KFC in Agency Talks for Cambodia Account

By Hicks, Robin

PHNOM PENH KFC is in discussions with agencies as it prepares to open its first restaurant in Cambodia next month.The fast food chain has held a pitch with local and international media agencies with a brief to run adapted creative work in Phnom Penh, the site of the first outlet. Initial adspend is expected to be modest, with marketing efforts focused on below-theline.The opening is slated for March, although this date has already shifted several times. Kuala Lumpur-based QSR Brands, which owns the KFC franchise in Malaysia, plans to invest an initial US$3 million into its Cambodian operation, tapping in to the country's preference for white meat- based snack foods. Four stores are expected to launch this year in Cambodia, and two new restaurants every year thereafter. If successful, the company will introduce its Ayamas and Pizza Hut brands into Cambodia, according to reports. QSR already has overseas operations in Singapore and Brunei, which contribute 15 per cent of the group's revenue. The company, which reported eight per cent growth in pre-tax profits last year, is also believed to be considering expanding its franchised brands into Laos and Myanmar.