L.A. Chicken, a new fried chicken brand, has opened a new casual dining chain restaurant in Subang Jaya SS15, with the goal of entering the Malaysian market and eventually expanding to China and the rest of the South East Asian region.
Today marks the official inauguration of L.A. Chicken’s first casual dining establishment in Subang Jaya, confirming the company’s entry into the popular fried chicken sector.
With the support of PWC Equity Sdn. Bhd., an associate company of Bursa Malaysia listed poultry farm PWF Corporation Berhad, founder Lee Henyi who is a second-generation member of a fried chicken family, positions the company as the boneless chicken specialist.
When asked what motivated him to start this business, Lee said:
We enjoy seeing our customers finish every bit of the chicken and leave nothing on their plates. The way we process and fry the chicken is also our secret recipe of why we are different from other brands,Lee Henyi, the founder of L.A. Chicken
During the grand opening celebration, a sizable audience of friends, families, and associates of the partners gathered at the casual restaurant. The entire 2 shot lots of the LA Chicken front corridor was taken up by numerous grand opening flower stands.
The simple yet sincere ceremony of opening saw the partners cutting ribbons and delivering speeches. The guests then enjoyed a delectable variety of boneless chicken feast.
Inspired by American ways of making fried chicken, the brand’s founder Lee, named it L.A. Chicken after Lee and Alan’s Chicken, which also has the meaning of delicious chicken in Malay Language, Lazat Ayam.
The President and CEO of PWC Equity Sdn. Bhd., Alan Voon, recalls his cravings for boneless chicken fingers during his university time at McMaster University, Canada when he had to wait for a specific day in a week to get chicken fingers from the university cafeteria.
Although boneless chicken has long been available in Malaysia, Alan didn’t decide to have PWC Equity invest in this fried chicken business until he had a great chicken tender from Lee last year.
Eating boneless chicken is a way of life. With our central kitchen now established, we are looking to open more outlets in the near future. We welcome investors and licensees to joint venture and license the brand. Our plan in the future is to go beyond the South East Asia region market and set foot in Hainan, China,Alan Voon, the President and CEO of PWC Equity Sdn. Bhd.
Alan is also an Executive Vice President of Hainan Federation of Overseas Chinese Entrepreneurs. He added that L.A. Chicken is renaming its fast concept stalls to L.A. Chicken Lite under the rebranding exercise at the same time of starting this new outlet.
Numerous boneless chicken alternatives, such as chicken tenders, burgers, chicken paratha and waffles, are available at LA Chicken Malaysia. It is also debuting Chick In Cone, a novel way to enjoy fried chicken with ice cream in a waffle cone, in conjunction with its opening. Under the CSR program of the business, a premium variation of the snack “Black Truffle Chick In Cone” is also offered.
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