Focus Dynamics and Brahim's collaborate to set up digital kitchen project

PETALING JAYA (Nov 11): Focus Dynamics Centre Sdn Bhd, a wholly-owned subsidiary of Focus Dynamics Group Bhd, and Brahim’s SATS Food Services Sdn Bhd, a wholly-owned subsidiary of Brahim’s Holdings Bhd, is collaborating to introduce a digital kitchen project.

In a media statement today, the companies said they are mulling a venture into various F&B operations including cloud kitchen, shadow kitchen network, ready-to-eat meals and digital food trucks.

A heads of agreement (HOA) has been signed by Focus Dynamics Centre and Brahim’s SATS Food Services on the collaboration. Focus and Brahim’s will set up a joint task force in a bid to commence operations immediately.

Focus Dynamics Group executive director Benson Tay Ben Seng said the venture is timely, in light of the recent reintroduction of the conditional movement control order (CMCO).

“It is hoped that the collaboration could help to accelerate the launch of Focus’s cloud kitchen, as well as to modernise Brahim’s food catering business,” he said.

He added that Brahim’s current operations within its 59,000 sq m central kitchen provide a massive platform of operations for Focus to deploy its know-how, technology and concepts

With Brahim’s existing logistics and supply infrastructure, the companies hope to create a central kitchen that is able to deliver for all the digital kitchen silos they have planned.

The collaboration also provides a solid foundation to potentially cater up to 60,000 meals per day, through various silos of operations, all prepared and packaged at the central kitchen, and delivered to consumers’ doorsteps via direct delivery or through the shadow kitchen network.

“Our long-term plan is to automate the entire chain, capturing the revenue and margins for all aspects of the digital F&B industry for the Klang Valley area. With a kitchen of this size and collaboration with Brahim’s who already has an existing supply chain network, this grand plan is one step closer to being achieved,” he added.

Focus Dynamics plans to use a portion of the central kitchen to house its shadow kitchen network services, which will prepare ready-to-eat meals. The company also intends to develop food supply boxes for its shadow kitchen network.

“This network makes use of existing restaurants throughout the Klang Valley which are not operating at capacity to act as a fulfillment arm for Focus Dynamics, to reach out with its digital menus,” Tay explained.

Meanwhile, Brahim’s will convert a separate portion of the central kitchen to set up a cloud kitchen base along with Focus Dynamics to attract entrepreneurs and small businesses who wish to run digital F&B businesses.

Brahim, the in-flight catering services provider, will also revamp and utilise its existing infrastructure and logistics to provide digital food trucks as an offshoot of the cloud kitchen model. 

Set to be launched in 2021, its remodelled food trucks will be equipped with digital menus and advertising signage. 

“The digital kitchen project sees both companies focusing on the new paradigm for F&B business in an Offline-to-Online (O2O) push. With the increasing number of Covid-19 cases every day, the expectation is that the CMCO will be extended or even enhanced, resulting in greater demand for E-commerce based F&B business,” Tay noted.

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