19-12-2024 (KUALA LUMPUR) Malaysian-born comedy star Nigel Ng, widely known as Uncle Roger, has responded to public feedback by reducing prices at his expanding restaurant empire in Malaysia’s capital.
The 33-year-old comedian, who shot to fame with his viral food critique videos, has adjusted the pricing strategy at his newest outlets of Fuiyoh! It’s Uncle Roger, marking a shift from the premium positioning of his flagship restaurant in Pavilion KL.
Speaking in a candid interview with social media personality Sam Wong, Ng acknowledged the pricing concerns that emerged following the launch of his first outlet in the luxury shopping destination. “We’ve heard our customers’ voices regarding the RM18 price point for fried rice, despite it being consistent with Pavilion’s upmarket location,” Ng explained.
The restaurant’s signature fried rice dish now costs RM16 at the newly opened MyTown shopping centre branch, representing a more accessible price point for local diners. This strategic move reflects Ng’s understanding of the diverse Malaysian market, particularly recognising the different demographic profiles between Pavilion KL’s luxury retail environment and MyTown’s more mainstream appeal.
The expansion of Fuiyoh! It’s Uncle Roger has seen the brand establish three locations in rapid succession, with outlets now operating in Pavilion KL, MyTown shopping mall, and IPC Shopping Centre in Selangor. The US-based entertainer made a special journey to his homeland to oversee the latest launches personally.
The price adjustment has garnered positive responses from his loyal following, with many supporters calling for further expansion beyond the Klang Valley region. Speculation is mounting about potential international growth, particularly in neighbouring Singapore, where Ng commands a substantial fan base.
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