Ahmad’s Fried Chicken Gets A Facelift, And A New AI CEO?
The fast food chain has adopted AI to help manage operations and make strategic decisions as part of its rebranding initiative.
- Ahmad's Fried Chicken is rebranding to Ahmad's HotChicken, claiming to be one of Malaysia's first fast food brands with an AI CEO.
- The revamp introduces a "5 Levels of Heat" system, ranging from "Scaredy Cat" to the extreme "Reaper" level using Carolina Reaper chillies.
- The rebrand goes beyond a name change, overhauling products, recipes, and customer experience, including a new Signature Mac & Cheese.
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Local fried chicken brand Ahmad’s Fried Chicken recently announced a rebranding, going from it’s current name to Ahmad’s HotChicken, a fresh new identity the fast food chain claims will be more “daring”.
According to a post on Instagram, the company claimed that it is among one of the first fast food brands in Malaysia to “employ” an artificial intelligence chief executive officer (AI CEO) to assist in managing operations, marketing, as well as conducting analyses and making strategic decisions more quickly and effectively.
“AI technology enables us to work faster and make decisions based on data, as well as improve customer experience. It is a part of Ahmad’s direction to build a fast food brand of the future,” the brand said in a statement.
New levels of heat introduced in revamp
Ahmad’s HotChicken said the rebranding is not only a change of name, but an evolution towards the spicy fried chicken experience that is more modern and unique from what is offered in the market today.
“We are not just changing the logo and name. We are rebuilding the Ahmad’s experience from the ground up. From product, recipe, and identity, to the customer experience at our outlets,” said the fast food chain.
Among the primary innovations is the introduction of the “5 Levels of Heat” system that allows customers to pick the level of spiciness for themselves.
The choices begin from “Scaredy Cat” for those who do not eat spicy food, followed by Low Key, Mid, and Nocap Hot, with Reaper being the most extreme level (it uses the Carolina Reaper, one of the hottest chillies on earth).
“Not everyone can handle spiciness on the same level, so we want our customers to pick their own experience. Whether it’s non-spicy or spiciness that is challenging to them, the choice is in their hands,” the brand said.
Beyond fried chicken, the restaurant is also serving Signature Mac & Cheese as part of its new, rebranded menu. The comfort food dish uses three types of cheese and garnished with crispy beef bacon slices.
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