DahMakan was already one of Southeast Asia's most impressive food businesses. The largest centralised kitchen in the region. Y Combinator's first Malaysian startup. Nearly US$28 million raised. Hundreds of thousands of meals a day.

The business wasn't the problem. The name was. DahMakan, meaning 'to eat' in Malay was too local for the Southeast Asian ambition the business had. They came to Sphere having seen the Tealive work. They needed the same quality of thinking to liberate a great business from a name that was holding it back.

Sphere didn't just rename the brand. Sphere helped reimagine the commercial model.

The insight came from the business itself, DahMakan was already using AI to track which meals were performing in real time. Sphere turned that into the brand idea. Not a menu. A chart. Like the music industry's Top 40, the most popular meals rise, the least popular fall, the offering is always optimised by real data. New dishes dropped like new singles, each one a release event.

The perceived weakness, limited variety, became the brand's defining strength.

Pop Meals. Popular meals at even more popular prices.

Despite launching during COVID-19, sales boomed. Six stores opened within 120 days. By 2024, 15 new Klang Valley locations had been added. US$28 million raised from 26 investors. One of Malaysia's most widespread fast-food brands — and still growing.

Sphere didn't just rename DahMakan. Sphere helped reinvent it.