How KFC Turned Better Map Data Into a 37x Return on Investment

About This Case Study

OnEveryMap is proudly powered by Uberall, the global leader in location technology. The results below were achieved by KFC UK & Ireland using the exact same tools available on OnEveryMap today. This proves that whether you have 10 locations or 1,000, the technology works the same way.

KFC’s Challenge: Big Brand With Messy Details

Even a giant brand like KFC had a “local” problem. With over 1,000 branches, managing the online listings and keeping track of every opening hour, phone number, and menu change manually was impossible.

• Consequences: Customers would drive to a branch thinking it was open, find it closed, and leave angry.
• The Missed Opportunity: When people searched for “late night food,” KFC wasn’t showing up because their profiles didn’t explicitly say “Late Night Drive-Thru.”

They needed to fix the specific details that would accurately communicate whether a hungry customer could visit and make a purchase, including saying when they were closed to better manage customer expectations.

3 Technical Fixes That Increased Sales

KFC used the platform to automate three specific tasks that usually take hours of manual work. Here is exactly what they did:

1. They Got Specific with “Attributes” (Not Just Hours)

Most businesses just list “Open” or “Closed.” KFC used the platform to go even deeper, syncing their actual operating hours as specific details platforms can properly recognize and showcase called “Attributes” across Google, Apple Maps, and Facebook.

• What they did: They added specific tags like “Halal Certified,” “Drive-Thru Open,” and “Delivery Available.”
• Why it worked: Search engines like Google love detail. Simply by including these Attributes, Google started ranking KFC higher when people searched for specific things like “fried chicken near me.”

2. They Used Photos & Q&A to Answer Questions Before Customers Asked

A profile with no photos looks abandoned. KFC used the Media Manager to upload fresh, high-quality food photos to all 1,000+ locations instantly.

• What they did: They also pre-loaded the “Q&A” section on Google with official answers to common questions like “Do you have parking?” or “Is this branch vegan-friendly?”
• Why it worked: This removed any uncertainty from customers. They were able to see pictures of the food, appropriate answers to their most common questions, and had the necessary information to decide to go.

3. They Used AI to Reply to Reviews Faster

KFC receives thousands of reviews. Ignoring them hurts your ranking, but typing replies takes forever.

• What they did: They used AI Assistants and Templates to help their team reply to reviews in just minutes rather than hours.
• Why it worked: Google ranks “active” businesses higher. Actively replying signaled to the algorithm that they were open and attentive, pushing them to the top of search results.

A Tangible Outcome of Increased Customers, Not Just Clicks

Simply cleaning up their data and staying active with managing their online profiles, KFC saw a 23% jump in people clicking “Get Directions” from users’ phones. In the restaurant business, this is one of the most valuable metrics as it means a real person is getting in their car to come spend money.

“The platform helped more of our fans find their way to our restaurants, giving us a return of 37 times our investment.”

• Performance Marketing Manager, KFC UK & Ireland