KFC: Customized pickup solution cuts labor costs
![](https://imaginegroup.imgix.net/general/KFC-Storefront_2022-06-16-184657_uvbh.jpg?crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fm=pjpg&fp-x=0.403&fp-y=0.2637&h=675&ixlib=php-3.3.1&q=82&w=1200&s=4965bf8b182be75fc63d599d6d437e0c 1200w, https://imaginegroup.imgix.net/general/KFC-Storefront_2022-06-16-184657_uvbh.jpg?crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fm=pjpg&fp-x=0.403&fp-y=0.2637&h=558&ixlib=php-3.3.1&q=82&w=992&s=a65c7c4feb23654d35a8f35fe4381885 992w, https://imaginegroup.imgix.net/general/KFC-Storefront_2022-06-16-184657_uvbh.jpg?crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fm=pjpg&fp-x=0.403&fp-y=0.2637&h=576&ixlib=php-3.3.1&q=60&w=768&s=ec818f5f39601d3aa2afceb3264fbe6f 768w, https://imaginegroup.imgix.net/general/KFC-Storefront_2022-06-16-184657_uvbh.jpg?crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fm=pjpg&fp-x=0.403&fp-y=0.2637&h=432&ixlib=php-3.3.1&q=60&w=576&s=6f348065769ee3cbd1752b55ff0b0bc4 576w)
Challenge
With mobile ordering becoming a popular option in the quick-service restaurant space, KFC wanted customized shelving for its customer pickup spots.
The shelving didn’t only have to look great: It had to make the entire space more efficient, reducing the labor costs associated with the service.
![](https://imaginegroup.imgix.net/general/KFC-Pick-up-shelves-v2.jpeg?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=814&ixlib=php-3.3.0&q=82&usm=20&w=1200&s=9aede274925a033bdc1d4bb1c75f6efd 1200w, https://imaginegroup.imgix.net/general/KFC-Pick-up-shelves-v2.jpeg?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1629&ixlib=php-3.3.0&q=61&usm=20&w=2400&s=3954df6f0ea710d187a0b8d6afe99ede 2400w, https://imaginegroup.imgix.net/general/KFC-Pick-up-shelves-v2.jpeg?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=521&ixlib=php-3.3.0&q=60&usm=20&w=768&s=648b6a883373c6f32dc0b113f437e529 768w)
Solution
Using an inspiration picture shared by the KFC team, we got to work.
Not to be outdone by KFC’s 11 herbs and spices, we engineered five different shelf prototypes (with variations based on size, location, and desired materials) and provided six different designs, fine-tuning along the way to achieve the perfect look.
The final outcome was a two-tier pickup shelf, pickup signs, and parking lot signage. And “skip the line” signage is now a standard part of KFC’s setup décor package.
Results
Mobile ordering can flop if it’s not convenient for customers… or business owners. But KFC’s new signage delivers.
Its specialized shelves and parking lot signage have made in-store pickup much more efficient, which has not only reduced labor costs — it’s increased sales on its digital platform.
Plus, partnering with Imagine helped KFC gain efficiency and streamline its shipments by making the new signage part of the store décor packages, helping the brand save even more.
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