HOME-GROWN Nineteen O One Sdn Bhd plans to introduce a new brand before the end of 2008, its executive director Ahmad Zakir Ja'afar says.

Although he was reluctant to reveal the new brand, he admitted that it will continue to be in the food retailing segment but not necessarily the same product it has now.

"We have identified the product and its processes. It's now only a matter of fine-twitching it and waiting for the right moment to reveal the new brand to customers," he told Business Times in Petaling Jaya recently.

The firm has done a study and it is now looking for the best possible scenario to maximise the brand experience for its customers.

The firm, the worldwide franchisor of the 1901 hot dogs, has 74 outlets throughout Malaysia. It has three outlets each in Singapore and Indonesia.

It plans to open at least another 11 outlets this year with eight located in Malaysia, two more in Singapore and one in Jakarta.

"The possibility of us introducing a new trademark or different brand to the market this year is high," he said.

He said as 1901 has the expertise in branding, it would be a matter of time before it introduces a new product.

He however declined to disclose whether the new brand will be grown under a franchise concept. It is expected to begin in the Klang Valley before expanding to other parts of the country.

Nineteen O One was founded by Zakir and his wife Tengku Rozidar Tengku Zainal Abidin as chief executive officer.

The firm was awarded the "Most Promising Franchisor of the Year for 2000/2001" by the Malaysian Franchise Association and Consumer Superbrands status by the Malaysian Superbrands Council for 2003/2004.

Its retail fast food and beverage franchise business are currently located in most major shopping centres around Klang Valley, Penang, Malacca, Kelantan, Selangor and Johor.