KFC customers can unlock free items by earning points on orders through their Rewards Account via the KFC website or app. Credit: Kentucky Fried Chicken/PRNewswire.

KFC has launched a new scheme called KFC Rewards to provide US customers with points for every purchase they make via its app or website.

The initiative allows customers to accumulate points that can be exchanged for complimentary menu items from KFC’s Secret Recipe Vault.

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Customers participating in the KFC Rewards programme will earn ten points for every eligible dollar spent.

The points can be redeemed for a variety of free food rewards, including eight-piece Kentucky Fried Chicken Nuggets, a chicken sandwich or a free side.

The Rewards programme features a rotating selection of items, ensuring that members have access to a diverse range of new and enticing options.

KFC Rewards members will also benefit from personalised offers, which may include discounts or free items.

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The programme also introduces rotating challenges that allow members to gain additional points and exclusive offers by ordering specific menu items.

Members can see their options at any moment by going to the Rewards page on the KFC app.

KFC US chief marketing officer Nick Chavez said: “Through our new loyalty programme, we will serve even more joy to our guests with incentives and special experiences that are only for our rewards members.”

Last month, KFC launched its new Smash’d Potato Bowls in the US.

The dish features mashed potatoes with crispy Secret Recipe Fries, cheese sauce, bacon crumbles and a three-cheese blend.

Priced at $3.49, the bowls are an addition to KFC’s menu following a successful test in Pittsburgh last year.