Oriental Kopi follows through with a Bahasa Melayu menu, Tamil next

Oriental Kopi has introduced a menu in Bahasa Melayu, Chinese and English, two weeks after founder and managing director Calvin Chan apologised for a menu that left out the national language.

Chan announced the new menu on Threads, saying it was printed in time for the opening of the kopitiam chain’s first outlet in Kedah on 28 October. He said it was “making it easier and more comfortable for customers from different races and backgrounds to place their orders”.

He made the post in Bahasa Melayu, saying that his heart is "touched" to see the menu with three languages.

The brand’s other outlets will take more time, Chan said, as the team works to get the new design printed. "We are working hard, day and night, to print this new design," he said in his post.

A Tamil version is also in the works, which he said the brand would release “as soon as possible”.

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The new menu follows a backlash that erupted earlier this month after screenshots of Oriental Kopi's English and Chinese menu circulated on Threads. Some users criticised the absence of Bahasa Melayu, saying the national language should be a basic expectation for a Malaysian brand.

One post alone drew about 22,340 visible interactions, though CARMA found that 47% of online mentions were neutral, 27% positive and 26% negative. Following the criticism, Chan apologised and committed to addressing the issue. The introduction of the three-language menu marks a step towards fulfilling that commitment. 

In a previous conversation with A+M, Daniel Wong, director of TEAM LEWIS Malaysia, said an apology creates a commitment that a business has to fulfil. If a revised menu is promised, customers should know when to expect it and what will be available in the meantime. Tan May Lee, partner and executive director at Perspective Strategies, similarly said the onus was on Oriental Kopi to follow through with meaningful action.

For now, the new menu is available at one new outlet, with a staggered rollout across the chain.

Chan's post has garnered more than 5,000 likes, with some commenters praising him for taking the initiative. However, one user pointed out that some in-store posters still feature only Chinese and English labels.

This is not the first time Oriental Kopi has changed course following public criticism. The chain previously dropped a proposed Chinese New Year service charge hike following backlash. 

At the time, its sentiments soared to 98% negative and 2% positive, according to media intelligence firm DATAXET Nama. Social media users linked the price hike to "IPO-linked financial tactics", "overhyped food quality" and "perceived marketing manipulation." 

After dropping the price hike, member of parliament Jimmy Puah commended the brand for doing the "right thing".  

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