How KFC UK Is Winning Gen Z with Digital & Local Marketing

In this episode of Local Marketing Beat, we're joined by Jaime Arribas, Senior Marketing Technology Manager at KFC UK and Ireland, to explore how the iconic brand is evolving for the next generation. From bold beverage launches like Kwench to local SEO, social media, and AI-driven search strategies, this episode is packed with practical insights for marketers in the QSR space.

🔍 Learn how KFC is turning Google Business Profile clicks into real foot traffic, boosting loyalty with online reviews, and measuring ROI across channels.

👇 Timestamps below to help you jump to what interests you most:

⏱️ Timestamps

00:00 - Intro

00:20 - Episode overview: KFC’s digital strategy

00:50 - Meet the guest: Jaime Arribas from KFC

01:40 - What it means to “build a brand for the next generation”

03:30 - The role of Quench in engaging Gen Z

04:30 - Importance of Google Business Profile & Apple Maps

05:15 - 14% increase in direction clicks & review response strategy

06:00 - Is it about loyalty or acquiring new customers?

06:50 - How KFC promotes new products across channels

08:00 - Budget balance: Traditional vs. social media

09:00 - How KFC measures ROI from digital campaigns

10:30 - Tracking Google Maps clicks to in-store revenue

11:40 - The impact of AI-driven search on local marketing

13:00 - One key takeaway: Listen and respond to your customers

14:50 - In-store renovations & omnichannel brand experience

15:40 - Wrap-up & where to learn more

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📍 Learn more at: https://www.uberall.com

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