Brahim's optimistic on new clients, global halal expansion

New Straits Times

4 days ago

BANGI: Brahim's Holdings Bhd is steadily rebuilding its inflight catering business while expanding its presence in the global halal food segment, said its executive chairman, Datuk Seri Ibrahim Ahmad.
Speaking to reporters during the company's 37th anniversary celebration here today, he said more clients have resumed services with the company, including new airlines.
"In February, we had about half of our 37 airline clients back. Today, more have returned, and two new ones have joined us. One of them is a Chinese airline, reflecting the growing number of flights from China to Malaysia, especially to Penang," he said.
Brahim's, known as Malaysia's trusted inflight caterer and a pioneer in halal ready-to-eat meals, had served 38 airlines before the COVID-19 pandemic disrupted global aviation.
"Top airlines such as Qatar Airways, Emirates, British Airways, Turkish Airlines, Japan Airlines and All Nippon Airways have resumed services with us. But we are still waiting for a few more to return," he added.
Despite the gradual recovery, Ibrahim said Brahim's has already reached operational break-even.
"Alhamdulillah, whatever new clients we onboard now will be bonuses. We are also waiting for new airlines and new opportunities to grow," he said.
Eyeing Overseas Expansion
He also revealed that Brahim's is in talks to establish a new inflight catering facility overseas through a joint venture.
"We are still discussing this, finalising things. If all goes well, we will make an announcement in October. It is a bit early to talk about it, but yes, we are exploring global expansion," he said.
Beyond airline catering, Brahim's has already ventured into the Japanese market with four restaurants in Tokyo. Two are wholly owned, while the other two are joint ventures with a Japanese hotel chain.
"The latest outlet opened two months ago in Tokyo. Alhamdulillah, it is growing well, and we are looking to expand further in collaboration with our Japanese partners," said Ibrahim.
Riding ASEAN Halal Tourism Wave
Looking ahead, he said Brahim's aims to tap into the growing halal tourism sector, particularly within ASEAN, which has the largest Muslim population in the world.
"In ASEAN, there is huge potential for halal business. If we work closely with countries like Indonesia and Singapore, we can collectively expand our halal footprint and even lead on a global scale," he said.
He also highlighted Brahim's leading edge in food technology, including innovations in retort technology -- a high-heat food preservation process -- that has gained traction in Japan.
"We are among the pioneers. The Japanese even learned from us, and we partnered with them to combine American and Japanese systems. That technology was very successful there, and it is something we can continue to leverage globally," he said.
Since its establishment, Brahim's has evolved from a traditional caterer to a global player in halal food innovation, with ambitions aligned to the recovery of aviation and the rising demand for halal-certified food products.