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Additionally, Wung's brother innovated the recipe for SugarBun's savory rice, a menu item that has maintained its popularity over time. Another iconic dish introduced during the early days was the Hoki fish burger adopted from New Zealand. It was not long before this fish burger became a signature item on Sugarbun's menu.<ref name="The Tale of Sugarbun'"/> |
Additionally, Wung's brother innovated the recipe for SugarBun's savory rice, a menu item that has maintained its popularity over time. Another iconic dish introduced during the early days was the Hoki fish burger adopted from New Zealand. It was not long before this fish burger became a signature item on Sugarbun's menu.<ref name="The Tale of Sugarbun'"/> |
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The year 1981 marked a notable milestone for SugarBun, as it expanded into the fast food sector by establishing a new venue, with SB Chicken emerging as the flagship offering. This transition signaled a newfound appreciation among Sarawakians for eateries like SugarBun, drawn to their offerings characterized by freshness and minimal oil usage.<ref name="The Tale of Sugarbun'"/> |
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===Transition and expansion=== |
===Transition and expansion=== |
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Revision as of 02:38, 7 May 2024
| Company type | Subsidiary |
|---|---|
| Industry | Food service |
| Founded | 1978 in Kuching, Sarawak, Malaysia |
| Headquarters | |
Number of locations | 90+ (2023) |
Area served | Malaysia, Brunei and Bangladesh |
Key people | Datuk Joseph Ambrose Lee (Managing Director, Borneo Oil Berhad) |
| Products |
|
| Parent | Borneo Oil Bhd |
| Website | www |
SugarBun is a Malaysian-owned chain of quick-service restaurants that originated in Kuching, Sarawak, Malaysia. Founded in 1978, it initially operated as an ice cream parlor before transitioning into the fast food industry.[2] While its primary presence is in Sarawak, it also has locations in other Malaysian states, as well as in Brunei and Bangladesh.
The menu at SugarBun features a variety of dishes, including fried broasted chicken, savory rice and fish burgers, which have become popular among patrons. In addition to its classic offerings, SugarBun incorporates local Sarawakian and Bornean culinary traditions into its menu, catering to a diverse range of tastes and preferences.[1]
History
Early origin
Founded in 1978 near the Kenyalang Theatre in Kuching, Sarawak, SugarBun originated as an ice cream and snack parlor established by Mr. Wung, an entrepreneur. Influenced by a memorable phrase he encountered during a trip to Taiwan, he named it SugarBun, thus initiating the establishment of the brand.[1]
Cultural shift
In the 1980s, while Sarawak had limited fast food options, SugarBun seized the opportunity presented by the local population's growing fascination with contemporary dining experiences, particularly those centered around chicken-based dishes.[1]
In the absence of fast food restaurants during that time, Sarawakians' exposure to global culinary trends was primarily through advertisements from international chains like KFC and McDonald's broadcasted on the radio stations. Despite the absence of fast food establishments, these promotions piqued the residents curiosity about the concept, laying the groundwork for future developments.[1]
Innovation
Responding to consumer preferences within two to three years of its inception, SugarBun introduced broasted chicken as a key menu item. This innovative dish, cooked using advanced roasting fryers that combined deep frying and pressure cooking methods, quickly gained popularity with its unique Sarawak pepper-infused flavor.[1]
The incorporation of this cutting-edge fryer technology was notably made possible by an American associate who introduced Mr. Wung to the equipment during a visit to the United States. Following this introduction, Mr. Wung successfully acquired the fryer, signifying a notable advancement in SugarBun's culinary offerings and capabilities.[1]
The year 1981 marked a significant expansion for SugarBun, as it ventured into the fast food sector by establishing a new venue. At the forefront of this endeavor was SB Chicken, positioned as the flagship offering.[3]
Additionally, Wung's brother innovated the recipe for SugarBun's savory rice, a menu item that has maintained its popularity over time. Another iconic dish introduced during the early days was the Hoki fish burger adopted from New Zealand. It was not long before this fish burger became a signature item on Sugarbun's menu.[1]
The year 1981 marked a notable milestone for SugarBun, as it expanded into the fast food sector by establishing a new venue, with SB Chicken emerging as the flagship offering. This transition signaled a newfound appreciation among Sarawakians for eateries like SugarBun, drawn to their offerings characterized by freshness and minimal oil usage.[1]
Transition and expansion
A pivotal moment in SugarBun's history occurred in 1993 when ownership transitioned to new shareholders. Despite this change, SugarBun continued to expand, with 12 restaurants established by that time.[2]
In 1997, SugarBun's parent company, Borneo Oil, reached a notable achievement by being listed on the Second Board of the Kuala Lumpur Stock Exchange (KLSE). This event not only strengthened SugarBun's position but also paved the way for its expansion across the country.[2]
The year 2001 marked another crucial phase for SugarBun with the introduction of a revamped menu featuring a diverse range of Asian dishes. This menu overhaul, which included items like Chicken Mushroom Soup, Sambal Eco Fish, Assam Eco Fish, Nasi Lemak, and Chicken Curry alongside existing favorites, resulted in a significant increase in sales and customer engagement.[2]
During this era, many SugarBun outlets were also co-located with Applebee's Bakery and Caprilla Ice Cream Cafés, offering customers a diverse range of dining experiences under one roof.[3] However, both of these co-branded ventures ceased operations by 2005 and have since remained inactive.[4]
In 2003, SugarBun had established a presence in over 50 restaurants domestically and abroad.[3] This figure surged to 61 by 2012, with 53 establishments situated in Malaysia, six in Brunei, and one each in Bangladesh and China.[5]
Innovative concepts and continued growth
SugarBun introduced its inaugural Drive-Thru concept in Malaysia with the launch of SugarBun located at Ulu Oya, Sibu in February 2015. This establishment, spanning two floors and occupying 9,333 square feet, marks the 59th addition to SugarBun's chain of restaurants in Sarawak.[6]
In 2016, SugarBun introduced "SugarBun - Borneo Asian Food" in Kuala Lumpur, presenting a novel multi-stall concept aimed at enhancing efficiency and reducing service times. This initiative, available in selected outlets, offered patrons a taste of iconic dishes originating from East Malaysia, highlighting the region's unique flavors and culinary traditions. This innovative approach underscored SugarBun's aspiration to promote Malaysian Borneo cuisines on a broader scale.[2]
Moreover, several SugarBun branches throughout Malaysia have adopted a co-branding approach with Pezzo, a major pizza establishment from Singapore. These brands are affiliated as sister companies under Borneo Oil. This collaborative endeavor sees them operating together from shared premises, reintroducing the concept of co-location in many of their outlets.
Additionally, in 2016, SugarBun's total number rose to 84, with two located in the Klang Valley, eight in Brunei, one in Bangladesh and another in Melbourne, Australia.[7] This expansion continued in 2019, reaching a total of 87 outlets.[8]
SugarBun unveiled "Broasted by SugarBun" in 2017, marking its debut location in Gambang, Pahang. This innovative food kiosk adopted the Grab-n-Go model, with the goal of simplifying the SugarBun dining experience and offering convenient access to its signature offerings in a streamlined format.[9] It has since been rebranded as "Broasted Chicken & Fish by SugarBun".
By 2023, SugarBun's steady growth trajectory brought its network close to reaching 100 outlets, marking a significant milestone in its expansion journey. This achievement underscored the notable progress and success of the company's growth strategy.[1]
Menu and products
The restaurant provides a varied menu to accommodate a broad customer base, from casual fast food to traditional comfort meals.[5] Its production facility, situated in Kota Padawan, Sarawak, responsible for managing the pre-preparation of its menu choices.[5]
Key highlights of the menu include SugarBun's Broasted Chicken, hailed as their top-selling item;[10] Additionally, patrons have the opportunity to savor a spicy variant of this popular dish known as Lak Lak Chicken. These dishes are often complemented with Savory Rice and pickles, which are considered signature accompaniments. Alternatively, mashed potatoes and coleslaw are available as options to complete the meal.[11]
Furthermore, the menu features a selection of Western-influenced dishes, including Spaghetti, Fish fillet and savory rice, Chickies (chicken breast fillets) and Fish and Chips. Moreover, they also offer a diverse selection of burgers such as the classic Fish Burger, Swingger Burger, as well as Chicken and Beef options.[11]
Patrons can also enjoy an array of Asian-inspired dishes, such as the Broasted Kano Meal with options for Pedas and Satay sauce. Traditional favorites include Sambal Eco-Fish, Garoupa Fried Rice, Nasi Lemak and Chicken Curry.[6][12][11] Moreover, the menu features claypot specialties such as Chicken Mushroom, Beef Stew and Assam Fish, along with a selection of soups including Chicken Mushroom Soup and Fish Soup.
Apart from its diverse menu offerings, SugarBun also sells Borneo Specialty Sauce. This includes Sabasco sauce, originating from Sabah's momporok chili from Kunak, as well as Borneo Tuhau Wild Borneo Chilli.
The fast-food chain also provides a range of beverages, featuring popular choices like the three-layer tea, iced Milo, and three-layer coffee.[11] In 2019, SugarBun's franchisor, SB Supplies & Logistics Sdn Bhd, entered into a memorandum of understanding (MoU) with Coca-Cola Malaysia. This agreement grants Coca-Cola Malaysia the right to become the official soft drink provider at SugarBun and Pezzo East Malaysia outlets.[8]
Notably, the restaurant is progressively eliminating the use of flavor enhancers like monosodium glutamate (MSG) in its culinary creations. This aligns with the growing demand for healthier dining options among its patrons.[5]
External links
References
- ^ a b c d e f g h i j "The Tale of Sugarbun". TVS Entertainment. June 26, 2023 – via YouTube.
{{cite web}}: CS1 maint: url-status (link) - ^ a b c d e "About us", sugarbun.com, 2016, retrieved 2024-05-01
- ^ a b c "Sugar Bun Destination Centers 2003" (PDF), Rodney Allen Holmes, 2003, retrieved 2024-05-01
- ^ "Annual Report 2006" (PDF), Sugar Bun Corporation Berhad, retrieved 2024-05-01
- ^ a b c d "SugarBun franchise a local success story", borneopostonline.com, 2012-07-24, retrieved 2024-05-01
- ^ a b "First Drive-Thru SugarBun concepts in Malaysia launched", Borneo Post Online, 2015-09-15, retrieved 2024-05-02
- ^ "Sussing out Borneo Oil's strategies", The Edge Malaysia, 2016-12-05, retrieved 2024-05-01
- ^ a b "SugarBun enters into drinks supply deal with Coca-Cola", Borneo Post Online, 2019-10-22, retrieved 2024-05-02
- ^ "BornOil to open 40 new 'Broasted by SugarBun' kiosks this year", New Strait Times, 2018-03-28, retrieved 2024-05-01
- ^ "SugarBun's 5th outlet at Genesis Parade", borneopostonline.com, 2014-07-06, retrieved 2024-05-02
- ^ a b c d "Food Menu", Sugar Bun, 2016, retrieved 2024-05-01
- ^ "Sussing out Borneo Oil's strategies", borneopostonline.com, 2016-03-20, retrieved 2024-05-01