Salad Atelier
Salad Atelier is a Malaysian healthy fast-casual restaurant chain operating 30+ outlets across Kuala Lumpur, Selangor, Penang, and Johor. It serves urban professionals, students, and corporate clients with customizable DIY bowls, salads, poke bowls, meal subscriptions, and catering.
- Company typePrivate
- Founded2014
- HeadquartersBatu Caves, Malaysia
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Salad Atelier does
Salad Atelier is a Malaysian healthy fast-casual restaurant chain operating under parent entity MBFE Sdn Bhd, founded in 2014 by Dylan Lee. The company runs 30+ dine-in and takeaway outlets across Kuala Lumpur, Selangor, Penang, and Johor, spanning mall, office tower, and airport locations (including a 24-hour RedQ outlet inside AirAsia HQ and an Arrival Hall outlet at KLIA2). The menu centers on customizable DIY bowls, salads, poke bowls, wraps, pasta, local Malaysian fusion dishes (Lokal Delights), keto options, cold-pressed juices, and limited-edition collaborations such as the Spicy Slurps series with Watsons Nutrabliss and The Million-Hair Journey with Kevin.Murphy and Montibello. 14 menu items are certified under Malaysia's Ministry of Health Healthier Dining Programme across four recognized criteria categories, which functions as a credible health-endorsement signal.
The underlying technology stack is non-proprietary: online ordering and reservations run on Oddle.me, a third-party restaurant platform available in English, Bahasa Melayu, and Chinese, and delivery is fulfilled through GrabFood, Foodpanda, and ShopeeFood. There is no disclosed in-house ordering IP, no public API, and no AI or ML capability. The company sells vouchers through Lazada and Fave marketplace platforms.
The business model combines per-transaction retail food and beverage sales (RM10–RM25 per meal, with Saver Sets from RM19.90 and Student Specials at RM10) with delivery aggregator volume, a direct meal-subscription service (Fixed Menu or DIY Bowl bundles of 5 or 10 meals, from RM89), corporate catering (Bar Set Up, Media Event, Buffet, Double Line, Finger Food formats), and an SA Members loyalty program (Buy 1 Free 1 Wednesdays, RM5 welcome discount, EXP rewards). Go-to-market is product-led, with growth driven by outlet expansion into high-footfall commercial real estate, recurring promotional campaigns, membership acquisition via in-store QR codes, and B2B catering.
Salad Atelier firmographics
Firmographics- Name
- Salad Atelier
- Legal name
- MBFE Sdn Bhd
- Website
- https://saladatelier.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Salad Atelier is a Malaysian healthy fast-casual restaurant chain operating 30+ outlets across Kuala Lumpur, Selangor, Penang, and Johor. It serves urban professionals, students, and corporate clients with customizable DIY bowls, salads, poke bowls, meal subscriptions, and catering.
- Ownership category
- akta.pro rank
Salad Atelier industry classification
Industry- Product category
- Healthy Fast-Casual Restaurants
- NAICS
- Limited-Service Restaurants (722513), Full-Service Restaurants (722511), Caterers (72232), Special Food Services (7223)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Salad & Bowl Concepts (Grain/Protein/Healthy Bowls) (THAFABAF)
- akta.pro secondary industries
- Healthy/Salad/Grain Bowl QSR (THAFAAAJ), Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD), Corporate/Workplace Meal Programs & Bulk Prepared Meals (CRAHAJAJ), Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH)
Keywords
Where Salad Atelier is headquartered
LocationHeadquarters
- HQ city
- Batu Caves
- HQ country
- Malaysia
- HQ region
- Asia
Offices30 records
Markets served
Salad Atelier business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Food & Beverage Sales: Core revenue from 30+ physical restaurant outlets across Malaysia. Customers pay per meal for salads, bowls, wraps, noodles, pasta, and beverages at dine-in or takeaway. Price points range from RM10 (student/special promo items) to RM25+ for premium bowls.
- Delivery & Aggregator Orders: Revenue from orders placed via GrabFood, Foodpanda, and the brand's own ordering platform (order.saladatelier.com). Delivery fees and platform commissions apply. Promotional codes (e.g., FREEDEL for RM5 off delivery) are used to drive delivery volume.
- Corporate Catering: Catering services offered for corporate events, media events, and private functions. Catering formats include Bar Set Up (Salad/Sandwich/Burger Bar), Media Event Set Up (mini bites & canapés), Buffet Set Up (seasonal festival menus), Double Line Set Up, and Finger Food for private events. Contact: Cathy at [email protected] / +60 16-618 1561.
- Meal Subscription: Recurring meal subscription service. Subscribers can choose Fixed Menu (curated omakase-style meals) or DIY Bowl (self-customized). Available in bundles of 5 or 10 meals. Vegetarian options are available. Subscription starts from RM89 per bundle.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Saver Set — main, side, and drink bundled |
| Unit Pricing | Pay-as-you-go | Spicy Slurps Noodle Series |
| Unit Pricing | Pay-as-you-go | Student Specials |
| Unit Pricing | Pay-as-you-go | Cold-Pressed Juices (Pure Juice) |
| Subscription | Monthly | Buy 1 Free 1 Wednesday (SA Members) |
| Subscription | Pay-as-you-go | Meal Subscription |
| Transaction based/ take rate | Pay-as-you-go | Boarding Pass Promo (KLIA2 outlet) |
| Unit Pricing | Pay-as-you-go | RM10 Anniversary Promo |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels9 records
Salad Atelier product offering
Product offeringCore offering
Salad Atelier operates a network of 30+ healthy fast-casual restaurant outlets across Malaysia that prepare and sell made-to-order fresh salads, poke bowls, wraps, pasta, Korean-inspired noodles, local Malaysian fusion dishes, keto meals, and cold-pressed juices. Customers order dine-in or takeaway via in-store QR code, the brand's Oddle.me-powered online ordering system, or third-party delivery aggregators. Adjacent services include a meal subscription program (Fixed Menu or DIY Bowl bundles of 5 or 10 meals from RM89), corporate catering for events, and the SA Members loyalty program.
Product overview
Salad Atelier is a Malaysian healthy fast-casual restaurant chain founded in 2014, operating as a single unified brand with 30+ outlets across Kuala Lumpur, Selangor, Penang, and Johor. The core offering centers on fresh, made-to-order meals including customizable salads, poke bowls, wraps, pasta, and local Malaysian dishes. The product portfolio spans multiple menu categories (Salads, Wraps, Poke Bowls, Lokal Delights, Pasta & Soba, Keto Fuel, DIY Series, Snacks, Smoothies, Coffee & Tea, Pure Juice) complemented by catering services, a meal subscription program (starting at RM89), and a membership loyalty program. Recent collaborations include Spicy Slurps with Watsons Nutrabliss and The Million-Hair Journey with Kevin.Murphy and Montibello. Online ordering is powered by Oddle.me with delivery through GrabFood, Foodpanda, and ShopeeFood.
Differentiator
Problem solved
Functional benefit
Products and services
- Salad Atelier Restaurant Operations
Quantifiable outcome
- 14 menu items certified under the Ministry of Health Malaysia's Healthier Dining Programme across four recognized criteria categories
Companies that use Salad Atelier
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Salad Atelier technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature1 record
Salad Atelier partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Watsons NutrablisscoreSalad Atelier teamed up with Watsons Nutrabliss (wellness division of Watsons) for the Spicy Slurps limited-edition menu launch. The collaboration reimagines noodle bowls using Nutrabliss Quinoa Udon and Spinach Noodles as premium, better-carb bases. Available at 30 outlets across Malaysia. The partnership bridges nutritional innovation with bold, craveable flavors.
- YB Amira Aisya (ADUN of the area)minorPolitician YB Amira Aisya partnered with Salad Atelier to host a Ramadan Buka Puasa event for children and families of Pertubuhan Kebajikan An-Nur in Johor. Salad Atelier provided nourishing meals for the event, supported by YB Amira Aisya's office.
- Pertubuhan Kebajikan An-NurminorNon-profit organization dedicated to supporting orphaned children and underprivileged communities in Johor. Salad Atelier co-hosted a Ramadan Buka Puasa event with YB Amira Aisya, providing meals to children and families. Donation page: https://pkannur.org/donate/; Bank Muamalat Account 0101 0002995 17 3.
- AIA VitalityminorWellness partner at Salad Atelier's 10th anniversary activations at Megah Rise Mall. AIA Vitality offered consultations on cultivating healthy eating habits to visitors. Part of a broader wellness ecosystem supporting the anniversary celebration.
- Sunway XFarmsminorSustainability collaborator at Salad Atelier's 10th anniversary event at Sunway Pyramid. Sunway XFarms led and conducted zero-waste workshops for attendees. Aligned with Salad Atelier's commitment to sustainability (refuse, reduce, reuse, recycle).
- Fuze TeaminorBeverage partner mentioned as joining future 10th anniversary events. Planned collaboration for promotional activations.
- Anytime FitnessminorFitness partner mentioned as joining future 10th anniversary events. Planned collaboration for wellness-focused promotional activations.
- ShopeeFoodminorDelivery partner featured at the 10th anniversary activation at Sunway Pyramid. ShopeeFood provided 30% off pick-up vouchers to Sunway Pyramid shoppers. Supports Salad Atelier's delivery and takeaway fulfillment.
- Kevin.Murphy and Montibello (represented by R Beaute)minorHair care brands Kevin.Murphy and Montibello collaborated with Salad Atelier on 'The Million-Hair Journey' menu series — three dishes curated with ingredients high in vitamins, antioxidants, and Omega-3 fatty acids to promote healthy hair. Menu items included Furikake Chicken Poke, Wakame Shrimp Pasta, and Sourdough Breads. A Tear & Win contest offered Kevin.Murphy and Montibello products and salon vouchers.
Scale indicators5 records
Recent moves12 records
Expansion highlights5 records
Salad Atelier competitors and assessment
Company assessmentDirect peers
- Goodness Greens: Malaysian healthy fast-casual salad and bowl concept with multiple Klang Valley outlets. Direct competitor in the customizable salad/grain bowl category targeting office and mall foot traffic.
- Sweetgreen: US-listed healthy fast-casual pioneer built around customizable bowls, salads, and digitally-driven ordering. Closest international comparable for unit economics, supply chain complexity, and menu/platform strategy relevant to Salad Atelier's growth trajectory.
- Stuff'd: Malaysian fast-casual chain serving customizable wraps, burritos, salads, and bowls in mall locations. Operates with a very similar DIY bowl model and targets the same price-sensitive health-conscious urban Malaysian customer.
- Açaí Street: Malaysian-born healthy fast-casual brand focused on acai bowls, poke bowls, and salads. Competes head-to-head with Salad Atelier in Klang Valley malls and university areas for the health-conscious millennial segment.
- Saladstop!: Singapore-headquartered healthy fast-casual chain operating across Malaysia, Singapore, and other Asian markets. Direct competitor in customizable salad and bowl formats targeting urban professionals; the closest analogue to Salad Atelier in the region.
- Boost Juice: Australian-origin health-focused juice and smoothie bar franchise with a strong Malaysian presence. Overlaps with Salad Atelier's Pure Juice and smoothie categories and competes for the same wellness-oriented daily-snack occasions.
Broad incumbents
- Subway: Global QSR sandwich chain with broad Malaysian distribution. Competes for the same "quick, customizable, perceived healthy" lunch occasion but as a much larger established player with broader menu and pricing.
Others
- Oddle.me: Regional restaurant ordering technology platform that powers Salad Atelier's online ordering and reservation systems. Relevant as the operating infrastructure underlying Salad Atelier's digital channel and comparable F&B peers.
Regional players
- MyBurgerLab: Malaysian-born fast-casual chain with a strong brand and cult following among urban professionals. Comparable in operating model, mall-based footprint strategy, and brand-led marketing approach, though focused on burgers rather than healthy bowls.
Emerging players
- La Juiceria: Malaysian cold-pressed juice and wellness brand with retail cafés. Competes through beverage and light meal offerings that overlap with Salad Atelier's Pure Juice and smoothie lines, particularly in the corporate wellness segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Salad Atelier social profiles
Digital presenceSalad Atelier compliance and trust
Trust signalCompliance1 record
Salad Atelier financial estimates
Financial estimateRevenue estimate
Valuation estimate
Salad Atelier leadership team
Management profileNumber of profiles
Profiles1 record
Salad Atelier funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Salad Atelier M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Salad Atelier
What does Salad Atelier do?
Salad Atelier operates a network of 30+ healthy fast-casual restaurant outlets across Malaysia that prepare and sell made-to-order fresh salads, poke bowls, wraps, pasta, Korean-inspired noodles, local Malaysian fusion dishes, keto meals, and cold-pressed juices. Customers order dine-in or takeaway via in-store QR code, the brand's Oddle.me-powered online ordering system, or third-party delivery aggregators. Adjacent services include a meal subscription program (Fixed Menu or DIY Bowl bundles of 5 or 10 meals from RM89), corporate catering for events, and the SA Members loyalty program.
Is Salad Atelier a public or private company?
Salad Atelier is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Salad Atelier founded?
Salad Atelier was founded in 2014. It employs 101 to 250 people.
Where is Salad Atelier based?
Salad Atelier is headquartered in Batu Caves, Malaysia, in the Asia region.
How does Salad Atelier make money?
Four revenue lines are on record. Retail Food & Beverage Sales are the primary driver. The others are delivery & Aggregator Orders, corporate Catering and meal Subscription.
Who are Salad Atelier's main competitors?
Direct peers on record are Goodness Greens, Sweetgreen, Stuff'd, Açaí Street, Saladstop! and Boost Juice. Subway is listed as a broad incumbent. Oddle.me is listed as an others. MyBurgerLab is listed as a regional player. La Juiceria is listed as an emerging player.
Does Salad Atelier have an API?
No public API is recorded for Salad Atelier.
What industry is Salad Atelier in?
Salad Atelier's product category is Healthy Fast-Casual Restaurants. Its primary akta.pro industry code is THAFABAF, Salad & Bowl Concepts (Grain/Protein/Healthy Bowls), with a secondary code of THAFAAAJ, Healthy/Salad/Grain Bowl QSR. Its NAICS code is 722513 and its SIC code is 5812.