When you think about doughnuts, the first image that probably pops into your mind is a classic ring, perhaps dusted with sugar or glazed with chocolate.
But Harith Aqil, 25, the founder of LOOKOO, is here to change that perception.
LOOKOO, located in SS15, Subang Jaya, introduces Malaysians to the delightful world of doughnut balls, a concept that Harith discovered and fell in love with during his time in Melbourne, Australia.
A journey of discovery
After working as a regional marketing executive at F&N for a brief nine months in 2020, Harith explored various ventures.
From brokering deals in the medical industry with his company Hasy Enterprise during the COVID-19 pandemic to dabbling in property sales and selling reconditioned cars, Harith’s entrepreneurial spirit was always alive.
But it wasn’t until 2022 that he decided to settle down with a more permanent venture—LOOKOO.
The concept of LOOKOO was inspired by Harith’s time in Melbourne, where he first encountered the idea of doughnut balls drizzled with various sauces and toppings.
Intrigued by this delicious treat and recognising Malaysians’ love for sweet things, he decided to bring the concept back home.
“I started LOOKOO alone and then after a month, I brought along my childhood best friend, Gurrsimrath Singh, 26, to help me mainly with the accounting side. I handle the operations side.”
“Last year, my wife, Putri Toahira, also joined me in the business,” he told Vulcan Post.
A sweet treat with a history
Loukoumades (pronounced loo-KOO-mah-des) are a popular Greek dessert with a long history.
Did you know they date all the way back to the first Olympic Games?
People believe that when the Olympians were victorious, they were rewarded with “honey tokens”. These were bite-sized fried dough balls topped with honey, also known as loukoumades.
Not only that, ancient Greeks enjoyed these doughnut balls during celebrations and religious ceremonies.
Although the sweet has Greek origins, people have passed down and adapted recipes throughout Turkey, Egypt, Persia, and Italy.
LOOKOO decides to serve these fried doughnut balls with a modern twist.
Instead of the traditional loukoumades which typically use a simple glaze such as honey and syrup, LOOKOO offers a wider range of sauces that resonates well with Malaysians’ palate.
The brand understands that while tradition is important, offering a modern twist on a classic can be a winning strategy.
The name LOOKOO itself is a clever nod to the Greek origin of the doughnut balls.
“We Malaysians like to do short-form things,” Harith said with a chuckle. “So I decided to call it LOOKOO. And the reason why it’s two O’s is because if you look at our logo, the two O’s are actually doughnut balls with sauce on top.”
When LOOKOO started, an international brand called Lukumades was the only one offering the same concept in Malaysia. Now, they aren’t the only players in the loukoumades game. Tealive has recently jumped on the trend with their own doughnut ball variations.
However, LOOKOO’s focus on customisation probably makes them a strong contender in the market.
The LOOKOO experience
Walking into LOOKOO, you’re immediately greeted by the aroma of freshly made doughnut balls and the sight of a cosy, welcoming space.
The menu at LOOKOO is simple yet innovative. The star of the show is undoubtedly the doughnut balls, available in portions of six, eight, or ten pieces.
Harith, along with his wife, best friend, and staff, Farooq Qureshi, tirelessly perfected the recipe to achieve the perfect balance—crispy on the outside, fluffy on the inside.
Customers can choose from a variety of sauces and toppings, creating their own unique combinations.
This level of customisation sets LOOKOO apart from traditional doughnut shops, where toppings are usually pre-selected.
LOOKOO offers a selection of “modern” sweet sauces and toppings like Nutella, matcha, hazelnut, Lotus Biscoff, Oreo, rainbow sprinkles and more. This caters to the Malaysian sweet tooth and keeps things interesting for customers.
In addition to doughnut balls, LOOKOO offers a variety of drinks, including milkshakes made with their own ice cream, coffee, teas, sparkling drinks, and regular canned beverages.
Recently, Harith added waffles to the menu to provide more options for returning customers. Light snacks like chicken nuggets, sausages, and fries are also available, ensuring there’s something for everyone, not just for sweet tooths.
Sweetening the deal by overcoming challenges
Starting a new business always comes with its challenges, and LOOKOO was no exception.
Educating the market about doughnut balls and building brand awareness were significant hurdles. But Harith’s determination and innovative approach paid off.
Initially, customers were unfamiliar with the concept. “A lot of people thought it was taro balls, cekodok or even cakoi,” he said.
Harith’s witty explanation of “We are the missing hole of the doughnut ring” helped break the ice and introduce people to the world of loukoumades.
Plus, by offering customers the chance to try sauce and topping combinations before purchasing, LOOKOO created a unique selling point that resonated with many.
A growing presence
Since its inception, LOOKOO has seen a steady growth in popularity.
Located beneath an apartment complex near INTI College, LOOKOO attracts a diverse clientele.
While the student population contributes to the foot traffic, Harith notes that most of his customers are young adults to working adults. They also offer 10% discounts for university students to attract more people.
LOOKOO is also available on food delivery platforms like GrabFood, foodpanda, and ShopeeFood.
“Delivery has helped broaden our reach. In one month, the delivery orders are about 25% of our sales. A very big percentage of the 25% is on GrabFood,” Harith acknowledged. “I heard people from Petaling Jaya and even Shah Alam also order from us.”
Harith has big plans for LOOKOO. In addition to continuing to perfect and expand his menu—he plans to work on savoury flavours due to customers’ suggestions.
He also hopes to grow the brand within Klang Valley and eventually nationwide. Franchising is on the horizon too, with his ultimate dream being taking LOOKOO international.
Harith’s innovative approach and dedication to quality and customer experience ensure that LOOKOO is not just another dessert shop—it’s a sweet revolution.
- You can learn more about LOOKOO here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: LOOKOO
