«The Loaf»: Mahathir plans franchise chain

Kuala Lumpur / MY. (tl) After introducing gourmet croissants to Malaysia in 2006, a national politician icon is now cooking up an invasion of Southeast Asia of the baking kind. Former prime minister Mohamad Mahathir (82) plans to turn his Japanese-style bakery business into a chain with outlets throughout the region.

«The Loaf» is run by M+M Consolidated SDN BHD, a company co-owned by Dr. Mahathir and his Japanese Partner Jiro Suzuki. «We think we can go to Singapore at the end of 2008 and Jakarta, Bangkok, Phuket and Bali in 2009», they say.

The menu at The Loaf is based on a fusion of Japanese, Malaysian and European recipes. Its signature products include freshly baked pastries and savouries.

Mahathir is chairman of Malaysia´s first fancy bakery, which opened its second and biggest outlet this September in Kuala Lumpur. «We will expand either through franchising or joint venture», says Suzuki: «Ultimately, we will go for the initial public offer within five years». Malaysians eat mainly noodles, nasi lemak or rice cooked with coconut and roti canai, a type of flatbread.

Mahathir drew inspiration for the shop from his favourite Tokyo bakery called «Johan». He had some business experience before turning to full-time politics, running a medical clinic and petrol kiosk. He retired in 2003 after 22 years in office as prime minister.