For a considerable time, KFC Singapore’s burger menu was limited to the Zinger. However, recognising the evolving preferences of fast-food consumers who were increasingly craving variety, KFC Singapore embarked on an extensive research and development initiative. This comprehensive 12-month endeavour culminated in the introduction of an exciting new line of burgers. Juliana Lim, KFC Singapore’s Senior Director of Marketing and Food Innovation, elaborated that extensive research highlighted a burgeoning consumer interest in diverse fast-food formats and chicken types, with a particular emphasis on burgers.
“We conducted in-depth research to understand consumer desires regarding fast-food formats and chicken varieties. The findings indicated a rising popularity of burgers, likely driven by changing lifestyles and a growing preference for convenience,” Juliana stated.
The outcome of this research and development was the creation of the Extra Tasty Chicken (ETC) Burger. This non-spicy crispy chicken burger, already successful in the US and other markets, was tailored to suit local tastes with specific product pairings. The ETC Burger features brioche buns, zesty fresh pickles, large-cut lettuce, and a specially marinated chicken fillet, freshly breaded and fried in-store daily. In conjunction with the introduction of the ETC Burger, KFC Singapore also enhanced its existing Zinger range by upgrading to soft glazed sesame buns and incorporating larger-cut lettuce for added crunch. These refinements were part of a broader strategy to elevate their burger offerings and cater to the growing demand.
To support this new venture, KFC Singapore invested SG$1 million in upgrading their kitchen technology. This included replacing old bun toasters with faster models, acquiring improved fillet holding units to maintain optimal fillet temperature, and adjusting equipment to enhance safety and efficiency for staff. These investments aimed to streamline the burger-making process, increasing efficiency by 20% to 25% based on customer traffic. Currently, over 55% of KFC Singapore’s restaurants have been retrofitted with the new kitchen setup, with plans to upgrade the remaining outlets.
To launch the new burger menu with great fanfare, KFC Singapore executed an immersive three-day marketing campaign at their PLQ Mall outlet from April 26 to April 28. This “burger takeover” event was unprecedented for KFC, as it temporarily removed its iconic fried chicken from the menu, focusing solely on chicken burgers and side items.
The campaign, under the tagline “Serious about chicken burgers,” transformed the PLQ Mall outlet into a chicken burgers-only restaurant. The outlet’s interior was revamped to highlight the new offerings, featuring a giant wall of burger boxes for photo opportunities, a claw machine, and various fun prizes and merchandise for guests. The restaurant signage was temporarily changed to #Chicken_Burgers by KFC, underscoring the new direction.
The three-day event attracted over 1,200 customers and resulted in over 1,000 transactions, meeting the outlet’s sales targets by exclusively selling burger meals. This bold move underscored KFC Singapore’s commitment to becoming a formidable competitor in the burger segment.
Juliana emphasized that KFC Singapore aims to leverage its expertise in fried chicken to excel in the burger market. The brand plans to continue innovating with new products to meet consumer needs. Additionally, KFC Singapore is focusing on enhancing its digital presence to make ordering more convenient for customers. Upcoming digital initiatives include a new KFC app, upgrades to store kiosks, and potential new features involving predictive AI and a rewards programme.
“Beyond food, I believe the other significant focus for us will be digital innovation. We aspire to place KFC at the forefront of digital advancements, making it seamless for our customers to order. Soon, you will likely see a new KFC app, upgraded store kiosks, and possible new initiatives involving predictive AI and a rewards programme,” Juliana added.
KFC Singapore‘s strategic investment in research, kitchen technology, and marketing highlights its dedication to evolving with consumer preferences and solidifying its position in the competitive fast-food landscape. By introducing the ETC Burger and enhancing their existing offerings, KFC Singapore is set to delight customers and expand its market share in the burger segment. KFC is a universal brand, renowned for its iconic fried chicken that consistently delivers flavourful, crispy goodness worldwide. With its innovative menu offerings catering to diverse tastes and preferences across different cultures, KFC has demonstrated enduring success and resilience in the global market.
