Marrybrown was founded in 1981, as a restaurant company that operates and franchises Marrybrown restaurant, through 15 countries throughout Asia, Middle East, and Africa. It is among among the nation’s leading fast-food fast-food chains, with more than 130 quickserving in Malaysia Malaysia and more than 280 international restaurant. As the first major fastfood chain develop develop and expand the concept of “Something Different” experiences. Marrybrown has always emphasized on Halal products serving millions of guest worldwide. Local fast food restaurant that offers not just food items but also some local delights. A famous local Malay rice dishes that is Nasi Lemak is introduced introduced to the menu as Nasi Marrybrown.
Using Marrybrown Marrybrown advantage Halal, to dominate halal based
countries and preventing weak direct competition with some large fast f ood chain. 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 fastfood menu boards, including Rice based products, Chicken Porridge, Sate burger and Curry Kari. Using Marrybrown's advantage Halal , to dominate halal hala l based countries, and preventing weak direct competition with some large fast food chain. In the 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 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
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company also offers value- priced products on “All-Time snacks,” including muffins, burgers. Company vision is “To be a national restaurant company of most admired brand – through the power of our people and our culture”. 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 t hrough Consistent Training
Excellence through High Q.S.C.V
COMPANY HISTORY YEAR
HISTORY
1981
First fast-food brand local restaurant opened in Johor Bharu Launch franchise system itself, now Marrybrown restaurant chain
1986
owned local subsidiary in Malaysia Introducing Marrybrown rice and fast food restaurant featuring
1989 1992
local first flavour in Malaysia Marrybrown opens first International in China
1994
Chipmunk mascot introduce
1995
Starting a community service project with Kiwanis Malaysia First in Malaysia with interior design introduced Swing seats
1996
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1997
Being the first local franchise was awarded the international franchise in Malaysia followed by others awards in the subsequent year
1998
Recorded in Malaysia book of records as the first local fast food franchise
1999
Penetrated Indian market
Opening the highest branch in Genting Highlands, located 6000 feet above sea level
Introduced spicy crisp chicken Hotouch Penetrated the Middle East market
2000
Introducing satay dish 2001 2002
Opens first Marrybrown in Hospital at Johor Specialist Hospital, Johor Bharu
2003
Introducing the latest local test Chicken Porridge
2006
First Marrybrown restaurant at the Senai Airport
2008
Penetrating the African continent
2009
Introducing the latest local taste Curry Chicken Noodle and Satay Burger
2010
Prime Minister Datuk Seri Najib Tun Razak officiates the 10th Anniversary in UAE
Open first Marrybrown at petrol station at ESSO Sendayan, Negeri Sembilan
2011
Celebrating 30 years of full flavors and fun towards excel lence
2012
Penetrated the Golden Land Myanmar
2013
Celebrating 500t restaurant open in Coimbatore, India Marrybrown
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BRIEFLY ABOUT FAST-FOOD INDUSTRY
According to Kye Sun n Raymond (2000), the quick service category, or sometimes called fast food, is by far the largest in the foodservice industry. The quick service category today categorized characteristics by relatively low prices, limited menu offerings, utilitarian décor, and modified counter service. Quick service restaurant have increased in popularity because of their location strategies. They are found in very convenient locations in every possible area. Their menu are limited, which makes it easy for customers to make quick decisions on what to eat.
Certain fast food restaurant offer delivery fast service and usually include self
service facilities too. Such restaurant also use cheaper, processes ingredient, which allow them to have extremely low and competitive prices (John, 2000). LOCATION
I choose Marry Brown branch 1 Borneo as a location for my assignment. It easy to find especially student like me. Of course as a student we want a variety of food and location but to be convenient 1 Borneo is a suitable place to hang out. Marrybrown has finally set-up their second branches in 1Borneo. Located next to Digi Service Centre and near the escalator, it can easily be spotted.
The opening hour for Marrybrown is 10 am until 10 pm.
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This the branch in 1 Borneo it is located next t o Digi Service Centre and near the escalator, and it easily be spotted
Type of cuisine that served is fast food. A lot variety that we can choose such as burger, chicken, fish, kiddy meal, drinks, desserts and snack and slides. It simply fast and affordable. Did you know? Marrybrown did not charge tax for the food. There is no government tax charge. The price that charge is affordable and inexpensive and suitable for me as a student. And its affordable for middle and lower income customer. There is combo that promoted by Marrybrown itself so customer has variety to choose. There is no proper attire to go there what is important is we enjoy our meal.
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Based on price-shaped stimulus, Marrybrown put their products under an affordable price and can be shared by all users. Marrybrown has made a thorough study of the pricing process for each new product being produced. Marrybrown been set prices for their products by taking user feedback and customer affordability. By offering cheap against the price of their products indirectly boost against the users to get their products. Like another kind atmosphere of other fast-food restaurant, it’s a pleasing place, I went there and I enjoyed the food. It’s in the open place and you can easily come across people and you can see people surroundings too. Decoration is just nice and not to crowded accessories. Every 3 month there will be hold promotions regarding about their menu, toys to attract customers. The latest promotions is CCB meal. As I’m doing my research there, there are several kinds of customer that attract to this restaurant which is student, couples, business people and mall shoppers.
The service is friendly and I enjoy my lunch there. The manager Encik Lucas, is very nice person, he is willing to help me answered all my question. He is not selfish to share information to me. It was very pleasant to me. The staff give good service to customers. MENU
There a lot of menu variations in Marrybrown that there offer to customers, it’s a fast food style that have many variations which will show in the diagram below:
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CHICKEN MENU
VARIATION BURGER THAT THERE OFFER
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THERE ALSO SNACK AND SIDES DISHES
SOMETHING DIFFERENT AND ITS LOCAL MENU
FOR THOSE WHO LIKE FISH, THERE ARE SELECTION FOR THEM
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KIDDY MEAL FOR CHILDREN
SNACK AND SIDES THAT MAKES CUSTOMER MELT
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BEVERAGE THAT OFFER
PROMOTIONS THAT OFFER IN MARRY BROWN
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From the menu meals that offers, we can say that there offers breakfast, lunch, dinners set for customers. It depend time for the customer to eat and enjoy the meal. Not only that there offer special events for birthday, anniversary, farewell for customer.
MarryBrown also offer birthday celebration for customer
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Table comparison between Marrybrown and other fast-food in Kota Kinabalu MARRYBROWN PRICE
OTHER FAST-FOOD
More cheaper because everything comes within menu
Costly and there is tax charge
price
No government tax charge
ATMOSPHERE
More
Always crowded with people
TASTE
7/10
10/10
SERVICE
8/10
8/10
PLACE
Marry brown only have 3 branch
There a lot outlet and branch in Sabah
in Sabah
S.W.O.T. ANALYSIS STRENGTH
High-standards food providing that oversteps opponents’ offerings in superiority, presentation of food, and price.
Various food product varieties.
High consumer loyalty.
The Marry- brown’s owner manages and running business has a combined 32 years’ experience working in the restaurant industry.
Rapidly expanding globally.
WEAKNESS
Administration teams' several years of experience may embrace norms that minimum amount of risk taken, and thus, prospective revenues.
Inflexible to variations in market trends 13
Low employee’s turnover.
Marry-brown have yet to capitalize on the developments towards organic foods.
OPPORTUNITY
Developing market in Malaysia with an extensive percentage of the target market still not aware that Marry- brown’s exists.
Rapid growth in tourism.
It can upgrade some of its restaurant setups at lavishing locations to attract more customers.
To the necessities of the community and suffer an original product line.
THREATS
The key opponents, like Burger King, Old Town, Wendy's, KFC and any middle-range of sitdown restaurants.
Health problems concerning the fast food chain.
Additional restaurants that are growing their food offering and decreasing the rate of food offering.
A decline in the economy falling customer's disposable their earnings spending on eating out.
From the comparison table and SWOT analysis we can conclude that Marrybrown can standing up with like other fast food restaurant. If there maintain the quality of food, upgrade service and transform into better quality there will be successfully business and last longer.
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Overall, for me Marrybrown is just like other fast-food in town. The best is there is no extra charge for student like me. Of course as a student we need to savings some money especially student that live near 1 Borneo. In the future, I will come back again to eat meal at there with my friends. The place is suitable for us to do some assignment and hang-out with friends. Although there a lot competitor on that area such as Nando’s, Chicken Rice Shop, KFC, McDonalds but customer will attract MarryBrown especially middle and lower income and student. SUGGESTION 1. Focused and aggressive approach towards promotions
I think Marrybrown should promote more about their brand especially in Sabah. Most of the customer in Sabah comes from middle income background, so they should attract them with aggressive approach towards them through promotions. 2. Open more outlets in Sabah
Other suggestion is, open more outlets in Sabah, especially small city, maybe they can make small kiosk like McDonalds and Uncle Bob 3. Strengthen brand image
Through promotions, marketing department should use 4P to promote their product. 4. Open 24-hour restaurant
It is a good idea to make high profit 5. Product innovation
Every month, make product innovation to attract customer, but make sure it value in times.
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REFERENCES
1. http://marrybrown.com.my/ Retrieved on 06/11/2013 2. Kye-sung (Keye) Chon, Raymond T. Sparrowe, (2000), Welcome to hospitality 2 nd edition, Delmar Thomson Learning 3. John R. Walker, (2008), Exploring the Hospitality Industry, Pearson, Prentice Hall 4. Mr Lucas, Manager MarryBrown 1 Borneo
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