KFC taps blockchain tech in Middle East pilot

Kentucky Fried Chicken has announced a blockchain pilot across the Middle East for its digital advertising and media buying.

The company is also looking to address issues like security and privacy of advertisers, publishers and consumers.

Ozge Zoralioglu, Chief Marketing Officer, KFC, Yum! Brands, comments: “Over the past decade, the global communications industry has witnessed exponential disruption. Blockchain is proving to be yet another revolution, having already transformed several global industries and processes.”

“Historically, marketers have collected data from various different sources and run a campaign pegged on these mismatched insights. Today, marketers must get to the original source of the data: the consumer. Blockchain technologies ensure that they get first hand information from the target audience themselves.”

“By innovating a sophisticated blockchain solution, KFC can now benefit from enhanced visibility of real-time data and the most updated insights – all with full confidence that information is authenticated, tamper-proof and hence credible.”

“Leveraging blockchain technology’s immutability means that together, we are able to improve trust, transparency and efficiency in our supply chain,” he concludes.

Sign up for our free retail technology newsletter here.