Competitor's Analysis

2.
1 Customer’s satisfaction
Noms Malaysia is one of the emerging homegrown fast food chains in Kuching, Sarawak. Despite having
numerous direct competitors in the market, Noms Malaysia stood out from their competitors through
three primary compelling areas, namely customer satisfaction, marketing strategies and product quality.
Customer’s satisfaction is taken into account as the consumers are the main priority and source of revenue
of the business. Amongst the 10 competitors, Noms Malaysia garnered the highest ratings (4.5/5) from 80
reviews with mostly positive feedback. Even so, their marketing team strives to provide the best customer
experience by responding promptly to complaints via Facebook in order for them to improvise on their
shortcomings. The physical stores are air-conditioned and decently furnished to provide the best dining
experience to their customers. As compared to their competitors that operate as roadside stalls and are
lacking in providing a comfortable dining environment with tables and chairs, Noms Malaysia takes the
lead amongst its competitors. Noms Malaysia provides “Nice place and good food. The waiters and
waitresses are friendly and helpful” (Wilarmy Geniron Jebron Reid, 2021).
2.2 Marketing strategies
In addition, Noms Malaysia has an in-house marketing team that brainstorm promotional campaigns and
media to support its unique branding. Despite having a physical store, Noms Malaysia engages with its
younger customer base via numerous commonly used social media platforms such as Facebook ,
Instagram and their official website to launch their seasonal menu and giveaways. Noms Malaysia is also
conveniently available on Grabfood for delivery orders with frequent deals up to 50% discount on their
menu. Thus, customers can enjoy their signature sandwiches and burgers from the comfort of their own
home.With over 8.5 k followers on Facebook and 3.3k followers on instagram, it is safe to say that Noms
Malaysia has a solid customer base and made its presence in the local fast food industry. Moreover, Noms
Malaysia is fairly active on their social media sites as consistent weekly postings can be observed
followed by daily instagram story updates of their signature burgers and grilled sandwiches. Frequent and
quality social media postings is their main strength as it helps to boost brand awareness. Brand awareness
is crucial as it creates a lasting impression on the consumer’s mind and also reaches out to potential new
customers. (Paul Sombke, 2020) Moreover, Noms Malaysia has also partnered up with Tea Pack, a local
milk tea chain in their recent campaign to increase brand exposure and both brands can leverage each
other’s audience for cross-promotion (Dilara Casey, 2018).
2.3 Product quality
Noms Malaysia is strictly consistent with their recipes and taste outcomes (Advertino, 2021). As
compared to their competitors, Noms Malaysia is the only fast food business that has an in-house central
kitchen to produce their sauces and burger patties, which are freshly made daily. Fresh local ingredients
and premium imported ingredients are incorporated into their menus to ensure utmost quality outcome.
Most importantly, Noms Malaysia is a halal-certified restaurant, which signifies that it can cater to a
wider range of consumers by attracting Muslim and Non-Muslim who are Halal customers, hence
elevates its marketability. It is also an assurance that the premise's hygiene and sanitation procedures are
top-notch due to its strict operating procedures. In contrast to some of its competitors that have non-halal
menus, Noms Malaysia offers a better range of products for all consumers.
Exhibit 1 : Competitor analysis table
No. Company Compelling areas
Customer Marketing Product quality

Satisfaction strategies
1 Kuwin Burger Street 4.4/5 Facebook Non -halal

(Stall) Website
No delivery Homemade pork
service burger, everyday
fresh meat and
Daily postings soft bun.
2 The Craving's Burger 3.9/5 Facebook Halal

(Stall) No delivery
service Handmade
burger
Weekly postings
3 ANC BURGER 4.4/5 Facebook Halal

(Physical store) No delivery
service supplies are
kitchen item
suppliers and
Weekly postings distributors.
4 Kuching Grilled Burger 4.4/5 (318) Facebook Halal

(Neighbourhood store) Foodpanda
(delivery) Homemade
Burger, 100%
Daily postings Meats (No Flour
Addition)
5 Burger bros 4 (55) Facebook Non-halal

(Coffee shop stall) Instagram
No delivery Serve Pork, Beef
service and Chicken
Weekly/biweekl
y postings
Campaign -
giveaways
6 Chicken Shak 4.4/5 (28) Facebook Halal
service supplies from
kitchen item
Weekly postings suppliers and
distributors.
Promotional
campaigns
7 Fandi Burger 4.4/5 (38) Facebook Halal

(Roadside stall) No delivery
service supplies from
kitchen item
Monthly/bimont suppliers and
hly postings distributors.
(Very inactive
on social media)
8 Iz Burger 3.5/5 Facebook Halal

(Roadside stall) No delivery
service Homemade
burgers
Yearly post
(Very inactive
on social media)
9 The black jam 4.0/5 Facebook Non-halal

service Homemade
burgers
Weekly post
10 Sugar bun 3.2/5 Facebook Halal restaurant

(Physical store) Instagram
Youtube In house supplier
No delivery
service
Weekly post

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2.

2.2 Marketing strategies

2.3 Product quality

Customer Marketing Product quality

1 Kuwin Burger Street 4.4/5 Facebook Non -halal

2 The Craving's Burger 3.9/5 Facebook Halal

3 ANC BURGER 4.4/5 Facebook Halal

4 Kuching Grilled Burger 4.4/5 (318) Facebook Halal

5 Burger bros 4 (55) Facebook Non-halal

7 Fandi Burger 4.4/5 (38) Facebook Halal

8 Iz Burger 3.5/5 Facebook Halal

9 The black jam 4.0/5 Facebook Non-halal

10 Sugar bun 3.2/5 Facebook Halal restaurant

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