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KFC teams at the tills play a key role in KFC’s unique Add Hope initiative. They’re on the front line, asking customers if they’d like to add a donation to their bill – which can be a big ask when money is tight. Desmond Singh manages the bustling KFC at The Capital Centre in Pietermaritzburg, and under his leadership, the team at this KFC has raised the most nationally for Add Hope for three successive years. Singh is also a previous winner of the overall Restaurant General Manager of the year at KFC’s annual event, showing how highly the brand values his passion for Add Hope.
“Add Hope is incredibly important and it’s become part of the way we work here,” says Singh. “I believe in giving 10% of what you earn to charity, and Add Hope makes it easy for people to give to a cause where you know the money is going to be well used – and will reach children in our own community.” The Pietermaritzburg Children’s Home, SOS Children’s Villages Pietermaritzburg and theGIMRF Help Centre are some of the local NGOs that benefit from the efforts of Singh, his team and the donations of KFC customers.
According to Singh, success with Add Hope is all about training, making it real and keeping it visible. “Some customers aren’t sure about where the money goes, so we show them by displaying pictures of the homes we support. Many of my staff have also been able to visit the NGOs and see the impact in our local community first hand. They’re very happy to tell customers about it.”
Singh also takes the approach of rewarding and encouraging staff. “Every day, we post the total amount raised and the percentage of customers who contributed on our noticeboard. It gets quite competitive – and we want to raise the most!”
Each KFC also donates a percentage of their overall profits to Add Hope, with donations from KFC restaurants around the country amounting to R25 million last year. “What makes Add Hope work is the partnership, we partner with our customers, contribute our own Corporate Social Investment money and dedication – and together we’ve been able to contribute over R400 million to the fight against hunger to date. I’m proud to be part of feeding 120 000 kids around South Africa, and happy to contribute to those who are right here on our doorstep. At the end of the day, Add Hope is a simple way to make a real difference to children, and so many are suffering in our communities. Good meals can change a child’s future, and we can all be part of that,” says Singh.
“We’re very proud of what Desmond Singh and his team in Pietermaritzburg are doing to lead the way for Add Hope and we appreciate every customer donation,” says Thabisa Mkhwanazi, KFC Corporate Affairs Director and Add Hope Champion. “It’s very important that all our KFC team members have the opportunity to be part of this and can see the money going to local communities. With inspired and passionate people behind the cause, we can make a great contribution to turning the tide on hunger in our communities and helping children thrive.”