KFC SG aims to fight abuse towards service staff with social movement

KFC Singapore is promoting kindness and respect towards service staff in the food industry with its "Let Kindness Fly" campaign that features a social media activation. Consumers are encouraged to strike a pose by locking their thumbs together while facing their palms outwards to form a "wing" shape (pictured).

Following that, they can upload the image of them on Instagram and Facebook with the hashtag #LetKindnessFly, along with encouraging words for the service staff. This will be complemented with an exclusive collection of Instagram stickers that consumers can use to also pledge their support. The QSR brand hopes to rally individuals and businesses to participate in the movement and encourage everyone to treat food service staff with respect and kindness. 

The creative concept of the campaign came about the increase in abuse cases faced by both KFC Singapore's and other brand's front-line service staff ever since the pandemic, according to the fast food brand. KFC Singapore added that across its 80 stores island-wide, its employees describe verbal, and occasionally physical abuse and intimidation as common occurrences. This has taken a "significant roll on employees' mental and physical well-being". 

Jonathan Liew, director of operations at KFC Singapore, said that while it is understandable that the pandemic may have caused heightened stress for consumers, there is still no excuse for any form of mistreatment towards food service staff. “We are thankful for our employees who have been working tirelessly while often bearing the brunt of customers’ frustration. Their safety and well-being remain our utmost priority, and we would like to urge the public to further extend their understanding to our employees who are trying their best to serve you," he added. 

"KFC is well positioned to champion this movement to inspire consumers to be more gracious. We hope to highlight the stark reality and spark a ripple effect by encouraging everyone to have a more appreciative attitude towards food service staff," Lynette Lee, general manager of KFC Singapore, explained. 

With the launch of the "Let Kindness Fly" movement, several organisations including the Restaurant Association of Singapore (pictured right), Food Drinks and Allied Workers Union which is affiliated to the National Trades Union Congress, and the Singapore Kindness Movement (pictured left) have come forward to show their support. KFC Singapore said that it hoped to inspire even more organisations to do the same. 

Separately, on the business front, KFC Singapore replaced its side orders of french fries with wedges due to the global supply shortage just last month. In partnership with its newly appointed social media agency Arena Media, which the brand appointed in early April, KFC coined its new wedges its "freelancer". It also promoted the wedges on social media by announcing that French Fries "will be away on annual leave to find themselves".

Juliana Lim, senior director, marketing and food innovation at KFC Singapore, previously said the company has always sought to inject fun and humour with its fan engagements. "With this announcement, we wanted to introduce our wedges in a playful manner that people could relate to in their daily lives," she explained.

As for Arena Media's appointment, Juliana Lim, senior director, marketing, and food innovation at KFC Singapore, explained that KFC was particularly impressed with the agency's challenger mindset, as well as depth of social media intelligence and commerce. She added that with the local fast-food scene becoming increasingly competitive, its partnership with Arena Media can "continue to fuel [consumers'] love for KFC", and "bring to Singapore more engaging content and activations". The appointment commenced from the start of April this year, and Arena Media managed KFC Singapore's social media communications and marketing activities. 

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