The year 2020 marks the 41st Anniversary of SugarBun, Sarawak's very own homegrown fast-food franchise. For 41 years, SugarBun has served people across markets in Sarawak, Sabah, Labuan, Brunei, Peninsular Malaysia, Bangladesh and even Australia!
With the growing popularity of Borneo as a tourism destination, SugarBun also took a bold and courageous move to create a different visage for outlets in Sabah's major attraction areas such as Tanjung Aru and Beach Street in Sabah.
Let's go back to the very beginning. Just as it is for many Sarawakians, the origin of the brand carries with it a nostalgic and romantic connotation. "SugarBun" is a term popularized by Shirley Temple, America's most beloved child star in the 1930s in her song, "On Account' an I Love You" about someone darling and dearest. That said, a restaurant named SugarBun was born to grace the hearts and stomachs of both young and old in Sarawak. With a diverse menu of Western and Asian favourites, the vision has always been to offer varieties that cater to a diversity of tastes in an environment that can be shared and enjoyed by generations of SugarBun's darlings.
The Pioneer Of Local Fast Food Brands
SugarBun has also received numerous awards: "Best Local International Franchisor" by The Malaysia Franchise Association, "Best Local Franchisor" and "Best Entertainment Spot" by Sabah Tourism Board, to name a few.
SugarBun has franchised over 94 outlets throughout Sarawak, Sabah, West Malaysia, (Perak, Johor and Kuala Lumpur); with international expansions of 9 outlets in Brunei, 3 in Bangladesh and 2 in Australia, and soon to come, SugarBun in Jakarta, Indonesia.
Image source via Sugarbun
Championing the way for the rise of local brands, SugarBun's success lies in the workforce of the company which boasts 100% local employees since its first opening. With over 1,000 employees both working directly for the company and indirectly as suppliers and through franchised businesses, SugarBun's mission is also to lead a generation of successors who can bring this local brand to even greater heights, boosting the growth of our local economy.
The fundamental goal remains the same throughout - to provide locally produced, high-quality, wholesome products for its customers.
From Kuching's Sweetheart To Sarawak's Hero
So where did it all begin?
It started as a snack parlour at the former Kenyalang Theatre in Kuching, Sarawak.
Back in those days, Kuching was small and quaint with a taste for good ice-cream. SugarBun Ice Cream and Snacks was one of only two places that children and teenagers could joyfully indulge in soft-serve ice cream. Many young sweethearts will remember sharing popcorn over a Shaw Brothers Chinese action movie or even aunties who have met up over an ice-cream after shopping at the Kenyalang Market.
The first full-flesh restaurant of Sugarbun, located in Kuching Plaza
As the snack parlour's popularity grew, founder Wung Wei Kee (only in his twenties then) decided to expand the business into a full-fledged fast food restaurant in Kuching Plaza in 1982.
Who remembers their childhood in Sugarbun? Image source via Sugarbun
From the simple pleasures of ice-cream and popcorn, here, SugarBun introduced American style burgers, milkshakes, slushies and the famed Broasted Chicken and chicken burger to Kuching.
The Art Of Franchising
Through the success of the first outlet in Kuching Plaza, SugarBun then expanded into major towns throughout Sarawak with flagship stores in Sibu, Sarikei, and Miri.
Not forgetting the people in the interior of Sarawak, SugarBun also took massive steps in expanding into the rural and remote areas such as Kapit, Daro, Kanowit and Mukah in the latter years.
In the beginning, supplying the products to the outskirts of Sarawak was not easy, especially in those days with challenging road conditions and certain areas not accessible by land. We had to change our usual methods, familiarize ourselves with the location and necessities of each journey to ensure smooth logistics for a reliable and continuous supply of product whilst also maintaining quality, says Mr Raymond Teo, Executive Director of Borneo Oil Berhad
SugarBun achieved its major milestone in 1988 with its first international outlet in Mabohai, Brunei. This was the beginning of growth beyond Sarawak.
Seeing to the needs and demands of people in different localities was key to the growth of the brand.
With the growing popularity of Borneo as a tourism destination, SugarBun also took a bold and courageous move to create a different visage for outlets in Sabah's major attraction areas such as Tanjung Aru and Beach Street in Sabah.
Sugarbun Melbourne, Australia Image source via Sugarbun
SugarBun Bangladesh Image source via SugarBun
With a clean track record, successful business model and efficient supply chain, SugarBun triumphed the franchising business and made a breakthrough as a public listed company in 1997. Over the next two decades, SugarBun has introduced a notable line of subsidiary brands under its umbrella such as Borneo Asian Food by SugarBun, BB Café, Aunty Franklee in Melbourne. Most recently, grab and go kiosk concept namely Broasted by SugarBun and Broasted and Pizza by SugarBun.
BRIDGING THE BEST OF BORNEO:
A New Wave Of Growth
The new wave of growth for SugarBun began in the early 2000s with a lifestyle-choice transformation starting with the change of menu. From a fast-food restaurant, SugarBun expanded into a casual dining restaurant with the introduction of Asian Cuisines into its menu. With homegrown expertise in food technology, SugarBun was able to produce authentic home-cooked clay pot dishes at a commercial level.
Image source via Sugarbun
To support Sarawak's aquaculture industry, SugarBun also launched Batang Ai Eco Fish which focus on serving high-quality seafood from Borneo waters, notable dishes such as the Eco Fish Meal, Assam Eco Fish. Sabah Giant Garoupa and Sarawak Laksa are also now fundamentals in the menu of Borneo Asian Food by Sugarbun.
With no intention of slowing down, SugarBun still has aggressive plans to penetrate further both local and international markets with its new line of subsidiary - Broasted by SugarBun, a micro kiosk concept.
Unlike its full QSR (Quick Service Restaurant) counterpart, Broasted by SugarBun, focuses on SugarBun's famous Broasted Chicken Meals in a smaller kiosk-style setting. With a lower start-up cost, SugarBun aims to encourage young entrepreneurs to engage in starting up their businesses with the support of SugarBun successful business model fundamentals.
Additionally, SugarBun is also the Master Licensor in East Malaysia, West Kalimantan and Brunei for Pezzo, a Singaporean pizza franchise with a total of 43 sub-licensee outlets throughout Sarawak, Sabah and Brunei.
The SugarBun Brand is now a subsidiary brand under Borneo Oil Berhad. SugarBun Headquarter is located in Wisma SugarBun, Kuching Sarawak and is managed by SB Supplies & Logistics Sdn Bhd.
41 Years And Stronger
Inevitably, time has been SugarBun's greatest challenge, but it is the adaptability to change that has ensured the brand's survival and expansion. Each drawback in the past has strengthened SugarBun's drive to pursue greater accomplishments.
Despite the many changes and challenges of the external environment, SugarBun keeps up with trends by engaging in youth events, trends and communications through digital platforms, social media engagements and will be launching their own e-wallet soon.
Sugarbun Another Community Project Image source via Sugarbun
In addition to SugarBun's ongoing quest to be Borneo's leading F&B brand, SugarBun remains true to its roots and dedicates its main CSR program - "Another Community Project" towards caring for the Underprivileged and Elderly alongside the continuous support for school programs and awareness programs organized by local NGOs.
SugarBun is here today because of its loyal customers, franchisees, contractors and dedicated staffs who have remained true to the brand for 41 years.
An Original Of WADD's (previously Happenings in Sarawak) Article
In Collaboration with SB Supplies & Logistics
