Tai Lei Loi Kei aims 35 outlets by end-2014

SUBANG JAYA (Jan 27, 2014): Billionz Showcase Sdn Bhd, the master franchisee for Chinese fast food chain Tai Lei Loi Kei in Malaysia, aims to have 30 to 35 outlets in Peninsular Malaysia by the end of 2014, from 16 outlets in the Klang Valley currently.
Originally established as a café in Macau, Tai Lei Loi Kei is well known for its pork chop buns since 1968 among Chinese communities. Since then, the brand has expanded to Hong Kong in 2012 and Malaysia in 2013.
Billionz Showcase director Leo Lau Yeow Leung told SunBiz that after Chinese New Year, it will open new outlets in Negri Sembilan (Seremban), Malacca, Johor, Penang and Perak (Ipoh), while the number of outlets in the Klang Valley will increase to 18 to 20 by year end.
Each outlet, depending on size, requires an investment of RM600,000 to RM700,000.
"In Malaysia, not many will open a non-halal fast food chain and we already lose 70% of the crowd because it is non-halal. This (non-halal fast food chain) is something new, which is also a risk to take. However, we feel there's a demand for this niche and we're confident of the market," Lau said in an interview.
The 32-year-old said he came to know about Tai Lei Loi Kei through a Hong Kong tabloid.
"They were selling well overseas and it caught our attention. Many celebrities from Hong Kong, China and even popular American chef Anthony Bourdain have visited Tai Lei Loi Kei in Macau, and this was one of the reasons why we chose to bring this brand to Malaysia."
He said the process of getting the master franchise from Tai Lei Loi Kei in Macau took about five to six months, which also involved trips to Macau and bringing the master franchisor to Malaysia to explore the business opportunity here.
"We chose this business because we don't get to eat pork chop buns like this in Malaysia. Hence, we think we can make it in this country."
Lau, together with three other partners, pumped in RM2 million to acquire the master franchise from Macau as well as to start Tai Lei Loi Kei's first outlet here in April 2013, which is a kiosk in Lot 10 Hutong.
"Within two years, we want to open up (the market of) Peninsular Malaysia, which is in line with our projection. So far, we're faster than expected," Lau said.
He said the company will open Tai Lei Loi Kei outlets in Chinese-populated areas, targeting Chinese eaters aged 10 to 70. It wants to operate in shopping malls and shop lots, as opposed to a kiosk, due to it requiring a larger kitchen to offer a variety of food.
This year Tai Lei Loi Kei Malaysia is introducing three to four new items to its menu, which are chicken chop bun, curry noodles and soup noodles to cater to Malaysian eaters. Its most popular items are its signature pork chop bun, bouncing noodles, Macau milk tea and the sawdust cake dessert.