Going global with our kopi, toast and kaya

Going global with our kopi, toast and kaya
Chew Bee Peng

Starbucks has successfully positioned its
brand in the minds of consumers,
especially those of Gen X and Gen Y.

AT a recent seminar at FoodServe 2009, a delegate asked on the rise of coffee drinking in Malaysia. It seems that we have caught on to this culture with the introduction of Starbucks and Coffee Bean but let’s be clear: Malaysians have been drinking coffee since the days of yore.

No, I’m not trying to say that the coffee-drinking culture originated from Malaysia, but as far as I can remember, our forefathers and those of the older generation gathered at their favourite coffee shop for their cup of morning and afternoon coffee even before the arrival of Starbucks and Coffee Bean.

Simply put, coffee is enjoyed by everyone, but Starbucks has been able to provide a total brand experience for its customers.

From the consistency in terms of outlet design and the ambience to the drinks and food served, Starbucks has successfully positioned its brand in the minds of consumers, especially those of Gen X and Gen Y.

While Starbucks may be seen as a sign of American colonisation by some, it has encouraged enterprising businessmen to follow their success. In Malaysia, we see a proliferation of “local Starbucks” such as Old Town White Coffee and various kopitiam. The latte that has become the perk-me-up of the day for many of the younger generation is now being sold even at local food outlets.

Our local coffee chains have definitely given Starbucks a run for their money and have the potential to go global if they concentrate efforts on building their brands and rectifying certain issues.

Consistency is an important factor in the success of international food chains. If you walk into any McDonald’s or Starbucks in any part of the world, the burgers and lattes taste similar. You also get good quality service.

At our local food chains, the food served at outlet A may differ from that of outlet B in terms of serving, taste and quality. Even at the same outlet, it may not taste the same during the next visit.

The other area that needs to be addressed would be the level of service provided. While Malaysians may be warm and hospitable to tourists, we are not on par when it comes to providing excellent customer service, especially at restaurants.

All of us have experienced the frustration when we are seated and not served, especially during busy periods, or we try to catch the attention of the service staff and they look the other way.
The situation is aggravated with the recruitment of foreign workers who are not fluent in English. They cannot answer your queries or they mix up your food orders.

In the food and beverage industry, the three Es of branding – Engagement, Experience and Emotions – are important in generating repeat business.

Engaging the customer and building good relationship is a necessity. A strong communication programme that stay in touch with the customers and inform them of the latest brand developments is needed. With the new media, this is made easy as the brand can stay in touch with customers through email, Facebook or Twitter.

Experience, that is brand experience, is the tipping point that will determine if a restaurant stays in business or not. Customers who are well taken care of the moment they step into the outlet to being served quality food, will likely remember it.

Experiences affect our emotions and a good experience generates positive emotions. Emotions play highly in the minds of consumers especially where food is concerned. Food providers must ensure that food sold and served at restaurants, supermarkets or other outlets be of good quality.

Customers must feel that the food they consume is safe.

Once these elements are in place, the brand identity will be strengthened and a positive association of the brand will be created in the consumer’s mind.

There is a huge potential for the food industry and Malaysian cuisine to go global but we must build and strengthen our brands first, especially the operational processes. Organisations who adopt the franchise system to expand their business can only be successful if their brands are strong and have all the right brand attributes in place.

While we want very much to adhere to the traditional method of cooking to preserve the authenticity of the cuisine, we need to take heed that consumers‘ eating habits have changed.

We need to innovate to keep up with new food trends in order to appeal to customers and we must be able to adapt and customise our cuisine to meet the needs and taste of those in other countries.

We are looking forward to the day when Malaysian coffee, toasted bread and kaya will go global and be positioned in the minds of all consumers.


Chew Bee Peng is general manager of The BrandLaureate who is passionate about branding and feels that branding matters to everyone. She can be reached at bpchew@thebrandlaureate.com