[Profile] Kevin Khor: The Strategist Behind A&W's Halal Ambition in Singapore

The Profile Snapshot

In the competitive arena of F&B franchising, few leaders navigate the intricate balance of brand legacy, cultural adaptation, and aggressive expansion with the quiet determination of Kevin Khor. As the Managing Director of A&W Malaysia, Khor is the architect steering the iconic American brand's surprising and strategic resurgence in Southeast Asia.

• 👨‍💼 Name: Kevin Khor
• 🏷️ Role: Managing Director, A&W Malaysia (KUB Malaysia Berhad)
• 🔑 Key Superpower: Franchise Revitalization & Market Penetration Strategist

The Catalyst: Why It Matters

Kevin Khor is making headlines for orchestrating a bold, two-pronged strategy for A&W in Singapore. First, the landmark decision to transition the existing outlet to full Halal certification—a significant move in the multicultural Singaporean market. Second, an ambitious expansion plan to open a second outlet in June 2019 and a third by 2020. This isn't mere growth; it's a calculated redefinition of the brand's identity and accessibility in a key regional market, directly challenging established players.

The Leadership Dialogue: Inside The Mindset

For Kevin Khor, the decision to pursue Halal certification in Singapore was never just a regulatory checkbox. Reflecting on the brand's deep-rooted history in Malaysia, where it operates successfully as a Halal chain, he emphasizes the strategic imperative of inclusivity. "A brand's legacy is its foundation, but its relevance is its future," he shares, leaning forward with a measured intensity. He views the Halal move not as a limitation, but as a powerful market enabler, unlocking the brand to a wider demographic and embedding it deeper into the social fabric of Singapore.

When discussing the aggressive rollout—a second outlet in June, a third in the pipeline—his tone shifts from strategic to almost tactical. He candidly admits that speed and precision are critical in the fast-paced Singaporean F&B landscape. "It's about capturing momentum," he states, outlining a vision where A&W becomes a familiar and trusted choice, not just a nostalgic novelty. His mindset blends a deep respect for the brand's classic appeal with a relentless focus on operational scalability and local market intelligence.

Career Milestones & Achievements

• Spearheaded the successful revival and nationwide expansion of A&W in Malaysia under KUB Malaysia Berhad, transforming it from a fading memory into a thriving, modern QSR chain.
• Masterminded the strategic re-entry of A&W into the Singapore market in 2018, laying the groundwork for the current expansion phase.
• Pioneered the critical operational and branding shift to secure Halal certification for A&W's Singapore operations, a complex process with high strategic stakes.
• Led the development and execution of a multi-year market penetration plan for Singapore, demonstrating long-term strategic vision beyond initial launch success.

The Editor's Take

Kevin Khor exemplifies the 'Stealth Strategist'—a leader who operates with quiet resolve rather than loud pronouncements. His leadership is defined by a pragmatic understanding of franchise mechanics and a nuanced appreciation for local consumer identity. He doesn't just sell root beer and Coney dogs; he strategically repositions cultural icons for new generations and new markets.

• 👁️ Visionary Thinking: 7/10 (His vision is market-specific and execution-oriented rather than industry-disruptive.)
• ⚡ Execution Capability: 9/10 (His track record in Malaysia and the precise Singapore rollout plan underscore exceptional execution.)
• 🌟 Industry Influence: 7/10 (He is reshaping how international legacy brands approach the Halal and SEA franchising model.)

"Nostalgia opens the door, but consistent quality and strategic relevance are what make customers stay."