Why KFC Malaysia decided to push boundaries with its unconventional burger

KFC Malaysia has rolled out its KFC Zinger Waffle burger nationwide, offering a "distinctively new unique take" on the KFC Zinger burger. In place of the conventional burger bun are Belgian Waffles sandwiching the spicy KFC Zinger fillet and crispy chicken strips.In a statement to A+M, KFC's spokesperson said there was a need for innovation in burgers as most of the offerings in the market are too "mainstream and conventional". "We know that today’s generation appreciates a little adventure when it comes to food and this inspiration has led to this big burger concept that is both indulgent and differentiated," the spokesperson said.Additionally, KFC is also challenging the norm that waffles are merely sweet treats and pushing the boundaries of what the KFC Zinger can be. It will launch a full-fledged campaign covering 360-degree channels targeted at KFC loyal consumers and Millennials, who are always on the lookout for new eating experiences. The spokesperson declined to reveal the ROI it is expecting for the Zinger Waffle burger.KFC's chief operating officer, Ling Mee Jiuan, said today’s generation appreciates a little adventure when it comes to food and this inspiration has led to this big burger concept that is both indulgent and differentiated."It is not just another quick-on-the-go format as it is loaded with everything that makes for a lavish and satisfying eat," Ling added.