"Local fast-food brand Ahmad’s Fried Chicken is expanding rapidly across Malaysia, capitalising on shifting consumer preferences as international chains face declining sales amid boycott calls linked to the war in Gaza. When the Israeli-Hamas conflict broke out in October 2023, consumers in Malaysia swiftly demonstrated support for Palestine, scrutinising foreign brands for their connections to Israel. This led to widespread boycotts as a show of solidarity. Amidst the uproar, local brands in Malaysia like Ahmad's Fried Chicken have emerged as favourable alternatives for consumers seeking domestic options. Founded by husband-and-wife duo Muhammad Taufik and Lailatul Sarahjannah, Ahmad’s Fried Chicken began operations in Cyberjaya in September 2020, with the market trends helping it transform from a small startup into a burgeoning fast-food chain with ambitions to establish itself as both a national and international brand. The couple shared their entrepreneurial journey in an interview with Viory at a branch in Cyberjaya on Tuesday. Sarahjannah explained that the idea for Ahmad’s Fried Chicken originally arose from their child’s desire to enjoy fried chicken in an environment reminiscent of their own childhood experiences. “As entrepreneurs, we see this as an opportunity where we, as Malaysians, can produce something — or an alternative product — that, even if it’s not better, can at least be comparable, God willing,” Sarahjannah explained. She noted that statistics indicate the fried chicken sector commands a substantial US$10 billion share of the market, which she and her husband targeted for growth in domestic players. Initially, their vision for Ahmad's Fried Chicken focused on catering specifically to local tastes. However, a growing international boycott movement against leading US multinationals like McDonald’s over the country's support for Israel has led the duo to asses avenues for growth globally. “In fact, when we launched Ahmad’s Fried Chicken, it gained recognition overseas, leading to numerous proposals for opening outlets abroad. We feel incredibly grateful as founders and can’t wait to showcase Malaysia on the international stage,” she added. “So far, as of yesterday, we have received interest from more than 11 countries. Today alone, we received two or three more applications,” added Muhammad Taufik, Sarahjannah’s husband. Diners shared their enthusiasm for the trend, with the chain now offering burgers as well as fried chicken. “Alhamdulillah, everything is good. The main reason I came here is because of the current situation in Gaza. By prioritising the boycott, I’m supporting an alternative. I also miss eating burgers, so this is one way for us to support Bumiputera products,” said Aliya. “This is my first time trying Ahmad’s fried chicken, and it’s really good. It has exceeded my expectations, to be honest. I saw many people promoting this brand on social media,” noted fellow customer Pavi. Ahmad’s Fried Chicken, a fully Bumiputera Muslim-owned brand, plans to expand to over 100 outlets nationwide by 2026."