KejapFood- 国民速食Drive-Thru

RM 499,000
Investors 87
Minimum Investment RM 250,000
Funding Goal RM 500,000
Funding Period
15/12/2020 - 13/01/2021
Funded Successfully

Kejap Food

About Me

Salam sejahtera, I am Betty Ting. I am the Founder of Kejap Food - the Rakyat Malaysia Drive Thru.

I was an office worker, being sure to get every single minute of sleep before work started. I enjoy breakfast, but I’m always rushing in the morning, so I often defaulted getting McDonald’s drive-thru breakfast to save time. When I was working at one of the top developer firms in the nation, I found myself resorting to the same solution whenever I had to rush from one place to another, due to endless meetings and life commitments.

The above scenario echoes the routine of many urbanites. City dwellers lead a busy lifestyle, and there never seems to be enough time in a day. Drive-thrus are becoming a solution for those who are always on the move. Their main selling point is convenience and speed, only needing to drive your vehicle into a driveway and completing your purchase without ever having to get out of your car. This operating method has been in the market for decades but is not being fully utilised in the local context. With the recent pandemic and the necessity to maintain safe social distancing between people, fast and convenient drive-thrus are one of the safest means of food consumption with the potential of becoming the next market trend.

However, all existing drive-thrus in Malaysia are western fast-food chains, and I can’t help but wonder why isn’t there a drive-thru that serves local comfort food to cater to a different appetite? After all, Malaysian cuisine is our national pride, and we should not be shy of promoting it.

The idea of merging local food and a drive-thru operating model had always been just a concept in my mind. It was when I took a leap of faith and participated in the Dream Factory Startup Contest that this idea became a reality.

 

Our Solution

At the beginning of 2020, I approached my friend Benjamin Lau, who has a strong culinary background, to share this idea. Benjamin is a well-established chef with experience working for fine dining restaurants in Singapore. Upon his return to Malaysia, Benjamin spent time working in a global company from kitchen to the front-end management to further understand the operation of a restaurant from the inside out.

Without hesitation, Benjamin agreed to come on board, and together with two other partners, Dallas Wong and Sieu Theng, we set out to form Kejap Food, the first Rakyat Malaysia drive-thru serving local comfort food. Kejap Food’s slogan is “MY Goodness!” which translates to Malaysian Goodness, indeed Kejap Food is an establishment for Malaysians, created by Malaysians. Kejap Food received lots of positive feedback and responses from friends and families, alongside the broader community, demonstrated by Kejap Food's success in securing 1st place in the crowdfunding stage during the Dream Factory Startup Contest 2020, eventually placing within the Top 10 winners for the same contest.

Like most drive-thrus, Kejap Food is located inside a petrol station, but instead of the usual western cuisine, Kejap Food offers hawker foods familiar to the locals, such as nasi lemak, curry puffs, and keropok lekor. These foods appeal to the general public, albeit at a slightly higher price than the roadside stalls. Kejap Food assures that the foods are of the highest quality and hygiene, not to mention the portions sold are more generous than what you’d expect from hawkers. Being a Malaysian establishment, it goes without saying that having a Halal certification is one of the main priorities, and we are already in the process of applying for this certification. Meanwhile, we assure that the kitchen is alcohol-free, pork-free, and all ingredients are supplied from Halal-certified suppliers.

With Benjamin at the kitchen’s helm, our food quality is always improving, and additional menu items to entice new customers are added regularly. The concept of our foods revolves around convenience, being local, and affordable. We are convinced that this business model will be feasible and sustainable because after all, these foods are what Malaysians eat daily.

At Kejap Food you would find a variety of traditional Malaysian breakfast in the likes of Nasi Lemak Bungkus, Bubur Ayam and Mee Hoon Siam. For lunch and dinner we offer a wide range of rice dishes that changes regularly such as Nasi Tomato Ayam Masak Merah, Nasi Goreng topped with Satay Goreng, Nasi Kunyit Ayam Goreng Berempah etc.

To ensure freshness, snacks such as Keropok Lekor, Chicken Curry Puff with Egg and juicy Ayam Goreng Berempah are all freshly cooked on the go.  For those with a sweet tooth, Kejap Food also has in store some of the best Nyonya Kuihs in town and the iconic childhood dessert – Roti Ais Krim, which is easily the most popular item here.  

We entered a partnership with petrol stations for the sole purpose of exposure and accessibility. There are 3,700 petrol stations across the nation, and you are bound to pass by at least one whenever you’re on the road. We work with petrol stations that have high foot traffic, and only 10% of their customer base is needed to maintain the business.

Using my architectural background and professional work experience, I’ve devised two cost-efficient and time-effective ways of establishing Kejap Food drive-thrus at petrol stations. The first method is utilising existing car wash facilities provided by the petrol stations and carrying out minor renovations to accommodate an operating kiosk next to the drive-thru lanes. For petrol stations without drive-thru lanes, we will modify shipping containers offsite, and once completed they will be transported and installed at the designated location within the petrol stations.

In a short time, with determination and hard work, we managed to officially launch our first flagship outlet at Caltex @ Setiawangsa in October 2020 amid a global pandemic and a national Conditional Movement Control Order (CMCO).

 

The Future of Possibilities

Drive-thrus have proven to work, as validated by McDonald’s with its 10% Year on Year (YoY) growth in its drive-thru sales alone. Kejap Food is looking to increase its market share within the Quick Service Restaurant (QSR) by offering an alternative cuisine at affordable prices. With the on-going COVID-19 pandemic, we believe contactless service is the safest option and will continue to be in demand moving forward.

From the beginning of the project, we have worked tirelessly on establishing a clear market position, as well as building a strong branding and awareness online and offline. Our social media platforms have successfully attracted a multitude of followers in a short duration, even before the outlet's grand opening.

Despite having our doors opened in parallel to the CMCO, customers have continued to support Kejap Food, due to the sense of nationalism and pride it represents. In less than two months we have garnered the attention of many different individuals and corporations who extended their invitation for collaboration, believing in the immense opportunity that a drive-thru which serves Malaysian cuisine has to offer. Currently, we have signed Letters of Offer with Caltex and Petron station, while having on-going negotiations with Shell stations and PLUS Berhad to expand Kejap Food onto their premises.

We believe it’s best to strike while the iron is hot. In the next twelve months, the aim is to expand another eight outlets comprising of drive-thrus and clip-in kiosks spread across the Klang Valley, Seremban, Klang, and Ipoh with annual sales of RM5.2 mil.

From Year 2 onwards, we plan to start offering brand licensing with targeted annual sales of RM10.3mil. By Year 5, there shall be 50 Kejap Food outlets across Malaysia with annual sales of RM20.3mil or total accumulated sales of RM76mil.

With this round of crowdfunding, we invite like-minded people and those who share a passion for Malaysian food to help us expand quickly to establish a strong presence within the QSR industry.

Kejap Food is just the beginning of a much more elaborate dream. Ultimately, we wish to diversify our drive-thru service into a full-fledged drive-thru community comprising of all daily necessities, e.g., drive-thru laundry, grocery, pharmacy, etc. With the success of Kejap Food, we are one step closer to realising this dream, and you can be part of it.

 

Kejap Food website: www.kejapfood.com

Kejap Food FB: www.facebook.com/kejapfood

Kejap Food IG: www.instagram.com/kejapfood

 


Team


Founder Pitch Deck

我的自述

大家好,我是BettyKejap Food- 国民速食得来速的创始人。

我曾是个上班族,每天总是争取睡到最后一分钟才起床准备上班。我需要吃早餐,但因为匆忙,我就经常在得来速购买快餐来解决我的早餐。无休止的工作与生活节奏,使得我常常在路上奔波赶往不同地方,往往都饥肠辘辘,得来速快餐最终还是我的解决方案。

上述情况似乎道出许多都市人的心声。忙碌的生活,不够用的时间,我们需要的就是便利和速度。得来速这模式在全球市场上已有数十年的历史,但在马来西亚并未得以充分发挥。随着新冠疫情的发展和必要的社交距离,得来速已成为现今最安全的消费模式之一,且能成为市场购物的下一个趋势。

然而在我国,几乎所有得来速都是西方的快餐连锁店,让我不禁感叹为何没有做本地食物或国民美食的得来速呢?毕竟,国民美食还是我们的最爱,我们的骄傲。

融合国民美食和得来速的运营模式在我心中一直都只是个想法,直到我鼓起勇气参加圆梦工场创业大赛,这个想法最终付诸于行动,且得以落实

 

我们的解决方案

2020年初,我和我拥有丰富烹饪背景的朋友Benjamin Lau分享了这个想法。Benjamin曾在数间新加坡高级餐厅工作。返回马来西亚后,他花费数年在一家国际公司,从厨房到前台管理整体公司的运作。

Benjamin毫不犹豫地与另外两个伙伴Dallas WongSieu Theng加入Kejap Food创始团队,然后开始策划。Kejap Food-马来西亚第一家国民美食得来速, 我们的口号是“MY Goodness!”,翻译成马来西亚的好料。Kejap Food这个运营概念不止得到朋友和家人的支持与认可,我们在社区中也获得相当积极的反馈,并且在2020年圆梦工场创业大赛中第一阶段的众筹挑战成功,在39队晋级者里是最高的众筹金额,并在总决选比赛荣获十强优胜队伍。

与大多数得来速相似,Kejap Food位于加油站内,但Kejap Food提供的是本地人熟悉的小贩食品,例如椰浆饭,咖喱角和煎鱼饼等等。相对于小贩,Kejap Food的价格会偏高一些,但对公众来说,Kejap Food有食品的质量和卫生的保证,食物份量也比较多。作为一家马来西亚餐饮品牌,清真执照对我们来说也相对重要。在我们获得清真认证之前,我们也同时确保厨房干净卫生,不含酒精,不含猪肉以及所有食材均由清真认证的供应商提供。

Benjamin的厨房管掌之下,我们不断地加强食品质量,并且会定期创新菜单来吸引更多民众。我们的餐点概念围绕着便利、经济、与亲民。我们坚信这种商业模式是长久可行的,因为这些本地餐点都是国人的心头好。

Kejap Food 您会发现各种传统的本地早餐,例如椰浆饭,鸡味粥和暹罗米粉等等。对于午餐和晚餐,除了特定的炒饭以外,我们也提供每日特选,每一天不同口味,例如番茄饭与红烧鸡,姜黄饭与炸鸡等等。


为了确保香脆新鲜,我们的小食例如煎鱼饼,咖喱泡芙和炸鸡都是现点现炸。对于爱吃甜食的人,Kejap Food还提供一些城里最好的娘惹糕点和充满回忆的童年甜点彩虹面包雪糕。色彩斑斓地总让人忍不住地拍照post insta

 

 

Kejap Food之所以选择与加油站建立了伙伴关系;一,油站车流量多;二,油站地点极为便利;三,每个人总会到油站打油。借着这些种种因素,Kejap Food将迅速提高知名度。全国有3,700个加油站,这些都是我们可拓展的地点,Kejap Food的未来有无限契机,而我们的业务也只需油站客户流量的10%即可基本维持。

因为我的建筑背景和城镇规划的工作经验,我们规划了两种经济高效且省时的方法在加油站建立Kejap Food得来速。第一种就是利用加油站提供的现有洗车设施,进行小规模改造。对于没有直通车道的加油站,我们将在工厂修改运输集装箱,一旦完成,它们将被运输并安装在加油站内的指定位置进行业务。

在纤细规划之后,我们在短短两个多月的时间内获得政府准证以及施工,并在20201010- 全球疫情和行动管制令下正式在Caltex Setiawangsa开设了第一家旗舰店。

 

未来的可能性

得来速的模式早已被市场验证是可行及有效的,麦当劳仅凭其得来速的销售额就实现了每年10%的同比增长。Kejap Food希望通过提供不同种类的餐点来瓦解“得来速只是西方快餐” 的传统概念,提供大众更多选择,在市场上也能创新趋势。也随着新冠病毒疫情,亦是推动得来速的良机,大众作息有所改变,并且将继续保持便利需求。

从项目开始,我们就努力不懈地建立明确的市场地位,以及在网上和线下建立强大的品牌和知名度。我们甚至在分行的盛大开幕之前,就已经在社交媒体平台在短时间内成功吸引了众多关注者。

尽管我们的店面在行动管制令下同时开放,但因为Kejap Food的国民主义,吸引了大批民众支持,光顾与分享。在不到两个月的时间里,我们也吸引了许多有契机的油站与公司的注意。他们发出了合作邀请,并相信马来西亚美食得来速将带来巨大的机会。目前,我们已经与CaltexPetron加油站签署了协议书,同时正在与Shell加油站和PLUS Berhad进行讨论,以将Kejap Food扩展至更多地点。

我们相信打铁要趁热。在接着一年,我们制定目标将扩展业务至8个地点,其中包括得来速和油站室内贩卖店,分布在巴生谷,芙蓉,巴生和怡保,年销售额为520万令吉。

其后我们将开始提供品牌授权,持续扩张至全马。我们的目标在五年内拥有至少五十家Kejap Food网点,年销售额为2030万令吉,或累计总销售额为7600万令吉。

这一次的股权众筹将是我们重要的里程碑,我们邀请志趣相投及对国民美食充满热情的你来支持我们迅速扩展,让Kejap Food这个大马品牌得以在速食行业里建立强大的影响力。

Kejap Food只是一个梦想的开始。未来我们希望将得来速的服务多元化,构造成为一个完整的得来速服务,进军高密度住宅,其包括所有日常所需,例如得来速洗衣店,杂货店,药房等。伴随着Kejap Food的成功,我们已迈出了第一步接近实现这个大梦想,而您也就可以成为这梦想的一份子。

 

Kejap Food website: www.kejapfood.com

Kejap Food FB: www.facebook.com/kejapfood

Kejap Food IG: www.instagram.com/kejapfood

 


团队

     


Founder Pitch Deck

 

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  • No shares will be allotted or issued based on this document after six months from the closing of the offer period.
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