/ Asahi/Guangzhou, May 17, 2022 -- Catering consumption is an important window for the elderly to get in touch with new consumption and experience the Internet era. What should catering brands do to better serve the elderly?
Eat fried chicken drink milk tea "silver" catering attention
The report "2021 Silver economy" food "power consumption insight" released by Meituan shows that the growth rate of middle-aged and elderly consumers over 50 years old has maintained the first place for 4 consecutive years. At the same time, fast food snacks are the first category of catering consumption of middle-aged and elderly people. Fried chicken and milk tea are their favorite food.
They are starting to go out and "shop" instead of "cook at home" as part of their old age.
At the same time, the report "2021 Silver Economy" food power consumption Insight "also shows: among the catering orders of the elderly, one person takes up 63%, and the active time period of eating is from 7 am to 5 PM, which is significantly different from that of other groups.
The increasingly active food and beverage consumption and the expanding group base have made the middle-aged and elderly consumer groups become an important group of food and beverage brands.
Let the "silver generation" easily access the Internet KFC super APP to open the "minimalist version"
The report "2021 Silver Economy" Food "power consumption Insight" also shows: with the rapid increase of middle-aged and elderly consumers, the proportion of online catering consumption of middle-aged and elderly people is also expanding rapidly, from 0.9% in 2017 to 2.2% in 2021. The report points out that the relationship between the middle-aged and the elderly and the Internet society is increasingly close, and catering consumption has become one of the important Internet behaviors of the silver generation.
However, for middle-aged and elderly people, many operations of smart phones and apps are indeed a little complicated for them.
In addition to continuing to improve the quality of its counter ordering service, KFC recently launched a "minimalist" version of its super APP that is more friendly to the elderly. It was launched on the basis of a front-line appeal that KFC wanted to bring a careful understanding of our customers to our key digital products.
"Through a lot of front-line observation by KFC restaurant managers, we found that it is not so easy for some groups, such as some elderly people, to independently and skillfully use apps. Therefore, we hope to promote information accessibility and better meet the specific needs of segmented people. "The director of KFC Super APP" Minimalist "explained.
It is understood that this version has been online for some time. And through the feedback of KFC front-line service staff and background statistics, this version of the operation effect is better. Many old people feedback: the font screen looks simple and convenient, and, after entering the point can directly choose the recommended menu, for the fixed taste of the elderly is very "friendly".
Capture the core needs of the elderly
After experiencing the "minimalist" version of KFC's super APP, you will find that after switching between the "My" and "Settings" interfaces, it feels like a new phone.
First, all fonts and ICONS are significantly larger. Second, there are significantly fewer elements on the interface. In the minimalist version of the front page, the most prominent logo is the "store pick" and "home delivery" two order entry, retain the membership points, card package, membership code content, while new recommended menu options.
After years of iterations, KFC Super APP not only has the tool attributes of ordering food, but also has rich personalized experience, which is a digitalized integrator of KFC. And in front of this can see the end of the "minimalist version", in the end hidden what mystery?
The person in charge introduced that after a long-term insight study of KFC elderly consumer groups, it was found that their consumption demand is often concentrated in the following aspects:
· "Planting grass" timely: Walking around a KFC is a way for many elderly people to pass the time. They don't know what to eat, so they want a recommendation.
· Convenient repurchase: the life of the elderly is often colorful and very regular. They often go to the nearby KFC after their morning workout and order a breakfast set. Whether it's a burrito set or a rice ball set, seniors need to quickly find the one they usually order.
· Lots of discounts: KFC's Member's Day, Crazy Thursday and other discount activities are very popular among consumers, so it is essential to let the old people know about the latest promotions.
"Three Principles" to optimize the experience
The core demand of the elderly when using catering apps is to order food, so the design of the interface must focus on "ordering food". When it comes to the minimalist design of KFC's Super APP, there are three principles:
· In line with ordering habits: no matter for fixed breakfast consumption or occasional browsing in the APP, the group's latest orders and most frequently ordered meals will be recorded, in the form of "recommended menu" to help them add orders with one click, without having to repeatedly look at the menu to make choices.
In the recommended menu, for example, users will not only see their last order. In different time periods such as breakfast, afternoon tea and dinner, the commonly ordered items recommended by the system will also be adjusted accordingly. For the elderly who have the habit of placing orders repeatedly, this concept can help them save a lot of time.
· Principle of shortest path: only subtract around the process of "food selection, ordering and taking", with simple options, timely recommendations and eye-catching prompts. Each step can be clearly noticed by the elderly, and the action can be completed quickly.
Select a clear recommendation, a key to add purchase, quickly place an order, take a meal number reminder also with the size of the enlargement and become eye-catching. Each adjustment is designed to create a clear path on the APP to help seniors get straight to the point and place orders quickly.
· Reduce information interference: The elderly are relatively weak in digital products and their ability to process information. They often ignore the original purpose of opening apps due to the interference of some unnecessary information. Reducing unnecessary information is an important feature of the minimalist version of KFC's Super APP. It greatly reduces the elderly users' judgment influenced by marketing advertisements, reduces the probability of APP usage efficiency, and makes dining simpler and more pure.
"Crazy for customers" KFC gives digital human temperature
Since 2016, KFC brand APP, delivery APP and mobile self-service ordering APP have been integrated together to become a "super APP", which is an important part of KFC's digital innovation and exploration. After years of iteration and polishing, KFC Super APP has endowed more human care in terms of use experience.
The upgraded KFC Super APP is not only a "one-stop" ordering platform, but also a "treasure APP" integrating catering service, member service, community communication, interests and new knowledge.
By the end of 2021, the number of KFC super APP users has reached hundreds of millions. Many "subdivided groups" in the traditional sense have become a group difficult to ignore based on such a huge base. Through this "minimalist version" on the line, KFC has taken an important step to focus on the subdivision of the population and practice technology for the good.
In the future, KFC will continue to explore users and transform products, so that KFC super APP will become a digital product with more and more temperature.
