How KFC Singapore’s new marketing director plans to embrace tech 

Jaslyn Lam has 18 years of marketing experience under her belt.

Jaslyn Lam, KFC Singapore’s new marketing director may have 18 years of experience in marketing but she is relatively new to the QSR industry.

In her new role, Lam will focus on enhancing brand development, improving operational efficiency, and driving business growth.

For Lam, this means leveraging technology and committing to enhancing the omnichannel experience for their customers. 

What are you excited the most about your new role?

The fast food category is evolving at an incredible speed, and consumer preferences are constantly shifting. I am joining the brand at a time when change is necessary and have been given that mandate as well. I am incredibly excited to take on this challenge and leverage on my past experiences to create iconic moments for the brand. 

What do you see are the immediate priorities for the brand? Could you give me an example?

I think it’s all in the name. We are KFC, we need to keep pushing ourselves to continue delivering on our promise of the best-tasting fried chicken and creating more Finger Lickin’ Good moments for loyal fans and new fans alike. 

Where do you currently see the opportunity for KFC?

There are too many, which is a good thing. The question is more of what we want to put our bets on and ensure that we do not get distracted and have the bravery to stay true to the path. 

I would say that we are fully committed to enhancing the omnichannel experience for our customers. 

How do you think marketing, especially in the QSR sector evolved over the last 10 years? Could you give me some examples of those changes?

Since I have not been working predominantly in the QSR sector over the last 10 years, I will give my observation as a customer. The massive transformation in the QSR sector has been driven primarily by digital disruption, and technology will continue to be a key growth driver for us. 

For example, the shift to mobile ordering, and reliance on delivery apps have changed consumers’ mindset of what fast food is and shifted the focus to convenience. Technology, with the use of data and analytics, has also created more opportunities for hyper-personalisation and developing deeper relationships with customers, versus mass-market campaigns with a one-size-fits-all messaging. 

KFC has embraced these platforms, enabling seamless online orders and personalised promotions and will continue to build on our digital experience for a delightful omnichannel journey.

With high costs continuing to be a challenge, how will you tackle the question of communicating value to consumers?

I think consumers are savvy enough to understand that the lowest price does not necessarily give them the best value. We aim to understand each customer’s priorities when they order a fast food meal. The most important thing is for our customers to be satisfied when they buy a meal from us and that they feel that they have gotten their money’s worth. 

At KFC, we pride ourselves in delivering quality food – freshly cooked in our restaurant kitchens – that satisfies our customers’ cravings, and at the same time, provides excellent service and a truly enjoyable experience from order to every last bite.  

We listen to our customers and constantly review what are the best types of meal bundles and value deals for them. This ensures a ground-up approach versus us one-sidedly trying to push deals that our customers do not want. 

Some of our customers also look to us for innovative flavours and experiences, and that is something we are committed to building. We’d keep creating unique core memories with our customers that they will appreciate, so keep a lookout for the new things that we are planning for Singapore. 

Looking ahead, what is your long-term vision for KFC Singapore, and how do you hope to shape the brand in the next few years?

I am very glad that my vision for the brand is shared by all of the leadership team and we are committed to achieving it in the next few years. We are not satisfied with just being the best-fried chicken brand in Singapore. We want to be a leading QSR brand driven by people and technology. One that is vibrant, and fun and delivers great-tasting food and many cravable, Finger Lickin’ Good moments. There can be a lot of jargon that I can throw at you. But at the end of the day, I would like us to continue to have that challenger mindset and keep striving to be relevant in our customers’ lives.