Shell Out®️ Sdn Bhd

What Shell Out®️ Sdn Bhd does

Shell Out® Sdn Bhd (legal entity AM To PM Edge Sdn Bhd) is a Malaysian casual-dining restaurant chain that operates as the country's first and original Cajun-style seafood concept. Founded in 2013 and headquartered in Kota Damansara, Petaling Jaya, the company runs eight outlets concentrated across the Klang Valley (Kota Damansara, Setia Alam, Sentrio Pandan, Putrajaya, Desa Pandan, Subang, Bangsar, and one additional location), serving fresh seafood — including lobsters, crabs, prawns, octopus, fish, scallops, clams, and mussels — cooked to order with proprietary family-recipe sauces. The core technology is culinary rather than software: a registered MYIPO trademark portfolio covers the Shell Out® brand and three sub-brand sauces (Shell Bang®, Butterlic™, Cari Curry™), and the menu is structured into Celebration, Deluxe, Family Special, Supreme Combo, Ala-Carte, and Set Lunch categories.

The business model combines dine-in revenue from physical outlets, delivery and takeaway priced at parity with dine-in (processed through Oddle, GrabFood, and FoodPanda), corporate catering and party-tray services, and a consumer-products line selling the proprietary sauces through Shopee and Lazada. Pricing is transactional and publicly disclosed — set lunches start from RM14.90 nett on weekdays, with bundled cheese-baked promotions (e.g., 6 mussels + 4 oysters at RM39.90) and higher-tier combo sets for celebrations. GTM is direct-to-consumer with multi-channel reach: eight physical stores for dine-in, third-party aggregators and the Oddle platform for delivery, and e-commerce storefronts for sauce retail. Customer segments are primarily Malaysian casual diners, families, and seafood enthusiasts, supplemented by corporate and event clients for catering.

The company is privately held with no disclosed external funding, no subsidiaries, and no listed leadership beyond an unidentified founder/CEO who created the Shell Out® concept. Marketing relies on the company website, Facebook, Instagram, TikTok, email, promotional campaigns (Crazy With Cheese, Set Lunch, holiday specials), and limited-time collaborations such as the 2023 Merry Ice Cream partnership. Geographic footprint remains single-country and Klang-Valley-concentrated, leaving national and regional expansion as the primary forward growth lever.

Name

Shell Out®️ Sdn Bhd

Legal name

AM To PM Edge Sdn Bhd

Website

https://shellout.com.my

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Shell Out® Sdn Bhd operates eight casual-dining seafood restaurants across Malaysia's Klang Valley, serving Cajun-style seafood with proprietary trademarked sauces to families, seafood enthusiasts, and corporate catering clients via dine-in, delivery, and e-commerce retail.

Ownership category

akta.pro rank

Product category

Casual Dining Seafood Restaurants

NAICS

Limited-Service Restaurants (722513), Other Specialty Food Retailers (44529)

SIC

Retail-Eating Places (5812), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Seafood Fast Casual (THAFABAJ)

Keywords

• Casual dining restaurants
• Cajun seafood boiling
• Seafood restaurant chain
• Food catering services
• Specialty sauce retail

Headquarters

HQ city

Petaling Jaya

HQ country

Malaysia

HQ region

Asia

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Others

Revenue model

1. Restaurant Dining: Revenue from dine-in customers at 8 outlets across Klang Valley. Customers order from set menus including Celebration Sets, Deluxe Sets, Family Special Sets, Supreme Combo Sets, Ala-Carte Seafood, and Set Lunch options.
2. Delivery & Takeaway: Same-price delivery and takeaway services via Oddle platform and third-party aggregators (GrabFood, FoodPanda). Party tray delivery also available.
3. Catering & Events: Corporate event catering and large order services for meetings, parties, and special occasions.
4. Sauce Retail Sales: Proprietary sauces (Shell Bang®, Butterlic™, Cari Curry™, Butter Garlic) sold through e-commerce platforms Shopee and Lazada.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels10 records

Core offering

Shell Out® operates a casual dining seafood restaurant chain specializing in Cajun-style seafood boiling, serving fresh seafood (lobsters, crabs, prawns, octopus, fish, scallops, clams, mussels) cooked to order with proprietary family-secret sauces. The chain operates 8 outlets across Klang Valley, Malaysia, with dine-in, delivery, takeaway, catering, and e-commerce retail of branded sauces.

Product overview

Shell Out® Seafood Restaurant is a casual dining restaurant chain operating as the first and original Cajun-style seafood restaurant in Malaysia. The core offering centers on fresh, succulent seafood (lobsters, crabs, prawns, octopus, fish, scallops, clams, mussels) cooked to order with the restaurant's signature sauces. The product portfolio includes set menus organized into Celebration Sets, Deluxe Sets, Family Special Sets, Supreme Combo Sets, Ala-Carte Seafood, and Set Lunch categories, complemented by specialty sauces (Shell Bang®, Butter Garlic, Curry Curry) sold through e-commerce channels. Additional services include Catering & Events for corporate functions and Party Tray Delivery for gatherings. The restaurant operates multiple outlets across Klang Valley and serves customers through dine-in, delivery, and takeaway channels via third-party platforms (Oddle, GrabFood, FoodPanda) and its own e-commerce store (Shell Out Mart on Shopee and Lazada).

Differentiator

Problem solved

Functional benefit

Brands

• Shell Bang™ Sauce: Signature sauce - perfect blend of Lemon Pepper and Butter Garlic
• Butterlic™ Sauce
• Cari Curry™ Sauce

Products and services

• Shell Out® Seafood Restaurant (Dine-in) Casual dining restaurant serving Cajun-style seafood boiling — fresh seafood (lobsters, crabs, prawns, octopus, fish, scallops, clams, mussels) cooked to order with proprietary sauces. Dine-in service at 8 Klang Valley outlets.
• Delivery and Takeaway Service

Quantifiable outcome

• 8 outlets across Klang Valley
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

One partnership is on record.

• Merry Ice CreamminorStrategic or Co-development Partner · 7 July 2023Shell Out collaborated with Merry Ice Cream (merryme.co) starting from 7 July 2023 to bring a fusion of seafood and ice cream flavors. This limited-time culinary collaboration was available at multiple Shell Out outlets including Putrajaya, Desa Pandan, Kota Damansara, Subang, Publika, Setia Alam, and Vista Alam (except Bangi which was relocated).

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Long John Silver's: Long John Silver's is a global seafood QSR chain specializing in fried fish and shrimp. It is comparable to Shell Out on category positioning (accessible seafood chain) and multi-channel reach, though its menu and cuisine style differ.
• Red Lobster: Red Lobster is the largest global seafood casual dining chain, operating in the US and select international markets. It is comparable to Shell Out as the textbook seafood casual-dining incumbent, sharing customer segment and occasion (mid-tier family seafood meals) though operating at much larger scale.
• Bubba Gump Shrimp Co. Bubba Gump Shrimp Co. is a global seafood casual dining chain operated by Landry's. It targets seafood enthusiasts in tourist and mall locations with a broader American-style menu, making it a broad incumbent comparable to Shell Out on category (seafood casual dining) if not on cuisine.
• Captain D's: Captain D's is a US-based fast casual / QSR seafood chain operating hundreds of locations. It is comparable to Shell Out as a high-throughput seafood chain at the lower price tier, providing a useful benchmark for fast casual seafood unit economics.
• Tony Roma's: Tony Roma's is a global casual dining chain best known for ribs but with a substantial seafood menu. It is comparable to Shell Out as a mid-tier casual dining operator with multi-outlet presence in shopping malls and a mix of dine-in and delivery revenue.

Regional players

• Long Beach Seafood: Long Beach Seafood is a Singapore seafood restaurant chain with Malaysian outlets, offering a broader Chinese-style seafood menu at mid-tier prices. It targets similar group dining occasions as Shell Out but with a different cuisine style, making it a regional comparable on occasion and price point.
• Jumbo Seafood: Jumbo Seafood is a Singapore-listed seafood restaurant group with regional presence in Malaysia and China. It targets family and business diners seeking premium seafood in a sit-down format, overlapping with Shell Out on occasion (celebratory group meals) rather than cuisine style.

Direct peers

• Dancing Crab: Dancing Crab is a Singapore-headquartered seafood restaurant concept known for its hands-on, messy, communal eating experience with Cajun/Asian-sauce preparations. It overlaps directly with Shell Out on the cutlery-free, sauce-pour-over-seafood format and casual group dining occasions.
• The Boiler: The Boiler is a Malaysian Cajun-style seafood boil restaurant chain operating across Klang Valley and other Malaysian metros. It is the most direct peer to Shell Out, sharing the same hands-on seafood-boiling concept, mall-based casual dining format, and target demographic of Malaysian seafood enthusiasts.

Others

• Oddle: Oddle is a Singapore-based restaurant ordering and reservation SaaS platform that powers Shell Out's online ordering (shellout.oddle.me). It is comparable as an ecosystem enabler/infrastructure partner rather than a competitor, relevant for assessing Shell Out's digital GTM stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/theshellout
• Instagraminstagram.com/shellout
• TikToktiktok.com/@theshellout
• LinkedInlinkedin.com/company/shellout-sdn-bhd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shell Out®️ Sdn Bhd