About the Programme  

The Malaysia Kitchen Programme is a national initiative by the Economic Planning Unit of the Government of Malaysia, aimed to add value to the tourism and agriculture sector by looking at opportunities to expand the food processing industry of the country. The programme is also to promote Malaysia to the rest of the world through its delicious cuisine via a comprehensive and complete business value chain.

The Ministry of Entrepreneur and Cooperative Development is 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. The implementation involves close cooperation between the Government and the private sector where the Government plays the facilitator role and the private sector (entrepreneurs) drives the initiative of opening Malaysian restaurants overseas.

 

Programme Objectives  

  • Creation of new restaurants or expansion of existing restaurants owned by Malaysians overseas
  • Promote Malaysian cuisine, handicraft as well as agriculture and agro-based industry products from Malaysia
  • Develop suitable supply of raw materials an ingredients for Malaysian restaurants, distribution centres and retail outlets owned by Malaysians overseas
  • Develop Malaysian restaurants overseas as promotional centre for tourism and small industries

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Implementation Strategy  

  • Develop Malaysian restaurants, products, franchises and brands
  • Expand distribution centres and supply chain to market Malaysian entrepreneurs’ products overseas
  • Ensure supply of ingredients and processed food is sufficient to meet the needs of Malaysian restaurants overseas
  • Upgrade development of culinary skills and restaurant operations skills
  • Implement aggressive marketing and promotion
  • Provide access to financing and financial support services. Financing facilities in the for of term loans provided by Exim Bank Berhad

 

Programme Target  

  • Open to all F&B restaurant models/concepts
  • Menu up to entrepreneur’s creativity and local taste-buds, as long as it has elements of Malaysia cuisine and gives reasonable returns to the restaurant operator
  • Programme and financing open to all, as long as they are 70% Malaysian-owned
  • Focus on existing restaurant operators and those who have successfully expanded their business overseas
  • Restaurant operators under the programme need not use the MALAYSIA Kitchen brand as the name of their restaurant

MALAYSIA Kitchen by PNS Francais Sdn Bhd

Under the MALAYSIA Kitchen programme, PNS Francais Sdn Bhd (PNSF) through JomMalaysia 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. Also available in the programme are sales of retort pastes of Malaysian cuisine, perfect for Asian cooking from Malaysian very own Central Kitchen.

 

THE OBJECTIVE  

  1. To improve the export chain of local ingredients to the international market
  2. To develop Malaysian entrepreneurs overseas, by means of promoting Malaysia through its cuisine using a restaurant as the vehicle

 

ROLE OF JOMMALAYSIA SDN BHD

As the franchisor, JomMalaysia Sdn Bhd will develop 200 outlets under Malaysia Kitchen programme through 2 systems:

  1. Franchising of Prototypes
  2. Accelerated Programme - “The JV Concept”

 

1. Franchising of Prototypes

There are 3 different prototypes:

  • Specialty Restaurant (SR)
  • Quick Service Restaurant (QSR)
  • Fine Dining Restaurant (FDR)

 

FRANCHISING CONCEPTS: Opening of Prototypes

We have identified 3 prime cities for our Restaurant Prototypes:

  • TOKYO - Specialty Restaurant

Region Target Potential : FAR EAST & ASIA

  • LONDON - Quick Service Restaurant

Region Target Potential : EUROPE & MID-EAST

  • NEW YORK - Fine Dining Restaurant

Region Target Potential : North & South America

 

a. Specialty Restaurant (SR)  

TOKYO

  • 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
  • The first MalaysiaKitchen QSR was opened in Daikanyama, Tokyo, Japan in December 2006

 b. Quick Service Restaurant (QSR)

 LONDON

  • Quick but not Fast : Good food, served quickly
  • Appealing Surroundings : Comfortable but hard and durable
  • 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)

 NEW YORK

  • 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 finestpresentation and tastes
  • Targeted Customers : High Level executives and Upper Class Families

 

The Franchise Programme

 Cost & Fees (exclude the set-up, renovations and other costs)  

  1. Franchise Fee USD 20, 000 for 5 years
  2. Royalty Fees : 5% of gross sales per month
  3. Advertising & Promotion Fees: 5 % of gross sales per month
  4. Training Package Cost - (depends on the location of the restaurant) USD 25, 000 - USD 50,000
  5. Food Products, Handicraft, & Consumables from Malaysia. Approx.USD 25, 000
  6. Design Fee base on proposed premise, Approx. USD 5, 000

 

Benefits

  • JomMalaysia shall nurture and develop any potential franchisee in becoming the Master Franchisee of JomMalaysia in any country.
  • JomMalaysia shall enhance its existing Malaysian food establishment and shall develop the brand and the new franchise system of the MALAYSIAKitchenTM business concept.
  • Training package consist of on site 2 weeks pre-opening and 2 weeks post-opening, standard operating manuals, branding guidelines, 2-3 trainers to assist in set-up and operations.
  • Provides a head start through smart partnerships and excellent networking e.g. logistics, supply chain, A&P and government linked issues.
  • Strong R&D in Malaysia, with @KitchenSentral for on-going menu development and administration of the franchise system.

  2. Accelerated Programme - “The JV Concept”

Main Criteria  

  • Partners must be Malaysian with an 70% shareholder of the company, should they require a loan from EXIM Bank Loan
  • Joint Venture - agreement only with opening of new outlet, must have one restaurant in operations for at least 2 years with a profitable level of 15%
  • Search for a potential Partner wanting to expand but require additional funds
  • As partners, you are required to purchase our “Brand” OEM products
  • JV shall be with JomMalaysia holding at least 30% of the total shareholding of JV. The qualified partner shall have 70% shareholding either in terms of assets or cash

Benefits  

  • JomMalaysia shall nurture and develop the existing restaurant and/or the JV in becoming other Franchise Concepts under the MALAYSIAKitchen Programme
  • JomMalaysia shall enhance its existing Malaysian food establishment and shall develop the brand and the new franchise system of the MALAYSIAKitchen business concept
  • JV partners are experts in their own field e.g. country, city or district; thus engaging consultants
  • Provides a head start through smart partnerships and excellent networking
  • Name of restaurant, concepts and operations remain the same.

 

3. International Brand Potential  

JomMalaysia can supply the product “Brand” to any food business or retailer anywhere in the world:

  • All MalaysiaKitchen Restaurants
  • Existing Malaysian Restaurants
  • Asian Restaurants (Thai, Vietnamese etc.)
  • Supermarkets, Retail Packs
  • Hotels Worldwide

 

PARTICIPATION IN THE PROGRAMME

 1. As the RIGHT FRANCHISEE

Targeted Candidates : Have good positioning in their Host country of their choice.

2. As a JOINT - VENTURE Partner

Targeted Partners : Successful Overseas Restaurant Operators

3. As a SUPPORT PARTNERS- SME of Malaysian Products

International Exposure : Identify potential Local SM entrepreneurs to export their products

 

About the Programme

Ministry of Entrepreneur and Cooperative Development, Malaysia

Tel : +603.8880.5294

Fax : +603.8880.5316

Website: www.mecd.gov.my

 

About the Business Concept

PNS Francais Sdn Bhd

Tel : +603.2698.6670

Fax : +603.2698.3300

Email : jommalaysia@gmail.com

 

About Financing

Exim Bank Berhad

Tel : +603.2034.6666

Fax : +603.2032.5405

Website: www.exim.com.my