Kentucky Fried Chicken (KFC) – QSR
In Store Kiosk CRO
Optimization Program
“If we truly wanted to increase sales, we knew we needed to embark on a CRO program that allowed us to make changes to improve performance backed by data.”
THE CHALLENGE
Before this initiative, KFC markets struggled to run an effective CRO program. Reporting was not automated, relied on heavy manual work and slowed analysis, while limited familiarity with GA4 made it harder to read results and prioritise A/B tests. Experimentation cycles were very slow, which significantly reduced the number of tests that could be run each year.
There were no standard processes, taxonomies or event naming across countries, making comparisons difficult. As a result, teams lacked a clear view of user behaviour, product performance and menu journey efficiency to properly fuel CRO.
There were no standard processes, taxonomies or event naming across countries, making comparisons difficult. As a result, teams lacked a clear view of user behaviour, product performance and menu journey efficiency to properly fuel CRO.
DISCIPLINES
Coversion Rate Optimization, Web Tracking, Data Analysis
OUR APPROACH
CRO Ready Data,
Actionable Kiosk Decisions
Uptimal partnered with KFC to transform how markets use kiosk data for CRO and A/B testing. During our discovery work, we audited GA4 tracking, kiosk data structures, reporting flows and country specific processes, uncovering inconsistent taxonomies, fragmented dashboards and manual reporting that slowed analysis and limited experimentation capacity.
Following the review, we defined a unified measurement framework and rolled out a scalable reporting infrastructure in BigQuery and Looker Studio. This standardised event naming, KPIs and test readouts across markets, automated recurring reports and equipped teams with clear kiosk funnels, basket analysis and performance views, enabling faster, more confident CRO decisions and A/B test cycles.
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CRO Foundations
We conducted a comprehensive audit of GA4 kiosk tracking and reporting to map gaps, align on business relevant KPIs and define a common measurement framework. -
Experimentation Framework
We designed and implemented standardised dashboards and test templates in BigQuery and Looker Studio, making kiosk performance and A/B test results easy to read and compare across markets. -
Market Enablement
We trained marketing and kiosk teams, automated repetitive reporting and supported ongoing CRO routines so insights could quickly translate into tested improvements.
“We frequently design CRO and
experimentation programs for our
clients, and when we saw KFC’s
fragmented kiosk reporting and
slow A/B testing cycles, we
knew we had to build a unified
measurement framework and shared
dashboards to make data driven
optimisation easier for every market.”
Senior Data Analyst Consultant
RESULTS
Goals accomplished!
KFC Europe now benefits from a unified kiosk measurement framework and CRO program that markets can trust. Reporting is faster, A/B tests are easier to run and interpret, and teams across Europe share a single view of kiosk performance, helping them make quicker, data backed decisions.
+1.5%
uplift in AOV across markets
+25%
A/B test velocity
+70%
confidence in data decisions
uplift in AOV across markets
A/B test velocity
confidence in data decisions
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