Dentsu Creative: KFC Reinvents Socializing with a Virtual Restaurant in China

Challenge: Adapting to Gen Z’s Evolving Habits

KFC, a powerhouse in China with over 9,000 stores, faced a decline in foot traffic as young consumers (a key audience) shifted towards virtual socializing. By 2022, their business performance had dropped 16%. Gen Z spends more time with friends in online gaming environments, and their focus on virtual experiences presented a challenge.

Solution: KFC Re:Store – A Virtual Hangout for Young Consumers

DENTSU CREATIVE China tackled this challenge with a groundbreaking solution: KFC Re:Store, a virtual restaurant experience on China’s popular youth platform QQ. The store, built with Unreal Engine 4, seamlessly blends traditional Chinese aesthetics with cutting-edge technology.

Engaging Features & Borderless Commerce

KFC Re:Store offers a unique virtual experience. Users design personalized avatars, purchase virtual merchandise, decorate their own virtual spaces, and even interact with a virtual Colonel Sanders (the first non-player character on QQ). This immersive environment has driven high engagement:

🔥 850 million chats with Colonel Sanders in just five weeks.
🔥 180 million virtual KFC meals “sold” in the same timeframe.

But the innovation goes a step further. KFC Re:Store pioneers a “borderless commerce” approach. Users can order real-world KFC meals directly within the virtual store, paving the way for a new revenue stream and a groundbreaking commercial model for brands on QQ.