The Chicken Rice Shop celebrates 26 years with a fresh look and new flavours
To bring the celebrations to customers, TCRS also launched its annual Merdeka campaign running until Sept 20, introducing a special RM16.90 Merdeka Combo.
SHAH ALAM – Twenty-six years is a long time in the restaurant business and The Chicken Rice Shop (TCRS) is marking the milestone with more than just a celebration. Think a revamped look, new dishes and even its own chilli crunch you can take home.
The homegrown casual dining chain rolled out a nationwide brand refresh that covered everything from a new mascot and updated staff uniforms to a freshened-up printed menu and expanded merchandise line.
The Chicken Rice Shop Restaurants Sdn Bhd deputy general manager Jane Wong said the anniversary was a reminder of how far the brand had come.
"For 26 years, Malaysians have made The Chicken Rice Shop part of their everyday moments, and we are incredibly grateful for that support.
"This refresh is not just about a new look, it is about showing Malaysians that there is so much more to discover with us, from new dishes to new ways to bring our flavours home," she said.
But if you think this is just about looking good, the food begs to differ.
TCRS added several new creations to its menu, including Boneless Crispy Roast Chicken, Strawberry Kunafa Pai Tee, BBQ Chicken Mayo Pai Tee and Cakoi with Pandan Gula Melaka, a lineup that shows the brand has quietly been doing a lot more than just chicken rice all these years.
The refresh also introduced TCRS' own Sambal Chilli Crunch as part of its expanded merchandise range, giving fans a way to bring those familiar flavours into their own kitchens.
Away from the menu, TCRS also quietly reaffirmed something that does not always make the headlines, its corporate social responsibility work.
Since 2000, the brand has been sponsoring more than 7,000 meals annually to orphanages, welfare organisations and nurseries across Malaysia, a commitment it says has run just as long as the restaurants themselves.
TCRS opened its first outlet back in 2000 and has since grown to more than 160 locations nationwide, making it one of the most recognisable homegrown dining chains in the country.
To bring the celebrations to customers, TCRS also launched its annual Merdeka campaign running until Sept 20, introducing a special RM16.90 Merdeka Combo comprising a single portion of chicken (steamed, roast or soy sauce), chicken rice, a choice of Keropok Lekor or Penang Rojak and a 12oz soft drink.
Wong said the milestone was as much about the future as it was about looking back.
"Twenty-six years in, we are still the same Chicken Rice Shop that Malaysians have trusted, we've simply found new ways to serve them better, whether that's through new flavours on our menu or the little ways we give back to the communities that have supported us," she added.
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