Malaysia International Franchise Sdn Bhd

• The objectives of the MalaysiaKitchen Programme:
• To create new Malaysian restaurants and assist in the expansion of existing operators in selected countries
• To promote Malaysian cuisine including franchises as well as exports of agriculture produce, agro-based products and handicrafts
• To develop a sustainable supply chain for high quality raw materials for Malaysian restaurants abroad

The Cabinet Committee of MalaysiaKitchen, chaired by YAB Deputy Prime Minister of Malaysia is to chart the strategic directions and ensure the effective integration and implementation of the programme. The Cabinet Committee includes Economic Planning Unit of Prime Minister’s Office, Ministry of Entrepreneur and Cooperative Development (MeCD), Ministry of International Trade  and Industry (MITI), Ministry of Agriculture (MoA), Ministry of Tourism (MoTOUR), and Ministry of Human Resources (MoHR). The Management Committee includes the agencies under the related ministries such as Perbadanan Nasional Berhad, Exim Bank Berhad, Pempena Sdn Bhd and Malaysia External Trade Development Corporation.

MeCD has been entrusted to implement the programme by developing Malaysian restaurants and retail outlets overseas, product development, franchise development and branding Malaysia overseas as well as develop culinary skills and related training. As a franchise-led agency in the country, Perbadanan Nasional Berhad (PNS) through its wholly-owned subsidiary Malaysia International Franchise Sdn Bhd (MyFranchise) has been given responsibility to develop the franchise system or standard model for operationalising a MalaysiaKitchen restaurant.
MyFranchise’s subsidiaries to run the three MalaysiaKitchen prototype restaurants are:

• JomMalaysia International Sdn Bhd
    - The operator of KitchenSentral, the R&D and Training Centre of MalaysiaKitchen Programme
• JomMalaysia Japan Co. Ltd.
    - The operator of JomMakan in Tokyo, the prototype of MalaysiaKitchen Specialty Restaurant
• JomMalaysia (UK) Limited
    - The operator of JomMakan in  London, the prototype of MalaysiaKitchen Quick Service Restaurant
    - The franchisor of MalaysiaKitchen franchise brand

JomMalaysia International Sdn Bhd (JomMalaysia) has developed three business concepts which include Quick Service Restaurant (QSR), Specialty Restaurant (SR) and Fine Dining Restaurant (FDR) through Franchising of Prototypes and Accelerated Joint-Venture Programme. JomMalaysia Japan Co. Ltd. is currently operating the Specialty Restaurant in Daikanyama, Tokyo, Japan since November 2007 while JomMalaysia (UK) Limited is managed and operated the Quick Service Restaurant at Pall Mall, London.

There are two systems under the MalaysiaKitchen Programme:
1. Franchising of Prototypes
2. Accelerated Programme - “The JV Concept”

1.   FRANCHISING OF PROTOTYPES

Benefits
• MalaysiaKitchen provide a start-up assistance in assessing sites for commercial viability as well as in interior design and kitchen set-up
• Strong ties and credible portfolio to support loan application
• Innovative R&D resulting in a profitable menu and consistent development of new products
• The advantage of central purchasing for consistency in product quality at favorable pricing from KitchenSentral
• Comprehensive training infrastructure and support includes on-the-job training, standard operating manuals and branding guidelines
• Continuous support in operations and restaurant management as well as advertising and promotions

2.    ACCELERATED PROGRAMME - “THE JV CONCEPT”

Main Criteria
• Malaysian owned and/or controlled companies with minimum shareholding of 70% of total registered capital, incorporated in Malaysia under Malaysian Companies Act 1965
• Partners must have at least one year relevant working experience in an overseas restaurants management or three years in restaurant management in Malaysia
• The existing restaurant must be running at the profitable level of 15% profit margin
• Partners are required to purchase the MalaysiaKitchen OEM product, JomMalaysia brand

THE MALAYSIAKITCHEN CONCEPT RESTAURANT

A.  SPECIALTY RESTAURANT (SR)
• Prompt Service : Guests are treated with a homely and eager attitude
• Restaurant Environment : Decoration & furniture is cozy and makes you feel at home
• Seating : 40 – 60
• Efficient Kitchen Operation : Good taste and extended dish presentation
• Location : Up-market residential areas where customers are looking for a different dining experience
• Targeted Customers : Business Clientele & Upper Middle Class Families

B.  QUICK SERVICE RESTAURANT (QSR)
• Quick but not Fast : Good food, served quickly
• Appealing Surroundings : Comfortable and modern ambiance
• Seating : 70 – 120
• Simplified Kitchen Operations : Training is easy, food preparation is straight forward and simple
• Location : High traffic locations to achieve multi turnover of guests
• Targeted Customers : Affordable for most, primarily targeted at office workers, shoppers and students

C.   FINE DINING RESTAURANT (FDR)
• 1st Priority, Service! : Excellent service, beyond expectations 
• Restaurant Atmosphere : Majestic, no expense is spared for luxury & comfort
• Seating : 40 - 80
• Cuisine : Only Finest ingredients and preparation methods are used.
• Professional Chefs : Dedicated to creating the finest presentation and tastes
• Targeted Customers : High Level executives and Upper Class Families

KITCHENSENTRAL

JomMalaysia International Sdn Bhd (JomMalaysia) has developed the KitchenSentral, a Research and Development and Training Centre for MalaysiaKitchen programme that provides important functions include research and development lab, franchise training centre, marketing, collection and distributive centre as well as administrative centre. The KitchenSentral is located at Dana 1 Commercial Centre, Kelana Jaya, Selangor, Malaysia.