Brand Identity Review
Wee Nam Kee, with Chicken Rice as its only signature dish in the early years, evolved over two decades into a family restaurant serving well-loved, authentic Nanyang-inspired cuisine that became so popular, its loyal customers included high-ranking government officials and and even celebrities from around the region. Despite strong interest from other parties in the business, the company found it difficult to replicate its concept as it was challenging to maintain food quality without lengthy apprenticeship-based training for the kitchen staff.
FT worked with the family owners to crystallise a business format that is replicable, scalable, marketable and controllable using a franchise arrangement. This arrangement was then translated into workable commercial terms, backed up by an extensive financial modelling process to ensure the viability of the franchise. We also worked with the company to standardise and document key operating procedures, and identify control points, to help ensure quality in franchisee outlets.
The Leap Forward
The franchise launch of the franchise concept was received with great interest by the local media. Soon after the project was concluded, FT Consulting successfully assisted the client in the negotiation and securing of a master franchise in the Philippines.