Faster Than Fast Food: 15 Seconds for RM4 Chicken Rice

A longstanding affordable food option in Kajang’s morning market

KAJANG, Selangor – For 37 years, a seller operating from a tricycle at the morning wet market in the Cheras 11th mile area has provided chicken rice at an affordable price of RM4 per packet. Tan Leong Soon, who is in his 60s, has maintained this low price despite rising costs and inflation, offering a pocket-friendly meal option to residents of this Malaysian locality. His unbranded tricycle stall has become a recognised fixture among Chinese new villagers and other locals around Kajang, contributing to community sustenance in the face of economic challenges.

The operation has adapted to customer preferences and sustained community connections

Tan Leong Soon typically sells from his tricycle six days a week, only closing on Mondays or when necessary for personal matters. When he started the business, a packet of chicken rice cost approximately 60 sen. Over the decades, although goods and ingredient prices have climbed, he has intentionally kept his pricing accessible, presently selling chicken rice packets at RM4, with Char Siew rice also priced similarly, and drumstick chicken rice available for RM4.40. Tan’s approach does not prioritise high profit but a sustainable income to cover living costs while fostering goodwill.

Customers rely on Tan’s efficiency and familiarity with their preferences. He can prepare customised orders within about 15 seconds, recognising individual tastes and portion requests, often without verbal communication. This speed and personalisation rival fast-food service models. Transactions are conducted in cash, as Tan does not operate e-wallet or QR code payments; most customers are aware and prepared, facilitating rapid service during busy periods. The familiarity between Tan and his patrons often extends beyond vendor and customer, sometimes involving greetings in multiple languages including Mandarin, Cantonese, Hokkien, Hakka, and Malay.

The stall continues to attract regular customers despite weather challenges

On a rainy Saturday morning when a reporter visited the Kajang tricycle chicken rice seller, customers arrived consistently, indicating strong demand regardless of weather conditions. It is reported that customer volume increases further on regular workdays and school days, occasionally forming queues. Tan chooses to operate from the tricycle rather than a fixed stall or coffee shop setting, citing the flexibility this affords in managing other side jobs and personal scheduling. This decision also reflects avoidance of rental commitments that a more permanent setup would entail.

Community members, including long-time patrons, recognise the value of Tan’s pricing and quality. Madam Tong, a local resident, noted that many in the village are familiar with the chicken rice stall, often associating it with nostalgic tastes. Mr Pan, another customer who has supported the business for over three decades, emphasised that the RM4 pricing is increasingly rare given current economic conditions but represents not only affordability but satisfying taste. Similarly, Mr Lee highlights the stall’s value to villagers and expresses continued support even if price adjustments become necessary due to inflationary pressures.

Authorities and operational standards continue normal oversight amid evolving consumer trends

While the tricycle chicken rice stall operates within the informal sector and does not involve complex regulatory oversight like fixed eateries, the consistent health and safety practices observed contribute to food safety standards in the wet market environment. There has been no reported incident involving the stall related to hygiene or traffic congestion in the area. Local market management and municipal authorities continue to monitor vendor operations to ensure compliance with safety standards. In addition, the stall’s reliance on cash transactions circumvents digital payment regulations but coincides with typical informal economy practices in Malaysia.

Overall, the stall maintains steady business without disruption to traffic flow or accident risk in the market vicinity. Such setups typify many informal Malaysian food vendors contributing to local livelihoods and food accessibility.

Affordability and consistency remain key topics among the public and industry observers

Discussions on social media and community platforms reflect appreciation for the stall’s longstanding service and pricing approach, especially in light of general inflation affecting Malaysian food prices. Food industry observers note that small vendors like Tan Leong Soon serve crucial roles in food security for urban and semi-urban populations. Maintaining low prices amidst supply chain fluctuations is challenging but vital for certain demographics.

At the same time, there is recognition that digital payment adoption is rising nationally, yet cash remains prevalent in traditional markets. This stall’s cash-only policy has not deterred its customer base, exemplifying a transitional phase in Malaysia’s digital economy expansion, particularly in small-scale food retailing.

The persistence of traditional food vendors highlights economic and social dynamics in local communities

Short-term implications of this stall’s business model include continued traffic flow within the morning wet market without notable congestion, as customers efficiently complete transactions and departures. The quick-service approach reduces crowding and wait times, contributing to orderly market operations. From a long-term perspective, the stall illustrates a sustainable small business balancing economic constraints and community service. This model resists pressures to commercialise fully into fixed premises, likely due to rental cost considerations and operational autonomy.

In the wider context, the stall’s enduring popularity underlines the significance of informal food economies in Malaysia’s urban peripheries such as Kajang, Cheras, and surrounding Selangor districts. It also signals ongoing demand for affordable local cuisine despite macroeconomic challenges and evolving urban landscapes.

Location: Kajang

Date: 2025-12-16