Local Marketing Beat #18 | How KFC is Winning Gen Z with Digital & Local Marketing

In this episode of Local Marketing Beat, we're joined by Jaime Arribas, Senior Marketing Technology Manager at KFC UK and Ireland, to explore how the iconic brand is evolving for the next generation. From bold beverage launches like Kwench to local SEO, social media, and AI-driven search strategies, this episode is packed with practical insights for marketers in the QSR space.

🔑 Key Takeaways

🍗 Building a Brand for Gen Z: Discover how KFC UK & Ireland is positioning itself as a next-gen brand by tapping into youth culture, individuality, and bold digital storytelling.

📍 Driving Foot Traffic with Local SEO: Learn how optimizing Google Business Profiles, Apple Maps, and online listings led to a 14% increase in direction clicks—and real in-store visits.

💬 Review Response = Revenue: See why KFC invested in a dedicated team to manage online reviews, and how that human touch is boosting both loyalty and conversions.

🥤 Kwench & Culture-First Campaigns: Explore how product innovation—like the launch of specialty beverages—is tied to social-first, culturally relevant marketing campaigns that resonate with younger audiences.

📊 Measuring What Matters: Go inside KFC’s hybrid approach to ROI tracking—from algorithmic models based on click-to-direction data, to agency-supported campaign performance frameworks.

🧠 Preparing for AI-Driven Discovery: Understand how KFC is adapting to the rise of AI-powered search tools and the shift toward personalized, intent-rich customer journeys.

Jaime Arribas shares actionable strategies, tested results, and a forward-thinking mindset that any multi-location brand can learn from. Don’t miss this episode if you're looking to turn online visibility into real-world impact in 2025.

⏱ Timestamps

👇 Use the timestamps below to help you jump to what interests you most:

00:00 - Intro

00:20 - Episode overview: KFC’s digital strategy

00:50 - Meet the guest: Jaime Arribas from KFC

01:40 - What it means to “build a brand for the next generation”

03:30 - The role of Kwench in engaging Gen Z

04:30 - Importance of Google Business Profile & Apple Maps

05:15 - 14% increase in direction clicks & review response strategy

06:00 - Is it about loyalty or acquiring new customers?

06:50 - How KFC promotes new products across channels

08:00 - Budget balance: Traditional vs. social media

09:00 - How KFC measures ROI from digital campaigns

10:30 - Tracking Google Maps clicks to in-store revenue

11:40 - The impact of AI-driven search on local marketing

13:00 - One key takeaway: Listen and respond to your customers

14:50 - In-store renovations & omnichannel brand experience

15:40 - Wrap-up & where to learn more