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From ice cream-serving robot arms to 'future stores,' Yum China pours on digital charm

November 14, 2018

Yum China is pushing hard to establish primacy in the Asian fast food market, most recently with a series of digitally-enabled initiatives at KFC stores in China designed to heighten the customer experience, drive growth and optimize operational efficiency. 

The recently introduced technologies, according to a press release, include: 

• AI-powered self-ordering digital kiosks.
• Fully automated dessert station.
• Launch of the brand's "future store" in Hangzou.
• Expansion of "smile-to-pay" facial recognition payment technology to more than 300 Chinese KFC stores.

"Digital is transforming the restaurant industry and we are excited to test cutting-edge technologies at scale and bring new experiences to our customers," Yum China CEO Joey Wat said in the release. "We are using technology to redefine every touch point of the customer journey. With our in-store technology applications, KFC and Pizza Hut Super Apps and partnerships with leading technology partners, we have created a powerful digital ecosystem that offers a seamless experience for our customers whether they are on mobile, online or dining in restaurants."

At Alibaba Cloud's 2018 Computing Conference in Hangzhou this fall, KFC and Alibaba jointly announced the launch of AI-powered self-ordering kiosks that allow customers to order more easily, while cutting waiting times and boosting operational efficiency.

Yum China introduced Alipay's "smile to pay" facial recognition payment technology at its KPRO by KFC restaurant in Hangzhou last year. It lets customers pay for orders at kiosks without accessing their wallets.

In Suzhou, KFC launched its first fully-automated dessert station that allows diners to scan a QR code, select an ice cream flavor and then watch a robotic arm scoop and serve their treat into a cone. The system will be tested at other locations as well since KFC views dessert as a key growth driver. As Sept. 30 this year, diners could order sweet treats from more than 1,000 Chinese KFC dessert kiosks.

KFC launches a future store in Hangzhou

KFC also unveiled a new "future store" concept in Hangzhou, which the brand says gives customers "an immersive dining experience" that works with Yum China's digital technologies from self-ordering kiosks to digital and mobile payment. 

The future store is targeted at younger customers and features an open layout, a dedicated tea and dessert bar called KBAR with made-to-order desserts and other beverages that play to consumers' increasing desire for personal service and personalized food. 

Photo: Provided