About UNCLEBOB®
BNG Marketing Enterprise Sdn Bhd, the parent company of UNCLEBOB® Malaysia, is a prominent Malaysian food and beverage enterprise and franchisor, best known for pioneering “Ayam Gunting”, Malaysia’s first authentic Taiwanese-style fried chicken. Founded in 2002 with a mission to introduce the irresistible crunch and bold flavours of iconic Far East street food to Malaysian taste buds, UNCLEBOB® has grown from humble beginnings to become a household name in the country’s fast-casual dining scene.
Over the past two decades, UNCLEBOB® has expanded its presence significantly, now operating over 100 outlets in leading malls and locations throughout Peninsular Malaysia, Sabah, and Sarawak. The brand has achieved notable milestones, from early licensing and kiosk formats to modern fast-casual restaurant concepts, while broadening its menu with complementary snacks and meals rooted in the same crispy, quality-driven tradition.
BNG supports a thriving franchise network with more than 50 partners, offers halal-certified and streamlined operational systems, and emphasises quality, innovation, and community impact. UNCLEBOB® continues to stand as a leading mid-sized player in Malaysia’s franchising and quick-service restaurant (QSR) segments.
Cloud Enablement Approach: Building a Scalable Foundation on AWS
As part of a strategic pivot, BNG Marketing (UNCLEBOB®) needed to evolve its operating model to support flexibility, scalability, and direct customer engagement. Without a dedicated digital channel, the brand relied entirely on third-party platforms for orders. While these platforms are reliable, this dependency resulted in revenue leakage, limited first-party customer data, and reduced flexibility for brand-specific features and promotions.
BNG engaged Exabytes to design and provision a scalable, cloud-native AWS environment aligned with business objectives. The focus was on high availability, elastic scalability, cost optimization via pay-as-you-go pricing, and a secure, future-ready infrastructure. This foundation enables UNCLEBOB® to take direct ownership of their customers’ experience, scale rapidly, and reduce reliance on fixed infrastructure and third-party platforms.
Why Amazon ECS with AWS Fargate Was the Right Choice
A key decision in the solution was the use of Amazon ECS with AWS Fargate to run containerised application workloads. Fargate removes the need to manage servers or clusters, allowing teams to focus on application logic while AWS handles scaling, availability, and infrastructure management.
For UNCLEBOB®, this model offered several advantages. Application services can automatically scale in response to real-world demand, ensuring consistent performance during peak periods while scaling down during quieter times to optimise costs. The pay-as-you-go pricing model, billed based on actual resource usage, aligns infrastructure spend closely with business activity and eliminates capital expenditure.
Alternative approaches were evaluated, including fully serverless architectures and self-managed container clusters. However, these options either required significant refactoring or introduced additional operational overhead. The chosen hybrid approach, Fargate for application services combined with a customer-managed data tier, provided the best balance between flexibility, control, and speed of delivery.
Business Outcomes
Through the deployment of our secure, scalable, and resilient AWS infrastructure (powered by Amazon ECS on Fargate, ALB, RDS, S3, and other managed services), UNCLEBOB® now benefits from:
- A highly scalable and resilient platform that automatically handles fluctuating demand from viral promotions, peak events, and growing user traffic—providing the reliable foundation needed for rapid rollout of new trucks, pop-ups, and digital features without infrastructure-related downtime.
- True direct customer ownership enabled by moving away from full dependence on third-party delivery platforms—allowing first-party data capture, personalized promotions, loyalty rewards, and direct engagement through the proprietary mobile app (with infrastructure ensuring high availability ≥99.95% and elastic scaling for thousands of concurrent users).
- Significant operational efficiency as Amazon ECS + AWS Fargate removes server provisioning, patching, and capacity planning overhead—freeing the development and operations teams to focus on app innovation, menu expansion, franchise support, and business growth rather than managing infrastructure.
- True cost optimisation via a fully pay-as-you-go model where compute, storage, and networking costs scale precisely with actual usage and order volume—eliminating all upfront CapEx and aligning technology spend directly with revenue-generating activity.
- A future-ready foundation that supports seamless expansion, integration of new digital capabilities (e.g., franchise dashboards, advanced analytics, integrated payments), and accelerated franchise growth across Malaysia, with minimal disruption from infrastructure constraints and full readiness for the next phases of our mobile-first strategy.
Driving Business Value with AWS
By adopting AWS, UNCLEBOB® gained a cloud platform built for reliability, elasticity, and cost efficiency. The environment enables rapid scaling to meet demand, secure networking, and consistent performance, allowing the business to respond quickly to changing market conditions.
The pay-as-you-go model ensures infrastructure costs align with actual usage, eliminating upfront capital expenditure and supporting cost-effective growth. The cloud foundation also allows new digital features and initiatives to be introduced incrementally without disrupting operations, positioning UNCLEBOB® to deliver a seamless, high-quality customer experience while maintaining operational agility.
The Value of an AWS Partner
A successful cloud implementation requires more than technology alone, it requires the right expertise to design and operate the environment effectively. As an AWS Partner, Exabytes played a critical role in guiding UNCLEBOB® through the design, provisioning, and optimisation of its AWS environment.
Exabytes ensured the solution followed AWS best practices across security, availability, and cost optimisation, while aligning closely with BNG’s business objectives. The engagement reduced implementation risk, accelerated time-to-value, and provided a clear, well-structured foundation for future growth.
By working with Exabytes, UNCLEBOB® gained not just a cloud environment, but a trusted partner capable of supporting its ongoing cloud journey and helping unlock long-term value from AWS as the business continues to evolve.
