Kuala lumpur: When the COVID-19 pandemic led to a decline in their online bakery business, Lailatul Sarahjana Mohd Ismail and her husband Mohd Taufik Khairuddin decided to pivot to the ‘fried chicken’ industry.
According to BERNAMA News Agency, the couple, both 34, noticed a growing interest in locally-produced products and saw potential in the fast-food market. They conducted extensive research, with Lailatul focusing on product development and Taufik on market research and branding. Their venture began with a single stall at Mydin Senawang, where they received an encouraging response, prompting them to open a fast-food restaurant named Ahmad’s Fried Chicken. The name, inspired by Taufik’s nickname, reflects their aspiration to create a Malaysian product with local identity.
Transitioning from the banking sector to the fast-food industry was challenging for Lailatul, but her past experience aided in managing the business and automating processes. The couple sought advice from food and beverage industry experts to ensure consistent flavor in their fried chicken, which is competitively priced against international brands. They developed the recipe and flour mix in-house to maintain quality control, countering the supply chain advantages of global competitors.
Ahmad’s Fried Chicken operates on a licensing model, with branch opening costs ranging from RM700,000 to RM1 million. Currently, there are 38 outlets nationwide, with plans to expand to 66 by the end of 2025. The expansion strategy focuses on urban areas to ensure raw materials, including chicken, are supplied from their headquarters in Puchong.
The couple is actively seeking strategic partnerships with small and medium enterprises (SMEs) to accelerate branch expansion. They aim to secure 10 more SME partners this year, having received over 1,000 applications currently under evaluation.
Lailatul emphasized that Ahmad’s Fried Chicken was established not as a reaction to international brand boycotts but to provide a local alternative that competes in quality. The focus is on offering choices tailored to local preferences rather than aggressive competition.
Regarding future plans, the brand is not yet a franchisor as it hasn’t reached the three-year mark. However, discussions with Perbadanan Nasional Bhd are underway for franchising guidance, with aspirations to enter international markets, including Saudi Arabia and the United States.