KC CHIEFS SPONSORSHIP PROMOTION: KFC

RESULTS

✅On Mondays, sandwich DPRA (daily per restaurant average) increased nearly 300%, while $ increased 162%

✅Participating restaurants were 5 to 6% higher in sales than control restaurants on Mondays.

✅Participating restaurants sold 9% more Chicken Sandwiches the rest of the week compared to the control group.

✅Sales were +2.4%, traffic +7.6% on Monday’s.

✅ Low-End dollars were +11.8% versus pre-promo or +$144 on Mondays.

✅On Mondays, sandwich mix shifted to more mid-day, less evening. ALC / Combo mix shifted from 79%/21% pre-promo to 92%/8% during promo.

✅Significant social media and local influencer engagement.

✅Crew contests, team engagement, recognition and restaurant teams wearing KC Chiefs gear.

PROGRAM DETAILS

💡Kansas City Chiefs Radio Network sponsorship with media buy and spokesperson partnership with iconic “Voice of the KC Chiefs”, Mitch Holthus.

💡Promotional Activation: Every Monday just got better with KFC Red Monday Rewards… Buy One, Get One FREE Chicken Sandwiches.

💡In the Kansas City, Columbia and Jefferson City markets. No coupon required. Limit one free offer per order. Dine-in or drive thru only.

💡Marketed on 106.5 The Wolf during game-day radio broadcasts, as well as throughout the week on KMBZ-FM, KCSP, KZPT, WDAF radio stations. The promotion will additionally be featured in digital marketing, social media and in-store POP.

💡Also promoted HIGH END MEALS, to feed the whole family or tailgating crew.

PROGRAM SUMMARY

• Sponsorship program created excitement for the brand, the store teams and drove additional traffic and sales to the restaurants on Mondays, and additional Chicken Sandwiches during the rest of the week.

• The program was beneficial in creating awareness for the NEW Chicken Sandwiches launch and driving LUNCH traffic.

• However, the directly trackable incremental sales were minimal, not driving a significant positive return on investment. (Incremental Sales –COGs & Royalties) –Advertising Cost.

• Positioned KFC head-to-head to take QSR share from McDonald’s who spent over $700K direct with the KC Chiefs team, whereas we invested a FRACTION of that.