KFC Thailand draws consumer insights with mobile

KFC Thailand has used mobile consumer surveys to better understand their consumer market amid changes in category behaviours, using the data to fuel advertising investment, product testing and in-store testing.

In Thailand, there's little doubt that fried chicken is big business, according to Anhul Chauhan, CMO of Yum! Brands Thailand.

"(KFC Thailand) just crossed US$500 million in sales. This year we opened one new store a week, and we're doing about 150 million...

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