OLDTOWN WHITE COFFEE (OTWC) was first established in Ipoh, Perak in 1999. However it all started with ‘White Café’ back in 1958. Back then it was just a simple ‘kedai kopi’ that serves homemade coffee for Chinese in Ipoh. The co-founders and now, the Executive Directors of OTWC, Mr Goh Ching Mun and Mr Tan Say Yap decided to mix their own blend of 3-in-1 instant white coffee to compete with other coffee brewers in Ipoh. (E.g. Sin Yoon Loong White Coffee, and Kongs White Coffee (M) Sdn. Bhd.) This has pushes OTWC forward to become the best producer of high quality white coffee in the Malaysian food services industry. OTWC is now the largest ‘kopitiam’ restaurant chain in Malaysia. This might not have happened to OTWC without the supported by their now Managing Director, Mr Lee Sew Heng that helps them in implementing their vision, mission and strategies of OTWC as a whole. In 2005, OTWC has expanded into the food service sector with the opening of a chain of café outlets based on the traditional Ipoh coffee shop setting and ambience under the brand name “Old Town White Coffee”. OTWC is targeting on completing its chain of café outlets to 211 outlets by year 2012. OTWC now exports its instant beverage mixes to more than 10 countries worldwide and plans to expand its café outlet network in the region. OTWC
Table 1.1 shows the yearly performance of OTWC.
Ipoh "white" coffee is a popular coffee drink which originated in Ipoh, Perak, Malaysia. The coffee beans are roasted with palm-oil margarine, and the resulting coffee is served with condensed milk.  The term "white coffee" originates from the literal translation of its Chinese name, which was introduced in the 19th century by Chinese migrants who came to work in the local tin mines. Traditionally, Malaysian style "black" coffee roast (Kopi-O) is produced by roasting the beans with sugar, margarine and wheat.  "White"...