Article by: Nur Darwisha Elmira Bt Ruslan Bedin , Muhammad Izzudin Shah Bin Mazlin Shah & Nurul Syazwani binti Samsuhan.
The Chicken Rice Shop (TCRS) is a chicken rice fast-food restaurant and it is also a Halal family restaurant chain in Malaysia. It is operated by TCR Restaurants Sdn Bhd, A company incorporated in Malaysia, which was established in June 2000. The founder of the company Khoo Cheng Gaik has 74.87% stake of the company while her daughter, Wong Kah Lin as TCRS CEO listed as a shareholder with a 25.13% stake in the company (The Edge Malaysia, 2015).
TCRS serves not only Malaysia local dishes it also serves the special “grandmother’s traditional Hainanese secret recipe chicken rice. Its signature products such as traditionally prepared steamed, roasted, honey barbecued and soy sauce chicken. Fluffy chicken seasoned rice cooked to excellence from a recipe passed down through the generations, originating from Hainan Island will be served with their signature products. Moreover, the menu also sorts with more than 25 other local favourites such as Hainanese Curry Chicken, Special Penang Chai Boay (Spicy Mixed Vegetables), Famous Stuffed Fish Balls and Penang Rojak with the promise of ‘Chicken Rice…and More’.
Package of four different value meals to cater for different groups of customers are within the menu as well. To provide a wide selection of delicious local dishes and to ensure that the customer enjoy a memorable dining experience at TCRS every time, the R&D team has continuously over the years introduced innovative dishes. The innovative products for special festive occasions such as Hari Raya Puasa, Chinese New Year, Deepavali and Christmas are also introduced to celebrate the respective Malaysian festivities. The Edge Malaysia (2015) stated that a research with the Companies Commission of Malaysia (CCM) shows that TCRS has consistently grown profits over the last three.
The Chicken Rice Shop take firm steps to ensure that all of their products are processed and manufactured in accordance with Shariah Law and it is in our interest to meet the high standards that have been set to be recognized as Halal. They have Halal committee members in the company consisting of Nutritionists and Shariah experts who plan and control raw material sources and enforce best Halal compliance compliance practices to all of the restaurants. All of The Chicken Rice Shop restaurants, from the main kitchen to all restaurant branches are Halal certified by JAKIM from Malaysia.
They also take very strict internal control measures in terms of obtaining raw materials up to the preparation and serving to the customers. There are variety of food that you can choose when you go to The Chicken Rice Shop. They serve food from a set meal, Ala-carte and also meal for kids. They also serve a set for family too, the set come from 4 person to 8 person set. Besides, they also serve many types of drinks such as beverage, lime mint supreme, Hainan Kopi to ABC.
As for the food, we recommend you to get Hainanese Chicken Rice Meal Set, the set come with 2pcs of Nyonya Pai Tee, a single Portion of Chicken, vegetable, a bowl of chicken rice, one soft drink and rainbow delight dessert. As for the chicken, you can choose whether you want it to be steam, roast, soy sauce and hainanese curry. It was a perfect choice for everyone because you can choose the flavour that suit your taste.
The vegetable that The Chicken Rice Shop serve for this set was Ipoh Bean Sprout and Pak Choy with Oyster Sauce. They give you an option for you to choose either one of the vegetable for your set. The price for this set was RM18.45 per set. This set was suitable for one person to eat and it came with a suitable price for all the food that their serve in the set. Also all the food at The Chicken Rice Shop was delicious, the chicken was tender and the rice was really flavorful.
If you just want a food that like a snack, you can try the Tofu with Oyster Sauce. The taste of the tofu with oyster sauce sweet , sour and salty really perfect combination of soy, oyster sauce garlic and lots of protein because it is soy based. So if anyone want to get a protein and there are vegan we recommend them to try this. The price for this tofu was RM9.00. The price was affordable and the taste was really suitable for everyone.
The conclusion of this food review The Chicken Rice Shop market totally is potential market of them. However, the chicken rice shop has identified this market carefully because is suitable food with Malaysian people and in order to have appropriate marketing strategy. Because of the differences about cultures, people buying, and behaviours. The chicken rice shop should be alert to compatibility of product and customers.
Secondly, The Chicken Rice Shop is the product orientation is the process that businesses focus on price and quality of product. Producing good products and publish on market with a reasonable price will help the business increase the customer. Last but not least, these foods need to be guaranteed about quality such as enough nutriment. In addition, The Chicken Rice Shop should create more new food and refreshed menu regularly. Second is the price of products also is suitable with Malaysia people.