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Penang Teppan House

Okonomiyaki & Monjayaki

36-seat Japanese teppan specialty restaurant in George Town focused on Okonomiyaki and Monjayaki. Pork-free positioning, RM300k CAPEX, lunch + dinner, target RM45 average spend.

F&BPenangTeppan
RM 300K
CAPEX Budget
36
Seats
RM 45
Target Avg Spend
90 days
Launch Timeline
Full proposal (PDF)
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Executive Summary

Business Concept

Launch of a 36-seat Japanese teppan specialty restaurant in George Town focused on Okonomiyaki (chef-cooked) and Monjayaki (guided DIY). The concept fills a market gap: okonomiyaki exists in Malaysia but specialist shops are limited; monja is rarer. Positioning: Pork-free (not claiming halal at launch). Financial intent: Launch within RM300k CAPEX, aim for RM75k–RM90k/month revenue breakeven early, growth target RM120k+ monthly after stabilisation.

RM 300K
CAPEX Budget
36
Seats
RM 45
Target Avg Spend
90 days
Launch Timeline
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Business Concept & Differentiation

Concept

Casual, high-throughput teppan dining: Lunch = fast sets, limited menu; Dinner = fuller menu + guided DIY monja + drinks. Why it wins: (1) Specialist focus (Okonomiyaki + Monja) vs general Japanese menu fatigue, (2) Teppan theatre (live cooking), (3) Guided DIY monja = experience marketing, (4) Menu engineered for margin (yakisoba, sides, drinks).

Market Proof (Malaysia)

  • Okonomiyaki at Okonomi KL from ~RM24 to RM40; set ~RM28
  • Monjayaki Malaysia: DIY on table hot plate proven locally
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Target Customers (George Town)

Primary

  • Office workers (weekday lunch)
  • Tourists (dinner + late evening)
  • Students / young adults (experience dining, shareable content)

Secondary

  • Families (weekend dinner)
  • Japanese food fans seeking something different from sushi/ramen
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Location Strategy (George Town)

Site Criteria (Must-Have)

  • High walk-in flow + lunch demand (near offices)
  • Exhaust ducting feasibility
  • Space for grease trap + drainage
  • Simple kitchen flow: receiving → prep → teppan → pass → wash

Rent Benchmark

George Town shop rentals vary (e.g. RM3k/month ~680 sqft Kimberley St; RM6k–RM13k for larger shoplots). Planning assumption: RM8,000/month (mid-range city unit).

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Financial Plan (RM300k CAPEX)

Startup Budget (CAPEX)

ItemCost
Renovation + M&ERM 130,000
Ventilation/exhaust + fire safetyRM 35,000
Grease trap + pipingRM 10,000
Equipment (teppan, fridges, prep)RM 55,000
Furniture (36 seats) + signageRM 30,000
POS + CCTV + Wi-FiRM 8,000
Licences / compliance setupRM 5,000
Initial inventory + soft launchRM 12,000
Contingency bufferRM 15,000
TotalRM 300,000

Monthly P&L (Steady State)

Revenue ~RM132,300 (2,940 covers × RM45). COGS 32%, Labour 28%, Rent RM8k, Utilities RM4k, others. Estimated operating profit ~RM36,220. Breakeven guidance: RM75k–RM90k/month revenue in early months.

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Operations & Licensing

Operating Hours

Lunch 11:30–15:00, Dinner 17:30–22:30. Counter or table ordering. Lunch: limited menu + batch prep; Dinner: add guided monja slots.

Licensing (Penang)

  • Apply via MBPP uLesen. Grease trap + hygiene are enforcement priorities; treat as brand protection.
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Implementation Timeline (90 days)

Phases

  • Weeks 1–2: Brand/menu/SOP + supplier shortlist
  • Weeks 3–4: Secure site + renovation & ventilation quotes
  • Week 5: Licence applications (MBPP/uLesen)
  • Weeks 6–10: Renovation + equipment + hiring + training
  • Weeks 11–12: Soft launch (10–14 days) + grand opening