If the pilot program in ten trial locations across the United Kingdom is successful, KFC will likely expand mobile payment options to customers in the United States and elsewhere in Europe.Airtag, designer of KFC's new app, estimates that this new mobile ordering and payment app could account for as much as 5% of all KFC transactions by the end of 2013.
"Our customers lead increasingly busy lives and KFC Fast Track is focused on helping them order, pay for and collect their food faster than ever before, delivering a great experience throughout," explains Paul Borrett, IT Director of KFC UK and Ireland.
According to mobile industry analyst Ian Hayes, KFC can learn from the successes and stumbles logged by competitors and other global food and beverage giants that recently went mobile with payment options.
In November 2012, Starbucks launched its Square Wallet application at all 7,000 Starbucks stores in operation. But in March 2012, Fast Company tested the service in two dozen locations across the US. In the worst examples cited, the Square service "did not work, and on average, it was buggy.”
Blame for these unpleasant experiences seemingly fell equally upon the underlying technology and poor employee training.
Regardless of a few initial stumbling blocks, mobile payment transactions are projected by Juniper Research to reach $1.3 trillion by 2017. And the food service industry will claim a large portion of this burgeoning market.
Today, not even 1 in 10 table service restaurants offer a mobile payment solution. But according to recent industry data presented by USA Today, 54% of U.S. restaurant owners say they’ll invest more in technology in 2013, specifically as it relates to credit and debit card paying customers.
