KUALA LUMPUR: When superapp Grab unveiled its mural at Jalan Hang Kasturi, one eatery among the local merchants featured stood out – Goreng Pisang Dengkil Sambal Kicap Johor.
Based in Dengkil, Selangor, the eatery specialises in banana fritters. It was featured on the Grab 5-Star Eats Mural at Jalan Hang Kasturi based on authentic customer ratings on a 0-5 scale.
It was the Covid-19 pandemic that turned business around for Khairulfaiz Misran, owner of Goreng Pisang Dengkil Sambal Kicap Johor, en route to obtaining the recognition.
“I decided to join GrabFood during the pandemic when my business was badly affected. At that time, there were very limited delivery options in Dengkil and many customers could not come out to buy food,” said Khairulfaiz.
“I realised that relying only on walk-in customers was risky, so joining GrabFood allowed my business to continue operating and reach customers who preferred ordering from home.”
He added that being on Grab had helped his business significantly by expanding his customer reach beyond the immediate neighbourhood.
“Previously, most of my customers were from Dengkil. After joining GrabFood, people from surrounding areas (ie Cyberjaya, Putrajaya, Puchong, Bangi, Kajang, Salak Tinggi) ordered my pisang goreng. My daily sales increased about two to three times compared to before because of the wider delivery radius and the exposure on the platform,” he added.
As Malaysia accelerates its digital transformation agenda, Khairulfaiz admitted being online is extremely important, especially for small businesses.
“Platforms like GrabFood, e-wallet payments and social media help small traders compete with bigger businesses.
“Through these platforms, customers can easily discover our products, place orders and make cashless payments. Social media also allows us to promote our products and build a loyal customer base without spending a lot on advertising,” he added.
However, Khairulfaiz said it ultimately boils down to the quality of the product being sold.
“Even something simple like pisang goreng can become popular if the taste is good and consistent. Customers will come back if they trust your product.
“For me, I always focus on maintaining the quality, the taste and the uniqueness of our sambal kicap Johor. When the product is good, customers will help promote it through word of mouth.”
Grab’s director of commercial and deliveries, Tan Jiong Jian, said food is the heart of the Malaysian experience and the company wants to make sure every traveller finds the best the country has to offer, especially since it is Visit Malaysia Year 2026.
“By turning millions of authentic reviews into a digital roadmap, 5-Star Eats allows travellers to explore everything from hidden local favourites to iconic landmarks with just a few taps,” said Tan.
“In partnership with Tourism Malaysia, we are making it easier than ever for every traveller to explore Malaysia’s gastronomy landscape.”
To bring 5-Star Eats beyond its app, Grab commissioned the mural near Central Market, serving as a physical expression of Malaysia’s in-app food guide.
Conceptualised and brought to life by homegrown Malaysian artist Nasuha Ibrahim, the street art transforms an ordinary wall into a visual celebration of flavours and cultures that define Malaysian heritage. The mural was unveiled earlier this month.
“Grab is more than a mobility platform, it is a companion for every traveller exploring Malaysia. As we welcome millions of visitors for Visit Malaysia Year 2026, we are proud to use our technology and platform to make every journey simpler and every meal seamless, convenient and enriching,” Tan added.
