TCRS sees opportunities in good times and bad

The operator of The Chicken Rice Shop will take advantage of its value-for-money concept to draw in new customers, says its founder

CONSUMERS may have less money to spend and costs may rise but TCRS Restaurants Sdn Bhd, operator of The Chicken Rice Shop (TCRS), sees opportunities instead.

Plans are in the pipeline to expand its catering business, start a delivery service and maybe even open kiosks.

TCRS managing director Gaik Wong said this is the best time to launch innovative marketing campaigns.

"There are opportunities in the upturn and downturn (of the business cycle), so don't be so depressed. Focus should be on growth," she said in an interview with Business Times in Kuala Lumpur recently.

Gaik Wong, who has been in the restaurant business for over 30 years, founded TCRS with her daughter, Wong Kah Lin in the year 2000.

The homegrown halal restaurant chain serves Hainanese chicken rice as its main dish and has attracted many repeat customers.

The business is profitable. However, Gaik Wong declined to reveal revenue or profit figures.

Kah Lin, who is also a company director, said TCRS will take advantage of its value-for-money concept to draw in new customers.

"That's an opportunity for us, because people will still be eating out and indulge themselves occassionally.

"They will now look for value-for-money outlets and TCRS, with its nice ambience and wholesome balanced meals are surely an attractive option," she said.

The menu at TCRS, which focuses on Asian recipes, comprises more than 50 categories of dishes.

TCRS also plans to grow its catering business this year, which is now done on a small scale. It provides catering services for companies for tea functions, lunch meetings, open houses and family days.

It expects the catering business to make up five per cent of total sales. She said TCRS can cater up to 5,000 people.

"Previously, people get the hotel to handle catering for their functions, but now we can go into that market. We have variety in our menu that can cater to a large segment of customers," she said.

TCRS is also considering delivery service. Currently, its food is delivered to customers in the Klang Valley through a third party.

"Later on, we may do (this) ourselves as there is a huge opportunity in home delivery. But we have to have the infrastructure first," she said.