US restaurant chain KFC has re-invented its traditional loyalty scheme with the launch of an innovative gamified rewards programme created by London agency Rapp UK.

The new scheme will be available within the KFC app and signals a strategic shake-up for the brand, which is looking to move away from points-based programmes centred around standard purchases, in a bid to drive greater personalisation for its customers.

The new ‘KFC Rewards Arcade’ will instead focus on ‘generosity, surprise and recognition’, offering app users the chance to play games in order to win select menus.

KFC will send out an in-app invite to every customer who places an order over £3, with 12 menu items available via the scheme, including:  Six-piece bargain buckets, burgers, wraps, popcorn chicken and more.

“We are so excited to be launching our new KFC Rewards Arcade.  We strive to be a business which exceeds the wants and needs of our guests,” KFC chief marketing officer, Jack Hinchliffe said.

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 “That’s why we’ve transitioned from a stamp-based rewards scheme to a dynamic, modern platform that provides our fans with instant, free prizes.

He continued: “We set out to reinvent the future of loyalty and that’s exactly where we are headed.  I can’t wait for customers to give the KFC Arcade a go!”

Rapp UK CEO, Gabby Ludzker added: “Loyalty has moved on from points which means prizes and brands need to keep up with their customers’ behaviours and motivations.

“The Rewards Arcade is a dynamic way to reward loyalty, customers can have a go, win and claim their prize immediately, making it a win-win for KFC and their guests.

He concluded: “We wanted to give every KFC guest an entertaining, interactive and competitive space where they can try out a range of retro games to win free food. The games are exciting and fun and will definitely keep customers coming back for more.”