Kentucky fried secrets: How KFC tapped into the TikTok menu hack trend to drive sales

Have you ever been scrolling through TikTok and come across a mouthwatering fast food creation that you've never seen on a restaurant's menu? These are known as menu hacks, and they've been taking the platform by storm in recent years.

But how do these off-menu creations come about, and how do they impact a fast food chain's sales? In this article, we'll look at how KFC partnered with TikTok creators to drive awareness and sales of some of its most popular menu hacks. We'll also explore some practical menu hack ideas to help drive buzz for your brand's menu.

What are TikTok menu hacks?

Menu hacks are combinations of menu items that allow customers to customize their fast food orders and create unique meals that may not be available on the regular menu. These hacks have become popular on TikTok due to the platform's full-screen, sound-on video format, perfect for showcasing menu hack creations in an engaging and visually appealing way.

People use TikTok to find inspiration, share creative ways to enhance their meals, and often highlight the different sensations and emotions this brings them. They also seek recommendations for menu hacks and compare their dining experiences.

KFC joins in the menu hack craze

While the TikTok community rushes to their favorite fast food joints to try out the latest mash-ups, the restaurants themselves don't often give these trendsetters the credit they deserve.

One brand has changed this by partnering with food-loving TikTok star @jen.heifer, famous for putting KFC on every For You page with her crunchy review of the brand's Nashville Hot Tenders.

In a series of videos filmed authentically in her car, Jen showed off all of her favorite KFC menu hacks, from dipping her Chicken Sandwich in gravy to creating the "Honey BBQ Chicken Cheesywich" (a KFC Chicken Sandwich topped with honey BBQ sauce and KFC Mac & Cheese). The brand leveraged Jen's videos as TopView and In-Feed Ads to promote its menu items and drive users to the #KFCSecretMenuHack Branded Hashtag Challenge.

And it didn’t stop with Jen. KFC also partnered with @shiadanni, @Ty BRIDGWATER, and @snackqween, other popular creators who put their own unique spin on the challenge.

By now the secret was out, and TikTok users everywhere were sharing their best menu hacks. The #KFCSecretMenuHack challenge resulted in more than 10.5 billion views and hundreds of menu hack creations. The campaign also led to nearly 10,000 KFC store visits across the country, according to Foursquare Attribution, a location-based measurement solution. KFC even released a special menu—made by TikTok users, for TikTok users—as a nod to the creativity of its followers.

Brands like KFC can use menu hack creations to attract a broad audience and drive awareness and sales. They can also encourage their followers to create and share content featuring actual menu items, which can help build buzz and create a sense of community and connection with your brand.

Creative menu hack ideas for restaurant and dining brands

Looking to add a dash of excitement to your menu? Here are three recipes you can experiment with to leave your customers' taste buds wanting seconds, or even thirds!

1. TikTok taste test videos that involve showcasing TikTok creators trying and reviewing menu hack creations from your brand.

2. A collaboration with popular TikTok creators to showcase menu items and create unique menu hacks, with a behind-the-scenes look at their inspiration.

3. TikTok Branded Mission Hashtag Challenges, where users are invited to participate in creating themed menu hack combinations and share their results on TikTok through hashtag challenges.

Creative tips for success

Always remember, success on TikTok comes with iteration and experimentation. Our community is writing the recipe in real time. Here are some ingredients for success when creating content on the platform:

1. Frame vertically and keep important information in the safety zone of the screen.

2. Leverage the power of sound by contextualizing lyrics, using voiceover and audio, and utilizing the Commercial Music Library or Sound Partners.

3. Overlay concise and informative text, utilize stickers and effects, and prioritize accessibility.

4. Get your key message out early by highlighting it in the first 3 seconds and building it into a relatable narrative.

5. Include a strong call to action by keeping it short and snappy, using built-in CTA buttons, and offering an exclusive TikTok deal.

6. Break the fourth wall by addressing the viewer directly and creating a sense of intimacy.

7. Utilize trends and challenge formats to increase engagement and reach.

8. Collaborate with TikTok creators in the Creator Marketplace to showcase your brand and products in a creative and authentic way.

9. Don't be afraid to try something new and experiment with different creative approaches.

Hungry for more? Learn how easy it is to partner with TikTok here.