Fast food giant KFC UK and Ireland has signed an agreement to license Applied Predictive Technologies' data analytics software in a bid to drive profit and increase customer satisfaction.
The company already uses APT's Test & Learn for Customers software, but will now also use APT's Test & Learn for Sites product, joining other high-profile fast-food chains, including Pizza Hut, Costa, Subway, Starbucks, Wendy's and Dunkin Donuts, that also use the cloud-based software.
KFC has been using APT's software with the aim of finding out how customers are responding to a revamp of the firm's restaurants and to new products.
"APT enables us to clearly understand the cause-and-effect relationship between our business initiatives and outcomes," said Paula MacKenzie, chief finance and development officer at KFC.
"We now have a deep understanding of how remodelling a restaurant affects our customers and helps to grow our sales," she explained.
MacKenzie said that APT helped KFC to make its "business experiments" more accurate, efficient and process driven.
"We are already in the process of designing new tests using APT's software and are looking forward to analysing many other high-value initiatives," she added.
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