QSR Brands Reaffirms Commitment To Nation-Building Through Purpose-Led Campaigns

KUALA LUMPUR, Sept 16 (Bernama) — As Malaysia commemorates Merdeka and Malaysia Day, QSR Brands (M) Holdings Bhd, operator of KFC and Pizza Hut, reaffirms its commitment to nation-building through compassion, education, and community upliftment.

For QSR Brands, these national milestones are not just historical markers but living values, embedded in every meal served, every child supported, and every future shaped.

“QSR Brands’ impact is not just social, it’s economic. KFC and Pizza Hut Malaysia recorded a 30 per cent increase in revenue performance for 1H2025. This was driven by purpose-led campaigns, operational agility, and community trust, reflecting the success of the company’s transformation strategies,” it said in a statement today.

This growth was driven by focused execution across three strategic pillars: business transformation, digital innovation, and cultural alignment, it said.

Through streamlined operations and optimised outlet performance, it said that QSR Brands has begun reconnecting its iconic brands with the communities it proudly serves.

“Transformation initiatives including innovative menu launches, targeted marketing efforts, reinvestment in high-performing locations and the reopening of previously closed stores are already delivering positive impact,” the statement said. 

QSR Brands chief executive officer and managing director Nehchal Khanna said the company’s ability to deliver consistent value, even in challenging market conditions, is a testament to its strong leadership and disciplined execution.

“The transformation initiatives have not only strengthened operational efficiency but also enhanced our value proposition to customers and fostered staff morale,” he said. 

This year, the ‘KFC Cara Kita’ campaign brought Merdeka to life through 14 murals across 14 states, each painted by local artists to celebrate Malaysia’s rich diversity and shared identity.

Through the ‘Sehati’ campaign, QSR Brands pledged RM2 million to provide monthly food packages to 1,400 underserved students across 28 schools nationwide, ensuring every child has access to nutritious meals and the opportunity to thrive in school. 

Jamilah Mat Ripin, a mother of a recipient from Sekolah Kebangsaan (SK) Seberang Takir, Terengganu, expressed her gratitude, saying that the food aid has helped with household groceries and contributed to her daughter’s improved school attendance and academic performance.

Echoing the same appreciation was Vera Johny, a mother of a recipient from SK Kolombong, Kota Kinabalu, Sabah, who said the Sehati programme has eased her family’s burden.

The company is also investing in the nation’s future leaders through its RM2.1 million KFC Scholarship, awarded to 40 deserving B40 students pursuing undergraduate degrees at public universities. 

Scholarship recipient Lim Ka Thong, a veterinary medicine student at Universiti Malaysia Kelantan, said, he is truly grateful for the scholarship as the only veterinary student among its scholars. 

“At that time, it was extremely challenging to find a scholarship that recognised and supported my dream course. Through bootcamps and training that sharpen our soft skills, being a KFC scholar constantly pushes me to aim higher and achieve greater goals,” he said. 

The company also emphasised that it continues to stand tall not just as a corporate entity, but as a partner in the Malaysian story, where from murals and meals to scholarships, the brand’s journey is intertwined with the nation’s aspirations.

“This Merdeka and Malaysia Day, QSR Brands does not just celebrate independence, it also celebrates belonging. Because #CaraKita is not just how we do things, it is who we are, proudly Malaysian,” the statement said.

— BERNAMA

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