KFC UK & Ireland haslaunched on Roblox for the first time, with a Believer Rewards experience going live this week.
In a LinkedIn post,Nic Mitham, Director of Loyalty Growth, said: “I’m really proud of what the teams have built.Robloxisn’t just a kids’ platform anymore. A big and growing share of its players are adults and next-gen consumers, and we wanted KFC to show up for them with something worth having, while building a direct relationship through our own app.”
He added: “We also wanted to do it properly. The experience is age gated to 18+ and fully HFSS compliant. Getting that right from the start was non-negotiable for us, and it shaped every decision about how the campaign was built.”
Players start in the Believers Hub, then teleport into partner games across Roblox to unlock in-game boosts and rewards. Over the next eight weeks, KFC is releasing ten limited edition UGC items, including a bucket hat and a chicken suit. Customers can download the fast food giant’s app, and switch on notifications in order to be in the know when each new item drops.
Mitham commented: “That connection between the game and the app is the part I find most exciting. Most brand activations on Roblox get one visit and then fade. Linking it to the app turns every drop into a reason to come back, and it gives us a relationship with these fans that lasts well beyond the eight weeks.”
“None of this happens without brilliant partners. A huge thank you to Dubit for designing and building the experience and for knowing Roblox inside out. Thank you also toMassive Rocket, whose CRM work makes sure fans hear about each drop at exactly the right moment. And thanks to the KFC UK team and our friends at Roblox for making it happen.”
He concluded by noting that drop one (the bucket hat) sold out overnight, and there have been over 15,000 visits thus far with a 94% rating.
Immersive experiences will be a key focus area at the 2026 RTIH Innovation Awards.
The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2026 shortlists and finalists here.
We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.
Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London.
The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.
Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.
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