Known for pioneering drive-thru kiosks offering local food, Kejap Food announced on February 18 that it has been acquired by Palaterium Sdn Bhd.
Palaterium operates the Malaysian specialty coffee chain HWC Coffee as well as Dateen Catering, a halal food catering business.
“The collaboration initially began as a merger between Kejap Food and HWC Coffee Management, allowing both companies to share resources and expertise,” Betty Ting, the founder and director of Kejap Food, told Vulcan Post.
She elaborated that the successful partnership naturally evolved into management team synergies, operational efficiencies, and accelerated growth for all three brands—Kejap Food, HWC Coffee, and Dateen Catering.
The news of the acquisition comes at the same time as the launch of Kejap Food’s newest outlet at INC KLEC Mall.
Doubling down on core values
While Palaterium is now the majority shareholder of the business, Betty assured that Kejap Food will strive to keep their core brand identity and vision intact.
That means that the team will continue positioning the brand as Malaysia’s first local fast-food brand that celebrates the nation’s diverse food culture.
“However, with Palaterium’s backing, Kejap Food now has access to stronger management, operational, and marketing support, helping to scale its reach more efficiently,” Betty said.
While Betty continues to lead as the director of Kejap Food, Palaterium is stepping in to support the business in various ways from branding and marketing to operational processes and IT support.
Palaterium’s expertise will also help with leasing, securing prime locations, and optimising store layouts.
Furthermore, their halal and audit team can ensure compliance with halal certification and maintain high food safety standards.
Meanwhile, the Kejap Food core team will focus on food R&D, production, and supply chain management, ensuring that the brand continues to innovate its menu and maintain operational excellence.
Closing the chapter on an amicable relationship
Back in 2022, Malaysian frozen food giant Kawan Food had acquired a 32.5% equity stake in Kejap Food. This made Kawan Food the second-largest shareholder in the startup at the time.
“Kawan Food is no longer on the shareholder list following a mutual agreement for a peaceful share buyout by larger stakeholders earlier,” Betty shared with Vulcan Post.
She clarified that the decision was made amicably as both parties recognised the need to align strategic directions, allowing Kejap Food’s management to move forward with its growth plans under a unified vision.
Driving beyond the drive-thrus
Starting out, one main draw of Kejap Food had been its drive-thru format, offering Malaysians a convenient way to enjoy local delights. As such, it had initially launched at petrol station locations.
While the drive-thru concept remains a part of Kejap Food’s business model, the fast food brand is also venturing into dine-in formats.
“The expansion into KL Eco City (KLEC) signifies the brand’s adaptability to urban retail environments, allowing it to explore different formats based on location demand,” Betty explained.
Going forward, Kejap Food aims to strategically expand both formats—drive-thru outlets in high-traffic convenience locations and urban dine-in or kiosk concepts in busy commercial areas.
With a renewed focus on affordable, high-quality meals, Kejap Food aims to target office workers seeking quick, flavourful options.
Keeping up the speed
Currently, Kejap Food operates eight outlets across Malaysia, strategically focusing on high-traffic locations such as petrol stations, urban hubs, and business districts.
Expansion plans are underway, with a goal of opening six outlets by the end of the year.
Kejap Food also intends to grow its licensing model, making the brand more accessible to local entrepreneurs. They also aim to scale Kejap Food’s frozen food supply chains for B2B clients.
Powered by their new partners, they also aim to grow its catering services, providing customised meal solutions for corporate clients, including daily bulk bento orders and buffet catering for events and gatherings.
With these plans, Kejap Food is actively seeking investors and entrepreneurs who share the brand’s vision.
Featured Image Credit: Kejap Food
