KFC in expanded test of digital signage

Nation's Restaurant News, Feb 18, 2008

[ILLUSTRATION OMITTED]

LOUISVILLE, KY -- Chicken restaurant operator and franchisor KFC Corp., based here, has extended a five-unit test of digital menu board and signage systems to 24 additional locations in two unnamed cities, vendor Wireless Ronin Technologies Inc. said.

"Not only will digital menu boards create a new standard for in-store communication and experience for our customers, we hope that [they] will provide a cost effective way to communicate targeted menus by daypart and allow us to quickly make product and pricing changes," KFC chief marketing officer James O'Reilly said of results the chain would like to achieve through testing and deployment of dynamic signage.

The expanded test follows initial trials of indoor and outdoor digital signage and menu board applications at KFC outlets in Louisville, Dallas and Houston that began in July 2007, according to Minneapolis-based Wireless Ronin.

KFC, a holding of Louisville-based Yum! Brands Inc., operates or franchises more than 14,000 restaurants in 80-plus countries.