Backed by a M’sian grocery chain, this halal fried chicken brand is taking on fast food giants

Walk into any fast food chain, and nine times out of 10 there’ll be fried chicken on the menu.

KFC and Texas Chicken go without saying, and even Burger King, Domino’s, and our local Marrybrown have their own takes on this classic favourite. And that’s before getting into Korean fried chicken.

But amidst this saturated market, 30-year-old Adrian Chin believes that there’s still gaps to be found. That is why he started Chicago Chicken City (CCC).

A part of local supermarket chain Tunas Manja Group (TMG), his solution to being competitive is surprisingly simple.

Just be Malaysian.

Trial by fire

CCC’s now-general manager had no experience whatsoever in F&B, or running his own business. Instead, he was doing retail.

But wanting to pursue his passion for creating “unique dining experiences” and diversify his portfolio, CCC would be put onto the drawing board in April, 2021.

“The pandemic had drastically reshaped consumer behaviour,” Adrian noted. 

True to form, though other F&B outlets were struggling to cope at the time, fast food thrived due to its convenience and comfort.

“We saw this shift as a chance to introduce a homegrown fast food brand that could meet these demands while standing out for its quality and value.”

In hindsight, Adrian admits that this was quite the bold decision. It’s not like the virus had suddenly just upped and left after all. But he believed in the months he spent developing every aspect of the brand from scratch. 

With the backing of TMG who provided the necessary resources, infrastructure, and supply chain, his vision would be made reality come September that same year.

Of course, success is never guaranteed. This was not lost on the brand’s co-founder in spite of his confidence. 

“When we first started CCC, it was more of a trial project,” he explained. “We wanted to explore the F&B industry but approached it cautiously, knowing it was an entirely new field for us.”

The initial focus was on understanding operational demands, quality control, managing supply chains, customer engagement, and branding.

Even their choice of location, Kuantan, was partly because it was the market he and his team knew best.

But soon enough, stories from happy customers about how CCC had become part of family meals or gatherings would reach his ears.

It was impossible not to want to go all in at that point..

“By the time we opened our second and third outlets, it was clear that CCC had the potential to grow into a major fast food brand,” Adrian shared.

A local twist

Despite “Chicago” being in the name, something that CCC deeply prides itself in is its Malaysian identity.

Adrian notes that the menu was crafted “specifically for Malaysian tastes,” with inspirations being drawn from local flavours. 12 of their 15 outlets are already halal certified by JAKIM, so all Malaysians can dine at CCC with peace of mind. The outlets pending certification are in Tanjung Lumpur and Kuala Lipis in Pahang, and Dungun in Terengganu.

“This localised approach gave us an edge and allowed us to stand out in a market dominated by international fast food brands,” he added.

At the start, CCC initially targeted itself towards families and teenagers. 

Using chilled instead of frozen chicken, the idea was to offer large portions that would appeal to those sharing a meal or have big appetites.

As more students and office workers started pouring in, though, wraps and burgers were introduced into their lineup to provide a convenient on-the-go option.

Beyond just the menu, the brand’s patriotism is also reflected in how they choose to market themselves. They use Bahasa Malaysia as their primary language. 

“It helps us create a sense of familiarity and pride amongst our customers, reinforcing that CCC is a brand built for Malaysians by Malaysians,” said Adrian.

So, then, you might be wondering, why “Chicago”?

The company’s name is simply in reference to the Western heritage of fried chicken. It’s not that they use Chicago-made recipes, or that the founders have a sentimental tie to the American state.

But more than that, it is also a representation of what the goal is for CCC’s image.

“Chicago, as a city, represents energy, vibrancy, and a bustling urban lifestyle—qualities we wanted to reflect in our brand.”

Though it may not perfectly capture their local pride, it certainly does spark a conversation.

Spreading their wings

Since opening in 2021, 15 self-owned CCC outlets have been opened across the country, with another 10 to 15 in the pipeline for this year, Adrian shared.

Over the next decade or so, the plan is to establish CCC in every state across Malaysia. 

Following that is an expansion into the rest of Southeast Asia. Singapore, Indonesia, and Thailand were listed as examples.

“Our ultimate vision is for CCC to become a global ambassador of Malaysian culture, where every meal tells a story of our heritage and hospitality,” he explained. 

“The road ahead is ambitious, but with dedication, teamwork, and the continued support of our customers, we believe that Chicago Chicken City can achieve this vision and become a proud representation of Malaysia on the international stage.”

Featured Image Credit: Chicago Chicken City