Step into any fast food chain, and you’re likely to find fried chicken on the menu. From popular chains like KFC and Texas Chicken to Burger King, Domino’s, and local favorite Marrybrown, fried chicken is a classic favorite. And let’s not forget the rise of Korean fried chicken, adding more variety to the market.
However, in this saturated market, Adrian Chin, a 30-year-old entrepreneur, saw an opportunity to fill a gap. This led him to start Chicago Chicken City (CCC), a part of the Tunas Manja Group (TMG) supermarket chain. His strategy to stand out in the competitive fast food industry is simple – embrace Malaysian flavors.
Adrian had no prior experience in the F&B industry; he was working in retail before venturing into this new territory. But his passion for creating unique dining experiences led him to launch CCC in April 2021. Despite the challenges posed by the pandemic, he saw an opportunity to introduce a homegrown fast food brand that caters to the changing consumer behaviors.
With the support of TMG, Adrian was able to bring his vision to life by September of the same year. Despite the initial uncertainties, CCC started gaining traction, with happy customers sharing their positive experiences with the brand.
What sets CCC apart is its Malaysian identity. The menu is designed to cater to Malaysian tastes, incorporating local flavors and ingredients. The majority of CCC outlets are halal certified, ensuring that all Malaysians can enjoy their meals with peace of mind.
CCC started by targeting families and teenagers, offering large portions of chicken that appealed to groups sharing a meal. As the brand grew, they introduced wraps and burgers to cater to students and office workers looking for on-the-go options.
Despite having “Chicago” in its name, CCC is deeply rooted in Malaysian culture and identity. The choice of Bahasa Malaysia as the primary language for marketing reflects their commitment to creating a local brand for Malaysians by Malaysians.
Looking ahead, CCC plans to expand its presence across Malaysia and eventually into other Southeast Asian countries like Singapore, Indonesia, and Thailand. With dedication, teamwork, and customer support, CCC aims to become a global ambassador of Malaysian culture through its food offerings.
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