Article
Sembang Bisnes 1.0
19 Oct 2020
3 Min Read

Gold Standard in Artisanal Burgers


 Necessity is the mother of invention, in the case of these burger aficionados, the necessity was perpetuated by the environment and market demand, namely the movement control order (MCO) as a result of an unprecedented global pandemic that affected everyone in Malaysia.


Established in 2012, myBurgerLab started life in a modest shop lot in Sea Park, Petaling Jaya, but has since expanded into six outlets across the Klang Valley. In addition to the various outlets myBurgerLab had strategic partnerships with key fulfilment partners, tie ups with other food partners such as krispy crème and Strangers at 47 to name a few. Their digital presences include truly engaging social media, website and an intuitive reward app which make this more than just a burger joint, but more of a social collective. 


According to Co-Founder Chin Ren Yi some of the major challenges faced during the MCO, included keeping up with the increase in demand via our delivery partners as well as retrofitting out the legacy website into an ordering platform, where customers could swing by to pick up their food 30 minutes after placing orders online. The additional sales meant extra effort on the part of the kitchen team, which had been split into two to work alternate days as a precautionary measure to ensure staff safety and business continuity.


 “We also introduced a breakeven-only policy with the aim of selling only enough burgers to meet overhead costs, which we communicated to our customers via an explanatory post on its Facebook page”.


Fundamentally, the approach they have taken in managing consumer expectations has always to be always one step ahead of potential issues by proactively engaging their customers.  The brand prides itself on its consistent frankness in sharing its experiences on social media had won over customers and is also amplified through their actions. In addition to this transparency, myBurgerLab also leveraged on the creatively of its team to come up with engaging and trending content to take people mind of the doom and gloom than surrounded us.

 

myBurgerLab

Photo: myBurgerLab (Facebook)


“During the MCO, 90% of our sales were via delivery, with the shift to RMCO that figure has even out to 50%  for dine in and delivery respectively.  We are thankful that we could ride the storm and have come out okay. In that vein the only reason we could traverse the challenges was the fact that we were flexible in our business approach coupled with a strong team and very supportive partners. The moral is always to take care of your team and maintain partnerships that are based in trust and mutual respect. This is the optimum mix to mitigate any challenge”


Pizza on the Go 


Pizza On Fire is a purveyor of authentic thin-crust Italian pizza, freshly prepared & hand-stretched daily to preserve its quality. They are known for a variety of bizarre to usual toppings to choose from, a pizza experience like no other.

 

This Italian delight is spearheaded by none other than rapper entrepreneur,  Syed Ahmad bin Syed Abdul Rahman Alhadad aka  Altimet and  his stalwarts Izmir Abdul Hamid, Faisal Hamzah and Muhamad Alfie, who wanted to show that local pizzas can have quality comparable to the best known brands in the market at reasonable prices. Pizza On Fire currently has outlets in, Taman Tun Dr. Ismail (Kuala Lumpur). Publika (Kuala Lumpur), Damansara Perdana (Selangor), Pantai Chenang (Langkawi), South Key (Johor Bahru), Kota Damansara (Selangor) and more in the pipeline.

 

sembang-business-4.png

Photo: Pizza On Fire  (Facebook)

 

“According to Altimet,  our business model is mainly focused on take away Pizza when we started, which we than expanded into delivery as well, once there were more choices of fulfilment partners. During the MCO period, our main goal was to ensure than we could keep our people employed, so we needed to ensure there was sufficient revenue and work for our staff and at the same time maintain safety”


 Fortunately during the MCO and RMCO we had a consistent flow of Pizza delivery orders, which we are thankful for than allowed us to keep our staff all employed”


Pizza on Fire adopted a similar stance as many socially responsible F&B practitioners   by engaging the public on social media and supporting the frontlines where possible. One of the initiatives than resonated well with the public was the initiative to donate a free pizza to frontlines every pizza ordered. Programmes such as this were not geared at making money but were their way of giving back to the people than matter, which indirectly ensured than the staff and raw material of Pizza on Fire were fully utilised.

 

pizza on fire

Photo: Pizza On Fire (Instagram)

 

“You need to be creative in these challenging times and do the right thing, this way good things will come to you. Communicate, reassure and most importantly be patient in times of adversity.  Fortunately, our business is based on take away and delivery so the impact was mainly sourcing and availability of raw materials. We were fortunate than our partners had sufficient reserve to support us, but in future we would be more prepared and ensure than we have not only sufficient reserve in place to mitigate any potential challenges than we get faced with”

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How has MyBurgerLab approached the task of managing customer expectations?
That’s right – good job!
Uh oh, that’s not quite right…
Fundamentally, the approach they have taken in managing consumer expectations has always to be one step ahead of potential issues by proactively engaging their customers.
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