Focus Dynamics-Brahim embark on digital kitchen project

FOOD & beverage (F&B)-based Focus Dynamics Group Bhd and Brahim’s Holdings Bhd have teamed up to moot the Digital Kitchen Project which operates on several vertices to service the on-demand F&B industry.

In light of the recent re-introduction of the conditional movement control order (CMCO), the joint venture is timely to accelerate the launch of Focus Dynamic’s Cloud Kitchen while at the same time, modernising Brahim’s food catering business.

“The Digital Kitchen Project has been formulated by both Focus Dynamic and Brahim’s with each providing their own expertise and resources to set up a joint task force to commence operations immediately,” the companies said in a joint media release.

“The Digital Kitchen Project involves a few silos of operations, including Cloud Kitchen, Shadow Kitchen Network, Ready-to-Eat Meals and Digital Food Trucks.”

Earlier today, Focus Dynamics Centre Sdn Bhd, a wholly owned subsidiary of Focus Dynamics Group, and Brahim’s SATS Food Services Sdn Bhd, a wholly owned subsidiary of Brahim’s Holdings, signed a heads of agreement to set up the Digital Kitchen Project.

Brahim’s current operations within its 59,000 sq m central kitchen provides a massive platform of operations for Focus Dynamics to deploy its know-how, technology and concepts by merging them with the former’s existing logistics and supply infrastructure to create a central kitchen which is able to deliver for all the Digital Kitchen silos the parties have planned.

Focus Dynamics will use a portion of the central kitchen to build and house its Shadow Kitchen Network services where it will prepare ready-to-eat meals and 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 fulfilment arm for Focus Dynamics to reach out with its digital menus.

Moreover, Brahim’s will also convert a separate portion of its central kitchen to set up a Cloud Kitchen base together with Focus Dynamics to attract entrepreneurs and small businesses who wish to get started in the digital F&B business.

“The Digital Kitchen Project sees both companies focusing on the new paradigm for F&B business in an offline-to-online (O2O) push,” both Focus Dynamics and Brahim’s pointed out.

“With the cases of COVID-19 rising daily, the expectation is that the CMCO will be extended or even enhanced, resulting in greater demand for e-commerce based F&B business.”

The 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, according to Focus Dynamics executive director Benson Tay Ben Seng.

“Moving forward, the collaboration 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,” Tay pointed out.

“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.” – Nov 11, 2020


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