American bistro TR Fire Grill debuts in Malaysia
In this article (4)
In its first overseas venture, American restaurant chain TR Fire Grill has launched in Pavilion Kuala Lumpur.
Owned by Romacorp restaurant group, the award-winning concept first opened in Florida in November 2015. Its Malaysian business is owned and run by Pier Seafood, a wholly owned subsidiary of Revenue Valley, which already has a Romacorp brand, Tony Roma’s, run through its Grand Companions subsidiary.
“Our chef-driven aesthetic uses local ingredients and flavours,” says Romacorp president/CEO Bradley Scher. The company also has a TR Fire Grill bistro in Hawaii.
Meats and vegetables are smoked in-house daily using hickory wood. Its steaks are free of antibiotics, hormones or genetically modified organisms. Sauces and specialty condiments are made in-house, and craft cocktails are made with liquors aged in small oak barrels or infused with fresh fruit and spices.
Seating more than 180 guests, the restaurant has a cigar room and a full bar.
Questions & Answers
Q.Which company is responsible for operating TR Fire Grill in Malaysia?
Which company is responsible for operating TR Fire Grill in Malaysia?
The Malaysian business is owned and run by Pier Seafood. Pier Seafood is a wholly owned subsidiary of Revenue Valley, which already operates another Romacorp brand in the region.
Q.How does TR Fire Grill incorporate local elements into its menu in Malaysia?
How does TR Fire Grill incorporate local elements into its menu in Malaysia?
The restaurant uses local ingredients and flavours, aligning with its 'chef-driven aesthetic'. This approach is part of its commitment to fresh, quality food offerings for guests.
Q.What are some of the key features of the food preparation at TR Fire Grill?
What are some of the key features of the food preparation at TR Fire Grill?
Meats and vegetables are smoked daily in-house using hickory wood. Steaks are free of antibiotics, hormones, or GMOs, and all sauces and specialty condiments are made on site.
Reader pulse
Is this a smart market entry strategy for TR Fire Grill?
21,492 votes so far