Yum China Holdings, Inc. announced that KFC China is introducing a series of green marketing campaigns to promote more sustainable lifestyles and increase consumer awareness of eco-friendly behavior.
"Leveraging our strong online and offline connections with consumers, we hope to increase environmental awareness among the public by encouraging and rewarding more eco-friendly choices," said Joey Wat, CEO of Yum China. "In the future, we will explore more innovative ways to motivate consumers and other stakeholders to join us on our journey to drive meaningful change and contribute to a more sustainable planet."
In December, KFC launched an interactive section on its Super App addressing topics including "Exploring Carbon Reduction" and "The Journey to Carbon Neutrality". KFC is also partnering with influential brand ambassadors to bolster customer engagement and encourage consumers to adopt low carbon lifestyles. To promote carbon reduction actions, KFC has introduced a green rewards program that encourages and incentivizes behaviors such as mobile ordering and in-store pickup, opting out of using disposable cutlery, reducing food waste and waste sorting. KFC is calling on consumers to record their carbon reduction contributions using the Super App in return for "green points" that can be exchanged for special coupons.
Launched simultaneously at over 7,900 stores across the country, KFC's green rewards program was accessible to more than 320 million KFC members. During the three-week campaign period that ended on December 20, more than 28 million KFC members across the country actively participated in the campaign and completed over 63 million Super App check-ins and carbon reduction actions, leading to a total carbon reduction of 145 tons of Carbon Dioxide Equivalent (CO2e).
Meanwhile, KFC has launched an oat drink to its breakfast menu, its first "carbon zero" product. The carbon footprint of the oat drink has been certified by a 3rd party institution. To offset any environmental impact of the oat drink, KFC has joined hands with the China Green Carbon Foundation to plant trees and launch the "KFC Carbon Neutral Forest" project in Baoshan city in Yunnan province.
The new green rewards program and sustainable menu choice are the latest steps taken by Yum China to promote environmental protection and climate action. In December 2020, Yum China launched a series of plastic reduction and environmentally friendly packaging initiatives across its brands in line with the latest regulation in China. At the same time, KFC has installed assorted waste bins in restaurants in 46 cities while providing customers with helpful sorting guidance. In addition, KFC has expanded its pilot food bank program to reduce food waste, covering over 120 KFC restaurants in 23 cities as of the end of December 2021.
Yum China has taken an increasingly active stance on environmental issues such as climate change and the environmental footprint of its supply chain. In June 2021, Yum China signed the Business Ambition for 1.5°C Commitment Letter, as part of the global Science Based Targets initiative (SBTi), demonstrating the Company's commitment to climate action and support of the Paris Agreement goal to limit global temperature rise to well below 2°C, preferably to 1.5°C, compared to pre-industrial levels.