BGM Burgerman Takes One Step Forward with Strategic Expansion to Setapak

KUALA LUMPUR: After a year of strengthening its brand presence in Bangi, local fast-food chain BGM Burgerman has taken a strategic step forward — not merely opening a new outlet, but marking a significant milestone — with the launch of its second outlet at Suria Setapak, here yesterday.

The opening of the new outlet symbolises more than just business growth. It reflects the capability of local entrepreneurs to build a competitive fast-food operating system on par with international brands.

Founder of BGM Burgerman, Nordin Mat, said Setapak was selected as the brand’s second location due to its high population density and diverse demographic profile.

“This is our first step beyond our original outlet in Bangi. After a year of operations, we now have solid systems, Standard Operating Procedures (SOPs) and training frameworks that enable us to compete globally.

“We chose this location because it sits at the heart of strategic areas such as Wangsa Maju, Gombak, Batu Caves and Sentul, with an estimated population of 400,000 within a five-kilometre radius,” he said when met at the outlet’s launch ceremony.

In a move that set it apart from conventional grand openings, BGM Burgerman placed customers at the centre of the celebration by inviting 1,000 early customers to officiate the opening.

As a token of appreciation, customers were offered the Mega Burger, normally priced at RM17.90, at a special promotional price of RM2.00.

“We want the community itself to officiate this opening. The feedback has been overwhelmingly positive, including from customers of various backgrounds who appreciate the product quality and the system we have introduced,” he added.

Commenting on business targets, Nordin said the investment for the Setapak outlet was double that of the first outlet at Bangi Gateway Shopping Complex, in line with its larger facilities capable of supporting sales of up to RM100,000 per day.

“We are targeting sales at least two to three times higher than Bangi. If demand continues to grow, operating on a 24-hour basis in the future is not out of the question,” he said.

In addition to its signature chicken and beef burgers, the Jalan Suria Setapak outlet will introduce breakfast items such as nasi lemak and porridge, as well as desserts including cakes, ice cream and coffee starting next week.

BGM Burgerman Setapak operates daily from 8.00am to 12.30am, except on major festive holidays.

‘Opening by the People, for the People’

BGM Burgerman is also set to create history by hosting what is believed to be one of Malaysia’s most inclusive opening ceremonies, where 1,000 customers were chosen as officiators of the new Setapak outlet.

According to Nordin, the idea of a people-led officiation was conceived to honour everyday customers while fostering pride in a homegrown brand.

Unlike traditional grand openings officiated by VIPs, BGM Burgerman introduced the concept of “Opening by the People”, where every invited customer becomes part of the outlet’s history.

 

 

 

 

 

 

 

 

 

 

Customers were given the opportunity to take part in ribbon-cutting sessions one by one, capture commemorative photographs as officiators, and sign a ‘Wall of Appreciation’ as a symbol of community support.

“This is not just the opening of a restaurant. This is an opening by the people, for the people. We want the community to be part of our journey and our history,” he said.

Each officiating customer was also entitled to purchase the Mega Burger at the special price of RM2.00.

BGM Burgerman is known as a local burger brand that emphasises a family-friendly concept, affordable pricing and premium taste.

The opening of the Setapak outlet forms part of its expansion strategy to stay close to communities while creating more meaningful customer experiences.

The BGM Burgerman Setapak outlet is located at Ground Floor, No. 2, Jalan Suria Setapak, Taman Suria Setapak, Kuala Lumpur.