Brahim’s: A Business Model Journey from a Major Client Loss to a New Strategic Direction
In July 2023, Brahim’s lost its 26-year partnership with Malaysia Airlines, wiping out most of its revenue. Facing an existential crisis, the company had to rethink its business model, rebuild its workforce, and search for new markets.
At a glance
Founded
1981
Headquarters
Selangor, Malaysia
Major Client (Former)
Malaysia Airlines
(26-year partnership ended July 2023)
Impact of Contract Termination
Loss of ~75% of revenue
Abstract
Brahim’s Holdings Berhad had built its business over more than two decades as the exclusive in-flight catering partner of Malaysia Airlines. This relationship accounted for approximately 75% of its revenue. In July 2023, the abrupt termination of this 26-year partnership triggered an existential crisis, exposing the risks of extreme client dependence and forcing the company to confront the sustainability of its long-standing business model.
This case study examines how Brahim’s responded to the sudden revenue shock by reassessing its value proposition, organizational capabilities, and strategic direction. Drawing on a problem-solving case methodology, the study traces Brahim’s transition from crisis containment toward business model reinvention, highlighting management’s efforts to balance defensive restructuring with offensive growth initiatives.
Key findings illustrate how the firm identified new opportunities by leveraging its halal certification expertise, large-scale food production capabilities, and regulatory know-how to pursue foreign airline contracts while diversifying into institutional catering and ready-to-eat retail segments.
The case also underscores the central role of human resource management in enabling transformation through workforce restructuring, talent retention, and reskilling. Ultimately, the study reveals the strategic and organizational tensions inherent in rebuilding resilience after the loss of an anchor client and challenges learners to evaluate whether Brahim’s diversification strategy can deliver long-term competitiveness in an increasingly fragmented and competitive halal food services landscape.
Cover Photo: Toni Osmundson on Unsplash
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