Singapore Chicken Rice to set up 15 outlets in M'sia


KUCHING: Fast-growing Singapore Chicken Rice Sdn Bhd (SCR) is mounting an aggressive network expansion, spreading its wings to Sabah and Peninsular Malaysia.

General manager Michael Sim said the Sarawak’s home-grown food chain planned to set up at least 15 restaurants each in Sabah and Peninsular Malaysia in the next three years.

“We have identified a few locations in Kota Kinabalu, Sabah and the key personnel to operate the business there have been undergoing training.

“We will kick off in Peninsular Malaysia with the first outlet in Seremban later this year. We have also identified Johor and Malacca to expand our business as its potential in the peninsula is huge,” he told StarBiz recently.

Sim said SCR would open its 20th outlet in the populated Tabuan Jaya here soon.

Also under planning are five other outlets, including in Bintulu and Limbang, to be set up in the next five months.

By 2015, the target is to double the number of restaurants in Sarawak to 50.

SCR now has 12 outlets in Kuching, three in Sibu, two in Miri and one each in the Federal Terrority of Labuan and Brunei. The group has a workforce of 570.

The company started in 1987 as a Singapore-Sarawak joint venture, with the Singaporean partner bringing in the recipes for the chicken rice.The first outlet was at Jalan Song Thian Geok here.

Sim said from chicken rice, SCR then introduced side dishes, like beancurd and vegetables. Today, diners could choose from 70 varieties of food on ala carte. The popular Sarawak laksa and kolo mee are on the menu.

He said SCR had firmly established itself as a household name in Sarawak as a halal restaurant, catering mainly for customers in the lower to middle-income groups.

With annual group turnover of more than RM15mil, Sim said the company had targetted for a 20% business growth this year because of the expansion exercise.

“We are upgrading all the old outlets in Kuching, and will spend about RM300,000 per outlet for the improvement and expansion work,” he added.

He said an SCR restaurant had an average of 120 seats.

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