While the world is in lockdown due to COVID-19, KFC Malaysia took a moment to thank delivery riders (including those of competitor brands McDonald’s, Pizza Hut, foodpanda and Grabfood) for selflessly satisfying customers’ cravings. KFC worked with leading Malaysian consulting-meets-agency, Entropia on the social media post, which has garnered over 9.5k likes on Facebook and 7.5k likes on Instagram to date.
The post acknowledged the “strong as steel” riders who are braving the streets during the Movement Control Order to serve the nation, “Terima kasih (thank you) for your utmost dedication during these trying times so that we can #DudukRumah (stay at home). Without you, our cravings could never be satisfied”.
Commenting on the campaign, KFC Malaysia chief marketing officer, Angelina Villanueva, said, “During this lockdown period gratitude, empathy and patience are most important. So, with this campaign, we wanted to recognise the efforts of all riders, our heroes without capes, as delivery services are even more needed by the public. Of course, they cannot deliver without in-store support. As such, all employees at restaurants are busy working to support this much needed service.”
Reactions from Malaysians were mainly positive, with many of them thanking the brave food delivery riders, wishing for them to stay safe and healthy. Other well-known Malaysian brands, among them Wonda Coffee Malaysia, Calpis, Sushi YA Malaysia, GSC Cinemas, and The Manhattan Fish Market also expressed their gratitude to the riders on KFC’s post, calling for everyone to stay safe.
Ramakrishnan CN, partner at Entropia, added, “Many people on the frontlines take the risk and allow us to continue life with a small semblance of normality. Amongst all the heroes are the food delivery riders and together with KFC, we wanted to acknowledge and show respect to them, regardless of the brand they are delivering for.”
Prioritising the health and safety of Malaysians, KFC has also introduced ‘contactless delivery’ that allows customers to transact with riders in an entirely contact-free manner, reducing the risk of spreading the virus and ensuring customers can continue to enjoy hygienic, safe-to-eat foods at home.
