Our Mission

TEJI’s mission is to bring the warmth of “A MEAL TASTE BETTER WHEN WE EAT TOGETHER” back into modern daily life through high-quality kampung chicken rice.

We believe food does more than fill the stomach. It can connect people, carry culture, and create emotional comfort.

In a world that is moving faster every day, many people eat daily, but fewer people truly sit down and enjoy a proper meal. TEJI exists not only to serve a better plate of chicken rice, but to create a place where people can slow down, reconnect, and feel at home.

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2. Who We Serve

TEJI primarily serves three groups of customers:

• Working adults who care about quality of life

• Families looking for healthier and more trustworthy food choices

• Consumers who care deeply about food safety, ingredient quality, and consistency

These customers are not just looking for a fast meal. They want to eat with peace of mind, sit in comfort, and return with the people they care about.

This need is not small. The World Health Organization reported in 2025 that around 1 in 6 people globally are affected by loneliness, and the World Happiness Report 2025 found that shared meals are strongly linked to higher life satisfaction and lower loneliness. (who.int) (worldhappiness.report)

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3. What We Are Trying to Build

TEJI is not just trying to sell chicken rice.

We are building a brand system around kampung chicken that combines:

• trusted ingredients from the farm

• standardized kitchen execution

• a warm, restaurant-style dining experience

• community and customer connection

In other words, TEJI is building a chicken rice brand that is trusted, repeatable, emotionally resonant, and worth coming back to.

We are not making chicken rice for the sake of making chicken rice.
We are doing this so that people can return to that comforting, familiar taste of home.

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4. How We Will Do It

We will achieve this through four key actions:

First, we will continue strengthening our vertical supply chain.
TEJI is built around kampung chicken and a farm-to-table mindset. We want to control quality from the source and build long-term trust through ingredient transparency.

Second, we will keep improving our operating system.
From chicken selection, cleaning, cooking temperature, cooling, and cutting, every step must be trainable, inspectable, and repeatable. TEJI is not about being “great once.” It is about being “consistently good every time.”

Third, we will upgrade the in-store experience.
We want our restaurant environment to feel warm, honest, and comfortable — a place where people do not just eat, but stay, talk, and return.

Fourth, we will build real community connection.
Through membership, in-store events, and our “same table” concept, we want to turn one-time customers into long-term relationships.

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5. Why We Are Qualified to Do This

TEJI is not a concept project starting from zero.
We already have real outlets, real customers, and real operating data.

At present, TEJI operates 3 outlets:

• 1 in Kuala Lumpur

• 2 in Negeri Sembilan

Our current single-outlet model shows:

• Outlet CAPEX: RM300,000

• Monthly revenue: RM135,000–145,000

• Gross margin: 58%–60%

• EBITDA / Net margin: 12%–15%

• Payback period: 15 months

• Average daily orders: 115

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6. Our Team

TEJI’s team is not only capable of cooking good food.
We understand how to turn a traditional food business into a real brand.

Our capabilities include:

• F&B operations and outlet management

• supply chain and quality control

• branding and content storytelling

• customer experience and community engagement

Our core values are clear: True taste Excellent quality Juicy chicken Ideal ingredients 
Operationally, we focus on speed, warmth, and consistency in every customer interaction.

Founder / Brand Representative
Brandon Teh
WhatsApp / Tel: 018-2313393
Instagram: tejichickenrice
Facebook: TEJI Chicken Rice 特级菜园鸡饭

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7. Progress So Far

So far, TEJI has already achieved the following:

• established a clear brand foundation and positioning

• opened and operated 3 real outlets

• built a “low-temperature cooking × standardized execution × stable output” model

• developed a loyal customer base and early brand recognition

• defined a brand language around “coming home to eat” and “sharing a table”

• identified future brand extension opportunities such as TEJI Tea House and TEJI Dessert Bar

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8. Timeline and Milestones

Phase 1 | 0–3 months

• Launch crowdfunding campaign

• Upgrade brand storytelling assets

• Improve farm-traceability and brand presentation

Phase 2 | 3–6 months

• Upgrade selected in-store customer experience touchpoints

• Strengthen SOPs, training, and quality control

• Improve membership and customer engagement systems

Phase 3 | 6–12 months

• Expand “same table” community events

• Build a stronger content and communication rhythm

• Strengthen the repeat-purchase and brand-sharing flywheel

Phase 4 | 12 months onward

• Prepare the brand for wider replication and future expansion

• Deepen TEJI’s positioning as a trusted kampung chicken specialist brand

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9. How the Funds Will Be Used

This crowdfunding campaign is not about vaguely “growing the brand.”
It is about completing specific, visible, high-impact upgrades.

Budget breakdown

• 35% | Customer experience upgrades
  Improving layout, flow, comfort, and dining touchpoints

• 25% | Brand content upgrades
  Farm-traceability storytelling, visual assets, short-form videos, and social content

• 25% | Product and operating system upgrades
  SOP refinement, team training, quality control, and product testing

• 15% | Customer relationship and community activation
  Membership tools, same-table events, and community engagement design

We want every supporter to clearly see where the money goes and what changes it makes.

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10. Supporter Rewards

RM100 Support

• RM120 TEJI dining voucher

• Supporter thank-you card

RM300 Support

• RM350 TEJI dining voucher

• Limited-edition TEJI brand gift

• Invitation to try new menu items

RM800 Support

• RM1000 TEJI dining voucher

• VIP Brand Supporter status

• Invitation to new outlet opening

RM2000 Support

• RM2600 TEJI dining voucher

• Name featured on the brand recognition wall

• VIP supporter certificate

• VIP seat at opening event

The goal is not just to give vouchers.
It is to give supporters a sense that they are genuinely part of TEJI’s growth.

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11. Social Value and ESG / CSR

TEJI believes food does more than satisfy hunger. It creates connection and carries culture.

That is why we want to turn our social mission into real action.

TEJI Same Table Initiative

• Monthly shared-table dinners, themed gatherings, and family meal nights

• Creating low-pressure opportunities for people to reconnect through food

TEJI Warm Table Action

• Work with community groups to deliver meals to elderly people living alone

• Organize festive shared-meal experiences for those who may otherwise eat alone

Responsible Brand Building

• Social: reduce isolation by creating meaningful food-based connection

• Governance: build trust through standardized execution and transparent quality control

• Environment: reduce waste through better inventory, ingredient, and packaging management

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13. Transparency and Honesty

Support is not just a transaction. It is trust.

That is why we commit to:

• being honest about project progress

• being clear about how funds are used

• sharing updates on milestones and development

• treating every contribution with seriousness and gratitude

We are not trying to present TEJI as a perfect story.
We are trying to build TEJI into a brand that is genuinely worth believing in.

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TEJI is not just selling a plate of chicken rice.
TEJI is building a brand around Malaysian flavor, kampung chicken trust, and the warmth of sharing a table together.