'1901 Hotdog' CEO Tengku Rozidar on Franchising

By Maria Zain
Posted, July 16, 2008

Tengku Rozidar Tengku Zainal Abidin, affectionately known as the "Hotdog Lady," opened the first pushcart outlet offering Malaysian hotdogs (with an America image) to consumers who had never been to the States. Years later, 1901 Hotdogs was awarded "Most Promising Franchisor of the Year for 2000/2001" by the Malaysian Franchise Association and "Consumer Superbrands" status by the Malaysian Superbrands Council for 2003/2004.

1901 Hotdogs now has 74 outlets including 3 operating internationally.

The Importance of Franchise Branding

A well executed branding strategy is essential for speciality goods, especially for something as foreign as hotdogs to flourish, and even more so if the firm ventures out into a franchising line. The brand has to have a strong presence to allow franchisees (and in turn, the franchisor) to generate sales.

The franchisor-franchisee relationship is inter-dependant; one cannot do well without the other. Both parties are already straddled with high start-up costs, so an effective product or service must have a strong growth potential, and this is achieved through effective branding.

Tengku Rozidar had therefore injected alot of effort in designing 1901, not only as a hotdog, but as a franchise chain from the beginning.

A successful franchising system therefore requires flexibile franchising packages to attract franchisee candidates to the programme. 1901 has designed two packages with different start-up costs and comprehensive facilities that will continuously support their franchisees.

This year, after 11 years of operations, she revelead a whole new branding experience for her valued consumers – including 11 new outlets to be opened internationally.

The additional concerns in franchising are taking care of franchisees when changes occur. MFA reminds franchisors to “dedicate a team [for franchisees alone] and to be prepared to spend time on the road inspecting and helping franchisees.”