Just a few weeks in the past, a preferred brand from the Philippines, Potato Nook, opened its first Malaysian retailer in Sunway Pyramid. 

Sporting the brand’s signature inexperienced and yellow colors, the outlet positioned on LG2 sells what the corporate dubs as “the world’s greatest flavoured fries”. 

Now, flavoured fries aren’t actually a brand new invention as many quick meals manufacturers already serve them. For instance, McDonald’s seasonally affords their McShaker fries and it’s fairly common in Malaysia.

With 31 years of historical past and over 1,800 shops throughout 16 international locations although, certainly Potato Nook should be doing one thing proper. So I reached out to the brand to seek out out what it plans to do in the Malaysian market.

However first, what’s Potato Nook?

Because the identify suggests, Potato Nook primarily focuses on potato merchandise, particularly flavoured fries. So it shouldn’t come as a shock that the brand’s choice standards is “extraordinarily rigorous”.

In its grand opening press launch, the brand defined that the brand solely makes use of fries of the best grade from the very best producers. Proper now, they’re utilizing fries imported from Europe.

Alongside that, Potato Nook additionally serves their Tremendous Rooster Pop.

Each the fries and hen bites are customisable, so you possibly can choose on your most well-liked flavours. Presently, the Malaysian outlet solely has 4 flavours to select from. They’re Cheese, BBQ, Chilli BBQ, and Bitter Cream. 

There are a complete of 5 sizes obtainable, starting from Massive (RM8.90) to Tera (RM26.90). Between the 5, a few of them permit for blended flavour combos, specifically the Mega (RM15.90), Giga (RM22.90), and Tera cups.

In response to its opening day press launch, Potato Nook additionally has a “100% Glad Certain coverage”. In case you’re unhappy by its fries for no matter cause, the brand will change one for you instantly inside the similar day.

On the time of writing, the brand continues to be in the method of making ready to use for JAKIM’s halal certification. However they’ve reassured prospects that Potato Nook at present makes use of halal-certified elements. 

A easy but well-loved snack across the globe

Upon connecting to the brand, we have been launched to Chayapatra Thongcharoen (or extra fondly often called Pong), the Group CEO of Rocks Group. 

For context, Rocks Group owns the native grasp franchise of Potato Nook in Malaysia and Thailand, which signifies that the corporate owns the rights to run and increase Potato Nook right here.

Do you know: A grasp franchise is an individual or enterprise who buys the rights to promote the services or products of one other firm in a specific space or nation. On this case, Rocks Group owns the rights to recruit Potato Nook franchisees in Thailand and Malaysia.

Supply: Cambridge Dictionary

However as talked about, Potato Nook is definitely a Filipino brand. Began in 1992 by 4 mates, Potato Nook has grown from a community of small kiosks to sit-down diners across the Philippines.

And a part of that development got here all the way down to its franchising mannequin that was launched in 2001.

Throughout an interview with The Unbiased Investor earlier this 12 months, certainly one of Potato Nook’s co-founders, Jorge Wieneke confirmed this. He mentioned, “We rapidly expanded by giving household and mates franchises of the enterprise.”

On the time, notably in the Philippines, franchising was principally executed by larger gamers in the sector. So Potato Nook was “simply winging it,” as he put it. And inside three years, the brand opened its first 100 shops.

This development trajectory continued on, with the brand increasing into neighbouring Southeast Asian international locations in 2007. By 2010, Potato Nook had landed in america of America.

Increasing internationally however with locals in thoughts

The favored fries brand was introduced into Thailand by Pong in 2016 via franchising, the place they now have 110 shops throughout 35 cities. 

“Previous to the pandemic, we (Rocks Group) have been simply principally targeted on increasing in Thailand because it was nonetheless in a hyper-growth stage. However now we consider that we’re able to increase internationally,” Pong said.

As such, with Thailand’s shut proximity to us, opening new Potato Nook shops in Malaysia appeared like a pure subsequent step. In spite of everything, he defined that it might be simpler to assist the enterprise in its early levels with HQ being close by.

Pong additionally mentioned that Rocks Group will likely be taking an identical method to the one in Thailand, the place merchandise will likely be localised. That is in phrases of providing localised flavours and merchandise, similar to selection of protein.

For instance, Thailand launched corn canines and hotdogs into its menu in September this 12 months. Just like its fries and hen bites, prospects are capable of personalise the flavours to their liking. Alongside that, Thailand’s menu additionally consists of flavour choices like Candy Chili. 

“As we come into this market, a very powerful factor is for us to attempt to perceive and cater to native style,” Pong said. 

With that in thoughts, they’ve employed a completely native administration staff to assist higher perceive and navigate the Malaysian market. 

The recipe to success is having good ratios

We learnt from Pong that just like Bryan Bathroom’s method with Tealive, Rocks Group believes that sustaining a wholesome ratio of self-owned and franchise shops is essential to sustaining a enterprise.

As such, Pong and his staff plan to increase Potato Nook via company-owned shops for now. Which principally signifies that they received’t recruit franchisees but.

“We now have bold enlargement plans and also you’ll see much more shops popping up across the Klang Valley subsequent 12 months,” he shared.

It’s attainable that past that, you’ll in all probability discover a Potato Nook outlet in Johor, Penang, Melaka, and possibly even Kedah down the street. When that occurs, Pong hopes the brand will finally flip right into a well-loved snack domestically, simply as it’s in the Philippines and Thailand now.

I’m fairly curious to see how the brand will fare in Malaysia although because it has a powerful competitor in the type of Sabah’s Glad Potato.

Glad Potato expanded to West Malaysia fairly lately too, so there are at present two huge manufacturers for flavoured fries in the identical house.

Competitors apart, this pattern implies that there’s an excellent demand at present for flavoured fries. And you realize what, I can’t argue towards its tasty and shareable enchantment, so I received’t be stunned if Pong’s imaginative and prescient involves fruition.

• Be taught extra about Potato Nook right here.
• Learn articles we’ve written about Malaysian startups right here.

Featured Picture Credit score: Potato Nook