OWNER of the now popular fast food chain DMC (Dad, Mum, Children) Weng Wei Jie is building a legacy that is now a force to be reckoned with in the food service industry across the country.
Originally from China, Mr Weng’s journey began in Samoa (DMC Upolu) in 2015 where he opened the first DMC branch.
DMC’s stand-out concept revolves around creating a family-friendly dining experience that appeals to both locals and tourists.
The name itself reflects Mr Weng’s vision—a space where families can gather, enjoy hearty meals, and feel at home.
Today, the DMC brand has grown to encompass eight branches in Fiji, providing jobs to hundreds of locals and adding itself to Fiji’s dining options.
Starting with a single branch in Nokonoko Rd, Laucala Beach, Mr Weng now oversees multiple DMC locations in Suva, Nadi, Lautoka and Sigatoka, with plans to expand further.
The newest addition to the DMC family will be a DMC branch in Labasa and negotiations with local authorities and building owners to set it up has been successful.
Mr Weng believes that Fiji, with its population of 900,000 and status as the “gateway to the Pacific,” is the perfect market for his business.
Drawing from his experience in Samoa, where the population is much smaller, he said Fiji offered greater potential for growth.
“I believed that I could do the same thing here but even bigger,” Mr Weng said.
He said DMC has already made a significant impact in Fiji along with an aim to open a total of 20 branches in the country by the end of 2026 and four more locations scheduled to open soon.
“At DMC, we aim to create a warm and welcoming environment where families can come together and enjoy meals.
“We are always trying to bring something special for our customers.”
Mr Weng said one of the major differences between the Fiji branches and the Samoa locations is the sourcing of ingredients.
In Samoa, Mr Weng had to import chicken from America, which often resulted in inconsistent quality.
However, in Fiji, the availability of fresh, locally sourced chicken from Crest Chicken has allowed DMC to serve higher-quality meals.
“The quality of the chicken in Fiji is so much better compared to what we had in Samoa,” he said.
He put the value of total investment in Fiji at $8 million, including the establishment of new branches, hiring staff, and ensuring that the restaurants are built to meet the needs of local customers.
The business has already created over 300 jobs across Fiji.
Mr Weng said it was important to support local communities and offer opportunities for growth.
“We have a responsibility to the people of Fiji,” he said
“And we’re grateful for the support they’ve shown us.”
He is also aware of certain issues regarding his establishment and said he understands that in today’s digital age, customer experience extends far beyond the walls of a restaurant.
When a social media post raised concerns about maggots being found in one of DMC locations meal, he said he acted swiftly to address the issue.
While he was confident that the problem did not originate at his establishment, he recognized the power of social media and its impact on his business.
“We now have a team that monitors social media 24/7,” he said.
“We’ll quickly respond to any complaints to ensure that customers are taken care of.”
Mr Weng is also a firm believer in giving back to the communities that support his ventures.
In Samoa, he donates approximately 100,000 Samoan tala ($F82,500) each year to local schools and charitable organisations.
Since expanding to Fiji, he has continued this practice and donated to schools and communities in Nausori and other areas.
“Good fortune comes back to me multiple times when I give back,” he said.
Mr Weng said his long-term goal is to open 20 DMC branches by 2026.
NOTE: This article was first published in the print edition of the Fiji Times dated FEBRUARY 8, 2025.
