Penang brand for gourmet pork, chicken and beef burgers – Wired PR Lifestyle Story

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If we go back 8 years to 2013, it’s safe to say that Lucas Siah never imagined that he was running an empire of gourmet burgers born in Penang.
At the time, he and a friend from Pell’s high school were in quite different situations.
Lucas was helping out in his parents ’shack business, he was almost making money and so they were paying irregularly. Meanwhile, Pell had a full-time job with his father.
At one of the gatherings, they started joking about selling burgers that had to put up a stall on the side of the road. “Somehow, our joke became a reality,” Lucas thought in an interview with the Vulcan Post.
So at the age of 25, Lucas and Pell were the founders Spade’s Burger, opening a simple starting position.
Taking a chance despite stopping sales
“From the beginning, I was completely committed because I didn’t have a proper income. During the day, I made ingredients from my parents ’kitchen, including cakes, patties, sauces, and additives,” Lucas recalled.
At night, Pell would join him in the post. For the first few months, everything seemed to be going well and Pell quit his full-time job to commit to Spade’s Burger as well. Then sales stopped towards the end of the year.
“At the time, it was the best decision for Pell to return to work full-time with his father, which seemed unsafe than selling burgers from a future position,” Lucas said.
With the Chinese New Year fast approaching, Lucas decided to end the business or take a leap of faith and decide to open a proper burger restaurant.
“The call was made and the rest, as you know, is history.”
Pick something to do and do it well
Did you know that Spade’s Burger Ace or Ace’s Burger (referring to a manga character) could be named instead?
But the team knew that there was already an Ace Burger all over the world, so Spade’s came to my mind as a second name that was still associated with card-eaters.
Even if they didn’t get a name at first, it seemed like they had an ace up their sleeve when it came to capturing the market.
Knowing exactly what the Penangites wanted, all he had to do was serve the team, and do it well.
“Our customers knew exactly what to expect when they visited us, in this case, the pork burgers,” Lucas shared. Although they also offer chicken and meat patties for various burgers, it can still be said that they are still known for pork burgers.

The brand soon grew to 5 outlets in Penang within 4 years, but the main turning point that helped the business grow was its expansion from the eastern pearl.
However, instead of jumping straight into the Klang Valley, the team chose Ipoh first because they believed it was a new market with little competition at the time. Most importantly, it was strategically located on the way to the Klang Valley.
Kampar, Perak was their next stop, albeit with a slightly different strategy: a less premium version of their menu to cater to local students.
In 2018, they entered the shores of Selangor, and by 2021, they will have 5 outlets in the Klang Valley.
From 10 outlets to 10 outlets in 9 years
It is always said that having a strong basic product can take a business a long way. For Spade’s Burger, Lucas shared that most of his burgers have been on the menu since 2013, including Baconizer, Dark Knight, 300 and Shinobi, to name a few.
Of course, they get better and better from time to time, and Spade’s Burger keeps it spicy by introducing new items every month as well.
Since its launch, there is no doubt that Malaysia has seen a rise in gourmet burger shops, and they have also specialized in various pork burgers. However, it seems that the group of fans of Spade’s Burger is growing.
A compelling reason for this? “We continue with what we have done without exception. A healthy competition is always welcome, ”Lucas concluded.

The right focus should be on making the burgers basic and enlarging the cake. This means that more people regularly enjoy burgers instead of the more common rice and noodles.
Lucas Siah, founder and CEO of Spade’s Burger
With this in mind, the Spade’s Burger team was able to turn an open post with a capital of RM5,000 into a multi-million dollar Ringgit company with annual revenues of over RM10 million.
They have achieved this without the help of investors or family support, Lucas said, allowing them to sustain themselves 100%.
Bring in better burgers for more
Going forward, fans of the gourmet burger brand can expect more access to its products, Lucas said, adding that they are eager to open more outlets when the pandemic eases and the market is ready.
He added: “As licensing / franchise inquiries are growing rapidly, we may be looking in this direction to expand the opportunity for outsiders to join the Spade’s Burger brand.”
If the brand decides to make a franchise, the quality of the ingredients would not be an issue, as it has a central kitchen so that its offer can be standardized in stores. Instead, it should ensure that it works with the right partners to maintain the quality of service and customer satisfaction.
Keeping up with what they do best (AKA pork burgers) is not a head-on strategy, but Lucas also commented on the great potential of the Malaysian halal market.
“A brand new one with a separate central kitchen aimed at this market doesn’t seem like a bad idea at all.”
Featured Image Credit: Spade’s Burger
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