Malaysia’s Greatest Iconic Fast-Food Brand Marrybrown

Marrybrown has the distinction of being called Malaysia’s number 1 halal fast-food brand. Founder Datin Nancy Liew shares with RACHAEL PHILIP the secret to the brand’s lasting power.

The Marrybrown story is a Malaysian love story. Despite popular wisdom on starting a business with a spouse, husband-and-wife team Dato Lawrence Liew and Datin Nancy Liew decided to open a quick service restaurant (QSR) in 1981 on Wong Ah Fook Street, Johor Baharu.

The co-founders also shared a love for local food. Besides serving fried chicken, burgers and beverages, they decided that their QSR would include nasi lemak, bubur ayam and curry mee on the menu. The result was a Baby that was both unique and Malaysian.

“Our focus is on serving customers what they want. Being a homegrown brand, we understand Malaysians’ taste buds, their preferences, likes and dislikes,” said Nancy, Managing Director, adding that their market research then and now revealed that customers want quality local delights that are priced reasonably.

“This is what drives us to explore all-time favourite home-grown recipes in our kitchen and to adapt them to the fast-food kitchen setting,” she said.

This idea has helped the company produce food that are consistent in quality, good in pricing and are available every time and every day in a clean and cosy environment. Nancy stressed that consistency is an important factor in the fast-food industry.

“Customers tend to order their favourite dishes again and again, even at di erent locations. Consistent quality helps build trust with our customers and creates a positive experience for them.”

Overseas Foray

Marrybrown turns 42 this year. In these four decades, it has competed side-by-side with large fast-food chains of the world. Today, it has 500 outlets across 16 countries, fromSingapore, Thailand, Indonesia, Middle East to Africa, China, India, Europe and opening soon at

Australia. Marrybrown Headquarters based in Johor Bahru, the brand also has regional support o ces in Dubai and China.

In a way, Marrybrown has become the perfect ambassador of Malaysia – one can nd Nasi Marrybrown at its Dubai outlets and Mee Kari at its Maldives outlets.

In 2020, Marrybrown was appointed by Malaysia government be the o cial restaurant operator of the Malaysia Pavilion at the World Expo in Dubai. Marrybrown is honoured to be given the opportunity to serve millions of customers throughout the six month period.

“It was a proud moment for us representing Malaysia at the World Expo,” said Nancy, who attributes the growth and success of the company to the brand’s franchising system and outstanding support towards its franchise partners.

Over 80% of its restaurant business are locally-owned and operated by independent entrepreneurs who, with a team of reliable sta , serve customers with dedication and commitment.

Top Honours

Last December, in recognition of its commitment and achievements in the QSR industry, Marrybrown clinched four awards, namely Franchise of the Year, Franchisor of the Year (Gold), Homegrown Franchisee of the Year and Emerging Homegrown Franchisee of the Year, at the 24th Malaysian Franchise Awards 2022.

Organised by the Malaysian Franchise Association, the award, which evaluates companies based on several criteria such as the franchise system, total franchise growth and annual sales value, is recognised among leading franchise operators in Malaysia.

“Since the day we launched our franchise programme, we have had in place a comprehensive structure to support it. We have more than 10 departments in our headquarters to facilitate this system,” explained Nancy.

“The company has franchise consultants, engineers, interior designers, chef, trainers, operation personnel, technology experts, experience brand and marketing team, and kitchen equipment specialists.

“All these departments work together to create an e cient, intelligent and lasting system to ensure our franchisees have full backing and support from day one.

“This victory is not only for Marrybrown but for all who have braved the challenges of time and stayed on with us on our meaningful journey of serving ‘something di erent’ to the world,” said Nancy.

Foolproof System

Nancy said, that as co-founders and business partners, both she and Lawrence have had the same vision and worked towards the same goals. One such vision was the franchising business model.

“Franchising o ered a lower risk. It was structured and it was a stable means of doing business. We went on to create a system that works best for us. The Marrybrown system is tested and proven. It has the capacity to develop entrepreneurial talents through the transfer of technology and know-how,” she said.

The franchise system also enables one to fast track their learning experience and save money, time, e ort and energy. Most importantly, one can avoid costly mistakes along the way of building and expanding their business.

Over the years, the pair have gathered extensive knowledge and vast experience in franchising. They rmly believe that their mission in life is to help others in their business.

“SMEs are the heart and soul of sustainable and healthy economics. It contributes to the gross domestic product of a country and creates jobs. Franchising is an e ective instrument for countries to grow their SMEs.”

ONE TEAM, ONE FAMILY

While the company’s role in building talents and entrepreneurs is indisputable, Nancy’s disposition is one of gratitude. She said the company owes its success to their franchise partners and business associates.

“With their support, we have advanced over the years from an iconic Malaysia restaurant to a global fast-food chain o ering chicken meals and Malaysian delights to the world.

“Our franchisees play a critical role in making Marrybrown one of the most trusted brands in Malaysia. Marrybrown could not have journeyed this far for the past 40 years without the support of our franchise partners and a dedicated team.

She added that the last 40 years were not without challenges but the company has proved itself to be a dynamic and innovative organisation.

“We have adapted to changing markets and have capitalised on opportunities. These have provided us with a clear growth strategy for the future.”

She explained that the key pillars of this strategy are to retain, regain and convert customers. Technology too has played a crucial role.

“By staying at the forefront of technology we have been able to improve the in-restaurant, digital and delivery experience for our customers, while providing opportunities to the franchisees to grow their business.

“We are so proud of these years, of all we have accomplished over the four decades and look forward to many opportunities in the future. I believe that together with my Marrybrown family, we are creating a lasting legacy.”