Food tech firm launches two brands with grab-to-go concept

Incite Foodtech Sdn Bhd has launched Hope Coffee and Eggdicted’s first concept store in Damansara City Mall, Kuala Lumpur.

Both brands were introduced this year via a menu plug-in and virtual kitchen format, and have gained a following.

Hope Coffee with the tagline “Great Starts Here” is a coffee chain serving eclectic beverages at reasonable prices.

City folk can enjoy coffee made from 100% Arabica beans from as low as RM4.90 per cup.

Foodies can also try the croffles, a croissant hybrid with nine different toppings.

Expect Coconut Candy Latte and Salted Caramel Croffle to trend among lifestyle enthusiasts.

Eggdicted, inspired by the food scene in Seoul, South Korea, offers hearty egg sandwiches.

Each sandwich is made fresh to order. Bite into a soft and airy bun and get a refreshing and creamy egg filling that is egg-stra satisfying

There are eight different fillings. Breakfast hunters should try their best-selling item, the Eggy-Oppa which combines creamy eggy goodness and cheese.

Incite Foodtech is a Malaysian-based food tech venture that creates and acquires QSF (quick-serving-food) brands by leveraging on big data.

With its unique “plug-in & scale” business model, the venture supercharges the development of the QSF brands in a variety of formats including physical outlets, concept stores, shared space, kiosks and cloud kitchens.

Hope Coffee and Eggdicted are the newest brands added to the company’s QSF portfolio.

They join Union Artisan Coffee, Wondermama, Le Claire Patisserie, Halley, Goodbooch and Lada Merah.

Incite Foodtech chief operating officer Eugene Chew said, “From our data, we see a shift towards the ‘grab-to-go’ concept among busy city dwellers who are always on the hunt for quick comfort food.

“We strive to serve customers as quickly and efficiently as possible.

“The entire process from ordering the food to picking up the items to having the first bite or sip takes no more than seven minutes.”

The concept store, along with its “grab-to-go” vibe, has a cosy atmosphere.

Among its fans are Jerry Ng from Bukit Damansara, who was bowled over by the options at Eggdicted.

“I want to try all of the sandwiches! What a cool concept, and if you’re a breakfast hunter like me, you’ll enjoy all the options.

“My favourite is Jinjja All In, a mixture of all the good stuff like eggs, meats, vegetables and cheese,” said Ng.

The venture is planning to pursue halal certification.

Within the next two years, Incite Foodtech targets to open at least 30 more stores. For details, visit

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