30 November 2017,
THE Texas Chicken restaurant chain is expected to chalk a revenue of RM147 million in 2018, following its expansion via the opening of several new outlets in the country throughout the year by franchise holder Envictus International Holdings Ltd.
Envictus chairman Datuk Jaya Tan said the fast-food chain plans to open another 10 stores in 2018.
“We will be opening a new Texas Chicken outlet every five weeks. We plan to keep up with this momentum but we aren’t doing this just simply for numbers, as we check the location viability and suitability, and whether it is economically viable before setting up stores,” he told The Malaysian Reserve at the the restaurant’s ninth and flagship fast-food outlet at Suria KLCC shopping centre.
Tan said the launch of its flagship restaurant has placed Texas Chicken among the bigger fast-food industry players in the market.
The parent company would invest about RM1.5 million for each new outlet, where the average size is around 1,650 sq ft.
As for Texas Chicken’s 7,000 sq ft flagship outlet in KLCC, the company has invested about RM6.3 million.
For the first quarter (1Q) of 2018, Texas Chicken will have its presence in Kulim, Kedah; Bayan Baru, Penang; and Ipoh, Perak; whereas in the 2Q, the company will be expanding its presence in Melaka and Johor.
He added that Texas Chicken’s first drive-through outlet will be at Sungai Petani, Kedah, which is expected to be operational in the 3Q of 2018.
In conjunction with the launch of Texas Chicken flagship outlet, the fast-food restaurant has also revealed its new test concept cafe — Tex Cafe.
The concept offers customers with a specially curated menu of hot and cold beverages, such as cappuccino, latte, espresso, hot chocolate as well as cakes and muffins.
“Tex Cafe is the first in the world, and as pioneer of this new concept, we will be observing closely on how our customers are accepting it and its performance.
“If it performs well and there are opportunities, we will introduce more Tex Cafes in our outlets in the future — as it will be an extra source of revenue and a new variety for our customers,” Tan said.
He added that Texas Chicken decided to carry out the concept based on the successes of both Starbucks Coffee and McDonald’s McCafe.
“Meanwhile, we do also have our coffee consumers, and we want to take the opportunity to serve them our coffee.
“Envictus also owns San Francisco Coffee, and that will provide us with the opportunity to tap its technology and coffee beans, for us to adopt at Texas Chicken,” he said. In terms of jumping on the digital platform, Texas Chicken has yet to decide on it. Tan said they would definitely explore the opportunity when it is the right time.
“At this point in time, we are very much focused on opening new outlets because the demand and revenue is there.”
Read more at : https://themalaysianreserve.com/2017/11/30/texas-chicken-expects-rm147m-revenue/
