KFC, Waitrose try click and collect
25 February, 2013
KFC has launched a trial of a new ‘click and collect’ service that enables customers to place their orders in advance. Waitrose has meanwhile kicked off a similar drive-through that will allow people to pick up their groceries without having to stop and shop.
Marketing Week says KFC is now testing click and collect at a couple of stores in Woking—where it has its UK offices—but could be extended if it proves successful. It is intended that customers order online or through a mobile app before picking up their food and drink without queuing—a similar strategy to that deployed recently by brands including Pizza Hut and Subway.
Waitrose’s move into click and collect will see it further intensify competition with eating out names. It will trial a service in Cheltenham next month, followed by Lincoln, Southend, Salisbury and Wolverhampton.
Waitrose ecommerce director Robin Phillips said: “This investment marks a turning point in our ambitions to become a truly omnichannel retailer. The introduction of drive-throughs and, later this year, collection pods gives time-pressed customers even greater choice about how to receive orders made through Waitrose.com. The free service will appeal to busy parents with kids in tow as well as young professionals and anyone who wants to collect pre-picked and packaged orders when it suits them.”
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