AirAsia wants to create Santan Restaurant and T&CO Cafe as a franchise with 100 outlets within 3-5 years, even expanding to New York. They see a market for an Asian version of American fast food chains. U.S. chains succeed even though they aren’t inherently great and charge more than local equivalents.
A model of bad food and high prices isn’t a great starting place except at airports and tourist spots, but that’s usually driven by high rents and a need to meet highly diverse tastes – people aren’t there for the food.