One year in, KFC Rewards has crossed the 6-million-member mark 

That’s not just a milestone. It’s proof that when loyalty is executed properly, it benefits the business and the customer.

KFC isn’t just rewarding fans. They’re building deeper relationships, capturing valuable data, and driving smarter marketing with every app interaction. If you’re a marketer looking to build a loyalty program that fuels growth and not just retention, this is a case study worth your attention.

1. Give customers real value early and often

KFC didn’t launch a program for the sake of having one. They launched a program that customers can actually use, and that’s what makes it effective.

I’m always earning and redeeming KFC reward points.

Matt

KFC Rewards Member

Unlike other loyalty programs where rewards feel out of reach, KFC’s framework ensures customers see value fast. That immediate payoff encourages repeat behavior and builds long-term brand loyalty.

Takeaway:
Design your loyalty program so rewards are attainable. The quicker customers experience value, the more likely they are to stay engaged.

2. Turn your app into a loyalty hub

The KFC app is the engine behind their loyalty strategy. From exclusive deals to surprise-and-delight badges, the app generates incentives to return that go beyond placing an order.

There’s this Mike’s Hot Honey badge... it’s a super cute bear with honey. I had to get it.

Matt

KFC Rewards Member

These aren’t one-time experiences. They’re part of a strategy to make loyalty a daily habit,and it’s working. Since launching the app and rewards program, KFC has seen increases in frequency, engagement, and customer satisfaction.

Takeaway:
Mobile loyalty should feel dynamic and rewarding. Incorporating gamification, limited-time offers, and exclusive content gives customers reasons to open and use your app often.

3. Use loyalty data to fuel smarter marketing

Before the app, KFC had limited visibility into who their customers were or how they behaved. Now, the brand has full-funnel insights that inform both retention and acquisition strategies.

My first 30 years in fast food, we really didn’t know who the customers were. Now we know what they order, when they order, and we can target them specifically.

Anthony Gianino

Sr. Vice President of Marketing, KBP Brands

That level of customer understanding allows KFC to make smarter budget decisions. With familiar customers coming back more frequently through the app, additional media dollars can be allocated to reach new audiences, particularly younger ones.

We can dedicate a lot more of our advertising dollars to reach that new younger customer.

Anthony Gianino

Sr. Vice President of Marketing, KBP Brands

Takeaway:
Loyalty goes beyond retention, it serves as a data strategy. Leverage loyalty to create comprehensive profiles and activate that data throughout your marketing ecosystem.

4. Keep the momentum going with experiences, not just transactions

Loyalty doesn’t have to be transactional. KFC Rewards capitalizes on joyful moments, like unlocking a new badge or scoring a surprise deal, to enhance emotional engagement with the brand.

One of my favorite parts of the KFC app is when I open it up and see banners with the daily deals. They’re usually some of the best promotions.

Matt

KFC Rewards Member

This experiential layer is crucial for turning routine ordering into something fans discuss, share, and look forward to. It also reinforces brand personality in a way that sets KFC apart from other fast food experiences.

The emotional connection doesn’t stop at the screen. The KFC Rewards experience seamlessly bridges the digital and in-store worlds. When a customer like Matt walks into a restaurant, and the team knows his name, preferences, and even his favorite badge, it reinforces a sense of community and acknowledgment. The loyalty program isn’t just a marketing tool, it’s a way for the staff to create more meaningful, memorable interactions.

Takeaway:
Think beyond discounts. Use loyalty to create branded moments that are enjoyable, unexpected, and worthy of return visits.

5. Make loyalty core to your growth strategy

KFC doesn’t treat loyalty as an afterthought. It is central to their business strategy, and it’s paying off.

The app and rewards program are a big part of what we talk about. A big piece of our spend. A lot of where the strategy’s going.

Anthony Gianino

Sr. Vice President of Marketing, KBP Brands

Since downloading the app, I’m going to KFC more often than I used to.

Matt

KFC Rewards Member

KFC is turning one-time transactions into long-term relationships by integrating loyalty with mobile, personalization, and performance marketing.

Takeaway:
Treat loyalty as a revenue driver. When integrated into your broader business strategy, it serves a growth lever rather than a marketing tool.

Final thoughts

KFC Rewards is a powerful example of how to construct a loyalty program that transcends points. A top-tier program delivers real value to customers, captures significant data, and crafts a unique brand experience that encourages fans to return.

Key takeaways for marketers:

  • Make rewards easy to earn and redeem
  • Center your loyalty experience in your mobile app
  • Capture and activate zero- and first-party data
  • Use gamification and branding to make it fun
  • Integrate loyalty into your growth strategy, not just retention

Watch the full story above to see how KFC turns cravings into loyalty and loyalty into lasting business impact.

To learn more about Marigold Loyalty, click here.