Tembriany, Avinie Aurora and Norazman, Nur Rudiana and Man, Siti Mariam
(2026)
Implementing customer-centricity in a late-night outdoor food and beverage business model: a case study of Suito Café.
IIUM Journal of Case Studies in Management, 17 (3).
pp. 187-195.
ISSN 2810-2327
E-ISSN 2710-7175
Abstract
This case study investigates the operational strategies and service excellence practices of Suito Café, an outdoor late-night Food and Beverage (F&B) enterprise originating in Ipoh, Perak, Malaysia. Established during the Movement Control Order (MCO) pandemic period with a bootstrapped capital of RM 6,000, Suito Café successfully expanded into a multi-branch operation backed by over RM 1.5 million in infrastructure investments, a 41-member workforce, and a customer repeat rate exceeding 90%.
Drawing on an in-depth qualitative interview with the co-founder, Danly, this study examines how Total Quality Management (TQM) principles specifically Customer-Centricity, Process Standardization (SOPs), Empathetic Leadership, and Continuous Process Quality Control can be operationalized in an inherently volatile outdoor, late-night business environment. The study addresses critical Small Medium Enterprise (SME) challenges including building Halal trust through operational transparency without formal certification, mitigating environmental climate risks, managing intergenerational (Gen-Z) crew dynamics, and protecting brand equity by enforcing strict price integrity over promotional discounting. This case serves as an instructional framework for business students, academics, and F&B practitioners studying service operations, strategy, and quality management in emerging markets.
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