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Serving success: How KFC Belgium’s data-driven DOOH campaign boosted foot traffic by 84%

KFC case study

Industry

Fast Food

Challenge

Belgium's fast-food market is rapidly growing and highly competitive, with the industry's market share increasing significantly from 9.4% in 2019 to 17.1% in 2023. The challenge lies in capturing the attention of price-conscious consumers and driving foot traffic, all while navigating a broader shift away from traditional dining habits.

Results

KFC Belgium launched a data-driven digital out-of-home (DOOH) campaign with Vistar Media, strategically targeting consumers at peak meal times and key locations. Through tailored multilingual creatives and wide venue selection, the campaign successfully bolstered KFC’s visibility and engagement with value-driven diners.

Key Product

Demand-Side Platform (DSP)

84%
Increase in foot traffic
1.5m
Impressions
KFC

Overview

In response to Belgium's evolving dining landscape, where fast food’s market share surged from 9.4% in 2019 to 17.1% in 2023, KFC took a bold step to capture the growing base of price-conscious consumers. Recognizing the shift away from traditional dining, KFC, with its global footprint of over 30,000 locations, launched a strategic campaign to bolster its presence in the Belgian market and drive foot traffic to local outlets.

Campaign goals

KFC Belgium's primary objective was to differentiate itself in a competitive fast-food market by appealing to value-driven diners. By crafting a targeted, data-informed advertising strategy, the brand aimed to increase foot traffic to its Belgian locations and strengthen its appeal among cost-conscious consumers.

-> The secret sauce

To bring this vision to life, KFC and its agency, ZIGT Media, partnered with Vistar Media, the leader in programmatic DOOH media. The campaign leveraged precise targeting and versatile creative formats to connect with consumers where and when it mattered most.

  • Advanced Targeting: Utilizing data-driven insights, KFC pinpointed consumers during peak meal times (12:00 - 15:30 & 17:30 - 22:30) and around key locations:
     
    • Big cities: 15-minute walking radius around inner-city restaurants
    • Highways: 10-minute driving radius near highway restaurants
    • Small cities: 5-minute driving radius around restaurants
  • Diverse creatives: The campaign featured a mix of video and static ads with value-focused messaging tailored to Belgium's multilingual audience, ensuring relevance and engagement across diverse consumer segments.
  • Wide venue selection: KFC’s ads appeared across transit, retail and outdoor displays through partnerships with media owners like JCDecaux and Clear Channel, maximizing visibility in high-traffic areas.
-> Finger-lickin’ success

To accurately measure the campaign’s impact, KFC used advanced foot traffic attribution techniques, from partner Adsquare, to analyze audience movement patterns before and after DOOH ad exposure. This approach enabled precise calculation of foot traffic uplift among exposed consumers.

The results surpassed expectations:

  • 84% increase in foot traffic: The campaign drove an 84% increase in visits to KFC locations, significantly exceeding initial goals.
  • 1.5 million impressions: Ads played across 241 DOOH screens, generating over 1.5 million impressions and solidifying brand visibility in key areas.

KFC Belgium’s programmatic DOOH campaign set a new standard for data-driven advertising in the fast food sector, achieving remarkable engagement and impact through targeted, strategically timed messaging.