Kota Kinabalu: In an era where startups often race to expand as quickly as possible, Sabah homegrown fast-food chain Boreno’s took a different path—spending its first five years strengthening its operations before embarking on nationwide growth.
Speaking on the Sabah Matters podcast by the Daily Express, Borenos co-founder and chief executive officer Janice Yeo said the company deliberately limited itself to one or two outlets during its early years to build a solid operational foundation.
“For the first five years, we had only one to two outlets because we wanted to get everything stable and build our foundation strong,” she said.
During those early years, the company focused on building clear work processes, training its staff and making sure customers received the same quality food and service every time they visited.
Yeo said many employees have stayed with Boreno’s for more than five years, and today they help train new staff as the company continues to grow.
“We never compromise on our food quality, standards and cleanliness,” she said.
That preparation paid off when the Covid-19 pandemic hit.
While many businesses struggled, Boreno’s was among the first local restaurants to join food delivery platforms. The move introduced the brand to many new customers who had never tried Boreno’s before.
As one of the early local fast-food brands to join online food delivery platforms, Borenos reached new customers who had never visited its restaurants before.
The increased visibility helped expand its customer base and laid the groundwork for faster growth once movement restrictions eased.
During the pandemic, the company opened two new outlets before shifting its focus to expansion after concluding that its internal systems and processes were ready to support further growth.
Today, Borenos operates outlets in Sabah and Peninsular Malaysia, with new branches in Imago Shopping Mall and Semporna expected to bring the total to 11 outlets this year. Expansion into Sarawak is also part of the company’s long-term plans.
Despite the company’s growth, Yeo said the biggest challenge remains economic uncertainty, with rising logistics costs, higher fuel prices and supply chain disruptions requiring businesses to remain cautious about expansion plans.
Looking back, Yeo believes Borenos journey demonstrates that sustainable growth is built on preparation rather than speed.
For aspiring entrepreneurs, she said the focus should not be on chasing rapid success but on building strong systems, investing in people and laying a foundation capable of supporting long-term growth.
“It’s about building the foundation first,” she said, adding that once the business is ready, growth can follow.
