Crowds flocking to RM6m SugarBun flagship outlet


  • Business
  • Wednesday, 09 Apr 2003

By Jack Wong in Kuching

HOMEGROWN fast food restaurant chain SugarBun’s most ambitious project, a RM6mil destination centre in Beach Street, Kota Kinabalu in Sabah, is drawing in the crowds. 

The talk-of-the-town flagship outlet operating round the clock has under its roof a SugarBun restaurant, western grills, a Japanese restaurant, a fun pub, a wine bar and a family recreational area. 

The centre's most distinctive feature is “The Reef Project Dance Bar and Grill,'' inspired by Borneo's indigenous marine life.  

One can enjoy viewing the marine life in an aquarium while dancing to music at the discotheque. 

According to SugarBun Services Corp Bhd executive director Terence Chee, The Reef Project is adorned with authentic wood carvings, traditional artefacts and other motifs sourced from different parts of Sabah and Sarawak. 

He said these items represented the rich indigenous cultural heritage of the Borneo island. 

“The Reef Project provides a fresh and new experience for our customers. Beyond the exhilaration provided by the sight and sound of The Reef, our customers particularly tourists, can savour our specialities - grilled tilapia and oxtail assam pedas,” Chee said during a recent interview with Star Biz. 

The Reef Project Dance Bar and Grill opens from 5pm to 2am daily but the SugarBun restaurant in the destination centre provides 24-hour service. The centre can accommodate up to 1,500 people at any one time. 

Chee said that every major town in Sabah and Sarawak would eventually have a destination centre covering at least 20,000 sq ft each. 

Two such centres have also been planned for Kuala Lumpur. 

The development of the destination centres forms a major effort by SugarBun to reposition itself in an increasingly competitive fast food market. 

Chee said that under a new “lifestyle'' branding concept SugarBun launched in Sabah more than a year ago, its restaurants were being rejuvenated, and its menu regenerated to cater for different tastes.  

It has come up with a four-in-one menu, with the introduction of exotic Asian cuisine, offering a range of dishes served with rice. 

Diners have a choice of nasi lemak, chicken mushroom, curry or sweet sour chicken, fish claypot, beef stew, fish fillet or beef balls. 

“Our western food menu has also been improved and there is a wide choice of ice-cream. There is also a coffee bar that offers a range of specialised coffee and ice blended drinks,” Chee said. 

He said pastry and bread counters had been set up to sell premium bread and cakes, together with pizza. 

“The transformed SugarBun outlets have open dining areas decorated with greens based on a tropical rainforest theme for a natural environment. Having a sidewalk cafe-style of dining in a landscaped surroundings provides customers an alternative ambience that is more relaxing and soothing,” Chee said.  

Children have their own play area while pool tables are provided for games. 

Chee said the revitalised SugarBun outlet had been very well-received, judging from an average three-fold increase in business volume. 

The company’s expansion programme is funded by the RM41mil proceeds from its right issue implemented late last year. 

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