MALAYSIA

 
Brahim’s to expand mobile cafes and grow its OEM food business

The Brahim's Group of Companies will expand the number of mobile cafes and grow its food OEM segment as part of its key growth strategy this year.
Brahim's Holding Bhd's Executive Chairman, Datuk Seri Ibrahim Ahmad Badawi, said the brand is leading the Halal and RTE convenience meals segment in Malaysia.
He mentioned that the aim for mobile cafes is to bring food closer to home i.e. to its customers by offering food sampling and product purchasing. “It is to create more awareness on our products. We are running a prototype and has started to engage consumers in Klang Valley. By year-end, we are targeting to have 3 to 5 mobile cafes,” he said.
Ibrahim said that besides producing its own products, the group's manufacturing unit, Dewina Food Industries Sdn Bhd, has started providing food OEM services based on the customers' desired design, formula and specification.
“The theme of ‘Simplicity and Convenience' is applied to every aspect of Brahim's products and services offerings in 4 other market segments namely home users, travellers, outdoor active lifestyles and industrial catering, which will also be the group's key focus this year,” he added.
Dewina Holdings Sdn Bhd Group Managing Director, Nur Fatin Ibrahim, said building on Brahim's nutrition, health and convenience food strategy, the group is pursuing growth opportunities in the consumer outdoor active lifestyle segment by expanding its presence across outdoor outlet channels at this initial stage in local markets and will be inviting new business partners for Brahim's mobile cafe.
“Our new market channel for OEM, personalised industrial and institutional catering, and overseas distributors will present further opportunities for competitive advantage in developing more personalised experiences and new delivery methods," she said.