Brick-Mortar-Cloud Podcast
Season 1 Episode 1:
Journey to 20+ Stores

Unlocking Success in Hawker Business Scaling: Insights from Nasi Lemak Ayam Taliwang’s Chief Officer

Noorman Mubarak, the Chief Officer of the House of Brands, shares his background, growing up in a hawker family business, and how they merged their cooking skills to start Nasi Lemak Ayam Taliwang in 2017.

The answers presented here have been summarized and simplified to make them easier to understand. For a complete and detailed explanation, we highly recommend that you watch the entire video podcast or listen to the audio podcast.

Q: Can you give a quick introduction about yourself and your entry into the hawker business?

A: My name is Noorman Mubarak, aged 44. I come from a hawker family, and I started assisting my parents in their stall at a young age. Eventually, my wife and I decided to merge our family’s culinary heritage with her expertise in cooking ayam taliwang, leading us to establish Nasi Lemak Ayam Taliwang in 2017.

Q: What is the vision for House of Brands and Nasi Lemak Ayam Taliwang?

A: Our vision is centered around helping people. We aim to uplift individuals from difficult circumstances by providing them with employment opportunities. We also aspire to become the number one Nasi Lemak brand in Singapore and eventually expand globally. Collaborations with other legendary brands like Waroeng Safari are part of this vision, where we share common values and support each other’s growth.

Q: What unique offerings do you have, and how do you collaborate with other legendary hawker business brands like Waroeng Safari?

A: At our original stall, we offer free extra rice to entice customers and focus on community care. Collaborations with brands like Waroeng Safari are based on shared visions and mutual benefit, aiming to support and grow together. These collaborations help us introduce our brand to new audiences and expand our reach.

Q: What lessons have you learned from your hawker business journey?

A: Commitment and personal involvement are crucial. I learned this from a failed venture where I wasn’t fully committed. Perseverance and managing expectations are also vital in the F&B industry. Additionally, maintaining quality standards and being willing to adapt to changing circumstances are essential for long-term success.

Q: What are your key performance indicators (KPIs) and business metrics?

A: Quality is my primary KPI. I rely on gut feeling and personal standards to ensure consistent quality. As the business grows, I focus more on financial metrics like rental costs and staff costs for efficiency and profitability. These metrics help us make informed decisions and identify areas for improvement.

Q: What investments have helped scale your hawker business?

A: Self-trust and recognizing strengths and weaknesses are crucial. Digitalization and process optimization have streamlined operations and enabled efficient scaling. We’ve invested in tools and technologies that improve efficiency, such as digital rostering systems and centralized kitchen facilities. These investments have allowed us to maintain quality while expanding our reach.

Q: What predictions do you have for the industry?

A: Automation will increase, with robots potentially serving and cooking food. Embracing technological advancements is essential to remain competitive. However, we must balance automation with maintaining the human touch and personal connection that customers value in the F&B industry. Additionally, I believe there will be a continued focus on sustainability and ethical sourcing as consumer preferences evolve.

Q: Do you offer mentorship, and what advice do you give?

A: Yes, I offer mentorship. My advice is to believe in yourself and persevere despite challenges. Building a successful F&B business requires dedication, hard work, and a willingness to learn from both successes and failures. It’s essential to stay true to your vision and values while remaining adaptable to changing market conditions.

Q: How can people follow your brand’s story?

A: Follow us on Instagram under the tag “nasilemakayamtaliwang.” We regularly share updates, promotions, and behind-the-scenes glimpses of our brand’s journey.

Q: Any final message to share?

A: Believe in yourself and don’t give up. The journey of building a successful F&B business is challenging but immensely rewarding. Stay focused on your goals, maintain high standards, and never lose sight of the passion that inspired you to start your entrepreneurial journey.