Challenge

KFC Spain did not have a loyalty program in a market where competitors already had established programs with large member bases and many operating double the number of restaurants. These programs had also shaped consumer expectations, with points-based mechanics so prevalent that any new program would inevitably be measured against them. The challenge was not simply launching something new. It was entering a space where loyalty was already familiar, competing brands had years of member engagement and expectations behind them, and with KFC having less physical presence, the key challenge was how to build a program that could earn attention, drive adoption, and feel unmistakably KFC in a crowded space.

Solution

The project identified that KFC Spain's most powerful asset was its brand. Most loyalty programs in the industry are identical and boring; they default to familiar points mechanics. KFC Spain had the personality and cultural relevance to do something genuinely different. The solution centered on designing a program that felt less like a traditional loyalty scheme and more like a digital game, where members progress through a gameboard, unlock rewards, and discover the brand's distinctive character at every step. The program was built to be as unique as the brand itself. Loyalty & Reward Co led the development of a full strategy, covering new program design, commercial modelling, an RFI process and platform selection, full implementation briefing, and launch readiness.