In this paper, we investigate propagation phenomena for KPP bulk-surface systems in a cylindrical domain with general section and heterogeneous coefficients. As for the scalar KPP equation, we show that the asymptotic spreading speed of solutions can be computed in terms of the principal eigenvalues of a family of self-adjoint elliptic operators. Using this characterization, we analyze the dependence of the spreading speed on various parameters, including diffusion rates and the size and shape of the section of the domain. In particular, we provide new theoretical results on several asymptotic regimes like small and high diffusion rates and sections with small and large sizes. These results generalize earlier ones which were available in the radial homogeneous case. Finally, we numerically investigate the issue of shape optimization of the spreading speed. By computing its shape derivative, we observe, in the case of homogeneous coefficients, that a disk either maximizes or minimizes the speed, depending on the parameters of the problem, both with or without constraints. We also show the results of numerical shape optimization with non homogeneous coefficients, when the disk is no longer an optimizer.