Ping Edge Sdn Bhd, also known as Kitchen Arena, is rapidly becoming a leading name in the commercial kitchen equipment industry in Southeast Asia. Under the vision and leadership of Managing Director Dexter Soh and CEO Ethan Choong, together, they have created an innovative platform that is transforming how Food & Beverage businesses source and buy kitchen equipment.

Soh and Choong’s journey in the commercial kitchen equipment market began long before the inception of Kitchen Arena in 2015. With extensive experience in the industry, they noticed an opportunity to address significant gaps in the market.

Choong said the commercial kitchen sector was highly saturated and dominated by a few key players before Kitchen Arena was established, but it was clear that there was no clear reference points for businesses to compare products or prices.

This lack of transparency led to inflated prices and unnecessary layers of middlemen, making it difficult for entrepreneurs and suppliers to enter the market.

“We wanted to create a platform that would eliminate the middleman and make the market more competitive. The idea was to provide an e-commerce solution that would allow consumers to source, compare prices, and find the best deals in a transparent manner," said Soh.

From Equipment Supplier to Complete Solutions Provider

Initially focused solely on kitchen equipment sales, Kitchen Arena has evolved into a one-stop-shop for the entire commercial kitchen ecosystem. Over the years, the platform has expanded its offerings, now carrying over 8,000 products from 350 brands. This expansion was driven by the desire to cater to a wider range of businesses, from well-established F&B operators to start-ups with limited budgets.

The addition of Murah Kitchen, a subsidiary that sells second-hand and reconditioned equipment, has provided an affordable option for new entrepreneurs. Through Murah Kitchen, customers can also recondition old kitchen equipment and sell it to others, supporting sustainability in the industry.

“We want to make sure that both new and existing businesses can find the right equipment at the right price. For those just starting, second-hand equipment offers a great way to keep costs down while still maintaining high quality output,” said Choong.

Choong also said one of the company’s key milestones was winning the prestigious Golden Bull Awards in 2024, notably the Outstanding Bull Award. The Golden Bull Awards has become an industry standard for recognition, and Kitchen Arena’s award was an affirmation of its innovative approach. This recognition, along with being selected by suppliers as one of the top vendors, has helped solidify Kitchen Arena’s reputation as a trusted partner in the commercial kitchen equipment space.

“The recognition we received from the Golden Bull Awards was a proud moment for us. It wasn’t something we applied for, but we were selected, which is a testament to the hard work we’ve put into this business. It’s not easy to stand out in such a competitive market,” said Choong.

Expanding Reach Through Technology

The company’s digital-first strategy has allowed Kitchen Arena to gain a competitive edge. In the post-pandemic world, the role of digital platforms in business growth has accelerated, and Kitchen Arena has embraced this shift. Their online presence serves as the primary reference point for customers who want to compare products and prices, with the option to engage via WhatsApp for personalised consultations.

“After the pandemic, the shift to online platforms has been immense. Consumers now prefer to research and buy equipment online, and we’ve made sure our platform provides a seamless and comprehensive experience for them,” said Soh.

The company’s digital transformation has also led to the development of a unique online-offline hybrid model. While the majority of transactions happen online, the company also maintains a showroom where customers can experience the equipment first-hand, ensuring they understand how the products function before making a purchase.

Sustainability and Corporate Social Responsibility

In addition to their focus on business growth, Soh and Choong have always been committed to corporate social responsibility. From helping to alleviate the impact of the Taman Sri Muda floods to establishing a food bank during the COVID-19 pandemic, Kitchen Arena has made a significant impact in the local community. The company also donates annually to orphanages and other needs-based organisations.

“We believe in giving back to the community. It’s important to help those in need and do our part to make the world a better place,” said Choong.

Looking ahead, Kitchen Arena has exciting plans for expansion. The company is exploring new markets such as Vietnam and Indonesia and plans to open 2-3 new outlets in key regions of Malaysia, including Penang, Johor, Sarawak, Kelantan, and Kedah.

“We’re excited about the future, especially with the tourism boom in China and the rising consumer spending in Malaysia. We believe there’s great potential for growth, and we’re ready to scale up,” said Choong.

One of the areas they are particularly focused on is business intelligence and data analytics. By harnessing the power of data, Kitchen Arena hopes to optimise operations, improve decision-making, and provide a more personalised experience for customers.

“We’re working towards integrating business intelligence into our operations to better understand consumer behavior and make smarter decisions. This will help us scale the business even further,” said Soh.

The Road Ahead

As Kitchen Arena celebrates its achievements, the future looks bright for the company. With an unwavering commitment to innovation, customer satisfaction, and sustainability, Soh and Choong are poised to continue revolutionising the commercial kitchen equipment market in Southeast Asia and beyond.

“We’re just getting started. The world is changing fast, and we’re ready to embrace the future with open arms. We’re confident that the next two to three years will be filled with exciting developments for Kitchen Arena,” said Choong.

Want to know more about commercial kitchen equipment? Then head on to Kitchen Arena’s official website, Facebook page, and Instagram page for more information.

This series of Business Stories is in collaboration with Golden Bull Award.

The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.