Kuala Lumpur, 14 November 2025 – Tony Roma’s Malaysia is reigniting the excitement with the comeback of its Legacy Rib Challenge. This highly anticipated campaign pays homage to Tony Roma’s long-standing reputation as the home of world-famous ribs while introducing new premium dishes that bring a festive twist to the brand’s signature flavours. It is a celebration of good food, great company and moments that matter, the true spirit of Tony Roma’s.
First introduced years ago as a fan favourite event, the Legacy Rib Challenge made its exclusive return with a special one-day competition held at Tony Roma’s IOI City Mall, Putrajaya. The event brought together rib enthusiasts to relive the excitement and nostalgia of the brand’s iconic eating challenge, celebrating Tony Roma’s heritage of serving hearty, mouth-watering ribs that diners cannot get enough of.
“At Tony Roma’s, we have always believed in celebrating life’s moments, big or small, with great food and the people we love,” said Shaik Ali Fikri Bajunid, Group Chief Executive Officer of Revenue Valley Sdn Bhd. “The return of the Legacy Rib Challenge and our new limited time menu are all about bringing that joy and excitement back to our diners. It is a nod to our heritage and a reminder that Tony Roma’s remains the go to place for ribs that truly satisfy.”
Adding to the excitement, participants of the Rib Challenge Competition held exclusively at Tony Roma’s IOI City Mall, Putrajaya outlet shared their enthusiasm for the brand’s long-awaited comeback event, which was followed by an opening speech by Hanif Rahman, Brand General Manager of Revenue Valley Group.
“It was my first time joining the Rib Challenge and honestly, I didn’t know what to expect. I just came because I love good ribs. But once it started, the cheers and the whole atmosphere really pulled me in. Now I understand why people say Tony Roma’s ribs are legendary.” said Hilman Adrees bin Khairul Annuar, the male champion of this year’s Rib Challenge. With a jaw-dropping finish, Hilman completed the Rib Challenge by devouring 8 beef ribs, 1 lamb rib, mashed potatoes, and a Kickin’ Shrimp in just 14:08 minutes. His impressive appetite earned him RM2,000 cash and a one-year supply of Tony Roma’s ribs.
While Nurathira binti Hakim Boey, the female champion of the Rib Challenge shared that “I’m really happy to join this competition. Being crowned the champion of this year’s Rib Challenge is such an exciting moment.” She also added “Tony Roma’s ribs have always been my favourite, and today’s event really brings back the fun and nostalgia that make the brand so special. I’m looking forward to bringing my family and friends back to enjoy the ribs again.”
In conjunction with the challenge, Tony Roma’s is unveiling an exclusive limited-time menu curated specially for couples, families and rib lovers to share and savour. Featuring a range of hearty platters, sizzling favourites and indulgent pastas, the menu celebrates the joy of togetherness and the brand’s signature flair for flavour. Each dish is thoughtfully crafted to bring people closer over good food and great moments, making this limited-time menu the perfect way to enjoy Tony Roma’s legendary taste this festive season.
Time For Tony Roma’s campaign is available in all Tony Roma’s outlets from 10 November 2025 until 7 January 2026. Come celebrate your moments with us for an authentic dining experience and check out the exciting meal course. For more information, visit us at our FB @TonyRomasMalaysia , IG @trmalaysia & Tiktok @trmalaysia
