ENGLISH COMPARATIVE ANALYSIS REPORT

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SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
FOUNDATION IN NATURAL & BUILT ENVIRONMENTS
ENGLISH II (ELG 30605)
A COMPARATIVE ANALYSIS OF TWO BUSINESSES OF SIMILAR
INDUSTRY IN DIFFERENT GEOGRAPHICAL LOCATIONS
“GOOD OLD TASTES”
LECTURER:
MR. GOPIGHANTAN MYLVAGANAM
TEAM MEMBERS:
NAMES PRESENTATION / RESEARCH REPORT ROLES
KYLA DIEGO Recommendation
MELARIE MANDY DONOUGH Comparative analysis
REBECCA MARIE TANDUBA Key summary and report-compilation
ROSABELLA ZUNTIVAI MOBIJOHN Description of history of trade
TAN KE WEH Video-editing and appendix
TENGKU SYAKIRA Comparative analysis
TUNG SIEW HUI Brief description of businesses

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TABLE OF CONTENTS
No. Title Page Number
1 Artistic Cover 1
2 Cover Page 2
3 Table of Contents 3
4 Key Summary
A. Location
B. Team
C. Assignment
D. Research Questions
E. Methodology
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5 Research Report:-
A. Brief history the business type.
B. Brief description of the businesses.:
(i) Chong Kok Kopitiam
(ii) Coliseum Café and Grill Room
C. Comparative analysis:
(i) Comparative analysis of the Two
Businesses’ Comparative Traits
(ii) Summary Table of Similarities and
Differences between the Two
Businesses
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6 Recommendations:
A. Chong Kok Kopitiam
B. Coliseum Café and Grill Room
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7 Conclusion 23
8 Appendices 24
9 References 38

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KEY SUMMARY
The contemporary business world exhibits the demand for food to be ever-
growing resulting the market supply of the food-industry to correspond just as
so. With the growing demands of the variety of food that is produced for the
consumers, exists competition regardless of the types of food that is sold, be
it the same or different. Our group decided to choose the latter; a comparative
analysis of two different businesses in the same industry, which is the food
industry, in different geographical locations. Our main concept of research
would be ‘old-aged restaurants’ whereby our research is aimed towards the
old-school restaurants that have been around for over 50 years, even more so
since before Malaysia’s Independence Day.
We managed to locate two such restaurants; Chong Kok Kopitiam in Klang
and Coliseum Café and Grill Room in Kuala Lumpur. These shops are
different as they serve different cuisines and have different operation styles,
and yet they are similar as they both share the struggles of having kept open
for more than 50 years.
The following report further elaborates the comparison analysis between the
two businesses in their respective locations.

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A. Location
The difference in locations of the two shops in addition to the difference in
products that each business provide, is to our advantage in creating many
points in comparison between the two.
The first business we visited was Chong Kok Kopitiam located in front of
Klang Train Station in the Klang district of Selangor. It is situated on Jalan
Stesen, one of the oldest and historical roads in Klang and locates a series of
old shops with interesting and unique design and structure. Chong Kok
Kopitiam is situated on the left of this one-way road, just after the Wisma
Tanjong building. Despite being slightly hidden and not eye-catching, the shop
is strategically placed as its surroundings are usually congested with residents
and office staffs from the office buildings along the same road.
Following that, the other business we visited was Coliseum Café & Grill Room
situated on Jalan Tuanku Abdul Rahman, a major one-way road as well as a
traditional shopping district in Kuala Lumpur. Formerly known as Batu Road,
the road is named after the first Yang di-Pertuan Agong and is known to the
locals as Jalan TAR. The Coliseum Café and Grill Room is located on the left,
along Jalan Tuanku Abdul Rahman, just after Wisma Harwant and before
Pawagam Coliseum. The business is cleverly located in the same row as its
theatre branch so as to dominate the area with its name as well as eye-
catching with its interesting structure that compliments its name and theme of
being colonial.

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B. Team
As a team of seven, we were able to put each individual member’s abilities to
full use. Rebecca, the editor in editing as well as to overlook the overall task
as well as divide tasks to each member of the team. David, the cameraman to
record as well as edit the interview videos whereas Kyla, Siewhui and Syakira
handled the overall research and presentation of information to be put in the
report and presentation slides. Melarie and Rosabella, the creative ones in the
group were in charge of designing the front cover as well as the layout for the
presentation slides. Despite everyone having their own capabilities in each
task, in the end, everyone collaborated ideas and co-operated in finalising the
report as well as give their own inputs in each stage of completing the
assignment.
C. Assignment
Compare-and-contrast researches were done and used as the core
methodology in studying and analysing two trades or businesses within the
same industry, one in and the other one to be outside the Klang Valley area.
As a focal point, we decided to go with the theme of basing our research on
‘old-aged restaurants’. Our research went through three stages; the primary
stage is done by visiting the sites, secondary stage is done via the interviews
and data collected from the questionnaires whereas the tertiary stage is by
obtaining information from printed sources and the internet.
D. Research Questions
Derived from the appendix, the questions that were asked during the
interviews with the managers of the two businesses are summarised as such:
1. Name and background of the business.
2. Key founders of the business.
3. The motives of initiating the business.
4. Number and location of the business branches.
5. Number and brief identity of competitors.
6. Strategies and success rate in overcoming the competition

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E. Methodology
We conducted interviews with the managers at both destinated locations by
first making an appointment with them so they would be able to make some
time in their busy schedules. We made physical visits to both shops on two
separate days for the respective interviews. Besides that, we were readily-
equipped with the necessities such as camera for video-recording purposes
and photo-taking as well as a mobile phone for audio-recording and stationery
to make notes with during the flow of the interview. Furthermore, we did not
face any language difficulties as our members are able to communicate
fluently in the Mandarin and Cantonese dialects of the Chinese language in
addition to the languages of English and Bahasa Melayu. Moreover, we made
additional researches via the internet as well as printed sources to further
enhance the information gathered from the interviews.
In presenting the date we have obtained, we were to write a report as well as
to prepare an oral presentation. We split up the sub-topics amongst ourselves
and delegated a task to each individual so as to lessen the burden on the
members all the while ensuring the quality of the work done. Ultimately, we
compiled and edited the report to ensure the right facts and format were
included before submission. Similarly, we made the presentation slides
complimenting the information that is withheld in the report and practiced the
presentation itself amongst ourselves to ensure our knowledge on our own
subtopics are accurate.

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RESEARCH REPORT
A. BRIEF HISTORY OF THE BUSINESS TYPE
Restaurants are an institution in nearly every country and every culture in the
world. The term restaurant derived from the French restorer which first
appeared in the 16th century, meaning “a food which restores” and referred
specifically to a type of restorative meat broth or bouillon created by steaming
various types of meat. Such a broth was offered to those who might be too
weak to eat a full meal. It was first applied to an eating establishment at
around year 1765 and founded by a Parisian soup-seller named Boulanger.
The institutions in which these “restaurants” were served, had costly and
luxurious interiors and appealed to a wealthy clientele. Concepts such as
seating patrons at their own tables, providing dining at unspecified hours, and
a menu from which diners could choose their own dishes came out of these
institutions and became an established part of the “restaurant” service.
However, the restaurant as we know it today, a place where people come to
eat and drink as well as socialise, is credited to the French Revolution. Since
the 20th Century, restaurants have undergone significant changes, in part to
technological advancements in food productions. Malaysia has declared its
independence since 1957 and yet, there exists restaurants even older than
that such as Coliseum Café and Chong Kok Kopitiam. These two restaurants
have been around since before the 1950s and known as one of Malaysia’s
first few restaurants to operate since before the 1950s.
The Coliseum Café started in 1921 before World War II and some nine
decades and generations later, still continues to operate in the same premises
at one of the Kuala Lumpur oldest street, Batu Road which originally is a path
leading to Batu village where mining activities took place and now known as
Jalan Tuanku Abdul Rahman named after Malaysia’s First King. In the early
days, the restaurant served the British who worked and lived in then, Malaya.
It was patronised by government officers, prime ministers, tin miners, writers,
planters, traders and military personnel together with their families who swung

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by for tea, cocktails and dinner. Over time, the Western Colonial cuisine
evolved into its own unique style as the Hainanese chefs, immigrants from
China, concocted their own interpretation of many a western dish.
Furthermore, Chong Kok Kopitiam is located in front of the Klang KTM train
station. It has been operating since the year 1940 and has been recognised
for as long as 70 years. Chong Kok Kopitiam was found by 5 Hainanese men
from Hainan. However, Chong Kok Kopitiam is still operating in the selfsame
spot and has never been changed over the past 76 years to maintain its
autochthonous ambience. Until today, Chong Kok Kopitiam has been loyally
supported by the local community. Most of these customers have been
patronising this coffee shop ever since in their childhood and gradually have a
sense of belonging.

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B. BRIEF DESCRIPTION OF THE BUSINESSES
(i) Chong Kok Kopitiam
Chong Kok Kopitiam is one of the famous spots for breakfast as they are well
known for their toast and coffee. It is located on Jalan Stesen in Klang,
Selangor. Since Chong Kok Kopitiam is located in the heart of Klang, it is
often congested with people. They receive approximately seventy customers
daily. Even when the shop is crowded with people, one would be able to see
the diversity in its customers as customers of the three main races, Chinese,
Malay and Indian sitting under one roof, which truly makes it a One-Malaysian
gathering place.
The coffee shop has been open since 1940 and the interior has not changed
since then; the interviewee’s great-grandfather founded the shop itself
together with a few of his friends. Originally, he and his friends opened a
business called Chong Kok Hotel to which the business then changed to
Chong Kok Kopitiam. In the 1970’s, the first floor of the coffee shop’s building
was used as a restaurant whereas the second floor used to be the hotel.
However, these two businesses ceased to continue but Chong Kok Kopitiam
continues to run in the ground floor of the building. The owners then changed
their concept to just maintaining the coffee shop.
Chong Kok Kopitiam does not have any branches because they (the current
owners) want to maintain the quality of their food. Despite not wanting to open
any branches, the coffee shop has extended its menu to include a variety of
Western and local mixes. These menus were hung on the walls, made
available for visiting customers to read.
The main products sold are toast and coffee. Toast, sliced bread that are
browned on both sides by exposure to radiant heat, with homemade kaya and
butter spread on either side of the toast, gives the combination a sweet and
salty flavour. On the other hand, the coffee is the original Hainan coffee and is
made using an old-style-brewing technique which enhances its aromatic and
strong flavour. A set of coffee and toast is often ordered by their customers

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because of the unique flavor that arises when combined together. What made
these special is also the maintenance of the traditional method in toasting
bread (which is toasting by charcoal) and in making and brewing the coffee.
Furthermore, Chong Kok Kopitiam is well-featured in on social media sites
such as blogs, articles, reviews and even on local television channels such as
8TV and NTV7 and has gained a lot of recognition since then. The
maintenance of the original building and its environment ensures the
continuity of the flow of customers they receive to be returning, loyal
customers as well as new ones.

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(ii) Coliseum Café and Grill Room
Coliseum Café and Grill Room serves unique Western-Hainanese cuisine.
The Coliseum Cafe and Hotel started in 1921 before the Second World War.
After generation and generation, it still continues to operate in one of Kuala
Lumpur’s oldest streets, Batu Road, which is now known as Jalan Tuanku
Abdul Rahman. Coliseum Café and Grill Room have a total of four branches
including its main branch. They have branched out to popular tourists and
local spots starting with its first branch at Plaza 33, subsequently to Mid Valley
and Sunway Pyramid.
Coliseum was founded by a group of Hainanese businessmen who brought
their own style of cooking but localised it with Malay, Chinese and Indian
spices. The workers in its main branch consist of approximately twenty
people, both male and female. It was informed that the cafe was not open to
women back in those days of the Colonial Era. After a few decades, their
mindset changed and they soon allowed women to not only dine, but to work
in the café as well.
The main product of the café is its Western-Hainanese cuisine. Coliseum
Café and Grill Room’s dish, the Hainanese spaghetti was awarded as the
finalist for Kuala Lumpur signature dish last year in a competition organised
by the KL BIG KITCHEN Festival by Tourism Malaysia & City Hall-DBKL. The
competition was held in search for a significant and branded dish created for
the gastronomic city of Kuala Lumpur to which Coliseum was chosen out of
100s entries. Besides that, Coliseum secured a place in the Malaysia Book of
Records award for the ‘Longest Operating Western Colonial-Themed
Restaurant’, having been in business since 1921.
The café used to be a favourite hangout for British Colonials who wanted to
get authentic Western food but today, it has become a number one place for
locals to come and get enormous servings of sizzling steaks. The customers
they receive are usually tourists, office staff and locals ranging from middle-
aged to senior citizen. As per our visit, there were approximately nine

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customers when we first arrived. However, during lunch hour, the cafe started
getting filled to about thirty customers.
Coliseum Café and Grill Room have a vast development over the past few
years, obtaining many awards such as The BrandLaureate SMEs Best Brands
Awards for Best Brands in Food & Beverage - Western Cuisine. Besides that,
they have been interviewed by many columnists from The Star, Malay Mail,
Time Out and other named newspapers and magazines. This place continues
to exist and is gaining popularity even more so because of its nostalgic
environment and it’s great old taste in their food.

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COMPARATIVE ANALYSIS
(i) Comparative Analysis of the Two Businesses’ Competitive Traits
Item Chong Kok Kopitiam Coliseum Cafe & Grill Room
i. Competitors There are no possible
competitors with similar menu to
offer in the surrounding
area. However nearby mamak
restaurants has the potential of
pulling the crowd away.
Competitors would mainly be
other steakhouses such as
Jake’s Steakhouse.
ii. Brief description
of competitors
’Mamak' restaurants offers
prices similar to those at Chong
Kok Kopitiam. Although they are
not as famous their menu offers
a different variety.
Jake’s Steakhouse is
reputable for their great steaks
although it is a bit on the
expensive side.
iii. Competition
Strategies
a) Price and value
Chong Kok Kopitiam offers a
lower price range as compared
to restaurants nearby that might
be possible competition.
Coliseum Cafe & Grill Room
sets their prices with respect to
value.
b) History
Has been operating since 1940.
Currently, 76 years in operation.
Has been operating since 1921.
Currently, 95 years
in operation.
Both holds pride in their long years of operation and their reputable
name among customers and foodies.
c) Menu
Both restaurants had the same menu since the beginning of their
business which was only changed later on to accommodate the
Muslim community.
Main products would be their
array of toast and coffee.
Known for their fusion of
Hainanese and Western
dishes.

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d) Ambience
Old kopitiam decor and interior
gives off the old age vibe.
Unchanged interior brings
nostalgia to customers. As if
they were taken back to the
colonial days.
e) Service
Fast service for customers with
a simple ordering system.
The waiters are trained and
most are able to speak multiple
languages to accommodate to
the diverse crowd that visits the
restaurant.
iiii. Franchise Chong Kok Kopitiam operates
only one outlet located in Klang.
Coliseum Cafe & Grill Room
has four franchises:
- Jalan Tuanku Abdul Rahman
• Mid Valley
• Plaza 33
• Sunday Pyramid
v. Customer
Demography
The old kopitiam serves a wide
range of customers due to the
diverse community at their
location.
The outlet in Jalan Tuanku
Abdul Rahman mainly serves
customers that consists of
senior citizens, the working
class and tourists looking for a
restaurant with a story.

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(ii) Summary Table of Similarities and Differences between the Two
Businesses:
Chong Kok Kopitiam SIMILARITIES Coliseum Café and Grill
Room
76 years Open for more than
50 years
95 years
Started with a group of friends
from Hainan.
Business operation The cafe was opened by a
group of Hainan business
people.
Around 100 – 150 customers
daily.
Number of
customers
Around 100 – 150 customers
daily.
Featured in local newspapers,
internet blogs.
Media coverage Featured in local
newspapers, internet blogs.
Chong Kok Kopitiam has stuck
with the same product
throughout the years of
operating their business, but
they added more items into
their menu to attract more
customers.
Combating
competitors
Coliseum cafe has tastefully
present their Hainanese
Western cuisine over the
years. Through the recent
years they have added a few
new items into the menu such
as burgers was gaining
popularity among the

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customers to keep up with the
trend.
The coffee shop has a very
comfortable, antique ambiance
which the customers really
enjoyed as most of their
regular , loyal, returning
customers are elderly's who
have been visiting since
young.
Restaurant layout
and atmosphere
Coliseum cafe gave off a
friendly, unpretentious, and
charming atmosphere. The
cafe maintained their 1920's
style with it's wooden
structures.

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Chong Kok Kopitiam DIFFERENCES Coliseum Café and Grill
Room
Toast and coffee are mainly
ordered by the customers. But,
other local menu as also
served by the coffee shop.
Main products sold Their sizzling steak is one of
their specialty along with their
Hainanese food.
Mainly foreigner workers are
hired in the coffee shop.
Workers Most of the long term workers
hired in the cafe are locals,
and the short term workers
are foreigners.
Currently there are no
branches open.
Current branches 4 branches within Selangor.
The main branch would be in
Kuala Lumour, and the sub-
branches in Sunway pyramid,
The Gardens in Midvalley
Mall, and Plaza 33.

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Chong Kok kopitiam is located
in Klang. It has an antique
interior with rustic features as it
has not been renovated since
it was built.
Address:
5, Jalan Stesen, Kawasan 1,
41000 Klang, Selangor,
Malaysia.
Location Coliseum's main branch is
located in Jalan Tuanku
Abdul Rahman. It has an old
warm charm ambiance with
it's stylish classic 20's style.
Address:
98, Jalan Tuanku Abdul
Rahman, 50100 Kuala
Lumpur, Wilayah
Persekutuan Kuala Lumpur,
Malaysia.
Chong Kok Kopitiam as first
started in 1940 during World
War 2. It is originated from five
Hainanese people from Hainan
at that time. Chong Kok
Kopitiam was initially also a
hotel, restaurant, and coffee
shop. The 'Kopitiam' has been
running by four generations.
The family has yet to change
the traditional menu that has
been sold since the early days.
The reason why is because
they opt to maintain the
original quality of the products.
During the past 76 years no
hing much has changed,
environment wise, and also
customers.
Founder And
History
The Coliseum Cafe started in
1921 before World War 2.
Coliseum Cafe has
successfully blossom through
time fromwhen it was
founded by a group of
Hainanese business men.
And over time, as the cafe
started gaining popularity
among customers, they were
inspired to set up branches in
different parts of Selangor
such as Sunway Pyramid,
The Gardens Midvalley Mall,
Plaza 33. During the early
days, the cafe mostly served
the British who were residing
in Malaya with Western
Colonial cuisine. Eventually,
the menu was influenced with

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the local Malay, Chinese and
Indian cuisine in certain
dishes as well as the addition
of some of the local's
favourite dishes into its menu.
With time, Coliseum Cafe is
famously known for serving
Western Hainanese Cuisine.
The cafe opens from 6.30 in
the morning till 6 in the evening
every Monday till Saturday. On
Sundays the coffee shop is
open from 6.30 in the morning
till 2 in the afternoon.
Business Hour Coliseum from 10 in the
morning till 10 at night every
day.
RM 50,000 Annual Revenue It is a disclose information.

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RECOMMENDATIONS
Based on our analysis and observations of these two businesses, Chong Kok
Kopitiam in Klang and Coliseum Cafe in Kuala Lumpur, we have proposed a
few recommendations to further improve their competitiveness in the future.
A. CHONG KOK KOPITIAM, KLANG
Current Area of Improvement Recommendation
Restaurant Hygiene There are many insects in the
restaurant such as flies, ants and etc.
Since the restaurant is exposed to
open air, it would be difficult to get rid
of the fleas. However, areas around
kitchen and dining area must be clean
and away from food debris and the bin.
Thus, all ingredients that was left on
the table must be covered with a mesh
umbrella food cover and it is
recommended that workers must wear
a pair of clean plastic gloves while
preparing the meals.
Food Dishes Regularity The chefs could start by introducing
new and fresh recipes the still enclose
the long suit of the restaurant, besides
remaining the original. This act, could
possibly introduce new customers and
increase the popularity of the
restaurant.
New Coat Paint is Needed Most walls in the restaurant is
damaged and soiled. Hence, we
recommend that the owner of the
restaurant should begin renovating the
place with a cleaner environment and
be coated with fresh colors.

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A. COLISEUM CAFÉ AND GRILL ROOM, KUALA LUMPUR
Current Area of Improvement Recommendation
Indoor Smoke There are smoke indoors before
serving a steak on the cast- iron skillet
for the customers. These smokes and
odors will cause eye irritation and bad
odor to customer’s clothes. Thus, we
recommend that the owner of this
restaurant should apply smoke air
cleaners in the restaurant to clean
smoke and odors from the inside of the
restaurant.
Over-priced The meals served in Coliseum is quite
pricey and it is not friendly for the
youth. Hence, we recommend the
owner of this restaurant should provide
more affordable and suitable meals for
the youth so that more customers
including the youth will come and dine
in the restaurant.

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CONCLUSION
Through the previously mentioned analysis, we can conclude that both Chong
Kok Kopitiam and Coliseum Cafe & Grill Room are similar as they have both
been operating for more than 50 years. Throughout the years, a special bond
between the customers and the respective restaurants are created, thus, they
form a very reputable name among newspapers and online reviews. These
old age restaurants act as if they were time machines, from the moment you
step into the restaurant, nostalgia brought along by the restaurant gives off a
very special ambience that is impossible to be duplicated by newer upcoming
restaurants. Despite their historical timeline, these restaurants still have
individualistic differences that create each good old taste.
Located in Klang, Chong Kok Kopitiam receives more local customers while
Coliseum Restaurant generally serves more tourists. With their apparent
differences in location, these two restaurants have made their menu suit their
customer’s taste and the prices are also reasonable subject to the customer’s
demand and value given by the restaurant. Clearly, the most obvious
differences between the two would be their menu. Chong Kok Kopitiam offers
a simple menu with an array of bread choices that can be accompanied with
locals favourite drinks such as ‘teh c peng’ or ‘kopi o’. On the other hand,
Coliseum Cafe & Grill Room, serves more towards a fusion of Hainanese and
Western dishes with their signature dish ‘Hainanese sizzling steak’.
With competition being very low and almost unviable on Chong Kok Kopitiam,
they are able to keep their customers while putting in little effort with
competitive business. In contrast, Coliseum Cafe & Grill Room is faced with
multiple competitors such as the new steakhouses in the area. However, they
are able to compete well with their very unique menu, distinct ambience, and
a rich history with fame among colonials as well as multiple political figures
over the past 95 years.
Overall, these two restaurants have been around for quite some time and they
are not planning to budge out of the food industry anytime soon.

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APPENDICES
A. Chong Kok Kopitiam, Klang
(i) Photo compilation.
Close-up shots of the front entrance of Chong Kok Kopitiam.
Photos taken of the coffee shop’s interior atmosphere
Customers are seen enjoying their food and having conversations with their
companions.

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Chong Kok Kopitiam’s staff diligently at work.

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(ii) Transcript of the interview.
1) When was the business founded?
It started in the year 1940. We have just celebrated our 75th
anniversary last
year.
2) Who are the key founders?
I am the fourth generation. My great grandfather started this business with a
few of his friends.
3) What prompted the founders to start this business?
Basically, my great grandfather and his friends were interested in opening a
business together and so they did.
4) What are your main products?
Our main products are what is popular with our customers and they are
steamed bread, toasted bread, half-boiled eggs and ‘nasi lemak’.
5) Who are your customers?
Our customers are mainly Chinese since this is a Chinese café. Malays would
fall in second place, follow-up by the Indians.
6) If you don’t mind me asking, what is the business’ annual revenue
figure?
Our annual revenue is RM 50, 000, inclusive of Government Service Tax
(GST).
7) How many branch offices/stores do you have?
We have none. This shop is our one and only.
8) Can you provide us a brief history of your business and its most
recent developments?
We started in 1940 and back then, this shop was not as popular as it is now.
Throughout the years, we have gained quite an amount of recognition from
the public.
9) Do you have many competitors? If so, who are they? Who are your
top 3 competitors?
I would say there are no competitors in this area since all of us (the shop
owners) are selling different types of food and cuisine.

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10) Is the business constantly facing strong competition from other
competitors? What strategies have they used to compete with you?
I would say there is not much competition since we have already established
our reputation in the market. Furthermore, we have a lot of loyal, returning
customers who would visit this shop frequently.
11) How much capital is required to start this business? What, if any,
specialised field of knowledge do you need to run this business?
Basic knowledge of making the food is our signature.
12) Generally, do you feel it is easy or hard to enter this market? Why?
It will be hard for us to open a brand new café, but if we were to open
branches for Chong Kok Kopitiam, I think it would be easier.
13) How often do you release a new product (this assumes the business
sells differentiated products)?
We are and will always stick to our main products, that’s the whole main point
of this business; a coffee shop. However, over time we included new items to
the menu to appeal to a larger crowd.
14) Are your pricing decisions strongly affected by your competitors?
Our pricings are not affected and they will always remain as it is.

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B. Coliseum Café and Grill Room, Kuala Lumpur
(i) Photo compilation.
Frontal view of the Coliseum Café and Grill Room building.
Exteriors of Coliseum Café. There are murals of the Prime Ministers of
Malaysia on the side wall of the Coliseum Café.

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The interiors and atmosphere of the café. No renovations were done since it
opened, keeping its original state to maintain its uniqueness.
The walls of the café are decorated with
articles and award certificates, praising
Coliseum for its great quality.

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A group photo with the interviewee, Mr. Eddy, in the bar of the Coliseum Café
and Grill Room.

31
(ii) Transcript of the interview.
1) When was the business founded?
It started in 1921. This year (2016) marks our 95th
year in operation. This road
used to be called Batu Road and so when Malaya started, we were one of the
first few restaurants that came about then. Back then, before Merdeka, we
have served five prime ministers in which they themselves walk through these
doors.
2) Who are the key founders?
Since 1921, we have five generations who have passed. Shareholders
changed, new chefs came in to bring this restaurant further. The current
shareholders are a mix of investors and people who are in the F&B (Food &
Beverages) industry.
3) What prompted the founders to start this business?
They had passion to involve Western dishes into Malaysia.
4) What are your main products?
I would say it’s mainly the Western-Hainanese food we serve here. The
Malaysian cuisine is as close as you can get for a Western-kind of restaurant.
In those days, we were under the Colonial rule, the Hainanese cuisine is what
our chefs prepared for the British masters. They were Hainanese chicken
chop, steaks, what we call now ‘fusion food’.
5) Who are your customers?
I would say our customers are mostly office staff, tourists and locals ranging
from middle-aged to senior citizens.
6) How many branch offices/stores do you have?
We have four branches, including our main branch here in Jalan TAR. We
have one in PJ, one in Plaza33 and one in Sunway Pyramid. So we have a
total of 4 restaurants.
7) Can you provide us a brief history of your business and its most
recent developments?
This was Batu Road, leading to a mining town before. This road used to be
the “Bukit Bintang” in the olden days. So any shops that open here would
definitely mark up.
8) Do you have many competitors? If so, who are they? Who are your
top 3 competitors?

32
Our close competitors would be the steakhouses. Jake’s and Marini’s are
some of them.
9) Generally, do you feel it is easy or hard to enter this market? Why?
It would be hard to enter as a beginners but the key is the experiences we
have.
10) How do you compete with your competitors i.e. what strategies do
you employ to divert customers away from your competitors?
We have been around for 95 years and we have been around that long for a
reason. We go by our four key pillars which are taste, quality, value and
trendiness. We hold on to these key pillars as we aim to be around for another
century as in five more years, we would be celebrating our 100th
year in
operation.
11) How often do you release a new product (this assumes the business
sells differentiated products)?
Our recent addition would be our burgers. Burgers are popular with the
younger crowd as you can see in KGB, Burgatory, Burger Lab, Johnny
Rockets, all those burger franchises. We brought in burgers, we brought in
spaghetti. These are the recent additions we have to draw in the younger
market.
12) Are your pricing decisions strongly affected by your competitors?
The pricing of our menu are competitively priced, so we usually give a packed
meal. We ensure the value is prioritized as we make sure the plate is filled
from one corner to the other.

33
TEAM MEETING MINUTES
MINUTES OF THE MEETING #1
DATE: 30th
December 2015
TIME: 5.30 p.m.
VENUE: Class E3.12, Taylor’s University
Lakeside Campus
NAMES OF GROUP
MEMBERS
TUTORIAL GROUP ROLE
Kyla Diego Wednesday, 6.30 p.m. Member
Melarie Donough Wednesday, 6.30 p.m. Member
Rebecca Marie Tanduba Wednesday, 6.30 p.m. Member
Rosabella Mobijohn Wednesday, 6.30 p.m. Member
David Tan (Tan Ke Weh) Wednesday, 6.30 p.m. Member
Tengku Syakira Wednesday, 6.30 p.m. Member
Tung Siew Hui Wednesday, 6.30 p.m. Member
NO. ACTIVITY ACTION TAKEN BY
1 Deciding on what type of business
to do research on and where
All members
2 Contacting and making
arrangements to meet with the
managers of two businesses
Chong Kok Kopitiam – David
Coliseum Café and Grill Room - Rebecca
3 Task delegations (Interview) At Chong Kok Interview – David
At Coliseum Café and Grill Room – Syakira
4 Task delegations (Data
presentation)
Key Summary – Rebecca
Brief History of Business Type – Rosabella
Brief Description of the Two Businesses –
Siew Hui
Comparative Analysis – Syakira and
Melarie
Recommendations – Kyla
Cameraman and Appendix – David

34
DATE: 9th
January 2016
TIME: 1.30 p.m.
VENUE: Chong Kok Kopitiam, Jalan Stesen,
Klang
NAMES OF GROUP
MEMBERS
TUTORIAL GROUP ROLE
David Tan (Tan Ke Weh) Wednesday, 6.30 p.m. Leader
1 Interviewer David Tan
2 Camera-person/ Video recorder Kyla
3 Audio recorder Melarie
4 Note-taking Siew Hui

35
DATE: 10th
January 2016
TIME: 4.00 p.m.
Lakeside Campus
NAMES OF GROUP
MEMBERS
TUTORIAL GROUP ROLE
1 Interview videos editing and
transcripting
David
2 Begin report All members
3 Presentation slides Rosabella

36
DATE: 11th
January 2016
TIME: 12.00 p.m.
VENUE: Coliseum Café and Grill Room, Jalan
Tuanku Abdul Rahman, Kuala
Lumpur
NAMES OF GROUP
MEMBERS
TUTORIAL GROUP ROLE
1 Interviewer Syakira
2 Camera-person/ Video recorder David
3 Audio recorder Rebecca
4 Note-taking Siew Hui

37
DATE: 14th
January 2016
TIME: 6.00 p.m.
Lakeside Campus
NAMES OF GROUP
MEMBERS
TUTORIAL GROUP ROLE
1 Report compilation and final editing Rebecca
2 Presentation slides Rosabella
3 Conclusion Syakira
4 Artistic cover Kyla
5 Report-editing Melarie and Siew Hui
6 Finalising video and photo
compilation
David

38
REFERENCES
1. (n.d.). Retrieved January 14, 2016, from
http://www.themalaysianinsider.com/citynews/greater-kl/article/coliseum-
waiter-glad-to-have-served-5-premiers/coliseum-waiter-glad-to-have-served-
5-premiers
2. Coliseum Cafe. (n.d.). Retrieved January 14, 2016, from
http://www.coliseum1921.com/
3. Coliseum Café in Kuala Lumpur - KL Magazine. (n.d.). Retrieved January
14, 2016, from http://www.kuala-lumpur.ws/magazine/coliseum-cafe.htm
4. Coliseum Cafe & Grill Room on Jalan Tuanku Abdul Rahman -
HungryGoWhere Malaysia. (n.d.). Retrieved January 14, 2016, from
http://www.hungrygowhere.my/dining-guide/tried-and-tested/coliseum-cafe-
grill-room-on-jalan-tuanku-abdul-rahman-*aid-b5523101
5. Ee, J. (2014, April 2). Chong Kok Kopitiam Documentary March 2014.
(Video file). Retrieved January 14, 2016, from
https://www.youtube.com/watch?v=a4OBdhYrrUI
6. Katz, S. (2003). Encyclopedia of food and culture. New York: Scribner.
7. Motormouth From Ipoh – Malaysian Food & Travel Blog. (n.d.). Retrieved
January 14, 2016, from http://www.j2kfm.com/chong-kok-kopitiam-klang/

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