KUALA LUMPUR: Slim Chickens Malaysia celebrated its debut in Asia with its official launch in Malaysia, opening its second outlet at NU Sentral, Kuala Lumpur.
The fast-casual dining brand opened its first outlet in SS15, Subang Jaya, in 2025.
The brand aims to open another nine to 12 outlets over the next two to three years, it said in a statement today.
Halal, supply chain and quality assurance manager Amirul Ashraf Ravi said: "Our 10-year milestone is to have 30 outlets.
"Since we are a master franchisee for Southeast Asia, we are also trying to tap into the Singapore and Brunei markets, most probably by the end of 2027 or early 2028," he said on the sidelines of its official launch and the opening of its second outlet here today.
Marketing Director Shuen Chiu said food brings people together.
"That will be part of our focus for our growth,” Chiu said.
She said the brand’s offerings stand in a category of its own.
"We are not a fast food chain, Korean-fried or grilled chicken restaurant. Our focus is on creating light, crisp, flavourful, juicy tenders from authentic fresh chicken tenders, paired with a variety of 12 house-made sauces, in an environment that is fun to hang out with friends and family alike,” Chiu said.
She said a huge part of Slim Chickens is about Southern hospitality - kindness, warmth, building and welcoming communities into our "home”. It will build on that in addition to its product focus.
She said Slim Chickens Malaysia has obtained its halal certification and will maintain stringent controls across its entire supply chain, from sourcing halal-certified ingredients to food preparation and kitchen operations.
Chiu said Malaysians have discerning taste, and the brand is pleased that its returning customer rate is high.
"Our biggest fans are those who understand and care about quality and flavour,” he said, adding that the brand aims to deepen its foray into Asia.
Globally, its restaurant growth momentum saw a near 25 per cent rise, the statement said.
There are more than 300 Slim Chickens outlets worldwide, with the United Kingdom and the European Union being the brand’s fastest-growing markets.
The brand targets to have a presence in Poland, Turkey, Saudi Arabia and the Philippines. - Bernama
