When you visit Ipoh, one name stands out among the local delicacies: Qunkee Biscuit & Bakery.
Nestled in the heart of town, this beloved confectionery has been delighting taste buds since 1975 with its timeless, traditional treats. From egg tarts to kaya puffs, Qunkee Biscuit & Bakery has become synonymous with great-quality classics.
Their story is one of resilience and adaptability – having grown into a beloved brand, not only in Malaysia but also in international markets like Singapore.
The Origins of Qunkee Biscuit & Bakery
Qunkee Biscuit & Bakery traces its origins back to 1918, when Mr. Chen Zhang Han from Guangdong set out from China to explore business opportunities in Penang, Malaysia.
Eventually, he and his family found their way to Ipoh, where they established Qunkee Restaurant – a vibrant community hub known for its mouth-watering Cantonese pastries and lively atmosphere.
As the years passed, the family recognised the need to evolve. With Mr. Chen growing older and the social landscape shifting, they made the crucial decision to transform the restaurant into a specialised traditional confectionery in 1975.
This pivotal move marked the beginning of Qunkee Biscuit & Bakery as we know it today.
Embarking on a New Business Journey
Over the years, evolution has become necessary, especially with the fast-changing consumer landscape. Kerry Chan, the current Director and Chief Marketing Officer (CMO) of Qunkee Biscuit & Bakery, joined the family business as the third generation’s daughter-in-law. Initially, her role was to support her husband with day-to-day operations.
However, as the business landscape evolved, so did Kerry’s responsibilities. She embraced the digital revolution, recognising the potential of online platforms such as Facebook and Xiaohongshu to reach a broader audience.
The Movement Control Order (MCO) during the COVID-19 pandemic became a turning point for the family and the business. With a significant reduction in walk-in customers, which they had heavily relied on for decades, Kerry turned to live streaming and social commerce to keep the business afloat.
Leveraging the power of Facebook Live and a captive audience, Kerry’s first livestream was a resounding success, selling 3,000 biscuits in just 40 minutes.
This experience reinforced the power of digital marketing, setting Qunkee Biscuit & Bakery on a path of rapid online growth.
Lessons That Paved the Journey
The journey has not been without its challenges. Kerry candidly shares that one of the biggest hurdles was ensuring clear communication within the team. Rapid expansion and increased orders often led to misunderstandings and high employee turnover.
Recognising this, the family then shifted focus to improving team communication and building a cohesive work environment.
Another significant challenge was maintaining the quality and consistency of their products, especially when expanding to new markets like Singapore. Training staff to uphold the family’s 50-year-old recipes required patience and meticulous attention to detail.
Despite these obstacles, their commitment to quality never wavered, ensuring that every product met the high standards that Qunkee customers expect.
Turning a Traditional Legacy Product into a Modern Favourite
One of Qunkee’s most remarkable achievements, Kerry reflects, is turning its traditional legacy products into something consistently loved, even in the modern era.
The family managed to retain the authenticity and heritage of their Cantonese recipes while incorporating modern technology to enhance their appeal and reach new audiences.
Through meticulous recipe preservation and innovative marketing strategies, Qunkee Biscuit & Bakery’s products have become well-loved favourites among many, bridging the gap between generations and cultures.
By leveraging digital platforms and embracing contemporary trends, they have successfully kept the essence of their traditional offerings while making them relevant in today’s market.
International Expansion & Growth
Qunkee Biscuit & Bakery’s expansion into Singapore marks a significant milestone in its history. Leveraging brand licensing, the family carefully selected partners who shared their vision and commitment to quality. This strategic move was not just about entering a new market; it was about preserving and sharing their heritage with a broader audience, while maintaining a strong focus on their core values.
Their success in Singapore is a testament to the family’s ability to adapt and innovate. By understanding local tastes and preferences, Qunkee managed to carve out a unique niche in the competitive market. This expansion also reflects their bigger vision for growth, with plans to enter other Southeast Asian markets in the near future.
Their Secret to Success
Central to Qunkee’s success is its robust marketing strategy.
Kerry emphasises that “marketing is money,” reinforcing the importance of raising awareness about their products. The shift to digital marketing, particularly live streaming, has been pivotal for the success of the brand. Platforms like Facebook and Xiaohongshu have become essential tools for reaching new customers and engaging with existing ones, especially for Qunkee’s audience.
Kerry also highlights the significance of having the right systems in place. From customer service to logistics, every aspect of the business is carefully planned and executed.
By outsourcing specific functions to professional agencies and equipping their team with the right tools and systems, they are able to focus on strategic growth and innovation, ensuring they remain agile and responsive to market trends.
Watch as Kerry shares more exclusive stories and details about their decades-old journey in Behind The Counter:
The Right Tools That Enable Growth
One tool that has significantly supported Qunkee Biscuit & Bakery’s international market expansion and operational efficiency is StoreHub’s all-in-one system.
Learn more about StoreHub here:
Kerry emphasises how StoreHub’s tools have effectively managed front-end issues, reducing the need for constant supervision and allowing the business to run smoothly. Features like inventory management have been crucial in keeping track of stock levels, ensuring they never run out of their best-selling products.
By automating and optimising these essential functions, Kerry and her team have been able to focus more on strategic growth and innovation. This shift in focus has been instrumental in enabling Qunkee to scale successfully and manage increased demand efficiently.
As the business expanded into new markets like Singapore, the systems provided by StoreHub ensured that Qunkee Biscuit & Bakery could maintain its high product quality and consistent customer experience.
This reliability has given them the confidence needed to pursue international expansion and continue growing their beloved brand.
Looking to expand your business? StoreHub can help you do just that. Book a free demo and find out how:
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