PAPAR: A&W Malaysia marked a historic milestone with the launch of its first-ever drive-in dining experience in Sabah, bringing the brand’s iconic and nostalgic drive-in culture to East Malaysia at its A&W Benoni outlet in Parklane City.
A&W Malaysia Chief Executive Officer Charles Chen said the initiative revives a dining concept rooted in the brand’s heritage of good food and good times, offering customers a throwback experience of enjoying freshly prepared meals served directly to their cars.
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“Drive-in dining was a strong culture in the United States and nobody does it anymore. So we are trying to bring it back as it has always been part of A&W’s identity.
“Today, it is more about nostalgia and offering customers a different option on how they dine,” he said.
Charles said the drive-in option is aimed at customers seeking privacy, convenience or comfort, including those who prefer to dine in their cars for meetings, families with sleeping children, or elderly patrons who face mobility challenges.
“Some customers want private conversations in their cars. Others choose drive-in when the dining area is full, or when they want to relax, watch a movie and eat comfortably,” he said.
He added that the concept is also suitable for parents who do not want to disturb sleeping children by bringing them into the restaurant.
Charles emphasised that drive-in dining differs from drive-thru service as customers eat inside their vehicles rather than taking food away.
The official launch of the A&W Benoni Drive-In was officiated by Parklane City developer cum WSG Group Managing Director Datuk Susan Wong, alongside her team, symbolising a collaboration and shared vision in introducing the unique dining concept to Sabah.
To commemorate the launch, Susan arrived with four vehicles, each placing individual meal orders to experience the drive-in service first-hand.
Meals were personally served by Charles, A&W Malaysia chief operating officer Angelina Fernandez, Sabah district coach Affandy, and A&W Benoni restaurant manager Julnizam, reflecting the brand’s hands-on leadership approach.
Currently, the Benoni outlet offers four drive-in parking bays, which began operations on Saturday, with operating hours from 10am to 10pm.
Charles said the concept is not aimed at maximising profits but at providing customers with an alternative dining option.
“At the moment, this is the only A&W outlet in Sabah offering drive-in dining which is also the second outlet in the country to have such concept, while the first one is in Petaling Jaya, West Malaysia, that has been operating since 1963,” he said, adding that A&W would consider expanding the number of bays here if customer response is positive.
To a question, Charles said A&W Malaysia chose to implement the Drive-In at its Benoni outlet with a long-term view, citing the area’s growth potential despite ongoing infrastructure development.
“We believe this area (Benoni) will grow in the future as population increases and people look for more affordable accommodation outside the city centre.
“We see Benoni and Parklane City with the presence of major fast food brands reflects its future strong potential to become bustling areas in the coming years.
“Hence, we also want to be present and grab such opportunity to open up a large- scale A&W Restaurant inclusive with the drive-in and drive thru in Parklane City, Benoni to capture the vibrant future growth,” he said while adding that Susan, who is a visionary successful developer and businesswoman opens his eyes to see the future growth in Benoni that would benefit A&W outlet here.
A&W currently operates four outlets in Kota Kinabalu, including in Bundusan, Imago and 1Borneo, with the Benoni outlet now offering Sabah’s first drive-in dining experience.
“With this launch, we invite Sabahans to rediscover the joy of drive-in dining – where familiar flavours meet cherished memories, all from the comfort of their cars,” he said.
Meanwhile, Susan said the launch of A&W’s Drive-In at Benoni reflects her long-term belief in the growth potential of Papar particularly in Benoni and Parklane City area.
She said Benoni and Parklane City was planned with future demand in mind, and this collaboration with A&W Malaysia validates our confidence in the area’s development trajectory.
“We are proud to partner with a heritage brand like A&W, whose values of quality, innovation and customer experience align closely with ours.
“This Drive-In concept is a meaningful addition that differentiates Benoni from other commercial developments in the area.
“It is more than a restaurant opening — it is the introduction of a unique dining experience that Sabahans can call their own,” she said.
Susan said the Drive-In concept brings together nostalgia, convenience and inclusivity, appealing to families, senior citizens and the wider community.
She said it also provides options for people with various needs while able to enjoy their meals and get to do their tasks.
“Developments like this contribute to local economic activity, job creation and the vibrancy of Papar as a growing township.
“We want Benoni to be a place where businesses thrive and families enjoy a better quality of life,” she said.
