Ahmad's Fried Chicken Wants To Give Choices In Local Fast Food Market

By Ahmad Idzwan Arzmi

KUALA LUMPUR, July 7 (Bernama) -- When their online bakery business declined during the COVID-19 pandemic, a couple decided to pivot into the “fried chicken” business.

Lailatul Sarahjana Mohd Ismail and her husband Mohd Taufik Khairuddin, both 34, had noticed a sudden interest surge in locally-produced products.

The duo researched its market potential and identified a growing demand for more homegrown fare.

 “I did some product research and development for three months, while Taufik focused on market research and branding. We started with one stall at Mydin Senawang. We had very good response and decided to open a fast-food restaurant.

“That’s how Ahmad’s Fried Chicken came to be. It was in line with our aspiration to create a Malaysian product we can be proud of. We named it after my husband’s nickname, given by his father, which also reflects a local identity,” she told Bernama recently.

Lailatul Sarahjana, who worked in the banking sector previously, said the transition to the fast-food industry was not easy, but past experience helped significantly in terms of management and automation.

To ensure consistent flavour, the couple sought advice from food and beverage (F&B) industry experts and conducted various studies before finalising their fried chicken recipe. Ahmad’s Fried Chicken is competitively priced against international brands.

“The recipe and flour mix were developed in-house to maintain quality control. The international brands are our main challenge. They have the advantage in terms of supply chains and contract farming,” said Lailatul Sarahjana, who is from Teluk Intan, Perak.

She said Ahmad’s Fried Chicken operates on a licensing model, with branch opening costs ranging from RM700,000 to RM1 million, depending on size and location.

So far, 38 outlets have been established nationwide, including restaurants and mini-restaurants, with a target of 66 outlets by the end of 2025.

“We are opening outlets cautiously with a focus on urban areas first because all raw materials, including chicken, must be supplied from our headquarters in Puchong,” she said.

Lailatul Sarahjana added that they are actively seeking strategic partners among small and medium enterprises (SMEs) to accelerate branch expansion.

 “We need 10 more SME partners to meet our target for this year. So far, more than 1,000 applications have been received and are currently being evaluated,” she said.

On the boycott of international brands, Lailatul Sarahjana said establishing Ahmad’s Fried Chicken was not reactionary. Their am was to have a local alternative that could compete in terms of quality.

“We are not competing aggressively, but we want to offer choices in terms of taste, portion size, and meals that are tailored to local preferences. The boycott issue might have attracted attention, but in the end, it is the quality that determines success,” she said.

On whether Ahmad’s Fried Chicken plans to become a  franchisor, she said the brand has not reached the required three-year mark.

 “We are in discussions with Perbadanan Nasional Bhd for guidance currently to set up a franchise. Our goal is to enter international markets such as Saudi Arabia and the United States,” she said.

-- BERNAMA