Penang brand for gourmet pork, chicken and beef burgers – Health Guild News


If we went back 8 years to 2013, it would be safe to say that Lucas Siah never imagined that he would run a gourmet burger empire born in Penang.

At the time, he and his high school friend Pell were in quite different situations.

Lucas was helping in the business of his parents ’cottage which was barely reaching the end of the month and he was therefore charging irregularly. Meanwhile, Pell had a suitable full-time job with his father.

During a meeting, they started joking about how they should set up a roadside stop to sell some burgers. “Somehow, our joke came true,” Lucas reflected in an interview with Vulcan Post.

Thus, at the age of 25, Lucas and Pell became the founders of Spade burger, opening a simple stop to get started.

Arrive despite stagnant sales

“From the beginning, I was totally committed because I didn’t have the right income. During the day, I made the ingredients myself from my parents ’kitchen and these included the cakes, potatoes, sauces and ingredients,” Lucas recalled.

Preparing orders in Spade’s Burger kitchens / Image credit: Spade’s Burger

At night, Pell would join him at the stop. In his early months, everything seemed to be going well and Pell even quit his job full time to commit to Spade’s Burger as well. Then sales stagnated at the end of the year.

“It was the best decision at the time for Pell to return to his full-time job with his father instead of selling one-stop burgers with a future that seemed uncertain,” Lucas said.

With the Chinese New Year approaching, Lucas was left with the decision to end the business or take a leap of faith and open a suitable burger restaurant.

“The call was made and the rest, as you know, is history.”

Choose something to do and do it right

Did you know that the Spade Burger could have been called Ace or Ace’s Burger (in reference to a manga character)?

But the team discovered that there was already an Ace Burger worldwide, so Spade’s came to mind as a middle name that was still related to the pages of the cards.

While they didn’t get their first name choice, it looked like they certainly had an ace up their sleeve when it came to capturing the market.

Knowing exactly what the Penangites wanted, all the team had to do was serve them and do it right.

“Our customers knew exactly what to expect when they visited us, in this case, pork burgers,” Lucas shared. While they also offer chicken and beef burgers for a variety of burgers, it’s safe to say that to this day, they’re even better known for their pork burgers.

Sorry if reading this article has made you hungry / Image credit: Spade’s Burger

The brand soon grew to 5 outlets in Penang over 4 years, but the main turning point that helped the business grow was its expansion outside the pearl of the East.

However, instead of jumping straight into the Klang Valley, the team chose Ipoh first, as they believed it was a new market with little competition at the time. Most importantly, it was strategically located on the road to the Klang Valley.

Kampar, Perak was his next stop, albeit with a slightly different strategy: a less premium version of his menu to cater to students there.

In 2018, they entered the shores of Selangor and in 2021 they would have 5 outlets in the Klang Valley.

From one stop to 10 outlets in 9 years

It is always said that having a strong commodity can take a business a long way. For Spade’s Burger, Lucas shared that most of his burgers have been on the menu since 2013, including his Baconizer, Dark Knight, 300 and Shinobi, to name a few.

Of course, they get better and better from time to time, and Spade’s Burger keeps it spicy by introducing new items also monthly.

Since its launch, there is no doubt that Malaysia has experienced a boom in gourmet burgers, with some also specializing in pork burgers. However, the Spade’s Burger fan base seems to be growing.

The plausible reason for this? “We just continue with what we have been doing without cutting corners. Healthy competition is always welcome, ”Lucas concluded.

If an image could speak, it would say, “Delighted carn you. “/ Image Credit: Spade’s Burger

The right focus should be to make burgers a staple and increase the cake. This means more people enjoy burgers on a regular basis instead of the more common rice and noodles.

Lucas Siah, founder and CEO of Spade’s Burger

With this mindset, the Spade’s Burger team was able to turn an open stall with a capital of RM 5,000 into a multimillion-dollar Ringgit company that earned more than RM 10 million in annual revenue.

They have achieved this without the help of investors or even family support, Lucas said, which allowed them to remain 100% self-sufficient.

Bring better burgers as well

From now on, fans of the gourmet burger brand can expect more access to their products, as Lucas shared that they are interested in opening more outlets once the pandemic is reduced and the market is ready.

He also added: “As licensing / franchise inquiries grow rapidly, we could look in that direction to open up the opportunity for foreigners to join the Spade’s Burger brand.”

If the brand decides to franchise, the quality of the ingredients would not be a problem, as it has a central kitchen to standardize its offerings at points of sale. Instead, you should make sure you work with the right partners to maintain quality of service and customer satisfaction.

Sticking to doing what they do best (also known as pork burgers) seems like the simple strategy, but Lucas also commented on the great potential of the halal market in Malaysia.

“A completely new brand with a separate central kitchen aimed at this market doesn’t seem like a bad idea at all.”

  • You can read more about Spade’s Burger here.
  • You can read more about food and food startups in Malaysia here.

Featured Image Credit: Spade’s Burger

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