One of the largest quick service restaurant chicken chains in the world, is proud to announce that its franchisee in Malaysia, Texas Chicken (Malaysia) SDN BHD, a subsidiary of Envictus International Holdings Limited, received the Silver award in the “Restaurant & Fast Foods” category at the 2021 Putra Brand Awards – an industry organization that recognizes brands for their outstanding customer commitment – for the second year in a row. Also known as the “People’s Choice Awards”, the winners are determined by Malaysian consumers who vote for their favorite brands via an online survey. This prestigious recognition is a great boost to the brand as it seeks to raise the bar on the quick-service restaurant experience and celebrate milestone achievements; the 100th Texas Chicken™ before the end of 2022 and its 10th anniversary in Malaysia come January next year.
Emerging from a year of global recovery, Texas Chicken™ was enthusiastically commended by consumers for its consistent service and the unmatched, high-quality food served in its 85 restaurants throughout Malaysia. The never-ending commitment to providing flavorful meals and an exceptional fast casual dining experience was applauded by guests who frequent the chain for beloved items such as hand-battered and double-breaded Tender Strips®, fresh and crispy Original and Spicy Chicken, the flavorful Mexicana Burger and Wrap, honey-butter biscuits made from scratch and a range of delicious sides.
“It is an incredible honor for Texas Chicken™ to receive a Silver Putra Brand Award, and we commend Envictus for their hard work and dedication to the brand over the past year,” said Russ Sumrall, Senior Vice President of International Strategic Development. “As we expand around the globe, we will continue to listen to our guests and strive to provide the best service we can, here and around the world.”
As part of the growth plan and to continue meeting consumers’ expectations, the brand is kickstarting several initiatives such as increasing the number of drive-through restaurants, expanding food delivery services and offering special deals as well as innovative additions to the menu, such as The Fire Dragon Burger, which was a massive hit, garnering social media buzz and breaking initial sales projections.
“As a relatively young brand in the highly competitive restaurant segment in Malaysia, being recognized as one of the top eateries in the country is an incredible achievement indeed. This proves that the legendary Texas flavor resonates with local consumers as they have strongly given us their vote of confidence,” said Dato’ Jaya Tan, Executive Chairman of Envictus. “We’ve embraced the challenge of creating excitement for guests who crave variety and unique sensory experiences, while relying on the deep heritage of the Texas Chicken brand which signals authentic hospitality and bold flavors.”
Malaysia’s first Texas Chicken™ opened in 2013 and the brand has continued to grow as it aims to bring more of the legendary Texas flavor to new locations while providing job and career growth opportunities. Sumrall added, “Our Texas Chicken business in Malaysia is an excellent representation for our brand in Southeast Asia and will serve as a springboard to our expansion of Texas Chicken to China, Australia, the Philippines and more!”