Yum! Brands, Amazon's Alexa in tie-up for KFC delivery in India1 min read . Updated: 21 Jan 2019, 04:54 PM IST
- KFC is the first fast-food chain in India to tie up with Alexa
- The American burger chain has close to 380 outlets in India
New Delhi: Yum! Brands-owned fast-food chain KFC on Monday said it had tied up with Alexa devices to push online ordering in India.
“Voice recognition is becoming a game changer today, with millennials rapidly embracing and getting comfortable with this new technology," Moksh Chopra, chief marketing officer, KFC India, said in a statement.
“It will be facilitated by cash on delivery," the company said, depending on the presence of a KFC outlet in the area.
The American burger chain has close to 380 outlets in India.
This makes KFC the first fast-food chain in India to tie up with the Amazon-developed virtual voice assistant device. KFC has tied up with Alexa in other markets such as Canada.
More and more restaurant chains are pushing sales on the internet as mobile-savvy Indians turn to online ordering, in a big shift from placing orders via telephones a decade ago. Brands such as KFC, for instance, draw 14% of their sales from online ordering (via mobile and desktop). For Domino's Pizza, on the other hand, over 60% of its delivery sales are online. The popularity of food ordering apps, too, has helped orders move online.
As a result, brands are trying to gain share across online ordering platforms as more users shift there.
However, a tie-up with Amazon's Alexa will give KFC access to a small set of consumers, given that smart speakers is still a premium category in India and penetration is low. However, in a statement, Dilip R.S., country manager for Alexa Skills, Amazon India, said: “As users get accustomed to engaging with Alexa, they look for new ways to embrace voice technology in their daily experiences. The ease of ordering food with just a few voice commands can be very convenient."