As if mobile ordering weren’t dangerously easy already, yum! Brands restaurants will begin taking orders via text messages and social media following the acquisition of an Israeli tech company.
The fast food corporation, which runs Taco Bell, Pizza Hut, KFC and the lesser-known Habit Burger Grill, announced the purchase of Tictuk Technologies on Wednesday. The private technology firm focuses on conversational commerce and will give Yum! Brands leverage software systems to allow customers to order via WhatsApp, Facebook Messenger, Telegram, SMS, QR codes and email, Yum said in a statement.
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“The right technologies will allow us to better serve customers with the best offerings and delicious food in the way that is most convenient for them,” Chris Turner, Chief Financial Officer of Yum! Brands said in a press release. “We are excited about the opportunity Tictuk presents as their solution delivers high impact by enabling our brands to achieve a truly omnichannel presence and deliver frictionless ordering to customers with just a few clicks.”
2020 was a record year for the fast food corporation, which runs 50,000 restaurants in more than 150 countries. Last year, the company raised a whopping $ 17 billion in digital sales, marking a 45% increase over the previous year. Fast food sales have exploded during the coronavirus pandemic, as dining room seating in traditional restaurants is still heavily restricted and customers prefer low-touch self-service.
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AYum! Brands has already rolled out Tictuk’s ordering technology at approximately 900 Taco Bell, Pizza Hut and KFC locations outside of the US, according to the statement.
Yum did not disclose exactly when the new technology would be available for consumer use in the United States.