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international shipping

Creating an official website

Expand product variety or design

Open official store on e-commerce sites like shopee or Amazon or Taobao

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1. Market research

2. Menu expansion

3. Branch expansion

4. Approvals

5. Design

6. Marketing

7. Construction

8. Staff and training

9. Launches

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to decide what new dishes to do to fit the seasonal menu's theme (Eg. CNY, Christmas etc.), which ingredients to use

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Create seasonal menus that cater to local festivities that can include:

Chinese New Year

Deepavali

Hari Raya

Christmas etc.

Dishes have to be relevant to the culture that it is representing. Food items have to go through extensive testing in kitchens, especially when dealing with fusion food. The tastes of the food has to accurately represent the unique flavours and its origin, for example: how to incorporate popular Chinese flavors such as Mala, unique spices used in Indian dishes, or the wide use of santan in Malay dishes.

Popular menu items such as the Beef Wellington can incorporate Mala flavours, or instead of the mushroom paste that usually goes into a beef wellington, a curry based sauce can be used instead.

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Ask all staffs' friends and family to taste test what the new menu has, and get feedback (should have a wide range of demographics (different ages, gender, and if possible different races too)

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Influencer marketing, UGC, creative contest, rum hashtag campaign

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Market research:

Understanding the target customers

Where are they from

Their specific liking towards what tastes eg: chili, sweet (for menu expansion)

Researching popularity of the restaurant in which specific areas eg: KL, Genting, Johor Bahru

Survey questions

Data analytics (Instagram page)

Approval:

getting approval from US HQ

Pitching

Trying out new menu items (Gordon’s Egg Fried Rice eg)

Budgeting

Budget approvals

Menu expansion:

new menu items

Staff training

Launching testers

Limited time menu items

End of year, construction begins. Aiming for 3 more outlets in different areas of Malaysia

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1. Market Research

research on demand, competition, consumer behavior)

Identify gaps and opportunities a product can fill.

Malaysians are food lovers with a strong dining-out culture. There’s rising demand for premium dining experiences in Kuala Lumpur and Penang, especially among middle-upper class locals and international tourists.

2. Entry Strategy

Decide on entry mode: direct investment, franchising, joint venture, partnerships, or e-commerce.

3. Financial Planning

Create a budget for expansion, like setup, marketing, staffing and logistics.

4. Legal & Compliance

Register trademarks and patents to protect IP.

Food & Safety Regulations: Must comply with Malaysia’s food laws and obtain halal certification if targeting the broader Malaysian market.

Business Registration: Register as a joint venture with the local partner.

Trademarks/IP: Register Gordon Ramsay’s brand name and signature dish trademarks in Malaysia to prevent unauthorized use.

5. Operations & Supply Chain

Optimize inventory management for the new market.

Ensure quality control and customer service systems are in place.

Train local chefs under Ramsay’s global standards, ensuring consistency.

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1. Hiring new staff

2. Staff training

3. Limited time menu items begin launch (experiments)

4. Boost marketing for Sunway outlet: limited time menu items posts through social media, influencer marketing, etc

5. Marketing for teasing the construction of new outlets begin (instagram posts, locations of the new outlets, instagram acc launch for individual outlets)

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Expand with 2nd outlet in Genting Highlands

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Expand with 2nd outlet in Genting Highlands

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>First outlet has seen decent success

>Attracts high-spending crowd due to nearby theme park and casinos (which is target demographic of luxury restaurants)

>Another chain with high prices (Five Guys) already identified there and proven it works

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Outlets begin launching:

First months, outlet 1

April, outlet 2

July, outlet 3

New food menu launches including most popular limited time food items to become permanent for Malaysia

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1. Understanding the Target Customers

Collect demographic data not just on age/income, but on luxury dining behavior. (who is willing to pay premium for a Gordon Ramsay experience?)

Use Sunway Hotel & Resort guest data to profile tourists who already stay within the resort. For example, international visitors familiar with Gordon Ramsay from TV.

Segment into:

(a) “Bucket-list diners” (locals or tourists who want to try Ramsay’s signature dishes at least once).

(b) Repeat high-spenders (business executives, expats, loyal hotel guests).

(c) Celebration customers (birthdays, anniversaries, engagements).

2. Where They Are From?

Partner with Sunway Hotels to see which guests book dining packages that include Ramsay’s restaurant, this identifies high-potential tourist origins.

Track where locals travel from

Map customer flows to determine if a second Ramsay location (e.g. Genting Highlands or Johor Bahru) would capture demand from these markets.

3. Taste Preferences

Gather feedback via:

Exclusive VIP tasting nights hosted by the chef team.

Social media polls framed in Ramsay’s tone (e.g. Should Chef Ramsay dare to spice up his Egg Fried Rice with sambal?).

Monitor reviews & TikTok food vlogs specifically mentioning Ramsay’s dishes, not just generic taste.

Incentivize feedback tied to the brand: “Vote on the next Malaysia-exclusive Ramsay dish.”