Fried chicken battle sizzles

A customer-first focus is key to Fowlboys’ strategy. — Fowlboys

IF there’s one food that Malaysians have had a longstanding love affair with, it’s fried chicken. From local iterations like ayam goreng berempah to international chains, few culinary categories have been able

to transcend cultures and attain ubiquity quite like the crunchy, succulent dish.

Attesting to this popularity is the enduring success of fast food franchise KFC, which has had a steady hold on the national palate since it opened its first outlet in 1973. Today, the famed Kentucky-founded chain, which is owned and operated by QSR Brands, counts over 600 restaurants across Malaysia.

Yet, recent years have seen a notable number of players starting to eat away at KFC’s market share.

US-based Texas Chicken made its Malaysian debut in 2013 and has continued to expand, opening its 100th store in February this year.

Dave’s Hot Chicken, the prominent spicy fried chicken chain from the United States with multiple celebrity backers, is reportedly also eyeing Malaysia in its international expansion plan, according to QSR Media Asia.

Meanwhile, Korean fried chicken has gained significant appeal locally.

KyoChon, a popular brand originating from Gumi in South Korea, entered the Malaysian market in 2013 and now boasts 36 outlets across the country.

Malaysia leads KyoChon’s overseas markets in store count, ahead of China with 19 outlets and Indonesia with 12.

Terry Goh, CEO of KyoChon Sdn Bhd, tells StarBiz 7 that he attributes the growth in Malaysia to a resilient team, strong customer loyalty and the universal draw of Korean cuisine.

He shares that over 86,000 pieces of chicken are sold daily across KyoChon Malaysia’s stores, with sales particularly strong in high-traffic areas such as Kuala Lumpur, Penang and Johor Baru.

Red-hot success

It is not just Korean and American brands that are shaking up the fried chicken field.

Local F&B joints such as Fowlboys have also been attracting poultry-loving patrons with fresh, modern fried chicken offerings.

Specialising in buttermilk fried chicken, served on its own or inside its signature fried chicken burgers, Fowlboys serves up bold, spice-driven takes on American South-inspired fare in a casual, fun setting.

“Buttermilk was a deliberate choice – it tenderises the chicken and adds a distinct rich and tangy depth of flavour that sets it apart from the usual fried chicken options,” says Shafiq Saiful Aznir, co-founder of Fowlboys.

The business, which started as a pop-up brand, grew rapidly during the MCO period, going from a small home-based operation to a commercial kitchen within a short time.

“Since then, we’ve evolved into a full-fledged brand and are in the midst of launching our third outlet at The Campus, Ampang,”

Shafiq reveals that the business has seen six-figure annual sales since 2023, noting that consistent foot traffic, high retention rates, positive response to seasonal items, and delivery and takeaway services have been key.

The emergence of new and varied players like KyoChon and Fowlboys is reflective of growing shifts in local consumer demands and preferences.

“Over the past decade, Malaysians have become more adventurous in their food choices, driven by global influences, social media and travel,” says Goh.

“Korean, Japanese and Middle Eastern cuisines have gained a strong following, with an increasing preference for bold flavours and authentic ingredients.” He adds that fusion dishes, and an emphasis on customisation, convenience and quality

are increasingly important.

Shafiq echoes that local consumers are now more daring and discerning when it comes to dining. “There’s a growing appreciation for high-quality ingredients, unique flavour and international cuisines,” he says.

“At the same time, many still seek comfort food with familiar tastes and textures. We’ve also noticed a shift towards casual dining experiences that offer both convenience and premium quality food, which aligns well with Fowlboys’ concept.”

Staying ahead

For KyoChon, adapting to meet the Malaysian market’s needs and cultural expectations has been key to the business’ success, says Goh.

“We are widely recognised in South Korea for chimaek (chicken and beer), which is usually consumed after work with friends and colleagues from 4pm to after midnight,” he explains.

“Malaysians, on the other hand, will have fried chicken any time of the day, often accompanied by rice and a non-alcoholic drink. We made changes accordingly when we brought the brand here.”

As part of its growth strategy, the South Korean fried chicken brand has prioritised digital transformation, such as CRM systems to track customer requirements and cloud-based solutions to streamline operations, finance and HR.

“Additionally, our digital platform centralises customer feedback, allowing us to respond quickly to evolving preferences and expectations,” he adds.

Similarly, a customer-first focus is key to Fowlboys’ approach. The brand puts significant emphasis on curating an inviting, enjoyable atmosphere and friendly service, Shafiq says.

The emphasis is also on engaging with audiences online and building a strong presence on social media.

“We actively go through reviews on online platforms

to understand our customers’ experiences and continuously improve our offerings and service,” he adds.

“By doing so, we’ve seen a noticeable jump in sales, reinforcing the importance of listening to our customers and adapting to their needs.”