Who would’ve thought three former Information Technology (IT) colleagues would trade their keyboards for frying pans?
Trio Potatoes, the brainchild of Tan Jih Soong (Soong), Tan Jin Xuan (Jin Xuan), and Chai Hao Xuan (Hao Xuan), emerged from a shared desire to escape the monotony of office life.
At 28 years old, these three friends turned into business partners, trading their respective roles as a data scientist, DevOps specialist, and software engineer for something completely out of their comfort zone—potato rosti burgers, sold at pop-ups.
Despite their lack of business experience, they saw the food industry as a low-barrier entry point. But as they soon discovered, making a profitable venture was more challenging than expected.
Nevertheless, the Trio Potatoes team was undeterred. Their goal was simple yet ambitious: to create something new that could stand out in the ever-evolving Malaysian F&B market.
Their love for potatoes, which they humorously relate to their IT background (where IT workers are sometimes jokingly referred to as “potatoes”), led them to a unique concept—a rosti burger.
Dictionary time: Rosti is a dish originally from Switzerland that consists of grated potato pressed together into a flat shape and fried in oil.
The birth of a rosti revolution
The idea was born out of a love for potatoes and a desire to innovate. “We wanted to create something new, something you couldn’t find anywhere else in the market,” they told Vulcan Post.
The potato, a versatile ingredient beloved by many, became the foundation for their culinary experiment. The trio envisioned a burger that replaced traditional buns with crispy, golden potato rosti—a fusion of comfort food with a twist.
Their menu features creative combinations like the Rosti Kimchi Chicken Burger, where crispy rosti buns meet tangy kimchi, juicy chicken, and a decadent blend of cheddar and creamy cheese sauce.
There’s also the Rosti Chicken Burger, a symphony of caramelised onions, fresh tomatoes, and their signature chicken, all encased in rosti buns.
And for cheese lovers, the Cheesy Ham Rosti Burger offers layers of savoury chicken ham and gooey mozzarella, delivering an indulgent cheesy experience with every bite.
But the inspiration for these creations doesn’t just come from a love of potatoes. They often find themselves wandering through supermarkets, pop-up markets, and pasar malams, scanning ingredients for potential new flavour combinations.
“We’ll check out what’s available at the counter and figure out if these ingredients will match our rosti buns,” they shared. This hands-on approach ensures that their offerings are always fresh, innovative, and in tune with what’s available in the local market.
“Depending on the crowd at the events, our highest record for potato usage is 100 kg in a single day,” said Soong, Jin Xuan, and Hao Xuan.
The pricing for their potato rosti burger ranges between RM12 to RM15 depending on the flavours chosen.
Building a brand from scratch
Branding has been one of the biggest challenges for Trio Potatoes since they launched in November last year. They didn’t just want to be known for their unique rosti burgers; they wanted to establish a brand identity that people would recognise and trust.
Despite these challenges, Trio Potatoes has managed to build a loyal customer base. They’ve noticed a growing number of return customers who follow them on Instagram and tag them in photos of their rosti burgers. Some even go so far as to pre-order their burgers a day before an event.
The trio is particularly proud of the positive feedback they’ve received, with many customers commenting on the generous portions and reasonable pricing, they said.
The challenges of starting small
However, the journey hasn’t been without its hurdles. Weather plays a significant role in their success at pop-up markets; a rainy day can drastically reduce the number of customers. To mitigate this, they keep a close eye on weather forecasts and adjust their food preparation accordingly to avoid waste.
Another challenge has been sourcing reliable ingredients. For example, they initially offered a mushroom-flavoured rosti burger, but the instability of their mushroom supplier forced them to discontinue it.
“The cooking process is a challenge,” they said. “As this is a new concept of eating potatoes, there’s no reference for us to learn from. All of our cooking processes are improvised through trial and error.”
The trio has invested countless hours into perfecting their recipes, often tweaking them based on customer feedback and their own experimentation.
Financially, the journey has been tough. With a startup cost below RM10,000, the trio self-funded the venture, gradually investing more in equipment and improving their food quality.
Despite their hard work, they have yet to see significant profits. They candidly shared that they continue to operate at a loss, with no salary taken for their efforts. But their passion keeps them going, and they are optimistic about the future.
Eyes on expansion
Looking ahead, Trio Potatoes has ambitious plans. In the short term, they aim to expand from one stall to two for upcoming events, possibly hiring additional help to manage the increased workload. This strategy aims to boost both their popularity and revenue.
However, in the long term, they’re considering the possibility of franchising. “If everything goes smoothly, we’ll consider selling our franchise if there’s any buyer interested,” said the trio.
While they dream of expanding to more stalls or even opening a brick-and-mortar location, they remain focused on perfecting their product and building a strong brand identity.
As they near their first anniversary, Trio Potatoes is still very much a work in progress. So, if you find yourself at a local pop-up market, keep an eye out for Trio Potatoes. You might just discover your new favourite way to enjoy potatoes, brought to you by three former IT professionals who dared to follow their dreams.
- You can learn more about Trio Potatoes here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Trio Potatoes
