Posted May 31, 2021
Yum is ramping up its technology investments to keep pace with the demands of a rapidly changing restaurant industry. The pandemic has pushed more consumers to adopt digital and mobile ordering while dine-locations remain closed or operating in a limited capacity. Yum has felt a windfall from these trends and clearly expects some of them to stick. Digital sales across its portfolio reached a record $17 billion in 2020, a roughly 45% year-on-year increase.
But the broader shift to digital brings operational and customer experience considerations that may be costly and time-intensive to realize internally. Acquisitions are one way for Yum to access the expertise needed to tap into burgeoning spaces like conversational commerce, which it has already dipped its toes into through an existing partnership with Tictuk. Social media engagement at the same time has spiked among homebound consumers who could be more receptive to placing an order through platforms like Facebook, WhatsApp or even text message.
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