History of the F&B company home to a Malaysian family – Wired PR Lifestyle Story
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They say that getting involved with your family can be confusing. While this may be true for some, we’ve seen local businesses navigate potential challenges and grow into well-known brands.
One such Malaysian brand is F&B Serai Group. During her 3 decades, a mother and her son-in-law have expanded the restaurant business, as well as creating new brands in the group.
Free eating account
The story begins with Rina Abdullah, a former air hostess for Malaysian Airlines, the founder of the Serai Group. Married to a host, it was common for the couple to move from one state to another.
Until her eldest daughter, Qistina Taff, was ready to start primary school, Rina decided it would be best to settle down. So they went from Shah Alam to Shah Alam, hoping to stay there forever.
It was there that Rina embarked on her entrepreneurial journey. And it all started with a simple question when Qistina researched: “Mom, why don’t you open a restaurant? Then we can eat for free, ”she recalled in an interview with Rina Malaysian Top 10.
The family were big fans of Thai cuisine and often went to restaurants like this, so it seemed appropriate for them to venture into F&B through cooking.
With her free time in her hands, Rina started working and in 1990 started Serai Thai. Despite the competition, things went their way, and residents of Shah Alam reported that the restaurant was well received.
The brand name is growing
By 2006, when Qistina returned home from Australia with a degree in Interior Design, she decided it was time to expand the brand. The move was aided by her husband, Najib Abdul Hamid, who got into the family business.
Najibe himself has a long portfolio working as a head chef in Australian hotels and restaurants, where he lived for 11 years.
The restaurant business was expanded in 2010 under the name Serai Group. The name “Serai”, which means lemon grass in Malay, was a deliberate decision by the group, as the first restaurant was a recognized home brand.
For more than 3 decades, Shah Alam’s first Serai Thai restaurant is still maintained, with 7 other outlets throughout the Klang Valley serving 3 generations of customers from all walks of life.
The beginning of greater ambitions
5 years after Serai Group stabilized as a business, Jibby & Co Empire Gallery was launched in Subang with a greenhouse concept designed by Qistina. The restaurant offers antipodean (Australian and New Zealand) food, which can be found on your regular Big Breakfast, egg pockets and “The Hangover” menu.
Since then, the group has expanded with more restaurants under the Jibby brand, the nickname Najibe gave it to Australia.
Jibby East offers offers from Pannasia and the West. Decorated with striking murals and neon lights, the restaurant is believed to be aimed at a younger, more contemporary group.
Meanwhile, Jibby Chow creates an interpretation of Chinese cuisine, such as chilli mantra with fried mantou and steamed fish in Bentong soy sauce.
Jibby by the Park takes on the concept of a greenhouse, where customers are surrounded by greenery in Desa Park City.
“Every new store is our pride and joy. Every brand is designed from scratch, from concept and menu to design and food presentation, ”he said in an interview with Qistina. Prestige.
However, the lack of manpower, maintaining food consistency and ensuring that the brand continues to be relevant to current trends were also challenges to running an F&B business. Thus, the team spends a lot of time visiting different outlets or overseeing the production line to overcome these hurdles.
The dishes and concepts are inspired by the family’s trips abroad, but Qistina recommended that repeating a successful concept abroad is not enough. “Discover your local market and fill in the gaps. Something that works abroad doesn’t have to work locally, ”he shared in the interview.
Whole family account
As the founder of Rina Group, her son-in-law is the managing director, Qistina’s interior design leader, and Atiqah, Rina’s 3rd child, who manages the brand’s social media, is the account of the entire Serai Group.
Based on the reports, the company is said to have a family-friendly work culture with its hundreds of employees, and some of its employees have been with the Serai Group since its inception.
From 2019 to 2020, Rina merged with her former company, Malaysia Airlines, to become its own food and beverage company. partner in a promotion. Through the partnership, Enrich members (an airline membership program) earned one point for each Ringgit spent at Serai Group restaurants.
In late 2021, the Serai Group announced plans to set up a restaurant in London. “We don’t want to be local champions. We want to establish a business internationally, ”Najibe said.
It appears that there is not yet a Serai Group restaurant in London yet, so it is likely that it is still under construction, or that plans have been delayed or changed.
However, with a strong local presence after more than 30 years of activity, the popularity of Serai Group restaurants would not be lost soon.
In fact, they have already announced that the group will open Several more KLIA outlets Through a partnership with SSP Group and Travel Food Services.
If the restaurants of the International Serai Group don’t go out as planned yet, it will be a good opportunity for the local F&B empire to enjoy the tastes of world-class travelers.
Featured Image Credit: Sinai Group Rina Abdullah and Najib Abdul Hamid
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