QSR Brands picks agency for digital transformation duties

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QSR brands has appointed dentsu Malaysia to help KFC and Pizza Hut become a true data-first organisation following a digital transformation pitch. The agency is also responsible for future-proofing business verticals across marketing, operations, and supply chain. The pitch has been running since last year and the appointment runs until 2023.

For the next 18 months, dentsu will be working with the marketing, data and business teams of KFC and Pizza Hut in unlocking the real consumer value with the use of media tech, data and marketing technology.

Nehchal Khanna, CEO, QSR Brands (KFC and Pizza Hut) Malaysia, Singapore, Cambodia and Brunei, said over the last two years, significant digital investments have been made to provide better digital customer experience and restaurant operations efficiencies, and to pivot the business to digital sales because of the changing consumer landscape.

"We are now ready to realise our bold vision of becoming the number one food technology business in ASEAN and as part of that aspiration, we are embarking upon this journey with our partners at dentsu which have gone through a rigorous process of evaluation and selection for this role," Khanna added.

Meanwhile, Dheeraj Raina, CEO of dentsu media Malaysia, said this appointment is "an immense responsibility". "QSR has set a bold vision for its KFC and Pizza Hut businesses, and we share this vision with them and believe that these brands have a big potential of becoming data companies," he said.

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