Pasadena California Burger Sdn Bhd
Pasadena Burger is inspired by the city of Pasadena in California, USA. It was in Pasadena that the founder experienced the classic Californian burger with a juicy patty on a lightly toasted yet fluffy bun. It was Love at First Bite. The founder decided to bring this iconic taste home to Malaysia by securing the recipe. Our mission is to make our delectable burgers easily accessible to the public via online channels, in addition to dine-in options at our restaurant.
Pasadena Burger has genuine potential to grow as a global brand, as it is a home-grown enterprise and not a foreign franchise. It has the know-how and the full rights to make a truly American burger. This is an irresistible opportunity for a Malaysian-owned brand to grow and be recognised internationally.
Pasadena Burger is the only local burger establishment that has been endorsed by the American Association Malaysia, as the most authentic purveyor of American burgers in Malaysia. This is quite an endorsement for the brand.
Consumers have more developed taste buds these days, they are no longer looking for just fast-food style burgers. They want something a little extra. People no longer just associate food and beverages as things they consume. It is about being somewhere nice to be seen and to express themselves via social media. They also want somewhere comfortable to socialise, but consumers are also very savvy about costs. They don’t want to pay too much.
The Malaysian F&B market is very specialised and segmented. There are many competitors in a specific niche, for example, there are many burger establishments and coffee outlets concentrated in the Klang Valley areas. There is little market differentiation between establishments, and the products they serve are relatively similar.
Taking into account these current needs, we have a two-pronged solutions to the problem:
Interaction and social media. Serving great burgers alone is not enough to keep us thriving. People need novelty and innovation to stay interested. Pasadena Burger’s strategy is to get people to connect with their burger. Hence, our products like the Dipping Burger and DIY Burger Kits encourage this interaction. We are also aware that consumers like to share their experiences on social media, which is why we engage our customers via this medium. Our burgers and DIY kits are also very photogenic and this encourages our customers to take pictures of them and share it on social media.
A one-stop hub, the Pasadena Burger diner and coffee house. With the one-stop hub, once you are done with your burger, you can move to a more cosy corner where you can be served high-quality coffee and dessert (cakes, pastries etc). This hub provides a comfortable space for customers to socialise after their meal. It is a novel idea that has no known equivalent in the Klang Valley.
Pasadena Burger’s extensive list of Californian-style burgers
Our signature is the Californian burger with five different dipping sauces, catering to different tastes. This adds an Interactive Element, which enhances the burger eating experience.
First-of-its-kind DIY burger kit in Malaysia
First-of-its-kind DIY burger kit in Malaysia. All the raw ingredients required are in a handy kit, delivered straight to your doorstep. This caters to the current foodie trend of DIY Meal Kits for a communal burger cooking experience. These kits are also packaged in a highly attractive way, allowing easy sharing on social media platforms such as Instagram and Facebook.
Coffee and dessert
Coffee and desserts. The idea of coffee and dessert after dinner is a well-known habit around the world. But coffee and dessert after a burger, that is an idea that has not been fully explored in Malaysia. We believe that this habit could catch on.
We believe that our solutions can engage our customer base through both the physical outlet and engagement via social media. These measures will get our customers to interact with us and consume our products. The key is to keep our customers coming back for more, with good products and services that meet their ever-changing needs.
Our customers are young professionals with a higher disposable income. We are also targeting the tech-savvy and social-media conscious foodies.
We would like to tap into these current developing trends:
- A budding coffee culture, ie the astronomical growth of Starbucks and smaller artisan coffee chains and also, McDonald’s McCafe.
- Demand for a more premium burger to cater to young professionals with more developed taste buds.
We believe that the target audience will continue to grow our business as they develop an understanding of our brand and product line.
Online engagement via Instagram, Facebook etc. Engagement with associations with an interest in our products, ie. American Association of Malaysia (AAM)
What is the current business model?
The current business model is diversification and innovation, evolve or fall behind. We believe taking these current trends/needs and placing them in a one-stop hub, the Pasadena Burger diner and coffee house is the way to go.
Once you are done with your burger, you can move to a more cosy corner where you can be served high-quality coffee and dessert (cakes, pastries etc)
Providing a comfortable space for customers to socialise after their meal.
Why is this interesting?
- It has not been done before.
- Encourages customers to linger at the outlet. The longer they stay, the more money they are likely to spend.
- The dual function of the outlet means that it is never empty for very long. During times when demand for burgers is low, people can still come in for coffee and snacks. An outlet with a constant stream of customers encourages more people to come in and have a look around.
Novelty: offering a new F&B concept with our burger diner and cafe can attract new customers
- leveraging on cost. The more items you purchase, the less they cost.
- a more generous reward points/stamp programme for spending at the outlet.
- targeting middle-to-high income young professionals on social media.
- create a conducive space for discussion and deal-making. Having good coffee in a nice atmosphere to stimulate discussion and/or seal deals
- alternative to co-working spaces
- tie up with JIS, combining social space with food and coffee
- location at trendy and up-and-coming places such as Plaza Mont Kiara
The Global Fast Food market is estimated to be valued at USD931 billion by 2027.
It is expected to grow by a CAGR of 3.4% between 2020 and 2027
South-east Asia will be one of the market’s fastest growing regions for burgers
Increasing demand is driven by rapid urbanisation, shifting lifestyles & hectic consumer schedules.
Increased interest in higher-quality burgers is anticipated with growing affluence among middle-to-high income professionals.
- Conventional fast food - McDonald’s, Burger King, Carl’s Junior etc
- Dine-in/Gourmet versions - Chili’s, MyBurgerLab, KGB Burger
- Coffee - Starbucks and smaller artisan coffee chains and also, McDonald’s McCafe.
Pasadena Burger is attempting to position ourselves in the sweet spot between conventional fast food and dine-in/gourmet burger. This is a ground that has yet to be tapped by the industry.
We want to revolutionise the experience of burger consumption.
Besides producing great burgers, we believe that consumers want a novel Interactive Element. With the trend of social media sharing, we want to create burgers that are not only delicious, but also aesthetically pleasing.
Catering to the foodie movement, the DIY Burger kits allow consumers to make their favourite burgers at home.
Cornelius Lu is the founder and operator of Pasadena Burger and JIS Lounge Kuala Lumpur, the largest lifestyle lounge and restaurant in Malaysia.
Cornelius has a proven track record in investment and branding. He graduated from the USA and formerly held the position of Director for the Asia-Pacific region, Investment Banking Institute New York. He has special interests in mergers and acquisitions (M&A); business valuation; branding and exit strategy and cross-border investment.
The Star (22 July 2020)
Max Masak Makan
Vulcan (3 August 2020)
Free Malaysia Today
Malaysia Yahoo News
MSN – Food&Drink
TheSun (1 Oct 2020)
The Rakyat Post
The Star Online
Xiao Hong Shu
Wanista’s IG + IG Story
IG Post: https://www.instagram.com/p/CYN4KxkvOT8/
IG Story: https://drive.google.com/file/d/1Pyslri4N3FOqzP8ukN_MUI8rd0lDzNap/view?usp=sharing
No shares will be allotted or issued based on this document after six months from the closing of the offer period.
This issue, offer or invitation for the offering is a proposal not requiring authorisation of the Securities Commission under section 212(8) of the CMSA 2007.
This document has not been reviewed by the Securities Commission Malaysia. The Securities Commission does not recommend nor assumes responsibility for any information including any statement, opinion or report disclosed in relation to this fund raising exercise and makes no representation as to its accuracy or completeness. The Securities Commission expressly disclaims any liability whatsoever for any loss howsoever arising from or in reliance upon the whole or any part of the information disclosed.