Yum! Brands Strengthens Global Digital Ordering Capability With New Acquisition
(iStock/Blue Planet Studio)
Having the best ordering technology is more important than ever in the foodservice industry, particularly when your portfolio includes renowned brands such as Taco Bell, KFC and Pizza Hut. Yum! Brands Inc. is enhancing those resources with its latest acquisition of Tictuk Technologies, an omni-channel ordering and marketing platform company based in Tel Aviv, Israel.
The acquisition — which is Yum!’s second technology investment this month in its digital innovation strategy — will give the company more ways for its customers globally to access and order from its KFC, Pizza Hut and Taco Bell brands through popular social media and conversational platforms. Tictuk allows users to complete orders and interact with brands through WhatsApp, Facebook Messenger, Telegram, SMS, QR codes and email.
Its online ordering platform also leverages chat, web, advertisements and intelligent marketing technology to engage with customers. “As we navigate a consumer landscape reshaped by the events of 2020, we continue to intensify our focus on leveraging our scale and reinforcing our growth model with investments in digital and technologies to enhance the customer and employee experience, strengthen restaurant-unit economics, and enable our brands and franchisees to compete and win in a rapidly changing world,” Yum! CEO David Gibbs said.
Last year, Yum!’s digital sales were $17 billion, which was a new record for the company and a 45% increase over 2019. It also served as a testament to its focus on evolving its business model to succeed in an off-premise environment and meeting new consumer needs. “The right technologies will allow us to better serve customers with the best offer and delicious food in a way that’s most convenient for them,” Yum! CFO Chris Turner said. “We’re excited about the opportunity Tictuk presents, as their solution delivers high impact by enabling our brands to achieve a truly omni-channel presence and provide frictionless ordering for customers in just a few clicks.”