Wednesday, July 21, 2010


Kuala Lumpur, 22 July 2010 (Thurs): Hospital administrators, tourist destination operators and other food service providers will soon be able to overcome their headaches of preparing meals for their clients, claims one local convenience food manufacturer.
The first in the country, the concept of the “Sri Kulai restaurant in a pack”, claims Liow Ren Jan, Chief Executive Officer of AYS Sdn Bhd, will help these operators re-engineer their businesses, in order to stay focused on their core business.
Currently, these operators have to manage the in-house kitchen, which comes with it a number of other headaches such as the HACCP and Halal audits, a whole department’s payroll for kitchen staff, heavy capital investments into kitchen utensils, and finally, the hassle of providing a variety of meals to the clients.
“In some hospitals, for example, there are only a few different choices,” he said. “With our Halal, microwaveable, ready-to-eat Malaysian meals, we can offer up to 130 different choices of meals to the patients.”
If the clients hesitate to eat directly from the pack, the food can also be served on plates within four minutes – which is the exact time taken to heat the meal, after removing it from the freezer. “There is no cooking involved,” he said. “This is why it is a good business proposition for the hospitals and tourist destination operators.”
The concept has been carried out successfully in a holiday farm in Kluang, Johor, which targets at tourists from Singapore.
“Assuming there is a 60 percent occupancy in a hospital or resort, with 169 beds and each patient or guest orders a pack of Nasi Lemak at RM5.90, the hospital will churn a total of RM17,948 sales in a month, and RM215,373 in a year!” he surmised. “The only investments involved are a freezer and microwave ovens.”
Liow, whose brainchild is marketed under the brand “Sri Kulai”, said the range of ready-to-eat meals that his company has to offer includes a wide variety of meals which can be served within minutes. “They are pre-cooked, and requires only some heating,” he explained. “We currently have 130 different recipes with Halal certification available to complement the current menu in some hospitals.”
With this, the “halal” issue will now be of the least of concerns, and there will be need for fewer quality or halal audits that require much of the hospital administrators’ time. “Their time could be better focused on their core business by providing better quality medical services to the patients.”
With the convenience that comes along with Sri Kulai meals (named after his hometown in Johor), Liow added, it also helps to reduce the costly investments into the kitchen facilities. “Besides, there is also consistency in the quality of the meals, because we follow a certain set of standard operating procedures, unlike meals that are prepared by a chef,” he said.
A lot of hard cash can also be preserved instead of investing into expensive kitchen facilities, which gradually depreciates in value.
The company, which was recently awarded the 1-InnoCert Double A rating by the SME Corp and the Malaysian Industry-Government Group for High Technology, is set to penetrate new channels of distribution for its halal dishes.
It recently launched its limited editions of the Bersahur dishes for the Ramadan month. “These two packs will only be sold during the Ramadan and Raya months,” said Liow. “We will remove them from the market immediately after the festive season. The two traditional dishes are excellent for our Muslim friends who would otherwise have to wake up early in the morning to prepare their meals. Now, they can spend quality time with their family or go back to sleep after their meals.”


No comments:

Post a Comment