KESUM – Affordable Malaysian Cuisine with a Community-First Approach

Introduction

KESUM is setting a new benchmark in Malaysia’s foodservice industry by combining traditional Malaysian flavors with a community-centric, value-driven business model. Located in Jalan Pandan Indah, KESUM operates under the Ayuh Malaysia social enterprise, delivering meals that are affordable, delicious, and satisfying.

With a focus on high-volume service, operational efficiency, and social impact, KESUM has quickly become a go-to destination for families, students, and working professionals looking for quality meals at predictable prices.

KESUM’s Brand Proposition

KESUM’s brand philosophy is simple yet powerful:

“Kenyang. Sedap. Murah.”
(Full. Delicious. Affordable.)

This approach ensures a seamless customer experience while maintaining market-disruptive pricing with most dishes under RM4.99. By catering to breakfast, lunch, and dinner, KESUM has created a scalable demand ecosystem that reinforces customer loyalty.

Menu Highlights & Affordable Pricing

KESUM’s menu focuses on traditional favorites with a cost-optimized strategy, offering full meals, snacks, and beverages:

Breakfast (Sarapan)

• Lempeng 3 Keping – RM3.00
• Lempeng (Gulai Ayam) – RM4.90
• Mee Goreng – RM3.90
• Nasi Lemak Biasa – RM2.50
• Nasi Lemak Ayam Goreng Berempah – RM4.90
• Nasi Lemak Ayam Masak Merah – RM4.95

Lunch & Dinner (Makanan Tengahari & Malam)

• Nasi Lemak Biasa – RM2.50
• Nasi Lemak Ayam Goreng Berempah – RM4.90
• Nasi Lemak Ayam Masak Merah – RM4.95
• Nasi Minyak Ayam Masak Merah – RM4.95
• Nasi Minyak Gulai Ayam – RM4.95
• Nasi Putih Ayam Goreng Berempah – RM4.00
• Buffalo Wings – RM4.99

A La Carte

• Nasi Putih – RM1.00
• Nasi Lemak – RM1.50
• Nasi Minyak – RM2.00
• Ayam Goreng Berempah – RM2.50
• Ayam Masak Merah – RM2.95

Beverages

• Hot: Teh ‘O’, Kopi ‘O’ – RM1.20
• Cold: Teh ‘O’ Ais, Kopi ‘O’ Ais, Sirap Ais – RM1.50

Operational Excellence & Service Efficiency

KESUM operates from 7:00 AM to 10:00 PM, covering all meal times. The outlet’s queue management, production pacing, and simplified ordering process create a smooth customer journey, supporting high-volume traffic without compromising service quality.

Social Enterprise & Community Impact

As a socially-driven restaurant, KESUM emphasizes accessibility and affordability. By keeping prices low, it ensures students, families, and lower-income groups can enjoy quality meals.

The Ayuh Malaysia platform amplifies social impact through ecosystem extensions like Fleximart in Seksyen 7, Shah Alam, which offers daily essentials at accessible prices, expanding KESUM’s community support footprint.

Signature Dishes Driving Popularity

KESUM’s hero items contribute significantly to customer retention:

• Nasi Lemak Ayam – a classic Malaysian favorite
• Nasi Minyak Ayam – rich and flavorful
• Mee Goreng – nostalgic comfort food
• Buffalo Wings – a unique F&B twist
• Lempeng – traditional breakfast staple

These dishes combine heritage-driven flavors, consistent quality, and portion optimization, ensuring repeat visits and word-of-mouth promotion.

Conclusion: A Model for Scalable, Community-Focused Dining

KESUM demonstrates how traditional Malaysian cuisine can be delivered in a modern, socially-aligned, and operationally efficient framework. The RM4.99 price ceiling represents a commitment to affordability and community uplift, rather than a mere marketing tactic.

For stakeholders exploring scalable F&B social enterprise models, KESUM provides a high-integrity benchmark, balancing tradition, operational discipline, and social impact—positioning it for sustainable long-term growth in Malaysia’s dynamic foodservice sector.