Скачать или смотреть Jollibee Sunway Pyramid

Jollibee has finally arrived on the shores of West Malaysia, with its first outlet opening in Sunway Pyramid today. The expansion comes after four years after its first Malaysian outlet was launched in Kota Kinabalu, Centre Point in 2018. While the company had plans for Malaysia pre-pandemic, Jollibee Group's assistant VP and market head for Southeast Asia, Rodel Alcantara, told A+M that those plans were delayed over the past two years.

"We believe now is a good time, seeing how people have adjusted to the changes brought about by the pandemic and we’ve also adapted to cater to our customers’ changes. We’re also confident about the economy of Malaysia," he added. In fact, the decision to its first outlet in West Malaysia was encouraged by the success seen in its Kota Kinabalu store. 

According to Alcantara, Sunway Pyramid was a great starting point for its West Malaysian expansion as it sees high footfall and a wide range of traffic from across Petaling Jaya. With its strategic location, the fast-food restaurant would be able to connect with the locals whilst building brand awareness affinity. Currently, the fast-food chain has plans to open more stores within the Klang Valley. Its overall plan is to open 120 stores across the country over the next 10 years. 

The company's marketing communications strategy will revolve around building awareness and trial among local Malaysians for its menu. "At our core, Jollibee is all about great tasting food. Whenever we open in new markets, we've seen that it's the food that brings people to Jollibee," Alcantara explained. Banking on its Chickenjoy, Jollibee will be engaging with Malaysian media publications, local key influencers, as well as leveraging on its relevant social media platforms to entice West Malaysians to experience Jollibee for themselves.