Purple Cane Tea Cuisine: A wholesome brand stays fit for wellness-minded customers

July 17, 2020

As a brand respected for natural and nourishing cuisine, fueled by wholesome tea infusions, Purple Cane has long attracted families and wellness-conscious customers. At a time when health is on the forefront of most minds, its allure is even more evident.

As Malaysians increasingly return to dine in at restaurants, Purple Cane Tea Cuisine has seen many longtime patrons return, especially among the older generation. But it's working harder than ever to communicate with customers, to remind them of everything they love about Purple Cane.

"People can remember how good your food is, but if you’re not working on the nitty-gritty and making them feel comfortable, they might not remember you" when they choose where to eat, says Martin Soong, Purple Cane's head of marketing.

After decades in existence, Purple Cane is capable of tapping into an extensive database of customers to inform them of its latest promotions, including gold card memberships and a recent giveaway of e-vouchers.

These efforts follow weeks of uncertainty starting in March, when Purple Cane focused on deliveries and kept itself in the public eye by sharing cooking tips and tutorials on social media, such as on how to prepare a Purple Cane hotpot delivered to your doorstep.

Purple Cane laboured behind the scenes to consistently introduce new dishes during the Movement Control Order, ensuring customers always had something fresh and interesting to try, including value-for-money bundles for households. The brand has also introduced frozen deliveries, such as black tea curry chicken and curry clam chowder with lychee black tea.

Purple Cane's branches in The Gardens Mall and Shaw Parade have since welcomed customers back, while its long-enduring outlet at the KL & Selangor Chinese Assembly Hall is being revamped.

It continues to uphold reassuring standards for safety. Ever since it launched deliveries, customers receive their orders with notes reporting the temperatures of the chef, in-house server and delivery rider. For dine-in, staff temperatures are recorded and displayed at the restaurant, while customers are provided with bags or coverings to place their face masks in.

Purple Cane's staff members strive to follow up with patrons for feedback on dine-in and deliveries.

"We can't sacrifice the quality of our food or our customer service," Martin says. "That's how we maintain a good relationship with our customers."

Reporting by EDKL writer Aiman Azri. Interview excerpts were edited for brevity.

Purple Cane Tea Cuisine's outlets are among nearly 250 restaurants and retailers on our online store for vouchers and subscriptions. Shop at eatdrinkkl.com/store

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