Devyani International, the operator of KFC, Pizza Hut, Costa Coffee and several homegrown brands, is transforming into a technology-driven, consumer-centric food platform using artificial intelligence, data analytics and digital marketing. At the heart of this strategy is DIL Commerce, a technology platform designed to create a unified, 360-degree view of customers across dine-in, takeaway and online channels. Chairman Ravi Jaipuria said the company sharpened its marketing strategy by focusing on value, accessibility and digital engagement. As consumer confidence began improving towards the end of FY26, value-led initiatives and product innovation helped stabilise same-store sales across key brands. Among Devyani's brands, KFC has adopted the most aggressive digital-first marketing strategy, increasingly targeting Gen Z consumers through mobile-first experiences, gamified loyalty programmes, localised social media content and creator partnerships. In FY26, KFC partnered with YouTuber CarryMinati to launch Saucy Popcorn, while comedian Vir Das fronted the campaign for its Dunked Range. The company also launched initiatives such as the Epic Savers dine-in offer and introduced products like the ₹69 Chana Chatpata Burger.