Fast-food company Kentucky Fried Chicken (KFC) has ventured into distributed ledger technology (DLT) and launched a blockchain pilot program in the Middle East. The KFC blockchain pilot program is aimed at creating trust in its advertising supply chain and leveraging real-time data as well as analytics. KFC has also become the first fast-food chain in the Middle East to utilize blockchain technology to enhance its digital advertising. With the technology, more emphasis will be placed on the security and privacy of the restaurant’s consumers, advertisers, and publishers. It will also eliminate the possibility of fraud in the supply chain by ensuring every ad delivery and placement is registered on the blockchain. The blockchain pilot program is expected to increase the visibility and market penetration of the company while reducing media saturation. The goal is to make the most of ad placements and get maximum ad revenue. In other words, blockchain technology is expected to help the restaurant chain work smarter, not harder, in their media campaigns. Ozge Zoralioglu, the chief marketing officer for KFC, said blockchain technologies ensure direct information is gotten from the target audience themselves. “By innovating a sophisticated blockchain solution, KFC can now benefit from enhanced visibility of real-time data and the most updated insights – all with full confidence that information is authenticated, tamper-proof and hence credible. Leveraging blockchain technology’s immutability means that together, we are able to improve trust, transparency and efficiency in our supply chain," he said. To roll out the blockchain pilot program, KFC collaborated with Hearts & Science MENA (Middle East and North Africa).