Why did Ruzimi and his wife decide to build their own brand instead of franchising?

Question

Accepted Answer

They built their own brand to shape their identity and social mission rather than operate under another brand’s setup
Ruzimi Mohamed and his wife decided to build Chikopi as their own brand instead of taking on a franchise because they wanted the freedom to shape the café’s business identity and embed the social values they wanted to uphold. They also dropped an initial plan to become franchisees of a beverage and ice cream brand after learning that a nearby outlet would be operating under the same brand.
They wanted control over the café’s identity and values
Ruzimi said forming their own brand gave them the freedom to shape Chikopi’s business identity and incorporate the social values they aspire to uphold. This aligned with their broader goal of combining commercial profits with economic opportunities for persons with disabilities (PwD).
They abandoned franchising after a conflict with a nearby outlet
The couple initially planned to become franchisees of a beverage and ice cream brand, but the plan was abandoned after they learned that a nearby outlet would be operating under the same brand. That information led them to move away from franchising and pursue an independent brand instead.
Chikopi’s brand concept reflects their signature products
Ruzimi said the name Chikopi is derived from the words “chicken” and “kopi,” reflecting the café’s concept of offering chicken-based dishes and coffee as signature products. He also pointed to popular menu items such as Nasi Lemak Chikopi and Nasi Ayam Gepuk, along with drinks like Matcha Strawberry and Longan Latte, developed in-house.
Their business model is tied to creating PwD opportunities
From the start, Chikopi employed people with disabilities as barista assistants and kitchen assistants, with five of its six employees being PwD, including two hearing-impaired individuals and three wheelchair users. Ruzimi framed this as creating opportunities rather than only providing assistance, which supported the couple’s decision to build a brand they could shape directly.

Reading history

Hide →

This history is cleared when the page is closed.

Why did Ruzimi and his wife decide to build their own brand instead of franchising?

Loading

Was this article helpful?

Helpful

Not helpful

Report an issue

1

0

0

Share with friends