Malaysian-born halal fast food giant Marrybrown is ramping up its presence in East Malaysia, with plans to open up to 40 outlets across Sabah over the next 2-3 years. This marks one of its most aggressive expansions in the region.
Focus on key towns
The brand, which already operates 15 stores in Sabah, is targeting key towns outside Kota Kinabalu, including Tawau, Semporna, Lahad Datu, Sandakan, Kota Marudu, and Beaufort. Each new outlet is expected to employ around 30 people, generating hundreds of jobs and boosting local income.
“We’re looking at adding 20 to 30 more stores soon, and eventually reach 40,” said CEO Daniel Chan Lek Seong at the launch of its newest branch in Centre Point, Kota Kinabalu.
“We’re not just growing the business—we’re supporting local communities and building Sabah’s economy.”
Local sourcing
A defining feature of Marrybrown’s model is its commitment to local sourcing. Most ingredients—from vegetables to poultry—are purchased within Sabah, with only a few, like flour, sourced from West Malaysia.
“It’s not just about cost—it’s about investing in local ecosystems,” Mr Chan added.
Local roots, global reach
Founded 43 years ago in Johor, Marrybrown has evolved into a global halal fast food brand. It now operates in 16 countries, including Australia, the UAE, China, and Myanmar—and expanding soon into Qatar and Cambodia. In Australia, it opened 15 stores in just three years.
Marrybrown is not just known for its fried chicken.
Despite its global footprint, its menu reflects Malaysia’s rich food heritage, offering dishes like nasi lemak, nasi kandar, and nasi beriani, making it a go-to-spot for families.
“Our concept is for everyone—from grandparents to kids. It’s a mix of Western and local flavors,” Mr Chan said.
Entrepreneurship and franchising model
The company promotes entrepreneurship through franchising, encouraging Malaysians to take ownership of outlets while maintaining brand values rooted in Malaysian identity.
As part of its branding, Marrybrown restaurants feature nostalgic store design like swing chairs inspired by the founder’s childhood.
“It’s a small touch, but it makes the space feel like home—especially for customers in Sabah,” Mr Chan noted.
Upholding halal standards
Despite its international expansion, the brand remains proudly Malaysian and deeply committed to halal standards.
“Wherever we go, halal compliance is non-negotiable. But so is celebrating our Malaysian roots,” he emphasized.
With development spreading beyond Sabah’s capital, Marrybrown sees an opportunity to grow alongside the state’s evolving landscape.
“Sabah has so much untapped potential,” remarked Mr Chan. “We’re ready to be part of its next chapter.”