KFC Play to Pay: Gaming the Superapp Game by Being A Gamer Ourselves
6. Digital Experience Kancils [6.11 Best use of digital commerce]
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Links:
Product/Service:
KFC App
Client:
QSR Stores Sdn Bhd, KFC Malaysia
Brief:
When superapps started dominating food delivery, KFC’s own app was losing relevance fast. Why bother opening a single-brand app when the superapp could deliver everything — including KFC? Convenience, promos, and endless reward cycles meant people weren’t even thinking of us when they were hungry.
So the challenge was clear: how do we make people want to open the KFC App again — not out of necessity, but because it’s fun?
Solution:
Instead of competing with superapps on convenience, we focused on where KFC could truly win — fun. Introducing Play to Pay, the first feature that lets fans pay for their chicken by playing games. Every tap, swipe and check-in turned into a way to earn discounts, rewards, and even free meals. Suddenly, the app wasn’t just for ordering — it was a virtual playground, with real fried chicken as rewards.
