Case Study: KFC connects with China’s Gen Z through KFC Re:Store by Merkle

KFC drives 4M burgers sold in one week with Merkle

KFC, China's largest restaurant brand, faced declining store traffic and a 16% drop in business performance, as its key young audience increasingly socialized in virtual spaces rather than in-person. To re-engage Gen Z, KFC partnered with Merkle to create a compelling virtual brand experience.

Merkle created the KFC Re:Store, a virtual experience on the popular QQ platform using Unreal Engine 4. The solution featured avatar items, a virtual currency (Chicken Coins), social interactions, and borderless commerce allowing in-metaverse orders for real-world delivery. This approach drove 19 million visitors and 4.3 billion interactions within five weeks, leading to the sale of 4 million burgers in a single week and winning a Cannes Bronze Lion for creative commerce.

KFC