Internal buy-in
and brand integration

How we make Add Hope part of our lives

Add Hope succeeds because it’s woven into KFC’s organisational DNA. Every restaurant employee becomes part of the ‘Add Hope Love Army’, engaging customers while providing opportunities for community volunteering. The programme is mandatory across all franchises, integrated into onboarding and training, and supported by confidential reporting mechanisms. This comprehensive integration ensures authentic employee engagement and sustainable programme delivery.

How do KFC team members get involved in Add Hope?

KFC employees are central to Add Hope’s work. Besides being on the front line when it comes to asking customers for R2 donations, they play an active role in communities.

KFC Employees and The Add Hope Love Army

Their participation has been formalised through the Add Hope Love Army, a term used for restaurant employees who are the backbone of Add Hope as they interact with customers to drive donations. Members of the Love Army can choose to volunteer with a local partner that provides children with nutritious meals.

Staff are also an important source of information about Add Hope-related issues that do not align with KFC’s values. They are encouraged to report such issues to a tipoff line on 0800 004 814 or by emailing kfc@tip-offs.com. This service is independently managed by Deloitte and all information is treated confidentially.

Embedding
Add Hope in
Company Culture

1

How is Add Hope embedded in onboarding and ongoing training?

The onboarding process for new team members includes a Purpose element. Ongoing training is facilitated through the business training calendar.

2

Does Add Hope play any part in performance reviews or career development?

Add Hope is an extension of the company culture. Employees are coached to embrace and live the company culture.

3

How is Add Hope integrated at a restaurant and corporate level?

Add Hope’s fundraising model means it is integrated into the operations of all KFC restaurants. Franchisees do not ‘opt in’ – supporting Add Hope is a standard part of running a restaurant.

Add Hope’s key objective – feeding the potential of young people – is also one of KFC’s business pillars, alongside creating a seat at the table for all and being the employer of choice in South Africa’s quick service restaurant sector.

4

In what other ways does the ‘youth potential’ pillar find expression?

Apart from Add Hope, KFC has three more social impact programmes aimed at young people:

Mini-Cricket is a nationwide programme that enrols more than 125,000 girls and boys every year at 6,600 schools.
Ikusasa Lethu scholarships give children who are Add Hope beneficiaries or whose parents work for KFC access to high-quality education.
The Streetwise Academy provides learnerships and helps young people obtain SETA-accredited qualifications in order to combat youth unemployment.

Internal buy-in and brand integration