[Feature] The BIG Group: Scaling Halal Hospitality From One Restaurant To A 40-Outlet Empire

The Corporate Snapshot

In the competitive landscape of Malaysia's halal F&B sector, one name has demonstrated a remarkable blueprint for scalable, brand-driven growth. The BIG Group, founded by entrepreneur Datin Sri Umayal Eswaran, has evolved from a single restaurant concept into a multi-brand hospitality force, redefining what it means to build a modern halal dining empire.

• 🏢 Entity: The BIG Group
• 🎯 Area of Expertise: Halal Hospitality & Multi-Brand Restaurant Management
• 📍 Market Status: Aggressive Challenger & Consolidator

The Scoop: What's New?

The group's trajectory is the story. What began in 2018 with the launch of its flagship brand, myBurgerLab, has rapidly expanded into a portfolio of three distinct halal brands: myBurgerLab, Project Izakaya, and BEN's. Together, they now command a network of 40 outlets nationwide, a testament to a replicable model that resonates deeply with Malaysia's urban, cosmopolitan consumers seeking quality halal options.

Executive Insights: The Conversation

Speaking on the philosophy behind this expansion, Datin Sri Umayal Eswaran, the group's founder and driving force, frames growth not as mere replication, but as community building. "Our first restaurant was never just about selling burgers," she reflects, her tone shifting from nostalgic to strategic. "It was a proof of concept—that Malaysians, regardless of background, would rally around incredible food, a vibrant atmosphere, and a brand that felt like 'theirs.'"

When pressed on the decision to launch subsequent brands instead of saturating the market with one, she outlines a deliberate diversification strategy. "The halal consumer is not monolithic. They have diverse cravings—a gourmet burger one night, authentic Japanese izakaya fare the next, or a classic Western bistro experience. By creating BEN's and Project Izakaya, we're not just opening more outlets; we're capturing different occasions and palates within the same trusted halal ecosystem."

The conversation turns to operations, and the founder's emphasis on systems becomes clear. "Scaling to 40 outlets is a logistics and culture puzzle," she admits. "The secret isn't in a secret sauce recipe locked in a vault. It's in systematizing excellence—from supply chain and staff training to customer experience. Each brand has a clear DNA, and our job is to ensure that DNA is expressed perfectly at every touchpoint, in every city."

Professional Highlights & Track Record

• 2018 Launch & Proof of Concept: Successfully debuted myBurgerLab, disrupting the casual dining scene with its gourmet halal burgers and cult-like community following.
• Strategic Brand Diversification: Launched BEN's (offering classic Western and local favourites) and Project Izakaya (bringing a halal Japanese pub experience), creating a multi-brand portfolio that addresses varied dining occasions.
• Rapid National Footprint Expansion: Scaled from 1 to 40 outlets across Peninsular Malaysia in under six years, demonstrating a highly replicable operational model.
• Halal Market Leadership: Positioned the group as a leading player in the premium casual dining segment of Malaysia's halal economy, appealing to a broad, modern demographic.
• System-Driven Growth: Built backend infrastructure and standardized processes that support consistent quality and experience across all brands and locations, enabling sustainable scaling.

The Verdict

The BIG Group's story is a masterclass in modern Malaysian entrepreneurship. It moves beyond the narrative of a single successful restaurant to showcase how brand-building, operational rigor, and a deep understanding of a evolving consumer base can create a formidable business entity. The group isn't just selling meals; it's curating experiences and building loyalty within the vast halal market.

• 📈 Market Impact: 9/10
• 💡 Innovation Level: 8/10
• 🚀 Growth Potential: 9/10

"The BIG Group has cracked the code on scalable halal hospitality, proving that with strong brands and stronger systems, a local concept can rapidly become a national favourite."