Innovations for Tomorrow Food Services




The global pandemic COVID 19 has cast an unprecedented speed of change onto how we go about our daily life with social distancing, mask-wearing, and personal hygiene. This changing consumer behavior and stringent government regulations have created a huge impact on how a business operates. Food service businesses are one of the hardest-hit industries witnessing large scale business closure and layoff due to depressing demand, additional investment for regulatory compliance, and limitation of dine-in simply make the business model not viable anymore. On the other hand, digital food delivery services rise to the occasion and seize on the opportunity by providing the last mile food delivery services between food outlets and consumers. 



The problem with the food delivery services is that it is confined by the operation hours of the restaurant, the concern on the food delivery hygiene practice, and the affordability of the food. The vending machine which traditionally placed near to the needy customer serving snacks and drinks could not address the needs of the working person's needs of protein, calories, fiber through a proper meal. This is, therefore, present itself as an opportunity for an innovative solution to address this demand.




Timbre Smart Vending is the solution to address this gap. Timbre unique vending machine with build-in microwave all us to serve hot tasty healthy meals 24 hours without any dependencies on the food outlet and kitchen. This self-service food service solution can be deployed anywhere near the demand population such as 24 hours call center, hospital, campus hostel, care center and many more serving a huge variety of chilled frozen meal from local delights, western, desserts to sushi, vegetarian and even specially designed healthy lifestyle meal.

The core values of our smart vending concept are Convenient, Safety, Assurance and Tasty. Each of this represent a very important aspect of our goals in food services which is also what our consumer today cares about. These 4 core values is our guiding principles and our in-house Research and Development goal is to better perfect our solution so we can deliver these values to our customer.



There are a few factors in our vending machine design that caters to the core value of Convenient. The most important factor is our vending machine has a built-in microwave and chilled storage that can reheat a meal less than a minute. It also support total cashless payment, innovative touchless purchase for hygiene concern which is a novel online to offline order at the tip of the finger.

Food safety is the most important aspect when come to read to heat meal because of the demand of stringent cold chain integrity to ensure meals are delivered within the safe time zone, in a cold chain proof insulation box with a temperature monitoring. The build-in microwave assures that no other items can be reheat in the oven except those that are refilled by the company provides confidence to the consumer on hygiene and halal assurance.

As part of the food safety assurance program, Timbre only works with ready to eat meal (RTE ) manufacturer that has attained Halal certification as well as HACCP certified. All the meals come in the original sealed packaging and loaded onto a microwave container box for ease of handling.

Ultimately, Timbre Smart Vending is akin to a mobile food kiosk, and the food offering is the most important aspect of this business model. In order to meet the various food safety criteria, Timbre vending is compatible with the Ready to Eat meal packaging. A Ready to Eat (RTE) meal is basically a meal that has been thoroughly cooked, assembled into a microwaveable package, sealed before goes through a blast freezer process to rapidly bring the temperature to negative 20 deg Celcius for prolong storage. RTE meal concept has been around for some time and globally the RTE demand is on the rise because of its convenience and this has attracted many food businesses to venture into this.



Timbre smart vending machine is a purposed build smart vending machine. it has a unique build-in industrial high power microwave and a 60 pax capacity chilled compartment. The machine supports the cashless transaction, the machine is also an IoT enabled whereby it is connected to the monitoring backend via a 4G network. It can monitor the temperature, the inventory level, and also control the 32” LCD signage.



Timbre will perform preventative maintenance as well as service and repair with our maintenance crew ensuring the machine are always up.

Timbre IS IR4 Platform

One of competitive edge for Timbre is our in-house Timbre IS IR4 platform that connects and monitor all the system component. This is a very crucial platform as RTE meal is a temperature-sensitive product and requires tight cold chain integrity as well as a seamless replenish operation for each of the vending machines in the market. The picture below depicts the major function of the business model that is supported by the Timbre IS platform.




Ready to Eat Meal Offerings




The origin of the modern ready to eat meal go back to 1950s America and a food company called Swansons. Left with a huge surplus of turkey after Thanksgiving in 1953, Swansons hit upon the idea of packaging it up with all the other components of the traditional American dinner. But the stroke of genius was packing it all into the aluminum trays used to serve food by airlines. The containers acted as both baking trays to cook the frozen meal and a plate off which to eat it.


In Malaysia and South East Asia, RTE meal is gaining momentum and popularity among youngster and busy couple that has no time to cook. This can be seen at all the major convenience store chains has now some RTE meals on offer. The huge demand for RTE meals has in turn attracts more local food manufacturers to venture into RTE meals and creating varieties of local flavor.

Timbre has the privilege to work with some of the renowned and innovative local food manufacturers in coming up with new products designed to meet various market demands including vegetarian and low GI meals for diabetic patients.



We have 3 types of customers;

  • Consumer that purchase the food from our vending machines
  • A Business partner that purchase the machines from us and sign up operating arrangement that enables us to provide food, replenishment, machine maintenance, and backend monitoring traceability and warehousing system.
  • Advertiser that rent the air time from our vending LCD screen.



Timbre will be operating the smart vending network under the brand name of “Snatch a Bite” of which Timbre will fund the machine cost as well as operate the replenishment which is called the “In-house Snatch a Bite Vending Network”. The second model is the Strategic partner OEM arrangement whereby potential customer intends to have it’s branding on the machine and having a requirement of more than 5 machines. Under this program, the OEM customer will enter into a 5 years auto-renewable operation supply and service agreement whereby Timbre shall continue to supply food, replenishment, and service maintenance. A third model is for the individual investor that procures the machine to have the machine operate under Timbre’s Snatch a Bite brand. The investor will enter into a 5 years auto-renewable operation supply and service agreement whereby Timbre shall continue to supply food, replenishment, and service maintenance. The following table illustrates the 3 business models.




Timbre focuses on the captive market where the food services are limited by choice and operating hours.



The ready to eat meal is conventionally available at convenient stores, petrol kiosk, and hypermarkets. The consumer has to go to the store, which is typically 15 to 30 minutes of traveling time. It is therefore depending if the person has suitable transport on hand and further there is no guarantee that the meal will be available as these are hot selling items.

The other more popular last mile solution is the online food delivery services which the user will place an order on a popular platform and the product be delivered with a rider. This service solves the last mile solution effectively but it comes with some disadvantages, most notably from food temperature which is a typical food safety concern, the hygiene factor of the carrying box, and lastly, it is very subject to the operation hour of the kitchen or food outlet.

Timbre smart vending resolves all the above issues as the vending machine can be located within a small walk distance, serves 24 hours a day, 7 days. The build-in microwave and chilled storage ensure food is safe, store in chilled, and only reheat on demand, as well as halal assured. Using our smart mobile app, users can pre-book the meal from the vending.

Below is the table illustrates the various competitive parameters among the four models of food services.


In summary, Timbre smart vending has the following unique selling points as illustrated in the figure below.



Timbre Smart Vending Unique Offerings



Go to Market Strategy


The food service market has been traditionally a labor-intensive industry in which aside from food quality, services also play a major role. This is especially true for a food service business that has a kitchen serving a hot meal on the spot.

In order for Timbre to penetrate this market, our marketing strategy embarked on a two prong approach whereby the first strategy is to gain exposure for Timbre brand name as well as educate the market on the impact of Industrial 4.0 in revolutionizing food service industry.

The second strategy would be to identify key investment customers as well as key Ready to Eat meal suppliers. In this approach, we develop our OEM model whereby customers that purchase machines in volume and have potential large sites can put on their brand and sign up an operation and supply agreement with Timbre in operating their network of machines.

Timbre has since taken part in the Café and Bakery show 2018 in PWTC, showcasing the initial concept of the hot food vending machine. The response has been overwhelming for a vending machine that can instant hot meal. The show has given us very good market feedback to further develop our business model, solicit potential sites, and captured some 60 interest business entities, potential investors as well as potential sites for deployment.

In 2019, Timbre took participation in the Malaysian Dietitian Association Annual Event at the Hotel Istana. During the event, the Honorary Guest Dato Dr.Chong Chee Kheong Deputy Director General of Ministry of Health Malaysia and Professor Winnie, President of the Malaysian Dietitian Association visited our booth and was impressed with Timbre healthy lifestyle concept hot food vending. This event allows us to market our solutions and services to the health care service industry in particular the hospital sites of which is our main target deployment.







On strategy 2, Timbre engages key reputable establishments such as major universities and prominent investor group to our office to demonstrate the machine and explained our healthy lifestyle vending concepts. This approach resulted in potential OEM arrangements and securing major hospital sites.




Timbre earmarked a potential deployment of 150 machines as our key business goal. This figure is a conservative figure in view of the large potential sites available, in particular 24 hours call service centers, hospitals, university campuses as well as factories.

The revenue is derived based on the assumption that each machine is able to serve 80 meals per day with an average price of RM8.50 per meal.

The potential success of Timbre business model is high due to the following factors

  1. Low cost of entry – the cost of the machine is much lower as compared to setting up a convenient store
  2. Scalability – the machine deployment takes only a day whereas a convenient store will take weeks to renovate. There is also the factory of humans whereby our machine is unmanned versus the need of hiring for the convenience store.
  3. Proximity– Timbre smart vending can be deployed very near to the target consumer base whereas the convenience store has to be in shop lot or required a much larger space.
  4. Menu varieties – Timbre is able to offer multiple carefully selected menu catering a wide range of audiences from Local delights, Western to Japanese, or even dessert. This helps us to keep attract our loyal customer base and offers a rebate on the frequency of consumption with our in-house mobile app.
  5. Mobility – the machines can be easily redeployed to other sites in order to meet our target sales with minimum cost. This is not the case for convenient store investment whereby the sunken cost is much higher.



                                                                                        Fig 13 .  5 years business projection


The snapshot above shows that our target machines deployment on a five-year planning basis with the potential revenue. We expect the first year of operation to be in the red due to the various CAPEX investment, operating expenditure in personnel requisition, as well as the time, is taken to ramp up the sales to the target volume and average selling price of each machine.

In the second year onwards, we foresee we will start to make a small profit on the back of rising volume from our 1st 30 machines deployments as well as the adding up of new machines. This trend would continue as we further add the machines due to the fact that there are many underserve sites that require our machine.



As part of the business development strategy, Timbre set aside for a vision that we will spend our initial years in developing the Malaysia market but we also set sight on the global stage whereby the demand for such machines is much higher. Today we are embarking on our initial fundraising series A in which we will use the fund to commercialize and speed up our deployment. We foresee that not long in the horizon, we will be expanding onto another stage whereby we may go public or go through series B funding to help us expand to overseas as well as to further develop our business intelligence with the amount of big data we gathered from the initial years of operation. Our valuation as a company will grow due to the following factors that make us different from another similar vending startup:

  1. We model our business growth on food supplies and operation service
  2. We have intellectual properties on big data which allow us to further analyze our market in bettering our services and consumer behavior
  3. We develop and license our Timbre IR4.0 platform for our own use as well as our OEM customer
  4. We develop our machine software and our market-leading unique contact-free purchase model on smart vending



The main purpose of the fundraising is to gather the necessary capital for commercialization. The RM1.2Million raised will be used for the first 30 machine procurement, cold room and freezer truck which will be under the category of capital expenditure, a further RM250k will be used for the continued development of the Timbre IR4.0 platform and lastly, the remaining RM397k will be utilized for working capital for hiring the necessary operation staffs.






The market of RTE hot food vending is a global demand spurred by the tech-savvy younger generation as well as the changing working culture behavior. The COVID 19 pandemic has also influenced greatly the habit of eating out in the restaurant amid hygiene concerns. Timbre strongly believes this huge global demand will potentially allow us to grow the business beyond our borders.

Riding on the Malaysia Halal brand, Timbre strives to work with our local RTE meal provider to be the global player in the Halal Hot Meal Vending market. While we set our vision on the global stage, we will remain practical in our approach whereby we will spend the initial years in perfecting our operation, expand our business beyond Klang Valley. At the same time, we will be actively pursued our neighboring ASEAN market as a start whereby the demand for Halal food is very strong. One of the few key markets in Thailand, the Philippines, and Indonesia. Our ultimate goal is to be the global player on the growing Halal food market of which is expected to reach USD739.59 Billion by 2025 according to one of the research house reports.



Timbre IS is a 100% local owned startup founded by a group of technopreneurs and F&B business operators passionate in transforming food services to an efficient, safe, compliance assurance driven by Industrial 4,0 principles with our inhouse IR4.0 Digital Platform that covers machine remote management, food traceability, cold chain management, mobile loyalty, and digital advertisement.


Management team



Brian Lew, Managing Director

A trained electrical and electronics engineer who graduated from Nanyang Technological University, Brian has been involved in electronics and IT for the past 25 years having a career span from research and development, sales and marketing, business operation, and manufacturing. He is part of the pioneer team that develops the MyKAD and Electronic Passport under IRIS Corporation. He also plays an instrumental role in developing the National Edible Nest Swiftlet Track and Trace Database and System. Brian is also currently the Director of GD Innovations, a technology startup that specializes in RFID and supply chain traceability solutions.


Bernard Gerald Reincastle, Chief Executive Officer

Bernard brings with him more than 40 years of experience in F&B, food catering services, business network local and international partners, food factories, and ingredient suppliers. One of his past assignments is the Head of F&B at Prince Court Hospital where he leads the hospital in achieving the prestigious JCI accreditations. Bernard is a well know industrial consultant in the local and international F&B industry and founding President of the Malaysian Association of Coffee and Tea Innovations, Vice President of Malaysia Tuna Association.


Ng Kar Chai, Technical Director

Graduated as an electrical and electronic engineer, Kar Chai has been involved in software and technology development for the past 22 years serving the various public listed companies as well as the university. He is the chief architect of the vending system and its backend design. He is the key designer for the National Edible Nest Swiftlet Track and Trace Database and System.


Jimmy Loong, Business Development Director

Jimmy is a well-known industry figure in the retail F&B solution, one of the early pioneers in deploying the intelligence point of the sales system in early 2000. He is also the speaker on the property certification training for Malaysia Shopping Mall Association. Jimmy will be responsible for soliciting potential sites for our vending network.

Other key team members

Timbre organization is designed around 6 key departments where the Operation Department and Technical Development department carries the major functions in the business. The finance and Human resource department report directly to the managing director to serve as check and balance. The Chief Executive Officer manages and operates the business according to the plan and budget. The Managing Director oversees the operation as well as provides guidance and leadership in areas such as technology development, funding needs, and strategic collaborations.



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MOU between Timbre and RFX Innovative on OEM arrangement

8 months ago by BRIAN LEW

RFX Innovative Sdn Bhd (RFX), a local incorporated bumiputra company specialised in industrial 4,0 solution marketing has entered into a Memorandum of Understanding with Timbre Innovative Solution on 17 Sept 2020 to acquire minimum 5 smart vending machines with OEM RFX brand from Timbre Innovative. Under the arrangement, Timbre will provide RTE meals and operation services to faciliate the vending machine replenishment, epayment, backend services and maintenance.  RFX will market the RFX branded smart hot food vending solution to domestic market under RFX brand.

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