Alone we are delicious, together we are YUM.

The Middle East’s fast-food sector is both chaotic and competitive, with many big players vying for supremacy. Americana KFC is part of the global KFC Group, one of the largest quick food service systems in the world – with currently over a billion “finger-lickin’ good” Kentucky Fried Chicken dinners served annually in more than 100 countries and territories around the world.

“But success didn’t come easily.”

This homey brand that always takes us to the feeling of being together and enjoying happy moments over a delicious meal was struggling in the Middle East, not only in overcoming the big challenges in the fast-food sector, but it had its own challenges to battle in terms of the global KCF website which appeared in user searches in the MENA region, thereby confusing consumers and resulting in lost revenue.

In addition, design and UX were restricted by KFC’s rigid global branding guidelines, as well as the requirements to match and translate best practice guidelines for e-commerce websites among Americana KFC’s IT team.

In Jan-2018, Americana KFC approached Chain Reaction with the objective of strengthening its market position and expanding its reach across its nine core markets.

# 1 We have done our homework

• Demographics – understanding how users behave in different markets.
• Analytics – collected data on consumer purchasing behavior, location, etc.
• SEO tools – utilized multiple tools to make a full tech audit and understand user behavior on the website as to draw a full vision of the websites.
• Keywords – undertook extensive keywords research into branded and generic keywords.

# 2 We crafted an effective strategy

• Build a roadmap to highlight and prioritize problems that need
• Make it clear for users that the website is ready for online purchasing. Through fixing website SEO violations, analyzing local markets and competitors, and conducting safe SEO m
• Improve website indexability and crawlability at first stage, then undertake full keyword research and keyword-mapping to target the right keywords for the right categories or products.
• Write comprehensive meta tags that gain more clicks from search results pages to increase ranking and CTR simultaneously.
• Rank on KFC related keywords in each market separately and solve the global site issue to prevent it from appearing to customers in other countries.
• Compliance: Adhere to KFC’s global brand guidelines.
• Continuous improvement: Conduct regular reviews and continuous improvement cycle.