Sydney Quays, the 49-year-old Chief Executive Officer of Berjaya Food Berhad, is one of Malaysia’s most recognized figures in the Food and Beverage industry. Known for his charismatic and engaging personality, Quays has dedicated his career to delivering the Starbucks Experience. He graduated with Honours from the American Hotel and Lodging Association in the United States, majoring in Hospitality Management and Marketing in 1988.
Pioneering the Starbucks Brand in Malaysia
Quays played a crucial role in bringing Starbucks to Malaysia in 1998. His contributions to the brand’s establishment helped shape the coffee culture in the country. In 2012, he was appointed as the Managing Director of Starbucks Coffee Malaysia, and by 2017, he assumed the role of CEO of Berjaya Food Berhad. Under his leadership, he oversees the strategic direction and operations of Berjaya Starbucks Coffee Company, Berjaya Food Supreme, and six other businesses under the Berjaya Group.
Leadership Philosophy and Vision
Quays believes leadership is developed through a combination of personality, education, and experience. He describes himself as a visionary leader, responsible for setting goals, inspiring his team, and steering the company toward growth. His focus lies in expanding the business, elevating brand value, and driving profitability while fostering an innovative and forward-thinking corporate culture.
Balancing Work and Personal Life
To Quays, success is not solely defined by financial achievements. He emphasizes the importance of a well-rounded life, where professional growth aligns with personal fulfillment. He believes that a strong balance between work and family contributes to overall success, as achievements in one area can positively influence the other.
Inspirations and Role Models
Quays credits his parents as his greatest role models. Growing up in an era with limited access to the internet and global connectivity, he was inspired by their hard work and determination. He aspires to instill the same values in his own children and strives to learn from the strengths of different people to refine his leadership approach.
The Shift from Authority to Empowerment
Quays believes that modern leadership is no longer about exerting power but about empowering teams. He highlights the shift in management styles when dealing with younger generations, replacing the traditional “I’m the boss” mindset with a collaborative “We are a team” approach. He views leadership as the ability to inspire individuals to push beyond their ordinary limits while balancing compassion with a results-driven focus.
Entrepreneurial Mindset and Risk-Taking
As a business leader, Quays embraces an entrepreneurial spirit, constantly seeking opportunities beyond conventional norms. He believes in taking calculated risks to drive business growth and remains committed to investing in people. He sees leadership as an experience-driven journey, where empowering employees to make decisions and learn from mistakes fosters long-term success.
Driving Innovation in the F&B Industry
Quays has played an instrumental role in revolutionizing the coffee industry in Malaysia. He led the introduction of Starbucks’ first drive-through store in the country, making the brand more accessible to customers. Malaysia also became home to the world’s first Starbucks Signing Store, run by the deaf community. This initiative reflects Starbucks’ commitment to inclusivity and creating a welcoming environment for all.
Overcoming Challenges in the Industry
For Quays, one of the biggest challenges in the F&B industry is consistently exceeding customer expectations. Customer preferences evolve due to changing circumstances, requiring businesses to continuously innovate and adapt. He emphasizes the importance of investing in employees from the hiring stage to training and development, ensuring that they are well-equipped to deliver exceptional service. By adopting best practices across brands under Berjaya Food Berhad, the company remains competitive in a fast-paced industry.
The Future of Leadership and Business Growth
Looking ahead, Quays remains focused on exploring new opportunities for business expansion and innovation. He believes that strong leadership lies in inspiring teams, fostering collaboration, and adapting to evolving market trends. With a deep commitment to customer satisfaction and brand excellence, he continues to shape the future of the F&B industry in Malaysia and beyond.
