BornOil executive director Raymond Teo

BornOil optimistic of new “Grab and Go” SugarBun food kiosks


Borneo Oil Berhad (BornOil) is optimistic that its food and franchising division will continue to grow strongly amongst Malaysians from all walks of life.

In an interview, BornOil executive director Raymond Teo said that the franchise division targets to set up 40 “Broasted by SugarBun” kiosks this year under the new concept.

“We are targeting to have 20 kiosks in Sabah, 15 in Peninsular Malaysia and 5 in Sarawak,” said Teo, adding that the management had identified several potential locations in various townships in Pahang, Penang, Perak and Johor to roll out the new concept kiosks and expect to open six kiosks by second quarter of 2018.

The first “Broasted by SugarBun” kiosk was opened for business in Gambang, Pahang in September last year.

“As main cities are saturated with fast-food restaurants and that good locations are hard to come by, SugarBun is looking at expanding to smaller towns where competition is less intense to capture market which has not been well tapped by fast-food operators,” said Teo.

Home-grown SugarBun is targeting middle-income entrepreneurs for this micro business concept.

“Food kiosks based on the “Grab n’ Go” concept have proven to be a significant revenue generator and offer attractive bottom lines,” said Teo.

This new concept offers several advantages over full-sized SugarBun restaurants. As the kiosk requires a smaller space of a minimum 400sq ft, it is easier to secure business locations and faster to set-up cost.

“It is affordable for franchising (below RM300,000) for an outlet, requires less labour and has low overheads. The kiosk concept is offering a simple menu and operation, and it would be easy to manage for the franchisee,” he said.

“For customers, they can then enjoy ease of ordering food and enhanced speed to avoid a long queue,” he added.

“Broasted by SugarBun” offers fresh products prepared on the spot, with affordable pricing. The bigger kiosks will provide seats for customers to dine-in, while the others provide take-away service for customers.”

SugarBun currently has 92 franchised restaurants, the majority of them in cities and secondary towns in Sarawak. There are SugarBun outlets in Brunei, Bangladesh and Australia.

Meanwhile, there are also currently 47 Pezzo outlets in Malaysia, most of them located in Sarawak and Sabah.

On the menu, Teo said that the company would continue to innovate and introduce new products to attract existing and new customers.

“Our group’s philosophy is to sell wholesome, authentic, less processed at affordable pricing; in other words, real food and drinks,” concluded Teo.

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