Diners Get a Taste of Malaysian Cuisine
FOOD & BEVERAGE
BASED on the global popularity of ethnic food, MalaysiaKitchen will dish out Malaysian cuisine to the rest of the world.
By next year, three MalaysiaKitchen restaurants will open their doors in Tokyo, London and New York.
The restaurants aim to promote Malaysia through their food, besides attracting diners to find out more about the country.
As the case is, the tourism industry will be an indirect beneficiary from the programme just as the agriculture sector, which supplies the raw ingredients.
Franchisor of MalaysiaKitchen, JomMalaysia International Sdn Bhd, a subsidiary of Malaysia International Franchise (MyFranchise), is the franchise vehicle for interested parties.
MyFranchise is an investment arm of the Perbadanan Nasional Berhad (PNS), which is an agency under the Entrepreneur and Cooperative Development Ministry.
MalaysiaKitchen is a national initiative by the Economic Planning Unit under the Ninth Malaysia Plan, which has set an ambitious target of 3,000 restaurants by 2010 and 8,000 by 2015.
The franchise, developed by MyFranchise, features Malaysian Cuisine Quick Service Restaurant (QSR), Specialty Restaurants and Fine-Dining restaurants.
The three concepts are offered through franchising of prototype and accelerated joint venture programmes with existing Malaysian restaurants overseas.
The restaurants will highlight that food is an important facet of Malaysian culture. The tagline – “food is our culture” – reflects this aim.
For the QSR concept, authentic fully cooked frozen paste or reheat paste from Malaysia will be used and the meals quickly prepared by trained crew.
Meals are priced at different points to cater to busy businessmen at lunch to family and friends at dinner.
Currently, 35 dishes and drinks are on the menu.
The restaurants will have a contemporary design, with emphasis on a clean environment and subtle hints of tourism promotion.
The objectives of the programme include the creation of new restaurants or expansion of existing outlets which are owned by Malaysians overseas.
It also covers the efforts to promote Malaysian handicraft and products from the agriculture and agro-based industries.
The programme also acts as a platform to develop a sustainable supply of raw materials and ingredients for any Malaysian restaurant.
MalaysiaKitchen will be a catalyst to develop more Malaysian entrepreneurs overseas, using cuisine and restaurants as the vehicle.
Franchisees will have the solid backing of MyFranchise as it has set down concrete strategies to ensure the restaurants succeed.
The franchisor is committed to carrying out aggressive marketing and promotion, besides upgrading the development of culinary and operations skills to give the restaurants an edge.
Franchisees have access to funding and financial support services, such as term loans from Exim Bank Bhd.
For more information, call 03-26986670, fax 03-26983300 or email jommalaysia@gmail.com
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