7-Eleven Malaysia Sdn. Bhd., a wholly owned subsidiary of 7-Eleven Malaysia Holdings Berhad and the No.1 standalone convenience store chain in the country has signed a memorandum of understanding (MOU) with Brahim’s SATS Food Services Sdn. Bhd., a 51%-owned subsidiary of Brahim’s Holdings Berhad (BHB) that will enable the leading halal in-flight caterer to penetrate a wider market via 7-Eleven’s close to 2000 stores network all across Malaysia, which is in line with the objective of the strategic partnership between BHB and SATS Ltd. (SATS) to venture into non-airline business in Malaysia.
In the agreement, Brahim’s SATS Food Services Sdn. Bhd. (BSFS) was commissioned to manufacture for 7-Eleven Malaysia a range of chilled packaged ready to eat (RTE) meals such as panini sandwiches, the ever popular nasi lemak and fried rice that would be branded under 7-Eleven’s proprietary food service brand of “Fresh to Go”.
The MOU was signed by 7-Eleven Malaysia chief executive officer Mr. Gary Brown and BSFS, chief executive officer Mr. Ainul Hasnizam bin Abu Hassan at the latter’s headquarters and ISO accredited manufacturing facility in Sepang.
“BSFS is delighted to announce this strategic collaboration with 7-Eleven in Malaysia and we look forward to developing this important new channel with our partner SATS.”, said Mr. Ainul Hasnizam bin Abu Hassan, Chief Executive Officer, BSFS. “Non-traditional retail channels are a major focus for us and we strongly believe that the general public have an incredible appetite for the products that we can provide. We cannot depend only on airline business. The new market development is considered and 7-Eleven is our ideal partner where we have the catering capabilities while 7-Eleven Malaysia has the distribution channel. We look forward to a long and fruitful partnership.”
“The following range expansion efforts with BSFS will be rolled-out in phases and we’re targeting a number of pilot stores in the Klang Valley to carry this new range by this month before gradually expanding out to other key market centers within Klang Valley and other states such as Penang. We are fully focused on this collaboration as we believe fresh food and beverages are an integral part of our long-term corporate strategy as we seek to provide 24 hour convenience to consumers. This new initiative further increases their choice of meals as we are already serving traditional favorites such as fried beehoon and fish ball skewers as well as Japanese rice balls, salad, wraps, burgers and pasta among others for those craving for more”, said Mr. Gary Brown.
He added, “BSFS is the right partner for our latest endeavor as this newly developed entity between 2 leading airline caterers from Malaysia and Singapore brings a wealth of experience and unparalleled quality together to provide delicious, class leading hygienic and fully Halal compliant food range”.
He continued saying, “We work very closely with a number of excellent fresh food suppliers in Malaysia and we are very pleased to add BSFS to become one of our highly valued supply partners.”
This further reinforces 7-Eleven Malaysia’s commitment in bringing the latest retail offerings as well as true convenience to its more than 900,000 daily customers with 7-Eleven Malaysia CEO, Mr. Gary Brown summing it up by saying, “We listen to what our customers want and we are always striving to meet their needs by introducing the latest, most interesting and sought after services and products. We believe this range of chilled ready to eat meals will be a further attraction to our shoppers.”
“It further complements 7-Eleven’s recent roll-out of offerings such as utility and service bill payment, gift cards, parcel delivery lockers, wider hot and cold beverage range, innovative additions to our merchandize mix, improved store appearance, feel and layout with free Wifi and seating areas as well as more attention-grabbing consumer programs.”