Will Rooty the A&W Bear appeal to Gen Alpha and Gen Z?
MUI GROUP VIA PMC CONTROLS A&W MALAYSIA |
A&W was the first American franchised QSR chain in Malaysia. The first outlet was at Jalan Tuanku Abdul Rahman, Kuala Lumpur in 1963. Boomers' children had their birthday parties at A&W with Rooty the Bear. The fast food and QSR franchise scene is very different today. Saturated with diverse offerings from different countries, young Malaysians have plenty to choose from. A&W is an old brand trying to remain relevant to today's Gen Alpha and Gen Z.
The MUI Group via Pan Malaysia Corporation Berhad (PMC) bought a controlling stake in A&W Malaysia from George Ang of Inter Mark Resources Sdn Bhd in 2021. George Ang had bought the stake in A&W from KUB Malaysia Berhad in 2018 when KUB decided to exit the business. The MUI Group is now headed by Andrew Khoo, son of Tan Sri Dato' Khoo Kay Peng, the founder of MUI. Tan Sri Khoo retired in 2018 and handed the rein to Andrew who is now Chairman/CEO of the MUI Group.
ACKNOWLEDGEMENTS
- The MUI Group. 24 September 2021. The Star. https://www.muiglobal.com/mui-groups-pmc-to-buy-51-stake-in-aw-malaysia/
- The Malaysian Reserve. 20 December 2022. Nurul Suhaidi. https://themalaysianreserve.com/2022/12/20/mui-group-a-new-leader-of-generational-business/
- The Edge Malaysia. 13 December 2018. Emir Zainul. https://theedgemalaysia.com/article/andrew-khoo-replaces-his-father-mui-executive-chairman
- Marketing. 9 July 2018. https://marketingmagazine.com.my/kub-sells-entire-stake-in-aw-malaysia-for-rm34mil/
- The Malay Mail. 10 January 2020. https://www.malaymail.com/news/money/2020/01/10/aw-malaysia-allocates-rm110m-capex-for-expansion/1826726