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Just a few days ago, we had confirmation that Pablo's first (and store) in KL was definitely closed.
Their Facebook page was also disabled (their Instagram page was just turned off today and has no new message
Some of our discussions on office leave have looked at reasons why Pablo could have closed in Malaysia after only two years of existence, so we decided to write an article about the possible reasons behind it: the closing.
1. Too much competition
Pablo's open to a fair amount of fanfare and ostentation, and there were often long queues that snaked out of his Utama outlet in the early days.
However, there is a lot of competition in the industry with many brands taking advantage of the craze of cheese pie. To start with, there are a few who have built their brand around products cheese based on the theme of Japan such as Hokkaido Baked Cheese Pie, Tokyo Secret and Uncle Tetsu.
<! – Hokkaido's cheese pie and Tokyo Secret have also established a presence in the local market for longer.
John King, Lavender, Happy Happy Bread Bakery and Tedboy Bakery.
Thus, the competition is enormous, and faced with the abundance of choices, consumers will make their decisions on which brand to buy from a few factors, which are:
2. Label High Price
The Pablo price tag is actually one of the most expensive for a cheese pie of this size. In Malaysia, their "mini" Pablos costs 8.90 RM (US $ 3), their biggest pie, for which they are famous, costs 45,90 RM (15,45 US $)!
A quick comparison of prices compared to their competitors: Hokkaido Baked Cheese Pie – RM5.80, Lavender – RM6, Uncle Tetsu – RM4.50, Tokyo Secret – RM7.90. 02] And it's not just their pies that are more expensive; the other dishes on their menu were not cheap either.
Their soft ices are priced at 11.90 RM and it's the least expensive thing on the menu, apart from their cheese pies!
They are clearly distinguished from the most expensive known pies. If the prices of their tarts are so high, their quality should at least taste better, to justify the price, is not it?
3. Lack of taste and quality (to match the price)
Although they are famous for their cheese pies, there were some comments online where customers complained. This shows that some customers do not think that the price they pay is justified
It is also possible that their offers of flavors and their textures not suitable for mass
However, there were also some customers who tried the Pablo from Japan, and felt that it did not have the same taste or taste. It could also be psychological, or even weather-related, because the humidity of Malaysia plays a role in the cooking process
To put things into perspective , these negative reviews are just a small percentage what I discovered after scouring the internet. They get positive reviews most of the time; Their score on Google-4.6 stars and TripAdvisor-4.5 stars show that they had their fair share of fans.
But it is possible once the hype went out and the crazy lines in front of their stores disappeared, the lower volume was not able to support their business.
4. Slow Expansion Rate
Pablo's expansion rate has been rather slow compared to other brands. And if you wanted Pablo, you had no choice between two locations.
If they covered more high-traffic malls, they might have been able to get more names and brands
although they had a good location at One Utama, their other location in IOI Putrajaya City Mall meant that they were not as much aware of the Klang Valley consciousness or KL-ites as the other brands
. They only opened their Putrajaya store in mid-2017 and it only lasted a year before they were closed.
Taking into account only 2 competing brands: Hokkaido Baked Cheese Tart has more than 50 locations in Malaysia and Tokyo Secret has 13 outlets. Pablo pales in comparison with them with only two outlets, at its peak.
5. People did not care enough
Pablo stores both closed at one-month intervals, and there was almost no noise from the part of the public.
This indicates that they were not doing enough. a mark on people to miss even a lot when they left.
This is probably the most overwhelming reason behind their closure. After all, if people please you enough to occasionally buy your products, but do not really care about your presence or not, then this is an indication that you will probably be easily replaced.
By day, Pablo has probably lost the cheese pie war because of their price and lack of access. After all, these are key factors that we Malaysians will use to decide which product to buy, especially when it comes to food.
When it came to tasting, maybe they were good enough, but how different were they? the other options are easily and easily available?
For other brands seeking to establish here, if you want to survive in Malaysia, do not place your products at too high a price for the average Malay to look at it and think it's too much [19659002] If you do, you'd better have another drawing factor to bring these customers, not just once, but regularly to your stores.
After all, you do not want to remember Pablo Malaysia is, as summarized by this netizen:
I remember the price more than the taste.
This article was first published in Vulcan Post.
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