SUCH was the frank feedback by customers of “100% Bumiputera-owned” DarSa Fried Chicken (DFC) which made headlines following the shutdown of its Bandar Seri Putra outlet in Bangi after just one year in operation.
This came about after its founder Mohammad Faiz Zuhdi Azahar attributed his “overly Islamic image” as one the reasons consumers – both Muslims and non-Muslims alike – shy away from having business dealings with him.
“I’m a Muslim and I love this fashion. This is not a marketing strategy but a personal identity,” he penned in a Facebook post.
“In fact, the skullcap (kopiah), turban or songkok is just a form of attire, a style that has existed for hundreds of years and has been part of the history of many civilisations. Today, it is no longer an exclusively religious symbol but part of culture and fashion.”
Despite this, Faiz who has stepped down as DarSa’s CEO since July 2025 lamented that the reality is such that businesses that carry an Islamic image are often viewed in a negative light “as if religion is being trampled upon”.
“This is when the pillars that we build should supposedly determine the shape of the building we erect. The foundation chosen from the beginning will influence the direction, strength and value of a business,” he justified.
“History has proven that Islamic civilisation once led the world not because of its outward appearance but because of its strong value system. Therefore, attire can no longer be used as an absolute measure of a person’s faith, integrity or professionalism.”
This is when one commenter enlightened him that “customers have no issue with his wearing the kopiah so long as his food quality is tip-top”. Pointing to DFC lacking quality and consistency, he added:
“There’s a chapatti shop in Seremban where all the workers wear kopiah yet it’s packed for breakfast and lunch. Why? Because the food is delicious. – that’s all. I just had breakfast there and having to forkout almost RM60 ringgit for one meal alone.”
Zooming into the specifics, another commenter who is a Bandar Seri Putra resident claimed that he had frequented the said outlet once which also turned out to be his last visit.
“I pass by the outlet daily but I really don’t want to go there anymore for it’s not worth a second try. This is not intended to condemn or criticise (but just a feedback),” he shared.
While the Islamic image does portray Islamic morals which is praiseworthy, another commenter argued that “doubts arise given the Islamic image is merely an external portrayal given some people like to deceive, manipulate and overclaim”.
Another cautioned the DFC founder against relying on the “Buy Muslim First” sentiment alone to thrive in his business but to also set up a R&D (research & development) department for quality enhancement to boost prospects.
The bottom-line as one commenter aptly pointed out is that Faiz has since made two to three social media postings on the closure of closure of DFC’s Bandar Seri Putra outlet but “made no admission that his fried chicken is not up to quality nor being too pricy”.
“Evaluate calmly, not emotionally. Many Muslim business owners forget that there’re Chinese and Indian customers, too,” he advised.
“Come out of your cocoon a little. Make friends, socialise, see the outside world. Nowadays, not many people live in this racist sentiment. People with money are willing to pay the price if the food taste good. It’s that easy.
This is when another commenter refreshed the DFC founder’s memory of the “Type C” trigger which claimed that the Chinese community were playing up various sentiments to prevent DFC from thriving.
“Weren’t you the then CEO”” he asked.
- focus malaysia
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