Malaysian street food-inspired restaurant Penang! has launched at Westfield London with a concept driven by a fictional character named Mr Zuhri - a Malaysian ex-rockstar.
The brand opened its first site earlier this month but has already announced plans to open two further venues in the UK next year.
Named after the coastal state of Penang, which is known as the country’s food capital and is renowned for its street food, the restaurant concept is described as providing the ‘big flavours of Malaysia’.
The 128-cover eatery, which also features a balcony and terrace, is set over two floors at the White City destination.
It boasts a menu which features skewer dishes, noodles, curries, salads and so-called big bowl dishes such as British sirloin steak marinated in dark soy served medium with stir-fried bean sprouts, shallots and mange tout.
“Malaysian cuisine is varied and sensational but relatively unknown in the UK," Penang! communications director Louise Mackintosh said.
"There are fewer than 70 Malaysian restaurants across the whole country, compared to over 1000 Thai restaurants within the M25 alone. By creating a modern, fun brand like Penang! our aim is to present these incredible flavours to a new audience," she added.
The 'big' theme extends to the contemporary design of the branding and the interior which features bright blue, yellow and black cladding as well as bold wall graphics.
As part of the launch of the brand, the team behind the restaurant have created a character - Mr Zuhri - who is described as a Malaysian ex-rockstar who 'founded' the restaurant from the royalties of a 1980's one hit wonder in his home country.
Mr Zuhri, who also has his own Twitter feed, features across the brand and drives the restaurant playlist. The team behind Penang! say, alongside other members of his family, the character serves to inject 'an element humour across all marketing'.