Serai Group Investing RM15 Mln To Develop Serai Estate In Ipoh

By Mohamad Harith Mohamad Nizar

IPOH, Sept 17 (Bernama) -- The Serai Group is investing RM15 million to establish a food and beverage (F&B) and hospitality hub called Serai Estate in Ipoh, its first outside the Klang Valley with the intention of spreading its wing further to Penang and Johor. 

Group executive chairman Datuk Mohd Najib Abdul Hamid said the hub, which will see the development of various F&B concepts as well as community and lifestyle areas in stages, will be fully operational by the second quarter of next year.

“The reason we chose Ipoh is that I really like Ipoh -- its look and feel -- and I think the potential is there. It's an untapped market and strategically located. We are happy to open our first Serai outlet (outside the Klang Valley) in Ipoh,” he told reporters after the launch of Serai Estate here today.

The group manages 35 branches, comprising 33 outlets in Malaysia and two Meat Bros steakhouses in London, England, as well as holding the local franchise for South Korean quick service restaurant brand Lotteria.

Meanwhile, its portfolio of homegrown brands include Serai, Jibby Chow, Jibby & Co, Jibby By The Park and Taffy Gelato.

The 1.15-hectare Serai Estate currently features Serai Restaurant and an event hall, Kelarai Hall, which can accommodate 250 to 300 guests for corporate events or wedding ceremonies. It operates with a bungalow concept and showcases Perak local handicraft such as kelarai (checkered weave patterns) and gold-threaded woven fabric.

Mohd Najib said Serai Estate’s future offerings will include Orchid House for afternoon tea, an American-style barbecue restaurant, kopitiam-style breakfast, a premium dim sum dining outlet under the Jibby Chow brand, a greenhouse cafe, and a Taffy Gelato ice-cream outlet. 

On the RM15 million investment, he said the large investment is necessary, especially for the upgrading and renovation works as well as the mechanical and electrical engineering worlks to support the high-voltage requirements for the multi-concept restaurant operations.

In addition to the Serai Estate development implemented in collaboration with the Perak State Agricultural Development Corporation, Serai Group is also looking at developing a boutique hotel as well a nature-based tourism and camping project on three acres (1.2 hectares) in Lenggong within the next two years.

The Serai Group is a family-run hospitality company that has its beginnings in 1990 with the opening of a restaurant in Shah Alam.

-- BERNAMA