Ideal Cafe & Grill
 

Ideal Food Industries (B) Sdn Bhd

 
 
 
 
 
 

About - Old

 
 
Ideal Cafe & Grill is Brunei's first homegrown quick service restaurant chain born from a vision of catering to the changing demands of today's lifestyle without compromising the quality of a traditional home-cooked halal meals.

In a relaxing, comfortable and clean environment, the restaurant staff are committed to providing efficient and friendly service. Whether in search of a main meal or a snack, customers will find consistently tasty and affordable food.

The company name has become synonymous with its very first product - the tastiest farm-fresh grilled local chicken. Grilled chicken remains as the all time favorite ever since.
 
 
 
• Halal Ingredients
• Farm-Fresh
• Freshly Grilled everyday right before your eyes
• Succulent, tender and tasty; Perfected thru the years
• A healthier choice - no added flour, oil or MSG. What you get is 100% pure chicken in every bite.
• Home-Grown - a Bruneian's pride
 

INTRODUCTION

The Pilgrimage Inspires A Vision

A decade a half ago, while at a pilgrimage in Mecca and Medina, YB Hj AWANG Ahmad Morshidi, Managing Director of Ideal Group Holdings Sdn Bhd, observed how a large number of fellow pilgrims enjoyed grilled chicken, a simple meal which he found to be not only satisfying and tasty but also a better diet option in the face of increasing health consciousness among consumers.

An idea to explore this avenue grew and as a result, IDEAL FOOD INDUSTRIES SDN BHD was incorporated to take on the project of introducing grilled chicken to the Brunei market. Beginning with a modest booth operation selling what is now touted as the “tastiest farm-fresh grilled local chicken”, the Company's first venture rapidly gained popularity and led to the very first Ideal Café and Grill restaurant.

The positive response of the local crowd led to its expansion to today's five branches strategically located in major commercial areas in Brunei. Ideal Café and Grill enjoys the prestige of being Brunei's first home grown quick-service restaurant chain born from a vision of catering to the changing demands of today's lifestyle without compromising the quality of traditional home-cooked HALAL meals.

Over the years the increasing demand for product volume and variety of menu necessitated the upgrading of the Company's commissary facilities. In 2001, IDEAL FOOD INDUSTRIES SDN BHD moved its processing plant from Bengkurong Masin to a bigger location in Jalan Gadong. In additional to the marinated chicken, the new processing plant now also produces HALAL chicken franks, chicken sausage, chicken patty, chicken spaghetti sauce and various product bases for its restaurant menu.

Concurrently, the restaurant chain is continuously improving and expanding its operations. The menu now includes value meals, spaghetti and burgers amongst its best sellers. Not to overlook the local palate, the Research and Development team also worked to make available the favourite local dishes like nasi lemak, chicken curry, ayam masak merah dan ayam penyet.
Catering services and Kiddie parties are now also being offered and further enhanced with the introduction of the first ideal Mascot on the 22nd August 2001. The second and the third mascots were introduced on the 18th November 2007 and 28th October 2011 respectively. They became a welcome attraction for kids and truly delight birthday celebrants and guests alike.

To further make an impact on customer awareness, marketing programs like booth operations and I-kids club activities were also intensified Free Delivery Services (FDS) was introduced on September 2005 with the objectives of reaching out to every potential customer. Its initial success led to the availability of FDS from all its branches.

The Commissary and Café Operations teams continue to work hand in their commitment to consistently provide customers with high standard of quality, service and cleanliness for a delightful dining experience and value for money.

The encouragement we derived from years of mutually beneficial relationship and loyalties with our customers makes us even more committed to work towards making Ideal Café and Grill and Ideal processed chicken products not just the better but even the best alternative.


MILESTONE

1996

IDEAL FOOD INDUSTRIES SDN BHD incorporated on 31st January. The first project of grilled chicken was officially launched in Liang Toon supermarket in September. The second outlet opened in Sin Kew Hin in the same month.

1997

The first Ideal Café & Grill opened in Gadong Properties Centre on 3rd February. The café opened without any advertising campaign. Sales build up through “word of mouth”. Transferred to GP-Goodwood Building on 8th September 2013.


1998

The second Ideal Café & Grill opened in Abdul Razak Complex on 10th June. Renovated and re-opened on 28th October 2011.

1999

The third Ideal Café & Grill opened in Yayasan Complex on 3rd August. Remained operational until 6th April 2009. “IDEAL” was registered in Class 30 of Brunei Darussalam Emergency (Trade Marks) Order (1999) under the name of “Ideal Food Industries Sdn Bhd” on 30th September.

2000

The fourth Ideal Café & Grill opened in Delima Jaya Complex on 23rd October. Renovated and re-opened on 3rd October 2014. The Trade Mark, IDEAL CAFÉ & GRILL. The Home of the Tastiest “Farm-Fresh”, Grilled Local Chicken, was registered in Class 42 of Brunei Darussalam Emergency (Trade Marks) Order (1999) under the name of “Ideal Food Industries Sdn Bhd” on 26th September.

2001

The 1st Ideal Mascot was launched at ideal Café & Grill Yayasan Complex branch in August.

Ideal Meat Processing Plant was commissioned at Bangunan GP Satu on 1st November, signifying Ideal Food Industries expansion and modernization of production facilities.

2002

Ideal Café & Grill opened in the Oil & Gas Discovery Centre (OGDC), Seria on 14th September and remained operational until 1st February 2011.

2004

Espresso based drink were launched, 26 October.
2005

Motorized Free Delivery Service was launched in September.

2006

Gelato (Italian Ice Cream), the first in Brunei was launched, 07 April.

2007

The second Ideal Mascot was launched at Ideal Café & Grill OGDC branch on 18th November.

2011

The first Ideal Café & Grill opened in Gadong Properties Centre on 3rd February. The café opened without any advertising campaign. Sales build up through “word of mouth”. Transferred to GP-Goodwood Building on 8th September 2013.

Official name of Ideal Mascots, Awang Idelle, was announced and the introduction of Dayang Maya (Female Mascot) were held during the re-opening ceremony of Abdul Razak branch on 28th October.

2013

Ideal Café & Grill Gadong Properties Centre moved to a bigger space and updated design at Gadong Properties Goodwood building on 8th September.

2014

Ideal Café & Grill Mentiri branch, along Kota Batu, opened on 7th July.

2017

Ideal Café & Grill opened a new branch at the new An'najat Complex in Kg Mata-Mata