Comparing Two Malaysian Restaurants: Banyonya in Melaka and The Scene in Shah Alam

SCHOOL OF ARCHITECTURE
BUILDING AND DESIGN
FOUNDATION IN NATURAL BUILT ENVIRONMENT
PRESENTATION : FOOD AND BEVERAGE
INDUSTRY
GROUP MEMBERS:
MOHAMMAD HAFIZ BIN ZAINAL 0322504
SHAMIL NAFIZ BIN NASARUDDIN 0321989
MUHAMMAD AREEB BIN AMIRULLAH
HASSAN AZRI BIN MUHD NAIM
FARAH AIDA BT SHAHAR SHAM 0322962
MUHAMMAD FAREEZ BIN SHAHAR SHAM 0322961
ISYRAQ BIN NASIR 0322177
RIFA’I NUSAIR
SUBJECT : ENGLISH 2
LECTURER : CASSANDRA WIJESURIA
SUBMISSION DATE : WEDNESDAY

CONTENT
1. RESEARCH PROPOSAL
1.1 INTRODUCTION
2. KEY SUMMARY
2.1 THE GROUP
2.2 THE TOPIC
2.3 THE LOCATION
2.4 RESEARCH QUESTION
2.5 METHODOLOGY
3. BRIEF DESCRIPTION OF THE BUSINESS
3.1 FOOD INDUSTRY
3.2 BANYONYA RESTAURANT
3.3 RESTAURANT
4. TRANSCRIPT
4.2 RESTAURANT
5. RECOMMENDATION
5.2 RESTAURANT
6. COMPARATIVE ANALYSIS
6.1 COMPARATIVE ESSAY
6.2 COMPARATIVE TABLE

7. APPENDICES
7.1 MEETING MINUTES
7.2 SHOP DETAILS
9. REFERENCES

INTRODUCTION
For this assignment, we were to locate, study, compare
and analysis two businesses of the same industry but
located in different regions in Malaysia.
We have chosen two restaurantsfor our assignment. We
have chosen this industry because the food-service
business is a wide business that is sky-rocketing the
market everywhere and we think that it is worth to analysis
this business as it is business that satisfy the needs of
society. We eventuallylimit our research to 2 restaurants
in Malaysia. First is the Banyonya restaurant which is
located in Melaka and the other one is The Scene
restaurant located in Shah Alam. From our research, we
found that the restaurant that run in Melaka is more stable
than the otherrestaurant in Kuala Lumpur, mostly
probably because of its techniquein running the business.

KEY SUMMARY
2.1 THE GROUP
Our group consist of 8 members
 Hafiz Zainal
 Shamil Nafiz
 Farah Sham
 Fareez Sham
 Hassan Azri
 Areeb Amirullah
 Isyraq Nasir
 Rifa’I Nusair
2.2 THE TOPIC
The businesses that we decided to do comparison on are the
Banyonya restaurant in Melaka and The Scene Restaurant in
Shah Alam, Kuala Lumpur. This 2 shops have been in this
food industry for more than 10 years but they both are very
different in terms of culture, employees, attitudesand
services, marketing and etc.
2.3 THE LOCATION
We carry out our research at 2 different states. The first
research was carry out in Melaka. These states consist of
many industries and the food industry is probablyby far the
most famous industry. The second research was carry out in
Kuala Lumpur.

2.4 RESEARCH QUESTION
1. When did you start this business?
How long have you been running this business?
2.What made you want to start this business?
3.Do you have any other branches?
4.Do you have a lot of competitor?
5. If so, how do you compete with the competitor?
5.Do you face any difficulties when you start the
business?
6. How’s your selling per day?
7. Do you hire any employees?
8. Who is the founder of the business? Are you aloneor
do you have partner?
9. How many customers do you have everyday?
10. Is the amount of customers the same everyday or
differ?
11. Are your pricing decision strongly affected by your
competitor?

12. What is the business annual revenue figure?
13. What is the business monthly revenue figure?
14. What were you doing before you started this business?
15. Do you work everyday?
16. Does your shop operateeveryday?
17. What is your specialty food at your shop? What are
your main products?
18. Range of the price of your special food at your shop.
19. Do you advertise your business? If yes, how?
20. Who are your customers? Are they local? Foreigners?
Old peopleor youngsters?

2.5 METHODOLOGY
2.5.1 THE INTERVIEW
The interview was carried out during our trip to Melaka. We
were given time to carry out the time interview for only 1
day trip. We visited the Banyonya Restaurant at Melaka
Raya, Melaka and met the owner, Mr. David Goh. We
started off by asking him general question about the shop
while recording the interview. He then introduced us
peranakan cuisine and had lunch at the restaurant after we
finished interview him. The second interview was carried
out during the next few days. We went to The Scene
Restaurant in Kuala Lumpur and meet the owner Ms. . She
was very friendly and after done with the interview, she
treats us food to eat.
2.5.2 REFERENCES
Beside on side interview, we also look up on internet for
reference. Both the restaurant do not have a properwebsite,
hence we had to get information from the residence around
that area.
2.5.3 MEETINGS
We have conducteda few meeting before the interviews.
This is to ensure that all task were distributed fairly to all the
group members. We also kept in touch whatsapp and
facebook meeting to ensure everyone is on track.

BRIEF DESCRIPTION OF THE BUSINESS
3.1 FOOD INDUSTRY
The food industry is a complex, global collective of
diverse businesses that supply most of the food consumed
by the world population.Only subsistence farmers, those
who survive on what they grow, can be considered outside
of the scope of the modern food industry.
Banyonya Restaurant was founded by David Goh. The
restaurant has been running for 13 years since 2002. It is
located in the center of Melaka at Jalan Taman Melaka
Raya. The focus of the restaurant is to serve classic
Nyonya cuisine in a simple and comfortable setting.
Banyonya takes particular pride in its adherence to the
traditions of Nyonya cooking. The restaurant’s approach to
this intriguing culture is to create simple dishes that burst
with the flavor combinations that are so distinctively
Nyonya. Highlights of the menu are “asam pedas”, “udang
masak lemak nenas”, fried chicken cooked with salty chili,
“kangkung belacan” and cendol. According to the owner
although the surrounding gives great competition to his
business as many similar restaurant are placed nearby but
it still manage to stay strong over a decade of opening his
business.

David was inspired to open his restaurant purely on his
loved of food. Since he was small his mother has taught
him how to prepare and served authentic nyonya food. As
he grew older he wanted to share the delicious taste of
nyonya food by opening up his own shop. The restaurant
only has one shop and is not planning on making a
franchise out of it as the owner does not want to degrade
the authenticityof his cuisine.
3.3 The Scene Restaurant
The Scene is a Halal restaurant. It is located near in PKNS
building in Shah Alam. The restaurant served a variety of
dishes also known as “lauk pauk” in malay which is a
famous lunch menu to many of its surrounding customer.
They served their food in a buffet style manner as it has
become staple way in serving this malay dishes to its
customers. The amongst the variety dish that can be found
in the restaurant, the ones that the customers all choose is
chicken fried tumeric, “ayam masak merah”, stirred fried
cabbage with ice tea as its beverage. The problem with
opening up any business such as a restaurant is having
competition. With the scene there is no exception as it
faced a lot of competition from the nearby restaurant but
the scene still manage to become a successful restaurant
because of the strategic location as it is near to the office
area and also of the great quality of its food.

TRANSCRIPT
We started our business early 2002 and it’s been 13 years
we run this business.
We planned to start our own business after we surveyed
this field and we thought we could tried it and make some
profit from it.
No, we don’t have any otherbranch
Yes, there are 8 others restaurant in this area.
By improve our food quality and service and promotingour
restaurant often.
business?
At first it’s quite difficult because we don’t have any
experience.

Thank god,we manage to achive our sell above than
RM1000 per day.
Yes, we have 3 waiters and 5 kitchen helpers
We have two founder of this restaurant.Meand my partner,
Raymond Yeo
9. How many customers do you have everyday?
More than 100 customers per day.
differ?
No. It’s dependson what day.
competitor?
Yes, we are.
Maybe more than RM100 000 per year.
Around RM35 000.

Both of us are doctors. But I stop while my partnerstill a
doctor.
No. We take turns for this restaurant.
16. Does your shop operateeveryday?
Yes,daily.

4.2 THE SCENE RESTAURANT
1987.
More than 20 years. Started from night market and now im
here in this restaurant.
I started this business because of my family.
No.
Yes we do.
Yes, of course.
business?
At the beginning yes.
Alhamdulillah,maybearound Rm1000 or maybe more.

I have 2 waiters and 6 kitchen helpers.
Im the founderof this restaurant.
differ?
Depend on what day and mostly on Mondayand weekends
many customer.
competitor?
I’m not sure about that.
It depends.
Maybe more than Rm10000 per month
I’m a housewive.
Yes I do.

RECOMMENDATION
5.1 BANYONYA
Still standing strong at 13 years, Banyonyahad braced itself
against other modern babanyonyarestaurant and stand
strong amongs them to further to enhancetheir business. To
further enhancethe business, Banyonya should consider
strengthening their food business. Tactics should include
advertise through bannersaround Bandar Melaka. This to
allows locals and tourists to be aware on their significance of
their restaurant.Other than that they should add more
decoration to attract more customers. The last step is to
consider opening their second and third branch on the
western side and slowly across Malaysia.
5.2 THE SCENE
As the scene is located inside Kompleks PKNS Shah Alam,
they should seize the opportunityto increase the workers
due to the lack of workers there. Other than that they should
make the restaurant look tidier and cleaner to attract more
customers and to avoid health and hygiene summons. This
means they should improve the arrangement of the furniture
in the restaurant.

COMPARATIVE ANALYSIS
6.1 COMPARATIVE ESSAY
Comparative Analysis of the two businesses like what we
are tasked to do, my group interviewed two business from
different locationin Malaysia. The first business that we
chosed were in Malacca, called Banyonya. This business had
been running for almost 13 years and our interviewee were
David Goh, who was one of the founder of Banyonya. The
second business, which started in 1986, which serve more to
Malay cultureof food and it is located in Complex PKNS,
Shah Alam. This restaurant was run by herself and the
founder of this shop were Jawahiroh bt Ibrahim. From this
observation, we could see that theres plenty of comparison
that could be made from the two businesses.
Both businesses main services are mainly to satisfy
the cravings of human in food. Their main target of
consumers are rather same, where they targeted peoplefrom
all ages and mainly the peoplewho works in the office.
Difference between these two business are peoplewho has
visited to their restaurant during pick hours, as for Banyonya
there are more than 100 customers in each day, while for the
scene restaurant there are more than 200 peoplewho come
to this place because this place is well known and strategic
place place to open a restaurant compare to Banyonya.
The two businesses started for almost the same purposes,
to help his family for economicallyand mainly to raised
their family for their needs of everyday living. According to
Mr. David, he was the first person who opened a banyonya

shop at the place where he established himself and as for
Mrs Jawahiroh has established her business because of her
needs to let peoplearound knows what Malay food taste like
and the popularfood that are from Malaysia.
Like any other businesses, where everyone faced whole
lots of challenges before gaining lots of profit from what
they have worked hard. They find it hard to find a regular
customer when they just started their business, this makes
the owner losees confidence to succed in this industry. They
have taken a step where they have to take everything slowly
and determination on something that they want. They hope
that there is someone to take over their businesses, and what
they think was everyone wants a quick service and being
friendly towards the customers, that has been their policy
ever seen, and it was pleasure for themselves to see that they
didn’t stop everything halfway.
Along with the challenges comes the competitors, as for
Banyonya, they have a lot of competitors along the street.
The other Banyonyahave just opened but they have received
lots of customers because of economic growing of new
building, this has hidden their shop from all the people
around and they would rather goto the place what they see
and not what peoplerecommend. As for The Scene
Restaurant, its located in a complex, where their competitors

are huge, as you see, there will be new restaurant every year
and some of the restaurant are very well known for their
food, as each day past, Malay food culture has slowly know
been the variety choice of their everyday food.
To concludeour observation between these two
businesses, The Scene restaurant are more stable compared
to Banyonya as it is located in Shah Alam, where it is a very
well known place for studentsto study there and it is near to
UITM Shah alam. They have provide betterquality and
choices of food compared to Banyonya where everything
there has to be ordered and serve.

6.1 COMPARATIVE TABLE
ITEM BANYONYA THE SCENE
NUMBER OF
COMPETITORS
ALONG THE
STREET OF
TAMAN
MELAKA RAYA
RESTAURANTS
IN THE
COMPLEX
PKNS
BRIEF
DESCRIPTION
OF
COMPETITORS
REASONABLE
AND
AFFORDABLE
REASONABLE
AND
AFFORDABLE
STRATEGIES
TO COMPETE
WITH
COMPETITORS
BEING
FRIENDLY AND
STICK TO THE
THEME OF
CUSTOMERS IS
ALWAYS RIGHT
BEING
FRIENDLY AND
STICK TO THE
THEME OF
CUSTOMERS IS
ALWAYS
RIGHT
WHAT ARE THE
OBSTACLES
FACED BY NEW
BUSINESS?
ECONOMIC
GROWING AND
PEOPLE TASTE
IN FOOD OF
THEIR
EVERYDAY
CRAVING
ECONOMIC
GROWING AND
PEOPLE TASTE
IN FOOD OF
THEIR
EVERYDAY
CRAVING
NATURE OF
MARKET
THERE WILL
ALWAYS BE
COMPETITORS
WHO DOES
BANYONYA
THERE WILL
ALWAYS BE
COMPETITORS
WHO DOES
MALAYSIAN

STYLE OF
FOOD SO MUCH
BETTER THAN
THE MARKET
THAT HAS
ESTABLISHED
FOR A LONG
TIME
CUISED STYLE
OF FOOD SO
MUCH BETTER
THAN THE
MARKET THAT
HAS
ESTABLISHED
FOR A LONG
TIME

APPENDICES
7.1 MEETING MINUTES
DATE: 7th of November 2014
TIME: 11am - 6pm
VENUE: library
NAMES OF GROUP
MEMBERS
TUTORIAL
GROUP
ROLE
Mohammad Hafiz Bin Zainal wednesday 2pm-
4pm
leader
Shamil Nafiz Bin Nasaruddin wednesday 2pm-
4pm
researc
h
Muhammad Areeb Bin
Amirullah
wednesday 2pm-
4pm
researc
h
Isyraq Bin Nasir wednesday 2pm-
4pm
note
taking
Hassan Azri Bin Muhd Naim wednesday 2pm-
4pm
note
taking
Muhammad Fareez Bin Shahar
Sham
wednesday 2pm-
4pm
researc
h
Farah Aida Binti Shahar Sham wednesday 2pm-
4pm
researc
h
Rifai Nusair wednesday 2pm-
4pm
note
taking

NO. ACTIVIT
Y
ACTION
TAKEN
BY
Decide
what kind
of
restaurant
to
interview
Farah Aida
and
Hafiz…
list down
all the
interview
question
Farah Aida
contact the
owner to
interview
Farah Aida
and Hafiz
MINUTES OF THE MEETING
DATE: 8th November 2015
TIME: 2am-6pm
VENUE: Jalan Melaka Raya, Bandar
Melaka

NAMES OF GROUP
MEMBERS
TUTORIAL
GROUP
ROLE
Mohammad Hafiz Bin Zainab wednesday 2pm-
4pm
tour guide
4pm
note taking
Muhammad Areeb Bin
Amirullah
wednesday 2pm-
4pm
transporter
Farah Aida Bin Shahar Sham wednesday 2pm-
4pm
camera man
Muhammad Fareez Bin
Shahar Sham1
wednesday 2pm-
4pm
note taking
4pm
audio
recording
4pm
interviewer
Rifai Bin Nusair wednesday 2pm-
4pm
photographe
r
NO. ACTIVIT
Y
ACTION
TAKEN
BY
meeting
the
interview
all of us…

DATE: 14 November 2015
TIME: 9am-12pm
VENUE: Kompleks PKNS Shah Alam
NAMES OF GROUP
MEMBERS
TUTORIAL
GROUP
ROLE
4pm
photog
rapher
4pm
note
taking
Muhammad Areeb Bin
Amirullah
wednesday 2pm-
4pm
transp
orter
4pm
intervi
ewer
Sham1
wednesday 2pm-
4pm
note
taking
4pm
audio
recordi
ng
4pm
camer
a man
4pm
photog
rapher

NO. ACTIVIT
Y
ACTION
TAKEN
BY
meeting
the
interview
all of us…
DATE: 22nd of November 2015
TIME: 9am-6pm
VENUE: library
NAMES OF GROUP
MEMBERS
TUTORIAL
GROUP
ROLE
4pm
4pm
report
writin
g
Muhammad Areeb Bin
Amirullah
wednesday 2pm-
4pm
report
writin
g
4pm
report
writin
g

Sham1
wednesday 2pm-
4pm
report
writin
g
4pm
video
editor,
report
writin
g
4pm
report
writin
g
4pm
report
writin
g
NO. ACTIVIT
Y
ACTION
TAKEN BY
editting
the video
isyraq
Nasir…
report
writing
all of us

DATE: 23rd November 2015
TIME: 1pm - 7pm
VENUE: Library
NAMES OF GROUP
MEMBERS
TUTORIAL
GROUP
ROLE
4pm
Compilat
ion
4pm
Compilat
ion
Muhammad Areeb Bin
Amirullah
wednesday 2pm-
4pm
Compilat
ion
4pm
Compilat
ion
Sham1
wednesday 2pm-
4pm
Compilat
ion
4pm
Touch-up
4pm
Touch-up
4pm
Touch-up

NO. ACTIVITY ACTION
TAKEN BY
Compilation
and Touch
up
All of us

7.2 SHOP DETAILS
7.2.1 BAYONYA RESTAURANT
Location : Jalan Melaka Raya , Malacca
Founder : David Goh and Raymond Yeo
Interviewee : David Goh
Age : 42 years old
Position : Founder
The owner of the Bayonya Restaurant Mr. David Goh

7.2.2 The Scene Restaurant
Location : PKNS Mall , Shah Alam , Selangor
Founder : Jawahiroh bt Ibrahim
Interviewee : Jawahiroh bt Ibrahim
Age : 48 years old
Position : Founder
The Owner of the The Scene restaurant, Ms Jawahiroh.

REFERENCE
1. Food and Beverage Industry Outlook. (n.d.).
Retrived January 14, 2014 from
http://www.foodprocessing.com/articles/2014/2014- food-
and-beverage-industry-outlook/
2. Clifton, H., & Sutcliffe, A. (1994). Business information
systems (5th
ed.). New York: Prentice Hall.
3. Lesikar, R. (1981). Report writing for business (6th
ed.).
Homewood, Ill.: R.D. Irwin.
4. Business Document Writing : The ‘Terms of Reference'.
(n.d)
Retrieved February 25, 2013
http://www.leoisaac.com/com/com005.htm

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