Multi-Brand Physical Store Expansion Plan
Store expansion plan announced, covering shopping districts and community establishments across multiple cities in Malaysia.
In the journey of catering brand development, stores are not just places to serve food, but important touchpoints for building emotional connections with consumers. Building on past operational experience and in-depth market insights, the Group has officially launched its multi-brand physical store expansion plan. With a clearer strategic direction, we aim to establish our brand portfolio across shopping districts and community establishments in multiple Malaysian cities. This plan represents both a deepening of brand influence and a thoughtful response to local dining consumption scenarios.
1. Multi-Brand Synergy Covering Diverse Consumption Scenarios
Each of the Group's brands has a distinct positioning and target audience. In this expansion plan, we leverage the synergy of our multi-brand portfolio, flexibly matching the most suitable brand format to the characteristics of different cities, shopping districts, and communities. "Chicken Claypot House" focuses on family dining and everyday meal scenarios, meeting community consumption needs with a warm and welcoming store atmosphere. "Zi Wei Yuan" is positioned as a more refined hotpot experience, suitable for shopping districts and mixed-use commercial complexes, catering to quality dining and social gatherings. Through this tiered brand placement, we achieve comprehensive coverage of diverse consumption scenarios.
2. Deepening Presence in City Shopping Districts to Enhance Brand Visibility
As high-traffic, high-activity core areas, city shopping districts are key venues for brand image display and consumer engagement. We plan to select prime locations in established shopping districts and emerging commercial complexes across major Malaysian cities. In the site selection process, we comprehensively evaluate foot traffic structure, spending power, and the competitive environment to ensure each new store has a solid operational foundation. Stores in shopping districts will serve dual functions as brand showcases and quality benchmarks, building market awareness and reputation for future expansion.
3. Establishing Presence in Community Establishments, Integrating into the Daily Dining Ecosystem
Community establishments represent one of the most stable and enduring dining consumption scenarios. In this expansion plan, we place great importance on the value of community presence, aiming to bring our brands into more residential neighborhoods. Community stores operate on the core principles of "convenience, warmth, and consistent quality," with streamlined menus that highlight signature items, and spatial designs that emphasize comfort and dining efficiency. This allows nearby residents to enjoy hot claypot meals conveniently during daily commutes, family meals, or casual neighborhood gatherings. The expansion into community establishments is also an important step for our brands to evolve from "social media sensations" to "everyday companions."
4. Parallel Self-Operated and Franchise Models for Steady Store Rollout
The store expansion plan is being implemented through a dual-track approach combining self-operated and franchise models. Self-operated stores continue to serve as quality benchmarks and model testbeds, taking the lead in newly entered cities or regions to validate market response and refine operational models. The franchise system, backed by mature support standards and supply chain guarantees, offers more local entrepreneurs the opportunity to participate, collectively extending the brand's reach to a broader market. The coordinated development of self-operated and franchise stores ensures both a steady expansion pace and enhanced efficiency and flexibility in store rollouts.