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Work & Wellbeing Brand Purpose KFC

KFC launches anti-abuse stickers on Instagram urging customers to back service staff


By Sam Bradley | Senior Reporter

June 2, 2022 | 3 min read

KFC Singapore has launched a new campaign aiming to tackle the increase in abuse leveled at its staff by customers. The ‘Let Kindness Fly’ social campaign includes a series of Instagram stickers that KFC customers can use to show their solidarity with serving staff.

kfc singapore staff participating in the 'let kindness fly' campaign

KFC’s Singaporean staff participating in its anti-abuse campaign / KFC Singapore

Verbal and physical abuse directed at front-of-house staff at KFC have become “common occurrences,” the company said in a statement; earlier this year customers threw food at staff working in its Bedok Town Square branch.

“We are thankful for our employees who have been working tirelessly while often bearing the brunt of customers’ frustration,” said Jonathan Liew, director of operations for KFC Singapore. “Their safety and wellbeing 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.”

In an effort to impress upon customers the need to respect its staff, the brand’s social campaign hopes to popularize a physical gesture of hands resembling wings, and the hashtag ‘#LetKindnessFly’ as symbols of solidarity with workers.

KFC Singapore has gained the support of the Restaurant Association of Singapore (RAS) and Food Drinks and Allied Workers Union (FDAWU). A spokesperson for the RAS said: “RAS supports the movement to promote kindness and respect toward service staff in the food industry as no one should have to work under the fear of hostility and abuse. We have a duty to care for and protect our front-line workers, and to ensure that they are treated with respect. As members of a better society, we should work toward protecting the safety and mental welfare of our service workers.”

Tan Hock Soo, general secretary of the FDAWU, added: “Every act of kindness to our members is appreciated. Do not kill the passion to serve.”

KFC Singapore general manager Lynette Lee said that she hoped the campaign would spawn a “social movement” of solidarity with serving staff. “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 toward food service staff,” she said.

KFC has operated in Singapore since 1977. The chain has 80 branches in the country.

Work & Wellbeing Brand Purpose KFC

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