KFC Singapore has announced the appointment of Jaslyn Lam as its new marketing director. With 18 years of experience in marketing, Lam brings a wealth of knowledge, although she is relatively new to the quick-service restaurant (QSR) industry.
In her new role, Lam will prioritize brand development, operational efficiency, and business growth. She aims to leverage technology to enhance the omnichannel experience for customers.
Embracing Change in Fast Food
Lam expressed her enthusiasm for joining KFC at a crucial time. “The fast food category is evolving rapidly, and consumer preferences are shifting constantly,” she said. “I am excited to take on this challenge and use my past experiences to create memorable moments for the brand.”
Immediate Priorities
When asked about her immediate priorities, Lam emphasized the importance of KFC’s brand identity. “We are KFC; we must continue delivering the best-tasting fried chicken and create more Finger Lickin’ Good moments for both loyal and new fans,” she stated.
Opportunities for Growth
Lam sees numerous opportunities for KFC but believes focus is essential. “The question is what we want to prioritize and how we can remain committed to our path,” she explained. “We are dedicated to enhancing the omnichannel experience for our customers.”
Evolution of QSR Marketing
Reflecting on changes in the QSR sector over the past decade, Lam noted that digital disruption has transformed the industry. “Technology will continue to be a key growth driver for us,” she said.
She highlighted shifts such as mobile ordering and delivery apps that have changed consumer expectations around convenience. “With data and analytics, we can create personalized experiences rather than relying on one-size-fits-all messaging,” Lam added.
KFC has adopted these technologies to enable seamless online ordering and personalized promotions, aiming to enhance the overall customer journey.
Communicating Value Amid Rising Costs
Addressing concerns about high costs, Lam believes consumers understand that the lowest price does not always equate to the best value. “We aim to understand each customer’s priorities when they order fast food,” she noted.
KFC prides itself on providing quality food that satisfies cravings while ensuring excellent service from order to every last bite. The company actively listens to customer feedback to tailor meal bundles and value deals that meet their needs.
Long-Term Vision for KFC Singapore
Looking ahead, Lam shared her long-term vision for KFC Singapore, which aligns with the leadership team’s goals. “We don’t want to be just the best fried chicken brand in Singapore; we aspire to be a leading QSR brand driven by people and technology,” she stated.
Lam emphasized a vibrant and fun brand identity that delivers great-tasting food and memorable experiences. “We will maintain a challenger mindset and strive to remain relevant in our customers’ lives,” she concluded.
As KFC Singapore embarks on this new chapter under Lam’s leadership, customers can expect innovative flavors and experiences that enhance their connection with the brand.
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