Marrybrown Sdn Bhd, one of the world’s largest halal quick-service restaurant (QSR) chains, introduced a new Mexican-infused menu named Fiesta Mexicana in Malaysia in early August 2023.
The menu features a novel variety of offerings such as Mexican wraps, chips and nachos, to target variety seekers.
Marrybrown, founded in Malaysia in 1981, operates more than 500 halal fast-food outlets in 16 countries, including Malaysia, Singapore, Indonesia, Thailand, Myanmar, India and Maldives. The company also has a presence in Sweden, the Middle East and Africa. The operator marked its official entry into the Australian market by inaugurating its first outlet in early 2023.
Marrybrown positions itself as a family-oriented QSR offering economical halal food, including its signature crispy chicken, burgers, wraps, seafood, rice-based dishes, finger foods, fries and desserts, as well as hot and cold beverages.
With the motto of bringing ‘’Something Different” to the table, the company also strives to offer new culinary experiences for its adventurous young consumer base who are willing to explore unique flavours. This is corroborated by GlobalData’s survey findings, wherein 60% of Malaysian consumers are always or often influenced by how enjoyable or unique the product is^.
This insight motivated the company to introduce the Fiesta Mexicana menu, comprising Mexicana Chicken Wrap, Mexicana Chicken & Chips, Nacho Cheesy Crunch and Mexicana Feast, among others.
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The Mexicana Chicken Wrap is suitable for on-the-go consumption, which can appeal to 90% of Malaysian consumers who consider “convenience” to be an essential or nice-to-have feature when making a purchase^. Every combo meal is accompanied by a serving of Corn Chips with Salsa Fresca and the sweet and tangy drink, Fresca Fizz.
Marrybrown emphasised that the Fiesta Mexicana menu is the first of a series of upcoming novel cuisine offerings targeting variety seekers. The growing range of halal and pocket-friendly offerings that blend Malaysian and Western flavours will aid Marrybrown in becoming a single-stop fast food venue for diners catering to a wide range of palates.
By refreshing its menu regularly, the QSR can maintain its relevance among young generation experimentative consumers who are seeking something different from what their parents are accustomed to.
^ GlobalData Q2 2023 Consumer Survey—Malaysia, published in August 2023