7-Eleven Malaysia, Brahim’s SATS Food Services Seal Expansion Deal

7-Eleven Malaysia, a wholly owned subsidiary of 7-Eleven Malaysia Holdings Berhad and the No.1 standalone convenience store chain in the country has signed a memorandum of understanding (MOU) with Brahim’s SATS Food Services Sdn. Bhd., a 51%-owned subsidiary of Brahim’s Holdings Berhad (BHB) that will enable the leading halal in-flight caterer to penetrate a wider market via 7-Eleven’s close to 2000 stores network all across Malaysia.

The deal is in line with the objective of the strategic partnership between BHB and SATS Ltd. (SATS) to venture into non-airline business in Malaysia.

In the agreement, Brahim’s SATS Food Services Sdn. Bhd. (BSFS) was commissioned to manufacture for 7-Eleven Malaysia a range of chilled packaged ready to eat (RTE) meals such as panini sandwiches, the ever popular nasi lemak and fried rice that would be branded under 7-Eleven’s proprietary food service brand of “Fresh to Go”.

The MOU was signed by 7-Eleven Malaysia chief executive officer Mr. Gary Brown and BSFS, chief executive officer Mr. Ainul Hasnizam bin Abu Hassan at the latter’s headquarters and ISO accredited manufacturing facility in Sepang.

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“BSFS is delighted to announce this strategic collaboration with 7-Eleven in Malaysia and we look forward to developing this important new channel with our partner SATS.”, said Ainul Hasnizam bin Abu Hassan, Chief Executive Officer, BSFS.

He added that non-traditional retail channels are a major focus for the agreement and believes that the general public has an incredible appetite for the products that the deal can provide.

7-Eleven As Ideal Partner for BSFS

“We cannot depend only on airline business. The new market development is considered and 7-Eleven is our ideal partner where we have the catering capabilities while 7-Eleven Malaysia has the distribution channel. We look forward to a long and fruitful partnership,” he said.

The range expansion efforts with BSFS will be rolled-out in phases, targeting a number of pilot stores in the Klang Valley to carry this new range by this month before gradually expanding out to other key market centers within Klang Valley and other states such as Penang.

“We are fully focused on this collaboration as we believe fresh food and beverages are an integral part of our long-term corporate strategy as we seek to provide 24 hour convenience to consumers. This new initiative further increases their choice of meals as we are already serving traditional favorites such as fried beehoon and fish ball skewers as well as Japanese rice balls, salad, wraps, burgers and pasta among others for those craving for more”, said Gary Brown.

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7-Eleven Malaysia is the largest stand-alone convenience store-chain nationwide, with nearly 2000 outlets across the country and continuously aspires to elevate customers’ shopping experiences and to scale greater heights as the largest stand-alone convenience store operator in Malaysia. – BusinessNewsAsia.com

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