City lifestyle is fast paced and full of stress. Thanks to our busy schedule, free time for having a proper, regular meal can sometime be a luxury. Thus, many of us choose fast food as one of our option to replace the nutritious, healthy regular meal we’re supposed to be having. This is one of the reason why fast food companies are among the fastest growing , largest player in the food industry.

Why do people choose fast food over regular meal?

Well, it’s simple. Fast food is indeed...

1. FAST & QUICK
2. Convenient to carry; and eat
3. Prices are affordable compare to other choices
4. Delicious

As we might already know, while fast food is affordable and delicious, consuming fast food over a long period of time poses significant risk to our health and also negatively impact our environment. Studies show that the more frequent you have fast food, the less healthier your body become. It’s mostly due to the fact that majority of the fast food are meat based and prepared by deep fried, and served with high sugar drinks.

Beside that, our environment suffer from the fast food industries as well. To achieve ever increasing yield count, modern farming raises single animal in a crowded monoculture, and then feeding it things that it wasn’t designed to eat. This will increases the risk of spreading disease as well as more sanitation problem in the farm. On top of that, studies show ever increasing herd count, especially cattle, is among the major factor of global warming.

The truth is, all of the above will be affecting not just ourselves, but our children, and also the sustainability of future living.

Do we have another option?

Can we do some changes within our reach? Can we possibly make fast food healthier and more environmental friendly?

Our founder, Pei Qi, has decided to combine “veggie centric” and “fast food” to create a solution.

By combining the two, we wish to provide consumers a series of veggie centric based fast food, allowing the typical, busy city dweller to have a better choice when it come to eating.

Pei Qi believes, making delicious dishes using mostly vegetable, and utilizing the core value, convenience, which fast food industry provides, we could provide food that is fast, easy and convenient to consume, as well as affordable. Isn’t this a much better choice?

So what is Veggie Centric?

Veggie centric is not vegetarian or vegan. Veggie centric doesn’t means giving up meat or dairy products. For us, we think veggie centric means taking 70-80% non-meat (such as vegetable, grains, fruits etc), and 20% of meat based food. Basically, more veggie, less meat.

In term of business, veggie centric is a more suitable model compared to vegetarian or vegan. Afterall, not all of us enjoy living a life of monk without eating our favorite steak or fried chicken again ever. People don’t enjoy getting separated from their favorite food. We believe veggie centric is something that is more acceptable for the public.

At Presley & Co, we wish to send out a message; “Try eat these vegetables, they could be very delicious as well!”

Our Belief

It may be difficult to ask people to become vegetarian, but how about making people eat less meat?

Suppose we combine one man’s portion of beef steak with fruits and vegetables, and make ten man’s portion of meal out of them; then for a hundred man we’ll only consume ten portion of beef steak.

If consumer buy our ideas and product, what we just did is we provide a hundred meal of more nutritional balanced meal for our customer by consuming only ten portion of beef steak, lowering meat demand and thus, reducing carbon foot print caused by farming.

We believe this is a way for us to contribute to the society, while we earn our living.

How we develop Pasta Shaker?

Well, can this really work?

Pei Qi started to think about her childhood. When she was younger, she wouldn’t eat any of the vegetable her mom cooked. But there’s something that she loved to eat:-

Salad! A bowl of green vegetable, combining with fresh fruits and salad sauce is something that she just couldn't have enough of. (Remember the all-you-can-eat salad bar at our local pizza outlet?)

Adding pasta into her favorite salad, and combining both “easy to consume” & “affordable”, thus born Presley & Co’s best seller - Pasta Shaker.

Pour the salad into the cup, adding some salad sauce, and shake it with style, a delicious salad is now ready to serve.

What? Feels like its just appertizer? No worries, adding some lovely prepared pasta (Fusilli) into the salad, you’ll definitely find this meal fulfilling. At the same time you’ve just taken higher portion of vegetable compared to most other fast food. How nice!

Startup Story

July 2015, with her brother's help, Pei Qi anxiously set up a roadside stall at the sidewalk at Jalan Jalil, Bukit Jalil. Her business hour starts from 6:30 a.m. to 9:00 a.m. At the time, the place was crowded with people driving and rushing to their work. One thing common among these people? Most of them haven’t had their breakfast.

On her first day, Pei Qi only sold 2 cups of Pasta Shaker. It was a very depressing experience and her neighbor even felt pity for her. Fortunately, Pei Qi didn’t give up and continue to set up her stall every morning. As time goes on, things got better. Her persistency starts to brings her more customers and even loyal fans. Her business started growing and at one point, she even managed to sell 100 cups of Pasta Shaker in only 2 hours! This might not seem alot for other people, but it was a personal achievement for her. It gives her feeling of assurance that she is on the right track.

6 months later, due to increasing amount of online delivery order, she changed her business model from sidewalk stall to full time online delivery business. This gives her more time to spend with her children as well.

The business continued to grow and Pasta Shaker begun to have its regular customer base, mainly due to it’s conveniency. Pei Qi were receive more and more orders as the days go by.

September 2016，with the help of a great friend, Pei Qi wrote a business plan derived from “Blue Ocean Strategy”(citation 1), hoping to grow the business towards a new level of success.

After a full review, Pei Qi realizes that she over-focused on delivery and neglected the “accesible” aspect of the business - being available easy for her customer to search for her, to be aware of her, are equally important if not more than properly preparing and selling the food itself. She needed to figure out how to reach more customer if business were to continue to grow.

At the same time, Pei Qi came to understand that she needed to systematically increases her production capacity while maintaining the quality of the food if the business were to reach the next level. There was once she fall sick thanks to a huge delivery order in which she had to rush and fulfil. She fully realize that one person could only do so much.

She felt that only when she systematize the entire process of production and delivery, will she be able to provide the most consistent food, and the best services for her customers, allowing all customer to enjoy the good quality product of her and the consistently good services she is currently providing.

Market research using “blue ocean strategy” would also allow her to open her mind, coming to understand more about how public view and thinking about the fast food industry, identify the underly risk of the industry and increasing her chances of successfully growing the business.

About Presley & Co

March 2017, with burning passion and a well written business plan, she found new partners who’s willing to work together and help growing the business. After a series of consolidation, “Presley & Co” were born. Together, we felt this goes a long way in helping green fast food to grow. Hopefully this would allow us to continue to serves more customer in a better, more sustainable way.

Vision and Mission

In Presley & Co, We aim to provide the public a choice of “Convenient & Balanced Diet”. To achieve this, we will begin to set up various outlet and stall around the urban city area, providing a series of veggie-centric food using grab and go concept, helping people to achieve their balanced diet more easily

Presley & Co’s Business Model

In Presley & Co, we’re currently focusing our effort to increase our product’s “convenience”, giving our customer a variety of choice to increase shopping experience, and also VIP experience for those who buy from us.

As a startup, our funds are limited, and thus we choose to focus to invest in the above-mentioned over others such as acquiring a large area of space for our customer to dine in.

This is because Pei Qi realizes that people who demand convenience generally would care less or simply got no time to sit down and eat inside the restaurant. Investment on these sectors (dining spaces, renovation) is thus, less important for the company, when compared to other such as delivery and improving product convenience. This is especially true for a startup such as Presley & Co. as we do not have a large amount of extra cash. We focus our investment on areas where our customers need the most.

1) Shopping experience with value "As fresh as you can see"

• Utilizing display chiller to display our food instead of a menu - our customer is able to know exactly what they’re buying compared to a traditional menu where it is usually “for illustration purposes”. On top of that, the grab and go concept also allow customer with busy schedule to save more time - they don’t have to order and wait for the food to be prepared.
• Transparent packaging, our customer can see exactly what they’re getting inside the food package.
• A variety of choices, with seasonal menu.
• Freshly Prepared, gone today.

2) Optimize kiosk space usage & location (To effectively promote balanced diet lifestyle)

• Since we’re not using as much dining spaces as traditional fast food restaurant, our rental costs will be, relatively speaking, lower than some of our competitors. This allow us to provide food to our customer at a lower prices.。
• Currently we outsources our production to various halal-certified central kitchen, where they will prepare fresh ingredient to various of our outlet and assembled on the spot. This allow us to saves kitchen spaces and reducing kitchen human costs, as well as maintaining the freshness of our product.。
• We’re focusing on metro-city where health conscious working executives are mostly located. We plan to branch-out into places where more health conscious, young colleges student are densely located, and then we’ll be looking for places where younger generation family (young parent with 12 YO and below kids) gathers. Our ultimate goal is to allow anyone who want to find Presley & Co. can find us easily whenever they want.

3) Presley & Co VIP Experience

• Tiered loyalty program.
• Presley & Co’s loyal customer will receive special treatment over the others. Loyal customer will be invited to various special event such as attending our free new product testing day, special birthday complimentary food, as well as joining a group which they can interact with the management team of Presley & Co.
• Presley & Co is also planning to cooperate with other loyalty membership program such as B Card, Maybankard, etc.
• Special group based customer discount, for example, men who’s wearing purple glass will get a special purple discount on certain event day, or ladies day where ladies is eligible for special discount.

Purpose of Crowdfunding

Through Mystartr, we wish to publicize the core value of Presley & Co., and secure additional funding to enhance our financial position. Should we be successful, we will also be given the chances to attend the 21 days training program provided by Dream Factory to learn from some of the most successful entrepreneurs from Malaysia.

**Where will your money be going?**

Presley & Co target to achieve RM 50,000.00 for the following:

1) RM8,000 registration fee for entrepreneurship competition hosted by Dream Factory.

2) Set up storage and logistic hub for Presley & Co.

3) Internet marketing expenses

4) Daily operating expenses

Current Progress

Our first outlet is currently located at KL City Walk, Jalan P.Ramlee, at the heart of the Kuala Lumpur, where many office tower and shopping plaza are located.

The Blue color line is the whole KL City Walk walkway. Our kiosk located nearby Bank Islam.

Some real life photos...

-“StrEAT”-

“Presley & Co” food kiosk

Presley & Co.’s first outlet begun to operate since 6th November 2017.

Our Team

Chang Pei Qi - The lady in the team. She is the soul of the company, providing vision and guide us through on-the-ground operation, making this company great.

Her favorite quote: “Come... Refer to my strategy and all shall be well..”

Wong Wei Joon - The communicator in the team, he smooth out the friction among the team, and most importantly helping Pei Qi to utilize latest technology to systematize the company, providing crucial tech support：

His favorite quote: “Alright, lets think from the other perspective..”

Yap Bowie - The supervisor in the team, he act as an reminder for the team to ensure nothing get left out/undone during to our busy schedule. He is also in charge of the financial and administrative department of the company.

His favorite quote: “If we do this we’ll be busting our budget for sure.”

Charlie Chan - The big brother in the team, he’s in charge of marketing operation and supporting the wellness of our employee.

His favorite quote: “We’re not going to do this... if we do this.. gao-dim lah!”

Let’s “Eat green & go” with “Presley & Co”!

Please click HERE to visit our crowdfunding project page and support us!

With your support, eat green would become so easy!

Citation 1: If you’re interested in the full version of our “Blue Ocean Strategy” research, please do not hesitate to email [email protected] and ask from her directly!