Jeffrey Goh Sim Ik, a former dental surgeon, has carved an impressive path in the food and beverage industry. The 44-year-old entrepreneur, originally from Malacca, is the founder and CEO of Morganfields, a brand that pioneered pork ribs in Malaysia. Since its inception in 2011, Morganfields has expanded beyond Malaysia, making its mark in the Philippines, Singapore, and China.
Building a Brand of Success
Morganfields, known as the “Home of Sticky Bones,” serves Western-style cuisine with a unique formula that has won multiple awards. Between 2014 and 2016, the brand was voted the best in F&B under the Mid-Western Casual Dining Category by Brand Laureate. In Manila, Morganfields’ outlet in BGC was ranked as the city’s number one restaurant.
International Expansion and Overcoming Challenges
Within just 18 months of launching, Goh and his team opened the brand’s first internationally licensed outlet in Singapore. Despite the highly competitive F&B landscape, the group successfully expanded into Shanghai, establishing three outlets within a year. Today, Morganfields boasts 24 outlets across four countries, employing 500 team members.
A Dentist’s Perspective on Business Strategy
Goh credits his success to his analytical problem-solving skills—a trait honed during his years as a dental surgeon. His hands-on learning approach in F&B, gained through franchise experience and daily operations, has been instrumental in shaping Morganfields. He listens intently to both his frontline employees and customers, ensuring continuous innovation and service excellence.
Inspired by Tony Fernandes
Goh draws inspiration from AirAsia founder Tony Fernandes, admiring his ability to challenge industry norms, drive innovation, and foster a strong team spirit. He applies similar principles to Morganfields, emphasizing adaptability, creativity, and customer-centric strategies.
Leadership That Inspires
For Goh, true success goes beyond financial gains. He believes a great leader creates and nurtures future leaders, fosters a positive work environment, and gives back to society. His leadership style is characterized by openness, humility, and a willingness to learn from others. His employees see themselves as part of a family, contributing to the company’s collective success.
Lessons in Entrepreneurship
Goh believes that commitment and determination are essential for success. Leadership and adaptability help navigate business challenges, while creativity and innovation lead to breakthroughs. Surrounding himself with the right people has strengthened Morganfields, and he emphasizes that starting small but thinking big ensures long-term growth.
Future Vision: Expanding the Morganfields Legacy
Looking ahead, Goh envisions mentoring future leaders while continuing to expand Morganfields’ reach. His mission is to establish Morganfields as the go-to brand for pork ribs internationally, ensuring top-quality food and world-class service. With his strategic leadership, the Morganfields journey is far from over—it is only just beginning.
