Devyani International is reworking its marketing approach for KFC, Pizza Hut, and Costa Coffee, embedding artificial intelligence and creator-led campaigns into its strategy as the quick-service restaurant (QSR) sector contends with tighter consumer spending. The shift, outlined during the company's FY26 reporting, places AI-powered analytics and hyper-personalisation at the centre of its efforts to sustain loyalty and same-store sales.
The operator, which also runs several homegrown brands, is building a technology platform called DIL Commerce to unify customer data across dine-in, takeaway, and online channels. Combined with automated analytics, the system is meant to help the company understand behaviour patterns, fine-tune engagement, and allocate marketing spend more efficiently.
Marketing becomes data-driven
Chairman Ravi Jaipuria said the company sharpened its marketing focus on value, accessibility, and digital engagement rather than chasing growth at any cost. As consumer confidence started to improve late in the fiscal year, value-led initiatives and product innovation helped steady same-store sales across the main brands.
The broader ambition is to turn Devyani into a technology-enabled restaurant platform, with AI and advanced analytics embedded in customer engagement, decision-making, and daily operations.
KFC targets Gen Z through creators and culture
KFC has adopted the most aggressive digital-first marketing strategy among the group's brands. The company said it is increasingly reaching Gen Z consumers through mobile-first experiences, gamified loyalty programmes, localised social media content, and creator partnerships.
Influencer collaborations drove several campaigns in FY26. KFC worked with YouTuber CarryMinati to launch Saucy Popcorn, and comedian Vir Das fronted the Dunked Range campaign built around bold flavours and indulgence. Campaigns like #BuyOrCry used humour and snackable digital content to generate culturally relevant conversations instead of traditional advertising.
Affordability also played a central role. Initiatives such as the Epic Savers dine-in offer and the ₹69 Chana Chatpata Burger showcased a twin strategy of premium product innovation alongside aggressive value pricing.
Pizza Hut prepares for a unified brand strategy
Pizza Hut is undergoing a different transformation. With the proposed merger between Devyani International and Sapphire Foods expected to consolidate Pizza Hut operations across India, the company is laying groundwork for a unified national marketing strategy.
During FY26, Pizza Hut deliberately slowed store expansion to optimise its portfolio, revamp its menu, and reposition the brand. The company also revealed plans to build AI-driven omnichannel experiences and improve convenience across dine-in, takeaway, and delivery. Campaigns like "Flip the Cheese" for Ultimate Cheese Crust turned its Instagram page and outdoor advertising into upside-down creative executions, while Crafted Flatzz tapped cricket and influencer culture to attract younger consumers. The broader Agent Pizza campaign relied on humour-led digital storytelling to communicate everyday value during major sporting events.
Costa Coffee builds a lifestyle brand
Costa Coffee is repositioning itself as a destination for Gen Z and millennials, framing its cafés as social spaces for creativity and self-expression. The YOU x Costa campaign centred on "Freedom of Expression," combining influencer partnerships, digital-first storytelling, and experiential marketing to boost engagement with younger audiences.
The brand has also started offering premium coffee inside PVR INOX multiplexes, while refreshing store designs and introducing limited-edition beverages aimed squarely at younger consumers.
AI becomes the new marketing engine
Beyond individual brand campaigns, Devyani is making artificial intelligence and customer data the backbone of its marketing organisation. The company says AI-enabled analytics, omnichannel customer journeys, automation, and digital ordering are creating more personalised experiences while lifting operational efficiency across its brands.
More than 80% of KFC stores now have self-service kiosks, generating richer first-party data and enabling deeper personalisation across physical and digital touchpoints. As competition intensifies in India's organised food services market, Devyani believes the next competitive advantage will come from understanding customers better-not just launching new menus or adding more stores.
Why this matters for marketing professionals
The Devyani playbook shows that AI and creator-led marketing are no longer experimental overlays-they are becoming the operational foundation for building loyalty and relevance in a cost-conscious market. Marketing professionals who can integrate consumer data, personalisation technology, and culturally nimble creator partnerships will be better positioned to drive growth when advertising budgets are under pressure. For those building these capabilities, a focused AI Learning Path for Marketing Managers can provide the necessary frameworks for campaign optimisation and analytics strategy.
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