Ahmad's Fried Chicken Wants To Give Choices In Local Fast Food Market
By Ahmad Idzwan Arzmi
KUALA LUMPUR, July 7 (Bernama) -- When their online bakery business declined during the COVID-19 pandemic, a couple decided to pivot into the 'fried chicken' business.
Lailatul Sarahjana Mohd Ismail and her husband Mohd Taufik Khairuddin, both 34, had noticed a sudden interest surge in locally-produced products.
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The duo researched its market potential and identified a growing demand for more homegrown fare.
'I did some product research and development for three months, while Taufik focused on market research and branding. We started with one stall at Mydin Senawang. We had very good response and decided to open a fast-food restaurant.
'That's how Ahmad's Fried Chicken came to be. It was in line with our aspiration to create a Malaysian product we can be proud of. We named it after my husband's nickname, given by his father, which also reflects a local identity,' she told Bernama recently.
Lailatul Sarahjana, who worked in the banking sector previously, said the transition to the fast-food industry was not easy, but past experience helped significantly in terms of management and automation.
To ensure consistent flavour, the couple sought advice from food and beverage (F&B) industry experts and conducted various studies before finalising their fried chicken recipe. Ahmad's Fried Chicken is competitively priced against international brands.
'The recipe and flour mix were developed in-house to maintain quality control. The international brands are our main challenge. They have the advantage in terms of supply chains and contract farming,' said Lailatul Sarahjana, who is from Teluk Intan, Perak.
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