3 trends to adapt to according to Marrybrown’s CEO

One of these trends is investing in more drive-thru formats.

Quick, convenient service and more premium offers via limited-time menus are what Daniel Chan, CEO of Malaysian quick-service restaurant chain Marrybrown are the top trends he is keeping his eye on.

Daniel will discuss these and other challenges in the Leader’s Panel of the QSR Media Asia Conference & Awards 2024, happening this 23 April in Singapore.

In a quick interview, Daniel shares his initial thoughts surrounding three trends he believes QSR leaders should look to for more opportunities.

What are some of the interesting trends you’ve noticed in the past year that QSR leaders should keep an eye out for?

One of the noticeable trends is the mushrooming of the drive-thru concept for all QSR brands. The rapid spread of it reflects the change in consumer preference especially post-MCO (Movement Control Order) in prioritising quick and convenient dining experiences on top of the flexibility to order and receive their meals without leaving their vehicles.

Evolving from drive-thrus, another notable trend is the increase in adoption of Self-Ordering Kiosks. With convenience at the top of mind, the investment in this technology empowers customers to customise their orders efficiently - reducing wait times and enhancing order accuracy.

One particular growing trend in Malaysia is the inclusion of ⁠international flavours for limited-time offers (LTO). The fusion of flavours in sauces such as Korean sauces, Thai sauces, etc. has been proven to be a hit among consumers as we have successfully carried out such an idea.

Consumers these days are increasingly adventurous in their culinary preferences and to remain innovative, QSR brands are adopting such trends to stay ahead of the curve.

What has been your top challenge for the year and how did you and your brand overcome it?

As many know, global inflation is on the rise on top of the rise in commodity prices coupled with the depreciating Malaysian Ringgit. This not only affects consumers' purchasing power but also affects food costs and profits which will lead to an impact towards businesses.

Marrybrown has stayed true to its motto to navigate these hurdles by constantly providing something different. We re-engineer our menu to provide more value offerings such as value meals, promotions for new LTOs, etc. to drive more volume to our restaurants.

How do you think QSRs could maintain their competitive advantage in a quickly changing landscape?

Collaboration with fellow industry players to optimise mutual supplies can effectively mitigate costs, thus sustaining competitive pricing advantages for QSRs.

Expanding collaborative efforts, particularly in marketing ventures with complementary brands, offers an opportunity to amplify exposure and brand visibility. This strategy opens doors to untapped market segments, paving the way for future market share expansion.

Strategic alignment with like-minded brands enables QSRs to maximise their influence and secure a competitive edge in the dynamic marketplace. Such alliances leverage shared values and resources to capitalise on emerging opportunities effectively.

What specific insights do you want to leave the audience in your speaking/panel session?

In a rapidly evolving landscape like ours, QSR brands must proactively adapt to emerging trends to be ahead.

Investing in cutting-edge technology such as Self-ordering Kiosks or even an advanced POS system can optimise sales, streamline operations and increase staff productivity.

The second is to prioritise product innovation. By introducing new flavours or incorporating new ingredients, QSR brands can captivate the market interest, obtain new market share, drive repeat business and most importantly, differentiate themselves from competitors. Innovation and adaptability should be the core of a brand's DNA to stay ahead. 

Lastly, we have to constantly maintain exceptional customer experience. Exceptional customer experience is paramount to success in any industry. QSR brands must prioritise delivering exceptional customer experience in all touchpoints from the moment a consumer steps into the store, to making an order, payment and more.

Ultimately, the key to sustained success lies in exceeding customer expectations and building meaningful connections that foster long-term loyalty and advocacy.

For more information about the event and if you want to find out more about the agenda please visit this link.