Smart kitchens with an edge

Choong: In Malaysia, we’re known for our food, yet we still aren’t fully leveraging technology to achieve greater growth. — Photos: Samuel Ong/The Star

INSIDE kitchens across a growing number of restaurants, cafes and hotels, a tech revolution is stirring.

Robot cookers whip up complete meals at the press of a button. Combination ovens steam, roast, bake and stew in a single compact space. Smart appliances enable remote monitoring and collect data insights to predict maintenance needs.

“Today’s data-centric solutions can tell you how energy efficient your kitchen is, which is now very important for ESG (environmental, social, and governance) reporting,” shares Ethan Choong, chief executive officer (CEO) of commercial food service equipment supplier, Ping Edge.

“Furthermore, WiFi connected equipment allows you to save a specific recipe and transfer it across kitchens, enhancing consistency across all your outlets,” he tells StarBiz 7 during a tour of the company’s newly launched Kitchen Arena experiential centre and headquarters in Cheras, Selangor.

Officially opened in January, the facility marks a milestone for Ping Edge, with experience-driven features such as immersive showrooms, live cooking demonstration stations, and the latest in food service equipment from coffee machines and blast freezers to meat dry-agers and charcoal ovens.

Yet the products on display at the centre represent only a portion of its substantial catalogue, which contains over 10,000 stock keeping units (SKUs) across 450 brands.

“Our motto is to simplify choice for customers. We have options ranging from entry level to high-end equipment, allowing us to serve customers across different budget levels, business sizes and stages of growth,” he says.

Founded in 2015, Ping Edge was started to fill a significant gap in the kitchen equipment market. According to Choong, international suppliers faced barriers bringing their products into Malaysia as local dealers were reluctant to carry competing brands. Due to this limited market access, customers were left with a lack of choice.

Kitchen Arena, its online eCommerce platform, was launched to bring a broader variety of commercial kitchen equipment to food and beverage (F&B) operators. When the pandemic shook the industry and many businesses sought to sell their used equipment, the company created Murah Kitchen, an online marketplace platform for second-hand items.

“Our third business segment, Business Doctor, is where we provide consultancy services for kitchen design, installation, servicing and repair works,” Choong adds. “With these three entities, we are able to deliver a whole ecosystem of end-to-end support for customers.”

Today, the company has five physical outlets across Malaysia, and supports over 15,000 customers.

Around 80% to 90% of the business’ revenue is generated through its online channels, the CEO reveals. However, he emphasises that its online-merge-offline approach has been crucial to building an enhanced customer journey.

“The online platform is often the customer’s first touchpoint, where they can research products, compare specifications and request quotations. Meanwhile, our physical showrooms offer in person consultations, hands-on demonstrations and after-sales support, while opening up more sales opportunities,” he says.

Additionally, the company’s balanced sourcing strategy helps mitigate risks posed by potential supply chain issues.

“Due to our wide number of products and extensive network of local and overseas suppliers, we are able to handle shortages by quickly pivoting to alternatives from other available providers,” he shares.

In a dynamic industry like F&B, commercial kitchen equipment needs to evolve at a rapid pace. Choong observes growing shifts in demand towards automation as well as energy efficient, multifunctional equipment that optimise kitchen space and labour.

“Customers are becoming more tech savvy, particularly as more information becomes widely available online. They now tend to do more research and comparison, and come in prepared with good questions,” he notes.

Despite this, many F&B businesses are prone to certain missteps when investing in kitchen equipment. One common mistake, Choong says, is opting for cheaper products without factoring the total cost of ownership which includes electricity consumption and servicing.

Another key error is a lack of planning before purchase, whether it’s for layout or workflow during peak hours.

“Equipment that’s too small leads to longer prep time and frequent breakdown due to over-usage, while equipment that is too big results in wasted energy and higher maintenance costs,” he shares.

Additionally, some entrepreneurs might be tempted to buy “dream equipment” instead of menu-driven equipment that’s suited to their specific requirements, and end up facing high capital expenditure and underutilised assets.

“There’s also a tendency to spend a substantial amount on front of the house and interior design, but not enough on the kitchen equipment system,” he shares.

Through its ecosystem of solutions, from kitchen equipment to business consulting, Ping Edge aims to elevate the F&B landscape in Malaysia.

This mission further underpins efforts such as its sponsorship of the upcoming Taste and Trade 360 Exhibition, which will spotlight advanced kitchen technologies from a broad variety of international brands.

“We want to expose the local market to new and emerging products, as well as build stronger connections with industry players,” he says.

Taking place in early November this year, the exhibition reflects the company’s commitment towards making future-ready and efficiency-driven kitchen solutions.

“In Malaysia, we’re known for our food, yet we still aren’t fully leveraging technology to achieve greater growth,” Choong notes.

He hopes to see the F&B market mature and develop through wider adoption of automation and smart cooking technologies, and that Ping Edge will be a driving force in this transformation.