Wallace, a Chinese fast-food chain specialising in flavourful burgers and chicken, has recently rebranded its operation in Malaysia to AllAce. The new identity positions the brand for stronger recognition and expansion in the local market. The chain is also using AllAce for its stores in Indonesia.
Since launching its first store in Malaysia in early 2024, AllAce has rapidly grown across the Klang Valley, with its newest outlet in Bandar Seri Putra, Kajang, opening in June 2025.
However, affordability alone won’t guarantee AllAce’s success in the Malaysian market. Although the brand emphasises its value through competitive pricing and offerings like whole chicken, it seems to lack a distinctive, memorable flagship product that truly resonates with consumers.
Furthermore, modern consumers are drawn to experiences that reflect their lifestyle, highlighting the need for AllAce to enhance its store atmosphere (eg more welcoming) and invest in marketing that is both memorable and consistent (eg people will remember you).
