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TRANSFORMING HIGHWAY REST AREAS: PLUS COLLABORATES WITH MAJOR F&B BUSINESS PARTNERS

SCD 5505PLUS Malaysia Berhad (PLUS) on 5 October 2018 signed up 10 major food and beverages brands in an effort to revolutionize its rest and service areas (R&R) on its highways to meet today's customers' expectations and preferences.

The brands, Starbucks, Krispy Kreme, Harold's Bread, Mohd Chan, Famous Amos, A&W, Dunkin Donuts, MyNews, Kenny Rogers and Line Clear will play a crucial role in enhancing travel experience for PLUS customers and at the same time, drive business growth for other business partners at the R&Rs.

PLUS Managing Director, Datuk Azman Ismail said, "We need to acknowledge that consumer trends are changing rapidly. Based on our recent market research and customer engagement studies, we have identified the different segments and journeys they take on our highways. PLUS is embarking on a new strategy which focuses on brands with a big consumer following this year. By having new brands on board, we see this as an enhanced experience and contribute to the business growth for our business partners."

Major trends are all revolving around the digital world where social media platforms are driving our culture and consumption habits. Our foodie culture is now mainstream and the typical food court is no longer preferred. Consumers are spending less on retail, but more on food, entertainment and travel where they buy into 'experiences' rather than just 'products'.

"As such, PLUS needs to evolve from being a highway operator to a service provider which among others, offers a variety of F&B choices at the rest areas. Currently, we are revolutionizing the rest areas into hubs for the local community where they spend quality time with friends and family," he added.

Apart from signing with household big brands, PLUS has also embarked on a special program to change the design and experience of selected R&Rs

"The first retrofit was carried out at Rawang R&R where the rest area undergone modifications of the food court area with a minimalist interior, fixtures and fittings. Our next R&R in the pipeline is Machap R&R (Southbound), Gelang Patah R&R (Southbound) and the Sungai Buloh Overhead Bridge Restaurant. Major projects, which involve expansion with a new concept, design and theme, will be carried out at the Seremban R&R (Southbound) and Bukit Gantang (Southbound) in 2019," Azman explained.

PLUS had also introduced cashless payment pilot projects with BOOST at the Ayer Keroh R&R (Southbound) and Visa PayWave at Dengkil R&R (Northbound) recently.

Azman was quoted at a signing ceremony with major F&B brands at Persada PLUS. Also present were PLUS Chairman, Tan Sri Dato' Mohd Sheriff Mohd Kassim and Malaysian Highway Authority Director General, Dato' Sr Aziz Abdullah.

TRANFORMASI R&R LEBUH RAYA:

PLUS JALIN KERJASAMA DENGAN JENAMA BESAR

PLUS Malaysia Berhad (PLUS) pada 5 Oktober 2018 memeterai perjanjian bersama 10 jenama utama makanan dan minuman sebagai salah satu langkah untuk merevolusikan kawasan rehat dan rawat (R&R) di lebuh raya kendaliannya dalam memenuhi permintaan dan citarasa pelanggan.

Jenama tersebut adalah Starbucks, Krispy Kreme, Harold's Bread, Mohd Chan, Famous Amos, A&W, Dunkin Donuts, MyNews, Kenny Rogers dan Line Clear akan turut memberi nilai tambah kepada perjalanan pengguna lebuh raya di samping membantu meningkatkan perniagaan rakan-rakan niaga yang lain.

Menurut Pengarah Urusan PLUS, Datuk Azman Ismail, "Kami perlu mengakui bahawa citarasa pelanggan juga turut berubah dengan peredaran masa. Berdasarkan kepada beberapa kajian pasaran dan kajian pelanggan, kami telah mengenal pasti beberapa segmen pelanggan serta corak atau tabiat perjalanan mereka di lebuh raya. Justeru, strategi kami pada ketika ini adalah memberi fokus terhadap jenama-jenama yang mempunyai jumlah pengikut yang besar. Bermula tahun ini, kami akan berkolaborasi dengan lebih banyak jenama lain untuk beroperasi di R&R kami."

Dunia digital menerusi media sosial memainkan peranan utama dalam mencorakkan budaya serta tabiat pemakanan masyarakat masakini. Pada ketika ini, budaya pemakanan merupakan trend terkini di mana medan selera yang biasa bukan lagi menjadi pilihan. Pelanggan mengurangkan perbelanjaan dalam sektor runcit namun akan berbelanja lebih untuk makanan, hiburan dan percutian, di mana mereka boleh membeli 'pengalaman' berbanding 'produk'.

"Oleh itu, PLUS perlu berevolusi daripada pengendali lebuh raya kepada penyedia perkhidmatan. Di antaranya adalah dengan menawarkan pelbagai variasi dan pilihan makanan dan minuman di kawasan rehatnya. Pada ketika ini, kami sedang mentransformasikan R&R kami sebagai pusat atau hub komuniti di mana mereka boleh berkumpul dan meluangkan masa bersama keluarga dan rakan-rakan," tambah beliau.

Selain menandatangani jenama baharu, PLUS juga turut mengadakan penambahbaikan dan menaiktaraf beberapa kawasan rehat terpilih.

"Projek penambaikan yang pertama telah dilaksanakan di R&R Rawang (Arah Utara) di mana kawasan rehat tersebut telah menjalani pengubahsuaian rekaan dalaman berkonsepkan minimalis. Program seumpama ini akan turut dijalankan di R&R Machap (Arah Selatan), Gelang Patah (Arah Selatan) dan Restoran Jejantas Sungai Buloh. Projek menaiktaraf R&R pula akan melibatkan pembinaan infrastruktur dengan konsep, rekaan dan tema yang baharu dan ia akan dilaksanakan di R&R Seremban (Arah Selatan) dan Hentian Sebelah Bukit Gantang (Arah Selatan) pada tahun 2019," jelas Azman.

PLUS juga telah memperkenalkan projek perintis pembayaran tanpa tunai menerusi Aplikasi BOOST di R&R Ayer Keroh (Arah Selatan) serta pembayaran tanpa sentuh menerusi Visa PayWave di R&R Dengkil (Arah Utara), baru-baru ini.

Azman berkata demikian pada Majlis Menandatangani Rakan Niaga Baharu di Persada PLUS. Turut hadir adalah Pengerusi PLUS, Tan Sri Dato' Mohd Sheriff Mohd Kassim dan Ketua Pengarah Lembaga Lebuhraya Malaysia, Dato' Sr. Aziz Abdullah.

 

 
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