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Rui Nyonya House


Rui Nyonya House is a Nyonya restaurant located at Jonker Street Penang that focuses on providing a full range of Nyonya culture, including Halal Nyonya cuisine, Nyonya, and Baba clothing rental for a unique cultural experience. Customers can make a reservation through our apps to choose their dress size before visiting the restaurant. Hence, they could wear Nyonya and Baba clothes to enjoy a unique cultural experience while tasting authentic Nyonya food (Kuake & Kuake, 2017). The following business plan will walk us through the financial, marketing and customer service arrangement for Rui Nyonya House.


  1. Promote Nyonya culture:

With the development of technology, traditional culture is gradually forgotten by people. Our restaurant serves Halal food and is dedicated to promoting Nyonya culture. Our Nyonya dishes are traditional dishes certified by (Persatuan Nyonya Malaysia) and (Peranakan Association Singapore) so that our customers can experience the original taste (Kuake & Kuake, 2017). We also provide Nyonya costumes so that our customers can experience the cultural atmosphere in our restaurant (Otengei & Changha, 2023). Through promoting Nyonya & Baba culture, we aim to increase the awareness and appreciation of this heritage among our customers and the wider community.

  1. To become the top provider of Halal Nyonya cuisine and cultural experience in Penang:

Rui Nyonya House seeks to present guests with an authentic and distinctive cultural experience, showcasing the best of Nyonya culture. We want to provide a wide choice of Halal Nyonya cuisine to fulfil customers’ hunger and cultural interests.

  1. To establish a solid customer base:

Rui Nyonya House will try to create a strong client base in Penang by leaning on the local culture, providing quality services, and creating a welcoming atmosphere. We will focus on customer retention by giving discounts and promotional events to keep people returning.

Key to Success:

  1. Professional Team:

Rui Nyonya House comprises knowledgeable members with an average of over three years of experience in the Nyonya food industry. To enhance their skills, the restaurant also provides training to them in Melaka and Penang (the birthplace of Nyonya). This is to ensure that they possess a more comprehensive understanding of food and handicraft making and also to be able to provide a more comprehensive and in-depth explanation when interacting with customers (Hugos, 2018). Besides, we also have a Halal certificate, which can help Rui Nyonya House to attract more Malay and Arab tourists from local and international.

  1. Government Certification and Quality Service

The key to Nyonya House’s success in opening restaurants in Penang is the Halal Restaurant Certification (M.A.I.N.P.P.) issued by the Penang State Government. This certification gives Nyonya House a competitive edge in Penang’s restaurant industry. In addition, Nyonya House strives to provide high-quality food, good customer service and a unique atmosphere to attract and retain customers (Elfrida et al., 2020). In addition, Nyonya House prioritizes marketing and promotion to ensure that potential consumers are aware of the restaurant’s location, services and products. To expand the restaurant’s scope and reputation, Nyonya House continually seeks new certifications.

  1. Travel and Tourism

To build a solid customer base. Nyonya House does this by partnering with 30% of Penang tour groups and travel agents and offering a 20% discount on sightseeing. In addition, Nyonya House focuses on developing unique food and services that are difficult for competitors to replicate, giving them an upper hand (Ghazali & Wen, 2020). This may involve the use of traditional Nyonya dishes or the use of traditional decorations or music to create a unique atmosphere. By doing this, Nyonya House will be able to build a solid customer base and succeed in the Penang restaurant market.

Financial Objective:

  1. For every KES500,000 reached, a new activity will be implemented to attract more customers.
  2. Rui Nyonya House can work with the government so that Rui Nyonya House can expand its popularity of Rui Nyonya House and become a national tourist attraction.
  3. Rui Nyonya House reaches 30% of Penang’s restaurant market share.

Value Proposition

The Nyonya food served at Rui Nyonya House combines Chinese, Malay, Indian, Eurasian and local flavours to create a fantastic hilal restaurant. The Nyonya people of Southeast Asia have created a culinary tradition that is all their own. Fresh and halal ingredients, spices, and herbs create many delicious recipes. The mission of Rui Nyonya House is to give diners a unique and memorable Nyonya dining experience.

In response to the rising demand for halal cuisine among Muslim consumers, Rui Nyonya House now serves halal versions of its popular Nyonya dishes. For Muslims, eating only halal food is a matter of faith but symbolizes cleanliness, safety, and morality. In addition, Rui Nyonya House hopes to partner with Penang Tour and Travel to offer catering services for Nyonya cuisine to Penang Tour and Travel’s clients. Rui Nyonya House hopes to expand its customer base and raise its profile by partnering with Penang Tour & Travel.

Products/ Services

All people’s favourite foods, such as Biryani chicken, Pilau, Roasted Nyama choma, and more, can be found at Rui Nyonya House. The restaurant uses fresh, halal meats, vegetables, spices, and herbs such as time, basil leaves, turmeric, etcetera. The foods are prepared with precision and competence so that their natural tastes and textures are not altered.

The eatery offers catering for parties and gatherings and delivery and takeout for those who would rather eat in the comfort of their homes or workplaces. Whether the client wants a buffet or a plated meal, the catering service may be tailored to meet their specific demands. The food is always fresh and on time whether you want it delivered or picked up. The restaurant’s Nyonya-inspired design and music create a warm and sophisticated ambience. Customers like the helpful and kind attitude of the personnel.

The B.C.G. Matrix

Rui Nyonya House is a star in the B.C.G. matrix with a significant market share in a rapidly expanding industry. More and more Muslims worldwide are looking for halal food choices, driving the fast expansion of the halal food business. The increasing popularity of Southeast Asian cuisine has led to a rise in the Nyonya food sector. Offering Nyonya meals that are unusual and distinctive in the market gives Rui Nyonya House an edge over other halal eateries. Many regulars frequent the eatery because of the high standards it sets for its food.

Rui Nyonya House must invest in innovation and development, such as creating new dishes, enhancing service quality, establishing more locations, and ramping up marketing efforts, if it wants to keep its star status. The restaurant has to adapt to the ever-shifting preferences of its clientele and the ever-evolving threats facing its sector (Oh et al., 2019). The restaurant could also consider leasing its brand to prospective partners or building additional sites in apparent areas. The restaurant has to up its marketing game by establishing itself as a go-to destination online, participating in social media, running ads, and forming strategic alliances with other businesses in the industry (Rohlfs, 2020)

The Ansoff Matrix

Using the Ansoff matrix, Rui Nyonya House may choose a market expansion plan and expand sales of its everyday items into new consumer niches (Kurniawan et al., 2020). A partnership with Penang Tour and Travel is one strategy for expanding the restaurant’s clientele among the many tourists and business travellers that pass through Penang each year. Visitors worldwide go to Penang to experience the city’s rich history, stunning landscapes, and delectable cuisine. Rui Nyonya House can reach more people and make a better impact by catering Nyonya meals for Penang Tour & Travel’s clients.

One method of expanding an existing market is to focus on satisfying a different subset of consumers. Rui Nyonya House may appeal to young workers needing quick and nutritious dining alternatives, while it might cater to families searching for a particular occasion venue. The restaurant may attract those interested in Nyonya heritage by hosting culturally immersive events like culinary demonstrations, guided tours, and tale-telling sessions. Rui Nyonya House may expand its clientele and earnings potential by focusing on previously untapped markets (Kurniawan et al., 2020).

Products and Service Categories

Rui Nyonya House bases its restaurant and catering operations on satisfying clients’ cravings for halal Nyonya food. The restaurant’s offerings may be broken down into three broad classes:

Products in the food category include roasted goat, pilau, dum biryani, and other Nyonya specialities served at the restaurant. Fresh and halal ingredients, spices, and herbs are used to prepare the culinary items. Customers may eat at the restaurant, have the meal delivered, or buy it to go.

Provide catering services, including Nyonya cuisine, for weddings, parties, business meetings, and tourist events. Whether the client wants a buffet or a plated meal, the catering service may be tailored to meet their specific demands. To expand the restaurant’s clientele, it has partnered with Penang Tour and Travel to provide catering services to its patrons.

Customers interested in learning about Nyonya culture and history may use informative and interactive programming. Examples of the activities include cultural excursions, storytelling sessions, and food demonstrations. These events aim to give customers a deeper understanding of and appreciation of Nyonya culture and food.

The Product Breakdown Structure

A product breakdown structure (PBS) is a tool that lays out, hierarchically, the products and pieces necessary for the project’s success or the results it will provide. A PBS may aid in evaluating, documenting, and disseminating project outcomes.

Operating & Management Plan

The company’s operational and management strategy outlines its ability to effectively run and manage its resources, processes, systems, employees, and hazards. If you want your firm to function appropriately, accomplish its goals, and avoid legal trouble, you need an operational and management plan. Some examples of parts that might be included in a management and operations strategy are:

  • Business Location: Rui Nyonya is in Nairobi, Kenya, at Roasters, just near Quiver Lounge. This area has many customers, from students to families. It is accessible from the Thika Superhighway, among other bypass roads. The area is also futuristic, with urban roads and apartments.
  • Business hours: Rui Nyonya will operate from 10 am to 11 pm. This will continue until further relocation or business expansion plans come along.
  • Business equipment: We will get kitchen appliances, furniture for the dining area, computers, software, delivery vehicles, etcetera. The equipment shall all be checked every month to look for any to repair or replace.
  • Business processes: Rui Nyonya House uses fresh products acquired every morning and vegetables not urgently used as stored in a deep freezer. We value customer satisfaction.
  • Business systems: the restaurant will use the M-pesa payment system and will also have other modes of payment, such as cash and P.O.S. machine for convenience.
  • Business staff: the business will be run and managed by me, and I will have other people helping me out, including the chef and his or her assistants, people who can roast meat, waiters and waitresses for the tables and security personnel for safety

Supply Chain Risk Assessment and Forecasting

The supply chain for the dining facility and catering services offered by Rui Nyonya House includes sourcing, procuring, and delivering raw materials and supplies. Several potential threats to the supply chain might hurt operations, products, and customers. As a result, it is crucial to undertake a supply chain risk evaluation and forecasting to recognize, evaluate, and deal with such threats.

Supply chain risk management strategies include;

Avoidance: This entails staying away from danger as much as possible. By using many suppliers or buying locally instead of from abroad, Rui Nyonya House could reduce its vulnerability to supply disruptions.

Retention: Keeping and treating the risk in-house like any other expense. For instance, investing in employee growth and retention programs allows Rui Nyonya House to hold on to the training risk.

Sharing: This approach spreads risk among the many stakeholders in the supply chain. By enacting safety precautions and insurance plans, Rui Nyonya House may distribute the theft risk among its suppliers and delivery partners.

Transferring: Shifting the burden onto someone better equipped to handle it. By establishing a contract with its utility supplier that ensures dependable service and reimbursement for interruptions, Rui Nyonya House, for instance, may shift the risk of blackouts to the provider.

Prevention and mitigation of loss: This includes taking steps to lessen the possibility of a loss occurring or the severity of an existing loss. Flood barriers, sewer systems, and generator backups are just a few ways Rui Nyonya House may protect itself against flooding.

Rui Nyonya House’s supply chain may be vulnerable to the following risks:

Market competition: Rui Nyonya House might compete with other halal or Nyonya restaurants that provide equal or better goods or services. This may reduce its market share, income, and profits.

Customer Complaints: Customers can lodge complaints with Rui Nyonya House over the quality, taste, cleanliness, service, and pricing of the establishment’s goods and services. The company risks losing credibility, customers, and goodwill if this happens.

Supplier Problems: Problems with suppliers include late, insufficient, or faulty deliveries of necessary materials. The output, quality, and contentment of Rui Nyonya House’s clientele might all suffer.

Employee Turnover: Low pay, unpleasant working circumstances, a dearth of advancement chances, and personal problems are reasons employees depart Rui Nyonya House. The output, quality of service, and morale of Rui Nyonya House’s employees might all suffer.

Legal Disputes: Contractual, warranty, liability, tax, regulatory, and licensing problems might arise between Rui Nyonya House and its customers, suppliers, partners, workers, or governing bodies. This may impact its credibility, profitability, and legitimacy.

Natural disasters: Earthquakes, floods, fires, and droughts are all-natural calamities that can disrupt Rui Nyonya House’s supply chain by wreaking havoc on its facilities, machinery, stock, and stock delivery systems.

Politics: Disruptions to Rui Nyonya House’s supply chain, including riots, strikes, coups, and wars, might impact the facility’s ability to operate, maintain safety, and recover from disaster. The system’s dependability, continuity, and stability might be jeopardized.

Sabotage: Damage to Rui Nyonya House’s assets, data, or reputation might be caused by sabotage attempts, including burglary, theft, hacking, or terrorist attacks on the company’s supply chain. This may compromise the reliability, safety, and longevity of it.

Rui Nyonya House may utilize several methods, including the following, to foresee these risks and their possible influence on the restaurant’s supply chain:

The SWOT analysis is a valuable technique for assessing the supply chain of Rui Nyonya House in terms of its strengths, weaknesses, opportunities, and threats. The aspects within and outside the company that might impact its effectiveness and competitiveness can be assessed using this tool (Kurniawan et al., 2020).

PESTLE Analysis: Rui Nyonya House’s supply chain may be impacted by political, economic, social, technical, legal, and environmental (PESTLE) aspects. The advantages and disadvantages of these aspects may also be determined using this method (Kurniawan et al., 2020).

Scenario planning: This method may be used to generate and evaluate several future scenarios for the supply chain of Rui Nyonya House. It may also help weigh the potential outcomes of various scenarios and develop backup strategies.

McKinsey 7S Model

Systems: Rui Nyonya House’s systems are the organizational and technological infrastructure allowing the company to function and provide customer services. Some solutions are available for inventory and point-of-sale management, internet ordering, payroll, and accounting. The systems ensure productivity, quality, and client happiness, which are essential to the company’s goal (Kurniawan et al., 2020).

Skills: Rui Nyonya House’s talents are the staff’s innate abilities and knowledge that allow them to work effectively. Cooking, serving, marketing, bookkeeping, and other related skills are included. Professionalism, inventiveness, and perfection are all guaranteed thanks to these abilities, which support the company’s plan.

Style: The executives and managers of Rui Nyonya House have a particular style in the way they operate and communicate with their employees and clients. Culture, beliefs, and the company’s plans are all reflected in the design. This approach helps the organization succeed by promoting a positive, collaborative, and customer-centric culture.

  • Staff: The people that makeup Rui Nyonya House’s personnel are its most valuable asset. Cooks, servers, marketers, accountants, and so on are all part of the team. The employees contribute their expertise, knowledge, and experience to the company’s overall plan. Employees are encouraged and rewarded through various corporate initiatives.
  • Shared Values: The shared values of Rui Nyonya House are the guiding ideas and ideals by which all business decisions are made. Values like originality, quality, variety, innovation, and happy customers are common. By providing a unifying set of principles by which the firm and its constituents may operate, shared values contribute to the business plan’s success.

Team and Individual Performance Metrics (KPI)

For Rui Nyonya House to reach its goals and objectives, its management team must effectively lead, motivate, and develop its employees. Key performance indicators (KPIs) that assess the efficiency, effectiveness, and happiness of the team and people management at Rui Nyonya House may be used:

The employee turnover rate is a key performance indicator that tracks the annualized proportion of workers that willingly or involuntarily depart the organization. High turnover may show retention, engagement, or satisfaction problems (Hugo, 2018). By providing its employees with market-competitive pay, benefits, promotions, training, and advancement chances, Rui Nyonya House can lower its turnover rate.

The rate of employee absenteeism is a key performance indicator that tracks the proportion of workers who miss shifts without a reasonable excuse (Shakil, 2020). There may be issues with employees’ attendance, dedication, or health if the absence rate is excessive. Implementing clear attendance regulations, offering flexible work arrangements, promoting wellness programs, and addressing any personal or work-related concerns that may affect attendance are all ways that Rui Nyonya House might lower its absence rate.

Employee productivity is a key performance indicator (KPI) that tracks how much money and products each worker contributes to the bottom line over a specific time frame (Hugo, 2018). Efficiency, performance, and quality in the workplace are all reflected in a high productivity rate. Establishing well-defined objectives may improve employee productivity at Rui Nyonya House, disseminate praise and thanks, delegate authority, and provide appropriate resources.

Employee satisfaction: This key performance indicator assesses how content workers are with their current job’s setting, culture, and circumstances. When employees are happy in their jobs, they are more committed to the company and have higher morale. Rui Nyonya House may improve employee happiness by conducting frequent surveys, listening to input and recommendations, fostering a good and respectful work culture, and commemorating successes.

Industrial 4.0, Retail Analysis and Digital Marketing

Industrial 4.0 is the fourth industrial revolution, defined by the widespread use of digital technologies such as A.I., IoT, big data, robots, etcetera. Data from sales transactions, consumer behaviour, market trends, etc., are just some of the examples that may be collected, analyzed, and interpreted via the process known as retail analysis. “Digital marketing” describes promoting goods and services electronically (Rohlfs, 2020).

  • Digital marketing promotes and sells an item or service digitally, such as the web, social networks, email, mobile applications, etcetera. Retailers may benefit from digital marketing in three main ways: brand recognition, audience, and sales.

With retail research, digital marketing, and the prospects afforded by Industrial 4.0, Rui Nyonya House may expand its restaurant business to meet the evolving demands of the market and its clientele. One option is to employ A.I. and IoT to improve the kitchen, stockroom, distribution centre, and customer service efficiency (Hugo, 2018). Using RFID tags and scanners, Rui Nyonya House can keep tabs on its stock and ensure that nothing goes bad before its time to be sold. Drones or robots can deliver food orders to customers, and virtual assistants or voice assistants can answer questions and take orders from them.

Data from P.O.S. systems, purchasing platforms, feedback from consumer forms, and social media posts are collected, stored, and analyzed using big data and cloud computing so that insights into consumer tastes, behaviour patterns, levels of satisfaction, and loyalty factors can be gained (Rohlfs, 2020). Data analysis allows Rui Nyonya House, for instance, to divide customers into groups based on factors like demographics, place of residence, purchase history, etcetera., to tailor their marketing efforts to each group, to track how happy and loyal their customers are, to figure out how to serve them better, and to spot emerging market trends and opportunities.

Creating and maintaining a robust online presence, engaging its intended demographic, and driving traffic and sales for its restaurant and catering businesses via various digital marketing tactics and platforms. If Rui Nyonya House has an accommodating and user-friendly website, they can use it to promote their menu, location, specials, etcetera. They can share their stories, photos, videos, and reviews if they use Facebook and Instagram.; if they use email marketing, they can send out newsletters, coupons, invitations, etcetera (Rohlfs, 2020).


The Nyonya food served at Rui Nyonya House combines Chinese, Malay, Indian, and Eurasian flavours. The restaurant is halal. The proprietors of this eatery are committed to giving its patrons a taste of traditional Nyonya cuisine that they will not get anywhere else. The restaurant meets the rising demand for halal cuisine among Muslim and non-Muslim patrons by providing halal Nyonya meals. When clients are in Penang, one of the primary centres of Nyonya culture, the restaurant works with Penang Tour & Travel to offer catering services, including Nyonya cuisine. Customers interested in learning about Nyonya’s history and culture may participate in the restaurant’s instructive and engaging activities.

Rui Nyonya House has created and is executing a detailed business strategy that addresses all facets of running and managing the organization. The business plan includes a strategy for expanding the company’s consumer base to include new demographics, such as young professionals, families, and fans of the culture (Kuake & Kuake, 2017).


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Oh, Y., Razak, N.F.A.H.A., Wee, D.H.T., Ching, E.L. and Rahman, Z., 2019. The development of Nyonya cuisine in the Malay Archipelago: Penang and Malacca Nyonya cuisine. Journal of Ethnic Foods6(1), pp.1-10.

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