Marrybrown’s 2nd-gen leader on how they’ve brought M’sia to the world with 500 outlets

While Malaysia is not in short supply of quick service restaurants (QSR), a majority of the names that pop up are typically global brands.

One homegrown chain that has been around for over 40 years, though, is Marrybrown.

Founded by Lawrence Liew and Nancy Chan, Marrybrown got its start in Johor Bahru in 1981, during a time when American chains had been dominating the local fast-food scene.

Offering a menu comprising burgers, fried chicken, local delights, fish-based meals, and more, the Malaysian chain carved a space for itself, and has continued to do so over the past four decades.

You can read more about their founding story here.

Today, Marrybrown is led by the second generation. Dato’ Joshua Liew, the Group Executive Director of Marrybrown, has been continuing the legacy of the business, driving the company forward with a reinvigorated energy and vision.

“While there was always an expectation for me to join the family business, it was the passion for continuing the legacy and the desire to innovate within the industry that truly encouraged me to take on the mantle,” Dato’ Joshua shared with Vulcan Post.

“Seeing the impact Marrybrown has had on communities and the potential for further growth inspired me to contribute my efforts to this journey.”

Franchising their way forward

Over the years, Marrybrown has evolved rather significantly, the Group Executive Director shared.

For one, the menu has expanded include both local and global flavours, offering innovative new recipes, especially through limited time offers. Currently, it’s offering the “MB Gangjeong Chicken”, a Korean-inspired dish.

The business has also upgraded its operations to keep up with the latest technology, all the while staying true to their philosophy to focus on quality, customer satisfaction, and innovation.

“Our expansion efforts have also taken us beyond our home borders,” Dato’ Joshua added. “We are proud to introduce our local fares to a global audience, bringing the flavours of Marrybrown to new markets around the world.”

Most recently, Marrybrown has made its way into Cambodia and Uzbekistan.

“Our decision to enter Cambodia and Uzbekistan stems from their burgeoning economies and the rising demand for diverse dining experiences in these regions,” Dato’ Joshua explained.

Here, they are leveraging a master franchising model to strategically expand and cater to local tastes and preferences effectively.

Localisation is a key priority of the brand when expanding. Integrating local flavours into their menu is how they ensure Marrybrown is able to penetrate the local market and resonate with the audience’s palate.  

“Our marketing strategies are equally tailored to embrace cultural nuances and consumer behaviours unique to each market,” the Group Executive Director said.

He shared that Marrybrown’s expansion into these regions addresses the increasing need for halal dining options, particularly in tourist-centric areas. In case you didn’t know, the homegrown restaurant chain is actually the first local QSR in Malaysia to receive halal certification.

“This dual focus on local adaptation and halal integrity not only strengthens our market position but also reinforces our commitment to delivering exceptional dining experiences that meet diverse cultural and dietary preferences,” Dato’ Joshua determined.  

Domestically, the brand also utilises a franchising system to expand its footprint, leveraging its strong branding and established history.

As of now, Marrybrown has over 500 locations globally, spread across more than 16 countries. A majority of these operate under a franchising model.

A source of local pride

Local pride, Dato’ Joshua believes, has been a cornerstone of Marrybrown’s success.

This could be doubly true in today’s climate, where supporting local has become more relevant than ever.

“We celebrate Malaysian culture through our marketing campaigns and menu offerings, which helps in reinforcing this pride,” he said.

This sense of local pride also helps give Marrybrown the competitive edge they need against global players. “Amidst increased competition from international chains, we differentiate ourselves by staying true to our roots and offering unique local flavours that resonate deeply with our customers.”

Moving forward, the brand aims to continue offering innovative menu items to both local and global consumers, entering more international markets and strengthening its presence in existing ones.

“Our long-term vision is to become a global leader in the QSR industry, showcasing the best of Malaysian cuisine to the world,” Dato’ Joshua determined.

Staying true to the vision

Even for a brand as big as Marrybrown, being in the market for four decades and counting is nothing to scoff at. It’s clear that constant innovations and global expansion has been key to the business’ continued sustainability, but what are the entrepreneurial qualities it takes to drive those changes?

“While having a strong risk appetite can be beneficial, it’s essential to carefully assess potential consequences before acting,” Dato’ Joshua advised.

He shared that entrepreneurs should avoid following trends blindly but instead listen to experienced advisors and weigh decisions thoughtfully.

“Stay true to your vision, ensuring a deep understanding of your market before making decisions,” he said.

“Exercise caution and seek advice from knowledgeable professionals, valuing quality above all else. Remain humble in success and commit to continuous learning; true success stems from maintaining humility in achievements.”

Featured Image Credit: Marrybrown