Malaysian restaurant chain eyes robust expansion in PH
Popular Malaysian ribs place Morganfield’s will open its first branch in the country later this month.
Morganfield’s has been eyeing branching out in the Philippines for quite some time now until it finally found the right partners who’d best represent them locally — Great Soulfoods Inc.
Touted as the “home of sticky bones,” Morganfield’s is well-loved for its tender, slow- cooked, off- the- bone, full-slab pork ribs — imported from Spain.
Brand manager Jason Koven, who flew in to the country from Malaysia to oversee the preparations for the upcoming opening of the restaurant’s first branch here, assures guests that there’s really nothing like it in the local dining scene.
“An American dining concept, Morganfield’s started in Malaysia in 2012. We opened our first outlet at the Pavilion in Kuala Lumpur. We now have two outlets in Singapore and are due to open one more next year. There’s Morganfield’s in China, and two more outlets are opening soon. We’re already on talking terms with Thailand and Indonesia as well,” shares Koven.
In Malaysia alone, Morganfield’s has eight outlets — all in the big shopping complexes; two in Penang and two more stores are opening soon.
“In the next five years we hope to also have branches in Europe and in the US. We already had an offer from Australia but we turned it down because our main market now is Asia,” he added.
According to Koven, one of the reasons why Morganfield’s is successful is because “we know what it’s like to be a franchisee.
“Morganfield’s is very detailed — from quality of the food, the culture of the restaurant, to the restaurant’s design. When we went to China, we didn’t tell them that they must copy exactly how we are in Malaysia. We adapt. Same goes with the marketing side. We always ask our franchisees to hire their own marketing team,” Koven explained.
Located at the latest retail and dining hub in Bonifacio Global City — Uptown Place — Morganfield’s is for anyone who has an appetite for hearty, delicious “comfort food” that goes beyond its famed pork dishes.
For first-timers, Great Soulfoods Inc. president Ephraim del Rosario recommends the “Sharing Platters” like the Ribs Sampler, which already gives guests a taste of three of Morganfield’s signature sticky bones. They can choose from Hickory BBQ Spare Ribs, Garlicky BBQ Spare Ribs, Smoked Peppercorn Spare Ribs and Spicy Asian Spare Ribs.
For inquiries, visit www. morganfields.com.ph or “like” Morganfield’s Facebook account, www.facebook.com/morganfieldsph.