marry brown
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sales reportTRANSCRIPT
MARRYBROWN FRIED CHICKEN SDN. BHD.
Ringkasan Eksekutif
Marrybrown Restaurant is a Malaysia based fast food chain.
Restoran Marrybrown merupakan rangkaian makanan segera yang berpangkalan di Malaysia.
Established in 1981, they now have over 400 outlets serving Fried Chicken, Burgers, Seafood, Rice Base
Products, Noodles, Porridge, Finger Foods, Desserts and Beverages. In 1980s Marrybrown became the first
local fast food chain to franchise its business system in Malaysia. This was followed by many others who started
to making it big in Malaysia franchise business.
Mula beroperasi sekitar tahun 1981, kini mempunyai lebih 400 cawangan yang menyajikan Ayam Goreng,
Burger, Makanan Laut, produk berasaskan Nasi, Mee, Bubur, Jejari, Manisan dan Minuman. Pada tahun
1980an, Marrybrown menjadi perintis rangkaian makanan segera tempatan yang memperkenalkan sistem
francais di Malaysia. Sistem ini menjadi ikutan bagi syarikat-syarikat lain untuk mengembangkan perniagaan
mereka secara francais di Malaysia
Misi
Menjadi jenama syarikat restaurant kebangsaan dan antarabangsa paling dikagumi
melalui kuasa rakyat dan kebudayaan.
Maklumat Perniagaan
Alamat
No. 3 & 5, Jalan Dewani 3, Kawasan Perindustrial Dewani, 81100 Johor Bahru, Johor
Laman Sesawang
www.marrybrown.com.my
Maklumat-maklumat lain
Sijil Halal: Ya
Pengesahan Pengeksport Halal: Tiada
Jenis Perniagaan: Pengeluar
Tahun Pendaftaran Perniagaan: 1981
Jumlah Pekerja: Tiada Maklumat
Jumlah Jualan Tahunan: Tiada Maklumat
Peratus Eksport: Tiada Maklumat
Keahlian Premium Pengeksport Halal: Ahli Platinum Pengeksport Halal
Lembaga Persijilan Halal: Sijil Halal Malaysia
Sasaran Pasaran: Seluruh dunia
Produk:
Ayam goreng
Burger
Makanan laut
Produk berasaskan nasi
Mee
Bubur
Jejari
Manisan
Minuman
Persijilan Syarikat: Diperakui Halal
Anugerah dan Pencapaian:
Malaysia International Homegrown Franchise of the Year
Malaysia Franchise of the Year
First Malaysian fast food franchise
Most Promising Franchise of the Year
Pioneer Member of the Malaysia Franchise Association
Brandlaureate Award 2007 - Food & Beverage, Fast Food
Franchise Of the Year 2013 (Malaysia)
Franchisor Of the year 2013 (Malaysia)
International Franchisor of the Year 2013 (Malaysia)
Franchise of The Year 2000 to 2005 (Malaysia)
Most Promising Franchisor 2009 (India)
Best Sales Growth Award 2010 (Dubai)
Kronologi:
1981 1986
1989 1992
1994 1995
1996 1997
1998 1999
2000 2001
2002 2003
2006 2008
2009 2010
2011 2012
2013 2014
1.0 Latar Belakang
Marrybrown merupakan syarikat yang diusahakan dan kepunyaan rakyat Malaysia. Bermula pada
tahun 1981, Marrybrown merupakan rangkaian makanan segera tempatan terbesar yang melebarkan
sayap ke luar negara. Marrybrown terdapat di pelbagai negara dan melebihi 400 cawangan di
Malaysia, Dubai, Qatar, India, China, Sri Lanka, Kuwait, Bahrain, Indonesia, Tanzania,
Syria, Iran, Thailand, Maldives, Myanmar, Brunei dan akan dating Singapura. Marrybrown
telah memenangi beberapa anugerah dan berkembang menjadi organisasi rangkaian makanan
segera global dan terkenal.
Marrybrown adalah sebuah restoran francais yang memerlukan modal yang tinggi untuk menjalankan
perniagaan. Marrybrown dilihat sama seperti McDonald’s dan perusahaan francais yang lain di mana
mereka mengeluarkan produk makanan ringan yang mempunyai kualiti dan kelainan rasa yang
berbeza. Keunikan tersendiri produk yang dihasilkan mempunyai perbezaan di antara Marrybrown
dan francais restoran makanan segera yang lain.
Di Johor, Marrybrown telah membuka beberapa buah cawangan di seluruh negeri. Salah satunya di
Pasir Gudang, Johor. Pembukaan cawangan Marrybrown di Pasir Gudang dikatakan memberi impak
yang sangat berbeza apabila beberapa francais dibuka di kawasan lain. Ini kerana, Pasir Gudang
merupakan sebuah kawasan yang sedang pesat membangun di samping kawasan industri dan
kawasan perumahan. Selain itu, pembukaan Marrybrown di Pasir Gudang juga amat strategik kerana
terdapat banyak sumber bahan mentah dan pemasaran produk Marrybrown sangat meluas.
Marrybrown, selaku pemasar perlu mengesan perubahan budaya bagi mencari produk baru yang
mungkin diingini oleh pengguna pada hari ini. Perubahan kepada keadaan yang tidak formal
memberi kesan kepada permintaan yang lebih terhadap makanan segera yang lebih ringkas dan
mudah didapati. Pemasar perlu memahami budaya dalam setiap pemasaran dan menyesuaikan
strategi-strategi pemasaran mereka. Marrybrown sentiasa mencari peluang untuk mengesan
perubahan budaya untuk mencari produk keluaran terbaru untuk menepati citarasa pengguna.
2.0 Francais
Ismail Said adalah pemilik restoran Marrybrown di Pasir Gudang dan menjadi pengurus besar
Marrybrown di Johor. Beliau berpengalaman menceburkan diri dalam bidang industri makanan
selama 24 tahun lebih-lebih lagi dalam restoran makanan segera. Justeru, pengalaman beliau
amat banyak dan telah melalui pahit manis dan jatuh bangun dunia perniagaan. Nama Syarikat
yang didirikan beliau ialah Cherish Gold yang terletak di Marrybrown Restaurant, Taman Air Biru,
Pasir Gudang, Johor.
Syarikat tersebut telah beroperasi lebih daripada dua tahun. Sebelum ini Ismail bekerja dengan
sebuah syarikat francais di mana syarikat tersebut memberi peluang kepada pekerjanya untuk
membuka perusahaan francais. Peluang ini digunakan untuk membuka restoran makanan segera
Marrybrown pertamanya di Pasir Gudang. Dalam masa memikirkan untuk membuka francais
yang pertama, Ismail kerap kali patah semangat kerana memikirkan risiko perniagaan francais
amat tinggi seperti muflis. Namun sokongan dan dorongan yang diterima daripada kawan-kawan
dan keluarga menjadikan beliau lebih kental dan memastikan perniagaan itu tetap akan berjaya.
Pengurusan restoran dibantu oleh anak sulungnya Saifuddin, bekas pelajar Sekolah Menengah
Teknik Perdagangan, Johor.
Modal untuk membuka syarikat ini ialah melalui pinjaman Perbadanan Nasional Berhad (PNS).
Selain itu, ahli keluarga beliau turut menyumbang modal bagi mengukuhkan modal permulaan
perniagaan itu.
3.0 Impak Sosioekonomi
Setiap perniagaan yang dijalankan pasti akan menghasilkan impak sosioekonomi kepada
pengusaha, masyarakat setempat dan lebih-lebih lagi kepada kedai-kedai di sekitar. Model
perniagaan Marrybrown telah mewujudkan peluang pekerjaan kepada masyarakat setempat yang
ingin mendapatkan pekerjaan sepenuh masa atau kerja sambilan. Kebanyakan pekerja yang
bekerja di Marrybrown ialah pekerja sambilan yang terdiri daripada pelajar-pelajar yang sedang
menunggu cuti semester, ingin meneruskan pelajaran dan mencari duit saku tambahan.
Dalam hal ini, Marrybrown tidak mengalami sebarang masalah untuk mencari pekerja kerana
ramai yang mahu bekerja di Marrybrown. Dengan tenaga kerja yang cukup, Marrybrown dapat
melaksanakan aktiviti pengeluaran produk dengan lebih pantas dan efektif. Selain itu, produktiviti
Marrybrown dapat ditingkatkan dan menjana lebih banyak wang pelaburan untuk aktiviti dan
kempen promosi yang berterusan.
Kejayaan Marrybrown membuka cawangan di seluruh negara memberi kesan kepada
perkembangan sosioekonomi negara. Antaranya ialah permintaan bahan-bahan mentah daripada
pengedar tempatan seperti Ayamas merupakan rantaian yang panjang dengan mendapatkan
bekalan daripada ladang tempatan. Perjanjian kontrak bagi bekalan yang berterusan dapat
menjamin pekerjaan kepada penduduk tempatan untuk menikmati limpahan ekonomi negara.
Melalui promosi yang diatur oleh pengurusan pemasaran Marrybrown, orang ramai dapat
mengetahui tentang kewujudan restoran ini dan jenis makanan yang disediakan. Selain merasai
keenakan resepi-resepi ini, mereka dapat melihat perbezaan konsep dan tema yang
diperkenalkan oleh Marrybrown dari semasa ke semasa. Dalam kajian ini, kekuatan dan
kelemahan perniagaan yang diusahakan ahli fracais telah dianalisis dan dibandingkan.
Menurut kajian yang dijalankan oleh pihak Marrybrown, pelanggan utama mereka terdiri daripada
kanak-kanak yang mengajak ibu bapa mereka untuk menikmati hidangan yang enak di restoran
itu. Pengaruh kanak-kanak dalam proses pembelian barangan makanan terbukti amat tinggi bagi
meningkatkan penjualan produk. Ahli keluarga mempunyai pengaruh yang kuat ke atas pilihan
keluarga khususnya kanak-kanak. Tumpuan ke atas peranan dan pengaruh suami isteri dan
kanak-kanak dalam pembelian makanan segera membantu meningkatkan populariti Marrybrown
sebagai pilihan keluarga.
6.0 Potensi Masa Hadapan
Marrybrown mempunyai potensi besar menjadi pilihan orang ramai. Namun, kehadiran
Marrybrown di sesetengah kawasan kurang dirasai memandangkan promosi yang sangat lemah.
Bagi mengatasi perkara ini, aktiviti pemasaran berbentuk iklan di media elektronik dan media
sosial perlu digiatkan supaya maklumat tentang keenakan resepi Marrybrown dapat disebarkan.
Bagi mengetahui selera orang ramai, kajian tentang produk makanan perlu sentiasa dilakukan.
Cara ini dapat membantu Marrybrown mencipta resepi yang memenuhi selera orang ramai.
Kaedah ini boleh memastikan pelanggan tidak jemu untuk datang ke Marrybrown dan mengambil
set makanan yang sama setiap masa. Selain itu, kualiti dan ramuan makanan juga wajar
diperbaharui untuk menambahkan rasa sambil mengekalkan cita rasa pengunjung Marrybrown.
MARRYBROWN, winner of numerous domestic and international franchise industry
awards, is proudly Malaysian-owned and has over 30 years of franchise experience
under its belt.
MARRYBROWN, merupakan syarikat milik rakyat Malaysia yang menerima pelbagai
anugerah industri francais tempatan dan antarabangsa; menjadikan pengalaman
lebih 30 tahun sebagai asas kekuatan dalam bidang francais.
The homegrown fast food chain is currently the world’s largest Halal Quick Service
Restaurant (QSR) brand originating from Asia. MARRYBROWN has a strong
international presence with outlets operating in Malaysia, China, Indonesia, India, Sri
Lanka, Maldives, Africa, the Middle East and Myanmar.
Rangkaian makanan segera tempatan ini merupakan Restoran Perkhidmatan
Segera Halal (QSR) terbesar dunia yang berasal dari Asia. Marrybrown mempunyai
kedudukan antarabangsa yang kukuh dengan cawangan yang beroperasi di
Malaysia, China, Indonesia, India, Sri Lanka, Maldives, Afrika, Timur Tengah dan
Myanmar.
The halal menu features a wide variety of tasty meals including Crispy Chicken,
Delicious Satay Burger, Nasi Marrybrown, Speciality Wrap, Fish ‘n’ Chips, Mi Kari,
Chicken Porridge, finger foods, salads, fun fries and a range of hot and cold
beverages and desserts – the only one of its kind in town and really “ something
different “ for everyone.
Marrybrown menyediakan menu halal yang merangkumi pelbagai jenis makanan
yang lazat termasuk Crispy Chicken, Delicious Burger Satay, Nasi Marrybrown,
Speciality Wrap, Fish 'n' Chips, Mi Kari, Bubur Ayam, Jejari Ayam, Salad, Kentang
Goreng, pencuci mulut dan pelbagai minuman panas dan sejuk dan - satu-satunya
seumpamanya di bandar dan "ada kelainannya" untuk semua orang.
Marrybrown, was founded in 1981, as a restaurant company that operates and
franchises Marrybrown restaurants, through 15 countries throughout Asia, Middle
East, and Africa.
Marrybrown is among the nation’s leading fast-food chains, with more than 130
quick-serving restaurants in Malaysia and more than 350 international restaurants.
As the first major fast-food chain to develop and expand the concept of “Something
Different”experiences. Marrybrown has always emphasized on halal products
serving millions of guests world-wide.
As a winner of numerous awards, Marrybrown is fast expanding internationally
ensuring that Marrybrown becomes a global food service organization and a
worldwide brand.
Marrybrown pioneered a number of firsts in the quick-serve industry. It was the first
major fast-food chain that introduced menu items that are now staples on most fast-
food menu boards, including Rice based products, Chicken Porridge, Sate burger
and Curry Kari.
Today, Marrybrown offers a broad selection of distinctive, innovative products
targeted at the fast-food consumer. Chicken represents the core of the menu,
including the signature Lucky Plate, Chicken Porridge, Nasi Marrybrown the 100%
Black Pepper Chicken-A-Licious. And, because value is important to fast-food
customers, the company also offers value-priced products on “All-Time snacks,”
including muffins, burgers.
Our company vision is “To be a national restaurant company of most admired brand
– through the power of our people and our culture”.
Our core values and mission are simple:
Passion for our brand
Food Quality and Safety
Continuous Improvement and Innovation
Care & Respect and Personal Accountability
Excellence in Customer Service
High Standards in Personnel Growth and Development through Consistent Training
Excellence through High Q.S.C.V
Marrybrown chain prospering after many trials and tribulations
STORY AND PHOTOS BY ZAZALI MUSA
THIRTY-one years ago, Lawrence Liew and Nancy Chan had dreams of investing in
a fast food business but found it difficult to secure a loan for the purpose.
Bank officials were quite sarcastic as they flipped through the couple’s business
proposal and refused to approve a loan as they believed the plan was not feasible.
Even the suppliers the couple approached doubted the viability of their plan and
were only willing to supply goods on a cash-on-delivery basis.
Proud owner: Chan at the
research and development kitchen where food tasting is conducted and new dishes
and existing dishes are created, developed and further improved.
To make matters worse, owners of shoplots were reluctant to lease their premises to
the pair.
Today, the couple are laughing all the way to the bank.
“Back then, we were treated like second-class citizens, they didn’t even look at you,”
Marrybrown Sdn Bhd co-founder and managing director Chan told The Star.
Local delight: The Nasi Marrybrown.
Now, banks are knocking on their doors while mall operators and landlords are
courting them to lease their units.
She said, in the past, the sceptics were brutal with their remarks.
“I can still remember their words until today, ‘You can open a shop today and close
tomorrow’,” said Liew.
They have proven them wrong as Marrybrown is now flooded with requests from
Malaysian and foreign investors wanting to take up the franchise.
Humble beginnings
Back in 1981, the couple took a gamble and started their business with capital of
RM120,000 from their life savings and contributions from family members and close
friends.
They opened Marrybrown’s first restaurant serving burgers and fried chicken at a
small rented shoplot along Jalan Wong Ah Fook in downtown Johor Baru.
Chan said when they started their fast-food business, Kentucky Fried Chicken, a US-
based quick-service restaurant (QSR) chain offering fried chicken, was already a
household name in Malaysia.
Chan said their venture into the QSR business at the time, was like David fighting
Goliath.
Hot stuff: Marrybrown Crispy Chicken.
With no business experience, they slogged day and night to build their business.
“The first five years were the toughest for us as we had to work hard to prove to our
critics that we were going to make it,” she said.
The company has grown over the years from a small rented shoplot to its own
premises in Taman Pelangi.
Two months ago, the new RM6mil corporate headquarters in the Dewani industrial
estate was opened.
Nurse turned entrepreneur
Chan, 56, left her job as a nurse and started the business at the age of 25 with her
husband who is seven years her senior.
The former student of Sultan Ibrahim Girls School Johor Baru, completed her
Malaysian Certificate Examinations and worked as a nurse for six years.
Hard work is not new to her as she had helped supplement her family’s income from
the age of 16 by giving English tuition after school and on weekends.
Chan remembered the money she earned from giving tuition was not much but it
taught her to be more prudent in managing her finances.
Proud achievement: The
wall potraying Marrybrown’s history from 1981.
The down-to-earth businesswoman said, although today she might have money to
spend lavishly, she does not see the need to be extravagant.
Coming from a poor family, she missed out on a university education despite being
one of the top students in school and opted for nursing instead. “Being a nurse
helped me a lot in my business.
“As a nurse you have to have patience and be compassionate towards your patients
and the same goes in running a business,” she said.
A truly Malaysian brand, Marrybrown is now the largest home-grown QSR chain with
over 300 restaurants in Malaysia, Azerbaijan, China, Bahrain, India, Indonesia, Iran,
Kuwait, Maldives, Qatar, Saudi Arabia, Sri Lanka, Syria, Tanzania and the United
Arab Emirates.
Twenty per cent of its restaurants in Malaysia are company-owned while 80% are
franchised, while its overseas outlets are developed by its master franchisees.
The local and overseas restaurants are located at shopping malls, hypermarkets,
theme parks, hospitals, universities, airports and neighbourhood estates.
When asked how she came up with the brand Marrybrown, Chan said the name
popped into her mind when she decided to start the fast-food business.
“It is simple to pronounce, easy to remember and has an international appeal, as
shown when we market the brand overseas,” said Chan. She said it was important in
the fast food business to adopt a name that was easy to pronounce.
Liew said most of the international fast food brands had three-syllable names such
as Burger King, KFC and McDonalds, and so does Marrybrown.
The brand is so successful and the Government has decided to include it under the
Malaysian Kitchen Programme to encourage Malaysians to open restaurants
overseas.
Franchise model works
The couple realised that franchising was the way for them to expand their business
locally and internationally, but back in 1986 it was something new in Malaysia and
Singapore.
They looked at several franchising models from the US, UK and Japan and adopted
the best to suit their business concept.
The company started its franchising system in 1986 for Malaysia and in 1992 in
China, the first country outside Malaysia to adopt the Marrybrown business.
Marrybrown’s franchising fee is priced at RM100,000 per outlet in Malaysia and the
fee differs for international franchisees depending on the country’s population size
and market prospects for QSRs.
It was also the first international fast food restaurant to open in Tanzania and
Maldives and the first Malaysian fast-food operator to open in Urumqi, in China’s
autonomous Xinjiang region.
Again, in the early days of franchising, they were turned down by locals when they
proposed the system as many did not have confidence in the couple.
But this has not hampered them from working even harder. Today, the majority of its
franchised outlets in the country are owned by the same franchise holders.
“Among the words uttered by them were how on earth can a local company like ours
compete with the big boys from the US,” recalled Chan.
Stand out from the rest
“We had to be different. Instead of fried chicken and burgers, we also offer local
favourites such as nasi goreng, nasi lemak, rice porridge and satay,” she said.
Chan said the Malaysian dishes are not only the main attractions among its local
customers, but also popular at its overseas shops.
She said even her competitors in the QSR business from the US started copying the
business model, to include rice dishes and other local foods on the menu list at their
restaurants in Malaysia.
Chan said apart from promoting Malaysian dishes at its overseas stores, the
company’s franchised businesses also offer local dishes from the respective
countries in which they operate.
Going forward, she said the Middle East is the most promising for the franchising
business, aside from emerging economies in Asean, China and India.
Chan said being a local brand serving halal food is a bonus especially with the
master franchisees in the Middle East.
She added that for years, customers in these Middle Eastern countries only knew of
fast-food products and brands from Europe and the US.
“Feedback from our master franchisees there shows they are more comfortable
dealing with Malaysian companies as we are trustworthy and reliable,” said Chan.
She said the next market for Marrybrown is the African continent as many big boys in
the fast-food business are not keen to go there.
Chan said having set foot in Tanzania, the company sees the long-term growth
prospects in African countries as tremendous.
“To us, the African continent is like a diamond in the rough waiting to be cut and
polished for the shine and sparkle to emerge,” she said.
PENGENDALI restoran makanan segera tempatan MarryBrown Sdn Bhd
(Marrybrown) mengukuhkan jenamanya di peringkat antarabangsa kerana bakal
menembusi pasaran Singapura menjelang pertengahan tahun ini.
Pengarah Urusan Kumpulannya, Datin Nancy Liew berkata, Singapura menjadi
pasaran terbaharunya susulan permintaan menggalakkan dari negara itu selepas
menembusi pasaran Brunei dan Thailand, tahun lalu.
“Marrybrown yang beroperasi sejak 33 tahun lalu mempunyai lebih 350 cawangan di
Malaysia dan di 17 negara yang mana hampir 80 peratus dikendalikan secara
francais.
“Kami akan teruskan pengembangan rangkaian Marrybrown secara agresif tahun ini
dengan melihat persekitaran perniagaan khususnya francais,” katanya selepas
pelancaran Marrybrown Fortune Burger sempena Tahun Baharu Cina, di Johor
Bahru, semalam.
Promosi berlangsung hingga 22 Mac ini.
Dalam pada itu, Nancy berkata, pihaknya merancang membuka 30 lagi cawangan
baharu tahun ini khususnya di pantai timur, Sabah dan Sarawak.
“Bagi pembukaan setiap cawangan baru pada peringkat domestik, ia akan
membabitkan pelaburan antara RM600,000 dan RM800,000.
“Kos berkenaan adalah merangkumi kos yuran francaisi, pengubahsuaian, latihan
serta pemasaran,” katanya.
Tarikh : 12/2/2015
Sumber : Sinar Harian
Malaysian fast-food chain Marrybrown, known for its halal fried chicken,
burgers and finger food, has opened its first restaurant in Myanmar on June
28. The Yangon store will kick off an expansion of Marrybrown in Myanmar to
16 outlets in 5 years, the company’s business development manager Joshua
Liew was quoted as saying by Malaysia’s The Star newspaper.
Marrybrown is now the first foreign fast-food chain operating in Myanmar:
Other chains, namely McDonald’s and Kentucky Fried Chicken, are still
exploring a roll-out in Myanmar. US-coffee house chain Starbucks also has
Myanmar on its radar.
However, apart from some local brands, the fast-food segment in Myanmar
remains still largely untapped. Economist cite high property rents and a still
weak purchasing power of locals as the main issues.
Meanwhile, Marrybrown said it wants to expand its presence in southern
Thailand and also venture into Jordan and Turkey. Currently and apart from
Malaysia and Thailand, it operates restaurants in China, Indonesia, India, Sri
Lanka, Maldives, Tanzania, the UAE, Kuwait, Qatar, Bahrain, Iran, Syria, Saudi
Arabia and Azerbaijan. Altogether, the chain has over 350 outlets.