Coca-Cola renews partnership with Texas Chicken Malaysia for 5 more years

Envictus Food Service, the operator of the Texas Chicken restaurants in Malaysia has renewed its partnership agreement with beverage giant Coca-Cola Malaysia.The latest deal is signed for a period of five years until December 2021, after the previous three-year agreement ended. Diners can continue to enjoy a choice of beverages from The Coca-Cola Company such as Coca-Cola, Coca-Cola Zero, Sprite, Fanta Grape, Heaven & Earth Ice Lemon Tea and Minute Maid Refresh at all 35 Texas Chicken outlets in Malaysia.Chief executive officer of Coca-Cola’s Bottling Investments Group Singapore, Malaysia and Brunei, Stephen Lusk said, “We are proud to have our Coca-Cola beverages served alongside Texas Chicken’s menu items and very pleased that diners will continue to have the perfect beverage to go with their meals.”“We are pleased to partner with the world’s leading beverage company and look forward to a mutually beneficial relationship in our business partnership,” said Dato’ Jaya Tan, chairman of Envictus International Holdings.Texas Chicken, which landed in Malaysia in 2013, is reportedly the value leader in the Chicken QSR category and differentiates itself by focusing on the care and attention it gives in the preparation of its food. Its outlets are located in areas around AEON Bukit Tinggi Klang, Damansara Utama, Kepong, Shah Alam, Ara Damansara, Nilai, Seremban, Penang Island and Butterworth.Circling back to Coca-Cola, the beverage giant recently confirmed with A+M on its move to cut 1,200 jobs throughout next year as part of its strategic plans in achieving an additional US$800 million in cost savings in the next few years. Its change in strategy also follows a series of changes it announced over the past year.Last April, the brand also unveiled a complete overhaul of its packaging, furthering its new ‘one brand’ global marketing strategy. This seeks to unite Coca-Cola, Coca-Cola Light, Coca-Cola Zero and Coca-Cola Life under one the iconic Coca-Cola brand and help consumers make informed choices, by identifying each Coca-Cola product with its signature color.