SugarBun

SugarBun is a Malaysian-owned quick-service restaurant brand that originated in Kuching, Sarawak, in 1979. The business began near Kuching's Kenyalang Theatre as an ice-cream and snack parlour established by an entrepreneur identified in reference material as Mr. Wung. Within a few years, the company moved toward fast food in response to local interest in the restaurant formats then being promoted by international chains, despite the limited availability of such restaurants in Sarawak at the time. Its defining early product was broasted chicken, introduced in the early 1980s. The preparation used equipment that combined pressure cooking with frying and was associated with a distinctive Sarawak pepper seasoning. The product became the foundation of SugarBun's fast-food identity. Other long-running menu items included savoury rice and the Hoki fish burger, which was introduced as an early signature fish offering. These products helped the chain distinguish itself from larger international competitors by combining familiar quick-service formats with local flavours and ingredients. SugarBun opened a dedicated fast-food venue under the SB Chicken name in 1981. By 1993, the chain had reached 12 restaurants and underwent a change in ownership involving new shareholders. Its corporate development became linked to Borneo Oil, whose parent company was listed on the Second Board of the Kuala Lumpur Stock Exchange in 1997. SugarBun subsequently expanded its menu beyond chicken and burgers. A substantial menu revision in 2001 added Asian and Malaysian dishes such as nasi lemak, chicken curry, sambal fish, assam fish and soups. The broader menu increased the brand's relevance as both a fast-food chain and a casual restaurant serving regional comfort food. The brand has historically operated mainly in Sarawak but has also expanded into other Malaysian states and overseas markets. Reference material records more than 50 restaurants in Malaysia and abroad by 2003, 61 outlets in 2012, and 84 outlets in 2016. It reported or was described as having locations in Brunei, Bangladesh, China and Australia at different points in its expansion. By 2019, the network had reached 87 outlets, and by 2023 it was approaching 100 locations. The chain has used several formats, including conventional restaurants, drive-through locations, compact kiosks and multi-stall food concepts. SugarBun's operating model has also included co-location and co-branding. Earlier outlets were sometimes paired with Applebee's Bakery and Caprilla Ice Cream Cafés, while later Malaysian outlets have shared premises with Singaporean pizza brand Pezzo. In 2015, SugarBun opened its first Malaysian drive-through concept at Ulu Oya, Sibu. In 2016, it introduced SugarBun – Borneo Asian Food, a multi-stall concept designed to serve East Malaysian dishes more efficiently and to promote Bornean cuisine outside its home region. In 2017, the company introduced the Broasted by SugarBun kiosk format, later known as Broasted Chicken & Fish by SugarBun. The menu remains centered on broasted chicken, savoury rice, fish and chicken burgers, and regional dishes. Offerings have included Lak Lak Chicken, Sarawak laksa, sambal and assam fish, nasi lemak, claypot dishes, fried rice, soups, spaghetti, fish and chips, and various beverages including three-layer tea and iced Milo. In 2024, the menu was expanded with kolo mee containing minced chicken and additional drinks such as ais gula apong, rainbow jelly three-layer tea and air bandung. SugarBun also markets Borneo specialty sauces, including products based on Sabah chili and tuhau. Its production facility in Kota Padawan, Sarawak, supports preparation of menu components. The brand has stated that it is progressively reducing the use of flavour enhancers such as monosodium glutamate, reflecting demand for perceived healthier food options.

SugarBun was established in 1979 near the Kenyalang Theatre in Kuching, Sarawak. Its initial business was an ice-cream and snack parlour founded by an entrepreneur identified as Mr. Wung. The name was reportedly inspired by a phrase encountered during a trip to Taiwan. The early business operated in a market where dedicated fast-food restaurants were scarce, although residents were increasingly exposed to international fast-food advertising through radio and other media. The company shifted toward fast food during the early 1980s. Within approximately two or three years of opening, it began selling broasted chicken prepared with specialized equipment combining pressure cooking and frying. The equipment was obtained after an American associate introduced Wung to the technology during a visit to the United States. SugarBun developed a distinctive seasoning associated with Sarawak pepper, helping the product become its principal signature. In 1981, the company opened a new fast-food venue under the SB Chicken name. Other early menu developments shaped the brand's identity. Wung's brother was associated with the recipe for SugarBun's savoury rice, which remained a long-running accompaniment, while the Hoki fish burger, originating from New Zealand, gave the chain an additional signature product. During 1991 and 1992, demand for chicken meals and freshly prepared food increased, contributing to stronger business performance and reinforcing SugarBun's role as a local alternative to international fast-food operators. A major corporate transition occurred in 1993, when ownership changed to new shareholders. SugarBun had 12 restaurants at that point. The brand later became associated with Borneo Oil, whose parent company was listed on the Second Board of the Kuala Lumpur Stock Exchange in 1997. During the early 2000s, SugarBun broadened its offer beyond chicken, burgers and rice accompaniments. A 2001 menu revision introduced dishes such as chicken mushroom soup, sambal fish, assam fish, nasi lemak and chicken curry. The expanded menu increased the brand's Asian and Malaysian food credentials and supported a more varied restaurant proposition. SugarBun also experimented with co-location. Some restaurants operated alongside Applebee's Bakery and Caprilla Ice Cream Cafés, allowing several food and dessert concepts to share premises. Those two associated concepts had ceased operating by 2005. The company continued to explore partnerships later, including shared premises with Pezzo, a Singaporean pizza brand that is also linked to Borneo Oil in Malaysia. Geographically, SugarBun expanded from its Sarawak base into other Malaysian states and selected international markets. Reference material records more than 50 restaurants in Malaysia and abroad in 2003. The network reached 61 outlets in 2012, including 53 in Malaysia, six in Brunei, and one each in Bangladesh and China. In 2016, the total was described as 84 outlets, with restaurants in Malaysia, Brunei, Bangladesh and Melbourne, Australia. The chain reached 87 outlets in 2019 and was approaching 100 locations by 2023. The company developed several newer operating formats. In February 2015, it opened its first Malaysian drive-through restaurant at Ulu Oya in Sibu, a two-storey location designed around more convenient vehicle-based service. In 2016, SugarBun – Borneo Asian Food was launched in Kuala Lumpur as a multi-stall concept featuring dishes associated with East Malaysia. The format was intended to improve service efficiency while presenting Bornean cuisine to customers outside Sarawak and Sabah. In 2017, the company introduced Broasted by SugarBun in Gambang, Pahang, a compact Grab-n-Go kiosk focused on simplified access to broasted chicken and related products. The format was subsequently rebranded as Broasted Chicken & Fish by SugarBun. SugarBun's menu continues to combine fast food, Western-influenced dishes and regional meals. Core products include broasted chicken, Lak Lak Chicken, savoury rice, fish burgers, chicken and beef burgers, fish and chips, spaghetti and chickies. Regional dishes include Sarawak laksa, sambal and assam fish, nasi lemak, chicken curry, fried rice and claypot meals. A production facility in Kota Padawan, Sarawak, supports preparation of menu components. The brand has also promoted Borneo specialty sauces, including products based on Sabah chili and tuhau. It has gradually reduced the use of flavour enhancers such as monosodium glutamate in response to consumer interest in healthier eating. In 2019, SB Supplies & Logistics Sdn Bhd, identified as SugarBun's franchisor, signed a memorandum of understanding with Coca-Cola Malaysia concerning official soft-drink supply for SugarBun and Pezzo outlets in East Malaysia. In 2024, SugarBun added minced-chicken kolo mee and several drinks to its menu. Reference material also reports the opening of a 165th SugarBun Express outlet at EG Mall in Inanam, Kota Kinabalu, in January 2026; this date is future-dated relative to many historical accounts and should be independently verified before being treated as an established milestone.

• 2024

  Kolo mee menu launch

  [1]SugarBunen.wikipedia.org

  SugarBun adds minced-chicken kolo mee and new regional-style beverages.

• 2017

  Broasted kiosk format

  [1]SugarBunen.wikipedia.org

  Broasted by SugarBun launches in Gambang as a compact Grab-n-Go concept.

• 2016

  Borneo Asian Food concept

  [1]SugarBunen.wikipedia.org

  A multi-stall format is introduced to present East Malaysian dishes in Kuala Lumpur and selected outlets.

• 2015

  First Malaysian drive-through

  [1]SugarBunen.wikipedia.org

  SugarBun opens its first drive-through restaurant at Ulu Oya, Sibu.

• 2001

  Asian menu expansion

  [1]SugarBunen.wikipedia.org

  The chain adds a broader range of Malaysian and Asian dishes.

• 1997

  Parent-company listing

  [1]SugarBunen.wikipedia.org

  Borneo Oil is listed on the Second Board of the Kuala Lumpur Stock Exchange.

• 1993

  Ownership transition

  [1]SugarBunen.wikipedia.org

  New shareholders take control as the chain reaches 12 restaurants.

• 1981

  Entry into fast food

  [1]SugarBunen.wikipedia.org

  SugarBun launches a fast-food venue under the SB Chicken name, with broasted chicken as a leading product.

• 1979

  SugarBun is founded in Kuching

  [1]SugarBunen.wikipedia.org

  The business begins near the Kenyalang Theatre as an ice-cream and snack parlour.

A regional quick-service restaurant brand combining familiar fast-food formats with Sarawakian, Malaysian and wider Bornean flavours. SugarBun emphasizes broasted chicken, local rice dishes, fish offerings and accessible multi-format dining rather than competing solely as a standardized international burger chain.

• Chicken meals · 1981

  Broasted Chicken

  SugarBun's best-known product is chicken prepared with broasting equipment that combines pressure cooking and frying. The chain associates the dish with a Sarawak pepper-infused flavour profile. It is commonly served with savoury rice and pickles, with mashed potatoes and coleslaw available as alternative accompaniments. Lak Lak Chicken provides a spicier variation.

• Rice accompaniments

  Savory Rice

  Savory rice is a long-running SugarBun accompaniment associated with the recipe developed during the brand's early history. It is typically paired with broasted chicken and other mains and functions as one of the chain's distinctive alternatives to standard fries or plain steamed rice.

• Fish burger

  Hoki Fish Burger

  The Hoki fish burger was introduced as an early signature item and is described as originating from New Zealand. It helped establish fish as an important part of SugarBun's menu alongside chicken, burgers and rice meals.

• Multi-stall restaurant concept · 2016

  Borneo Asian Food

  SugarBun – Borneo Asian Food is a multi-stall format designed to serve a selection of East Malaysian dishes with faster service and greater menu variety. The concept supports SugarBun's effort to introduce Sarawakian and Bornean flavours to customers outside the brand's traditional home market.

• Kiosk and Grab-n-Go format · 2017

  Broasted Chicken & Fish by SugarBun

  Originally launched as Broasted by SugarBun, this compact kiosk format focuses on convenient takeaway access to broasted chicken, fish and related signature products. It was introduced as a simplified operating model for locations where a full restaurant would be less practical.

• Asian meals · 2001

  Regional Malaysian dishes

  SugarBun's broader menu includes Sarawak laksa, sambal and assam fish, nasi lemak, chicken curry, garoupa fried rice, claypot chicken mushroom, beef stew, soups and other rice-based meals. These offerings position the chain as a regional restaurant rather than a narrowly focused burger or fried-chicken operator.

• Packaged sauces

  Borneo Specialty Sauce

  The brand sells specialty sauces associated with Borneo, including Sabasco sauce made with Sabah momporok chili from Kunak and a tuhau wild Borneo chili sauce. These products extend SugarBun's regional-food positioning beyond restaurant meals.

• 2019Coca-Cola Malaysia supply partnership

  Malaysia

  SB Supplies & Logistics Sdn Bhd signed a memorandum of understanding with Coca-Cola Malaysia concerning official soft-drink supply for SugarBun and Pezzo outlets in East Malaysia.

  Outcome. The arrangement positioned Coca-Cola Malaysia as the intended official soft-drink provider for the relevant outlets.

  Source
• 2016Borneo Asian Food concept

  Malaysia

  SugarBun introduced a multi-stall dining concept in Kuala Lumpur focused on East Malaysian and Bornean dishes, using the format to increase service efficiency and promote regional cuisine.

  Outcome. The concept became part of SugarBun's selected-outlet strategy for presenting Borneo food outside East Malaysia.

  Source

• 2017

  Launch a compact broasted-food kioskProduct launch

  Background

  The company sought a lower-complexity and more convenient format for serving its signature products.

  Action taken

  SugarBun opened Broasted by SugarBun in Gambang as a Grab-n-Go kiosk, later rebranding the format as Broasted Chicken & Fish by SugarBun.

  Aftermath

  The kiosk format extended the brand's operating model beyond full-service restaurant locations.

  Source

• 2015

  Introduce drive-through operationsStrategy

  Background

  SugarBun pursued formats that could improve convenience and extend its reach beyond conventional dine-in restaurants.

  Action taken

  The company opened its first Malaysian drive-through outlet at Ulu Oya in Sibu.

  Aftermath

  The outlet became a notable format milestone in the chain's Sarawak expansion.

  Source

• 2001

  Expand from fast food into Asian mealsStrategy

  Background

  The chain wanted to broaden customer appeal and reflect local dining preferences beyond chicken and burgers.

  Action taken

  SugarBun introduced a revised menu including nasi lemak, chicken curry, sambal fish, assam fish, soups and other Asian dishes.

  Aftermath

  The expanded menu was associated with stronger sales and increased customer engagement, although no independently sourced figures are provided.

  Source

• 1981

  Make broasted chicken a core fast-food offeringProduct launch

  Background

  SugarBun sought to respond to growing local interest in modern fast-food dining while operating in a market with few established fast-food restaurants.

  Action taken

  The company adopted specialized broasting equipment and opened an SB Chicken venue centered on broasted chicken.

  Aftermath

  Broasted chicken became the brand's leading signature product and remained central to its menu.

  Source

• 2024

  SugarBun adds kolo mee and new beverages[1]SugarBunen.wikipedia.org

  Product launch

  The chain expanded its menu with minced-chicken kolo mee and drinks including ais gula apong, rainbow jelly three-layer tea and air bandung.

• 2017

  SugarBun introduces the Broasted by SugarBun kiosk[1]SugarBunen.wikipedia.org

  Product launch

  A compact Grab-n-Go kiosk format debuted in Gambang, Pahang, later operating under the Broasted Chicken & Fish by SugarBun name.

• 2016

  SugarBun launches the Borneo Asian Food concept[1]SugarBunen.wikipedia.org

  Product launch · Campaign

  The multi-stall SugarBun – Borneo Asian Food format was introduced in Kuala Lumpur to serve East Malaysian dishes in a faster, more flexible setting.

• 2015

  SugarBun opens its first Malaysian drive-through outlet[1]SugarBunen.wikipedia.org

  Product launch

  The Ulu Oya, Sibu restaurant introduced SugarBun's first drive-through concept in Malaysia.

• 2001

  SugarBun introduces an expanded Asian menu[1]SugarBunen.wikipedia.org

  Product launch

  A revised menu added Asian and Malaysian dishes including nasi lemak, chicken curry, sambal fish, assam fish and soups, broadening the chain beyond its earlier fast-food selection.

• 1997

  Borneo Oil is listed on the KLSE Second Board[1]SugarBunen.wikipedia.org

  Other

  SugarBun's parent company, Borneo Oil, achieved a public-listing milestone on the Second Board of the Kuala Lumpur Stock Exchange.

• 1993

  SugarBun changes ownership as the chain reaches 12 restaurants[1]SugarBunen.wikipedia.org

  M&A · Leadership change

  The business underwent a transition to new shareholders after building a network of 12 restaurants.

• 1981

  SugarBun enters the fast-food sector with SB Chicken[1]SugarBunen.wikipedia.org

  Product launch

  SugarBun opened a dedicated fast-food venue under the SB Chicken name, establishing broasted chicken as a central part of its operating model.

1. 1SugarBunen.wikipedia.org