Will the dinner menu broaden RAYs beyond brunch?

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RAYs' Mont Kiara Outlet Introduces a Dedicated Dinner Program to Expand Offerings Beyond Brunch

The newly opened RAYs outlet in Mont Kiara is set to broaden its appeal by introducing a dedicated dinner program, moving beyond its traditional brunch-centric identity. This expansion aims to create a more versatile dining space that caters to patrons throughout the day and into the evening. The PJ outlet's menu and overall experience were specifically designed with brunch in mind, but the Mont Kiara location signifies a strategic step to offer a wider range of dining options.
Evening Dining Experience Enhanced with New Menu

The dinner menu at the Mont Kiara outlet features a selection of dishes designed for evening enjoyment. This includes items such as burgers, milkshakes, steaks, grilled dishes, sharing plates, and classic dinner comforts. This curated selection aims to provide a distinct dining experience that complements the café's existing specialty coffee and daytime offerings.
Strategic Expansion to Cater to Diverse Needs

This move represents an intentional effort to create a venue where customers can enjoy the RAYs experience at various times. The intention is to establish a space that accommodates more than just daytime café-goers, fostering a broader customer base. The larger footprint of the Mont Kiara location, compared to the original PJ outlet, facilitates a more comfortable and flexible dining environment suitable for evening gatherings.
Evolution from Brunch-Focused Origins

While the original RAYs outlet in PJ was primarily built around a brunch concept, the Mont Kiara branch signifies an evolution in the brand's strategy. Founder Kenneth Lee acknowledged that the PJ menu and lighting were optimized for brunch, but the vision for Mont Kiara included a desire to extend the RAYs experience beyond daytime hours. This has led to adjustments in the ambiance, including warmer lighting, and the development of a menu specifically tailored for dinner.

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Will the dinner menu broaden RAYs beyond brunch?

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