KFC is testing a mobile ordering service in its restaurants located in Woking, United Kingdom. According to Marketing Week, the "click and collect" service allows customers to pre-order and pick up their food in store.
The company expects nearly 10 percent of sales to come from the service and could eventually roll it out to the 820-unit UK system. The objective is to allow customers to avoid waiting for their food.
KFC's sister chain Pizza Hut uses a similar service in its delivery stores, which generates between 20 and 30 percent of sales.
KFC UK is investing 10 percent of its marketing budget "experimenting" with new channels, according to the story. This includes video on demand, digital outdoor and sponsorship.
Read more about mobile initiatives.