KUALA LUMPUR : In response to the downturn in their online bakery business during the COVID-19 pandemic, entrepreneurs Lailatul Sarahjana Mohd Ismail and her husband Mohd Tauk Khairuddin redirected their efforts into the fast-food industry, launching what would become Ahmad’s Fried Chicken.
Identifying a growing appetite for locally produced food products, the couple embarked on a three-month product development phase, during which Lailatul focused on recipe creation while Tauk handled market research and branding. Their initial outlet at Mydin Senawang received strong customer response, prompting the couple to formalise the concept into a fast-food restaurant brand.
“We aspired to create a Malaysian product we could be proud of,” said Lailatul. “The brand name itself—Ahmad’s Fried Chicken—reflects that. It’s derived from my husband’s nickname, given by his father, and represents local identity.”
Formerly in the banking industry, Lailatul credited her professional background with helping streamline operations and apply automation in the new venture. To ensure flavour consistency and maintain high quality standards, the couple consulted with food and beverage industry professionals before finalising their proprietary fried chicken recipe.
The menu has been positioned to be price-competitive against international fast-food giants, though Lailatul acknowledged that such global brands still benefit from supply chain efficiencies and contract farming arrangements. Ahmad’s Fried Chicken, by contrast, ensures quality control through in-house recipe development and centralised sourcing.
The business operates under a licensing model, with branch establishment costs ranging between RM700,000 and RM1 million, subject to size and location. To date, 38 outlets—comprising both full-service and mini-restaurant formats—have opened across Malaysia. The company aims to expand to 66 outlets nationwide by the end of 2025.
“We’re taking a measured approach, focusing first on urban locations as all raw materials, including chicken, are supplied from our headquarters in Puchong,” Lailatul explained.
To facilitate expansion, the company is actively seeking strategic partnerships with small and medium enterprises (SMEs). “We require 10 additional SME partners to meet our growth targets this year. To date, we’ve received over 1,000 applications, which are currently under evaluation,” she added.
Addressing recent calls to boycott international brands, Lailatul clarified that the brand’s inception was not reactionary. “Our objective was to create a high-quality local alternative. We’re not competing aggressively, but we want to offer consumers more choice—particularly in taste, portion size, and meals tailored to local preferences. While the boycott may have driven awareness, success ultimately hinges on quality.”
Although the brand has not yet crossed the three-year threshold to qualify as a franchisor, Lailatul confirmed that discussions are underway with Perbadanan Nasional Bhd to develop a franchise framework. The company also has aspirations to expand internationally, with Saudi Arabia and the United States identified as potential markets.
-Bernama
