kong also adopted a similar approach a year earlier.
With electronic payment being popular in Asia Pacific, several cafes, pizzerias, and restaurants have been known to adopt cryptos. Recently, reports emerged that major restaurant establishments like McDonald’s, Subway, and Starbucks will participate in the testing of China’s CBDC within the city of Xiongan.