GeoAnalitikJust over half of young Malay adults within a 10-minute drive of an ayam gepuk outlet
We replaced the 2 km circle around each of Malaysia’s 1,291 ayam gepuk outlets with the area a car reaches in 5, 10 and 15 minutes on a weekday evening, timing the drive from every populated 300 m square of the country to every outlet within 20 minutes. Of the 3.4 million Malay adults counted at ages 18–29 in 2022, 1.85 million (54.4%) are within 10 minutes of an outlet; the other 1.55 million, just over half of them in Kelantan, Kedah, Johor and Perak, are farther away.
This study extends the ayam gepuk example study, which described each outlet by a 2 km circle.
What changes with drive time
- Within 10 minutes, ayam gepuk outlets reach as many residents as fast food in the Peninsula, and far fewer in Sabah, Sarawak and Labuan.
63% of the Peninsula’s residents are within 10 minutes of an ayam gepuk outlet, and 64% of a KFC, McDonald’s or Marrybrown; in Sabah, Sarawak and Labuan, 23% against 40%. Nationally the shares are 55% and 59%. In Kuala Lumpur 87% of residents are within 10 minutes of an outlet, and in Selangor 76%, more than fast food’s 73%.
- 1.55 million young Malay adults are more than 10 minutes from an outlet, just over half of them in four states.
Kelantan (229,000, 58% of its young Malay adults), Kedah (205,000), Johor (192,000) and Perak (166,000). By share, Labuan (85%), Sarawak (74%), Sabah (64%) and Pahang (60%) are the least served; Kuala Lumpur (7%) and Selangor (23%) the best.
- By drive time, outlets still sit in younger and more Malay places than fast food; their lead in young Malay headcount fades by 15 minutes.
Against fast-food outlets in the same state, the median outlet ranks at the 62nd to 64th percentile on the share of adults aged 18–29 and the 65th to 68th on the Malay share at 5, 10 and 15 minutes, as in the 2 km circle. On the number of young Malay adults it ranks 55th at 5 minutes and 54th at 10, above fast food; at 15 minutes (50th) the difference is no longer significant.
- Outlets at 25 fast-food sites would bring 90,500 more young Malay adults within 10 minutes.
Picking KFC, McDonald’s and Marrybrown sites one at a time, each by the unserved young Malay adults it adds, the first 10 reach 49,800 and the first 25 reach 90,500, 6% of the 1.55 million. The technical study names and maps every site.
What a study for your chain adds
- Your own outlets’ drive-time areas, and how much of each one your sister outlets and rival brands share.
- Any site you name, scored by the people it would bring within a 10-minute drive.
- Drive times at the hours your outlets trade.
Commission a study for your chain.Clients sign in to read the full technical study behind this summary: the drive-time map of every outlet, trade areas, the overlap between outlets, and the sites that would reach the most unserved young Malay adults.