Cover Qra collaborated with local artist Willwin to create murals that encapsulate the vibrant spirit of the Ampang community (Photo: Qra)
Qra collaborated with local artist Willwin to create murals that encapsulate the vibrant spirit of the Ampang community (Photo: Qra)
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We speak to Qra’s founder and CEO, David Tseng, who shares more about the community-driven supermarket
With 16,000 square feet of space, Qra’s fourth outlet located at The Campus, Ampang, is its largest yet. With shelves stacked with colourful fresh produce, illustrated packaging, and local artisanal brands, the store is a supermarket-lover’s playground. Each of its outlets have a genuine human touch—with The Campus being transformed from the former ISKL school into a lifestyle hub, the grocery pays homage to taking over the former basketball court, from an “after-school” section with a selection of smoothies and drinks.
I sit with David Tseng, the founder and CEO of the community grocer, on the wooden benches facing the smoothie bar, as he shares the story behind Qra’s inception, how the selection of produce is curated, and his hopes for the future.
Above The After School section at Qra, The Campus
The After School section at Qra, The Campus
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What was the inspiration behind Qra?
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“I was always fascinated by supermarkets. During my time at university, studying overseas in Australia, I used to head to the supermarket in the evening to shop—I found browsing aisles and looking at products therapeutic, and would always question why certain products were chosen—it brought a lot of excitement to me.”
How did Qra first begin?
Above Shoppers at Qra
Above Fresh produce
Shoppers at Qra
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“I saw a shift in consumer behavior in Malaysia—the F&B scene was constantly changing, with more cafés and independent coffee chains, and I felt there was an opportunity. There hadn’t been anything new in terms of grocery shopping for a while, and there was a place to develop something more neighbourhood-centric in a community-driven format. The first store opened in January 2021, in the middle of the pandemic between the first and second lockdown.”
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How do you curate your selection of brands?
Above The colourful snack aisle
The colourful snack aisle
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“We carry day-to-day basics and staples that other supermarkets carry, but also look at other products we feel fit the market we are serving, from better-for-you options and those with a story to local artisanal brands. It is a combination of instinct as well as speaking to suppliers to see how vested they are in their brand.”
What sets Qra apart from other supermarkets?
Above Lifestyle produce aisle
Lifestyle produce aisle
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“We are not cookie cutter, but adapt to the market in the neighbourhood we are in. There is a focus on getting to know our customers and understanding what the market needs. We are now in four neighbourhoods, and each store has its differentiation.
At The Stories, we are a small neighbourhood grocer for the Bukit Tunku community, while at The Five, we cater to weekday office workers and the weekend crowd. Meanwhile, at Arcoris, we have a lot of young customers and expats, which is why we have full F&B offerings from hot food to a bar. There is differentiation in terms of curation and service across the outlets.”
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What is on the cards for Qra in the future?
Above Qra’s exterior
Qra’s exterior
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“Expand more, exist in more neighbourhoods, and constantly adapt to the market we serve, whether by supporting local artisanal brands or offering better service to our customers.”
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Credits
Images: Qra
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About
Katelyn is the dining and travel editor of Malaysia and Indonesia. Based in Kuala Lumpur, she offers readers an inside look at the movers and shakers in Asia’s growing food and beverage industry.
