For the average Malaysian, PappaRich would be a familiar name. This is an establishment known for serving the traditional kopitiam we grew up with in a more sophisticated and modern setting. Some may argue that it is even more convenient.
However, the brand has appeared in recent years achieving better success abroad than locally despite being from Malaysia.
But all this did not stop Andy Lim, the CEO of the company Pineapple Resources Berhadfrom the tender for the entire brand in Malaysia and Cambodia in 2023.
Speaking to Vulcan Post, the CEO of PappaRich Sdn Bhd intends to pave the way for the revival of PappaRich.
as? Starting with a full upgrade over the next six months, including the introduction of PappaRich Lite.
Taking on a bigger role in the brand
“We have faith and confidence in the PappaRich brand as it used to be one of the top 10 local F&B brands in Malaysia,” asserted Andy.
This is a simple statement, but full of great hope for the future. But it’s not unrealistic, as Andy does have experience working at PappaRich.
About eight years ago, the 41-year-old entrepreneur and his father (along with some of his father’s friends) opened PappaRich at NU Sentral Mall as a franchisee.
From there, the father-son duo learned trades in the food and soft drinks industry and soon went deeper into the field. And soon the acquired skills allowed them to open a Thai hot pot restaurant called Brother Jim Jam.
“We believe that given the right focus and focus on our strategies, coupled with our experience of operating the NU Sentral PappaRich franchise outlet for nearly 10 years, we are well positioned to take on the task of reviving and growing the brand,” shared Andy. .
Thus, they embarked on a journey to restore the restaurant’s position as one of the best local F&B brands in the country.
From IT to F&B
Andy originally started his career in the IT industry with 15 years of experience in retail IT.
Having managed over 100 IT stores, he has accumulated various skill sets over the years. This includes skills related to human resources, such as recruitment and commission schemes.
Coupled with his hands-on role in managing Bhai Jim Jum and five outlets over half a decade, Andy believes he has what it takes to revive the once popular PappaRich brand.
“This experience I have gained over the years has helped me to better strategize for potential store locations, implement effective marketing and most importantly, use my sourcing experience to obtain the best ingredients for our restaurants,” he said.
The latter is actually one of the main challenges faced by the NU Sentral PappaRich store as a franchisee.
Speaking candidly, Andy explained that at one point they were unable to get support such as ingredients from the central kitchen.
This was a huge concern as the establishment struggled to maintain the flavor of its menu, resulting in a significant loss of regular customers.
“Fortunately, several existing franchisees, including my father, exchanged ideas and shared resources to overcome this crisis,” he shared.
Because of this incident, his team at NU Sentral was forced to search for ingredients on their own. And over time, by trial and error, it was possible to achieve a taste “closest to the original”.
Introducing the new brand of the group
With that in mind, part of his plans to revitalize the brand will focus on the heart of the business — once again offering customers great food.
Andy declined to comment much on this so as not to give away the surprise. But he teased that the menu will be revamped and focus on classic and nostalgic Malaysian cuisine.
More exciting, however, is the launch of a new sister brand called PappaRich Lite sometime this year. This will be under the PappaRich brand but will have its own stand-alone retail outlets.
“In our efforts to add new [life] there will be a fusion-style change to the brand in terms of taste and presentation,” shared Andy.
“The customization will be more prominent for Papparich Lite as we aim to cater to a younger customer base, particularly young working adults between the ages of 25 and 35. We strive to be their top choice for comfort local food at a more affordable price. price range.”
Currently, the PappaRich Lite concept is still in the testing phase, but you can try it out at Wangsa Walk Mall. An outlet is already open there, with plans for more, including franchising opportunities.
They look optimistically at what lies ahead
All that said, despite his excitement about these new plans, Andy admitted that it will be a tough road for the brand.
In his own words, PappaRich has struggled over the past few years, which makes regaining the trust of previous customers quite a challenge.
Since the brand is over 20 years old, another hurdle they foresee is recognition and recognition from a younger audience. This is a valid concern, as the country has a growing number of cafes offering good local food.
Not to mention another more prominent competitor in the market Rich in hooveswhich was started by PappaRich founder Rich Ten.
But the new chief executive of PappaRich Sdn Bhd is not backing down from the daunting task ahead. His aim for the brand is to maintain its heritage as a restaurant serving Malaysian delicacies, but now with an updated fusion twist.
“We think the market space is big enough for everybody,” Andy said. “We hope to have at least 50 outlets across Malaysia within the next five years. [And] as we also own the brand in Cambodia, we also hope to see 10 outlets in the region through a potential master franchise as a partner.”
- Learn more about PappaRich Sdn Bhd here.
- Read other articles we have written about Malaysian startups here.
Featured Image: PappaRich Sdn Bhd