When you walk into Hotzilla, it won’t be just the tantalising scent of sizzling hotplates that grabs your attention—it’s also the familiar setting of a school classroom.
Ashley and Sya, two best friends, co-founded Hotzilla when they were 24 years old, turning their shared dream—rooted in friendship, a passion for food, and fond memories of after-school hangouts—into reality.
Ashley, with her visionary mindset, and Sya, with her five years of experience in customer service, wanted to craft an experience.
A classroom-inspired experience with a local twist
Their love for Pepper Lunch, a Japanese hotplate restaurant, and the carefree days of school inspired Ashley and Sya to create the idea behind Hotzilla. The duo wanted to bring the joy of youth and the sizzling excitement of hotplate dining together.
So, they created a nostalgic, school-themed restaurant where every dish is served hot off the grill. Picture chalkboards filled with the day’s specials, typical classroom tables and chairs, students in uniforms, and bulletin boards splashed with nostalgic reminders of school days gone by.
Hotzilla isn’t alone in tapping into the growing trend of themed dining experiences. From space-themed cafes to office-themed cafes, more eateries are finding unique ways to stand out in Malaysia’s competitive food scene.
However, what sets Hotzilla apart is not just the quirky classroom theme but how seamlessly it integrates into the dining experience.
The nostalgic school elements greet diners, creating a fun and immersive environment. It’s as though every meal is a reunion with your younger self, made even better by the sizzling hotplate in front of you.
Hotplate dining isn’t new, but while most hotplate restaurants stick to their Western or Japanese roots, Hotzilla boldly marries that sizzling experience with Malaysian comfort food.
This can be seen from fiery Kam Heong to their signature dishes, The Moo Moo (Australian beef with nasi minyak), and The Quack Quack (smoked duck with salted egg sauce).
The journey from food truck to brick-and-mortar
Like many great businesses, Hotzilla didn’t start with a shiny storefront. Ashley and Sya kicked off their venture in Cun Cun Corner, Setapak, as a humble food truck in 2022.
They chose the location strategically to connect with a diverse crowd of students and young professionals. With their success at Cun Cun Corner, Hotzilla’s next move to The Port in Damansara was a natural one.
“One of the major turning points that led us to scale up from a food truck to a full-fledged restaurant was the realisation that we had minimal control over customer traffic at the specific food courts where we operated. For instance, as tenants began leaving, the variety of food options dwindled, leading to a noticeable decline in customer footfall.”
“This drop in traffic wasn’t something we could influence directly, and it became clear that relying solely on food courts limited our ability to attract and retain customers,” the now 26-year-olds told Vulcan Post.
Eventually, Hotzilla grew into its first brick-and-mortar location in SS15, Subang Jaya, still holding onto the essence of what made it special: the community feel, the fun, and the unforgettable flavours.
“The school-themed ambience was a big hit even when we were operating as a food truck. Our customers’ enthusiasm for the theme encouraged us to go all-in creating a unique, immersive experience in the new location,” Ashley and Sya shared.
The team’s ability to draw attention on social media, especially TikTok, has been key to their expansion. Short clips of sizzling hotplates and customer reactions helped build their online presence, which translated into increased foot traffic at both locations.
They also involved Bella Astillah, a well-known Malaysian influencer, in promoting their business.
“She was a personal favourite of ours,” they said. “Her energy just fits with the playful vibe of Hotzilla.” Bella’s promotion during Hotzilla’s grand opening helped create a buzz, with her presence bringing an extra layer of excitement to the event.
It’s a growing trend among food businesses today—leveraging influencers to reach wider audiences. Bella’s involvement not only brought visibility to Hotzilla but also added a certain star power that made their opening feel like an event, they said.
Every day is a lesson in persistence
Initially starting with a food truck, they quickly realised that hotplates weren’t designed for takeout—and that was just the beginning of their logistical hurdles. From dealing with unpredictable weather to constant malfunctioning equipment and limited storage, every day was a lesson in persistence.
But these early days taught them the value of resilience and customer feedback.
“The feedback from our customers was amazing. They loved the food and kept coming back. It was that loyalty that gave us the confidence to take the next step,” they recalled.
Not only that, the journey from a food truck to a full-fledged restaurant wasn’t without its bumps. One of the biggest challenges was maintaining the personal, hands-on service that customers had come to expect from the food truck.
“We shifted from counter service to table service, which our regulars really appreciated,” the founders explained. “They loved that they could now sit down in air-conditioned comfort and take their time with the meal.”
Other hurdles included finding the right staff who could embody the school theme, managing larger operations, and ensuring that each new location maintained the same fun, community-driven vibe that had made them successful in the first place.
Looking forward to their goals
With plans to continue expanding, Ashley and Sya are already looking at new locations and ways to grow the Hotzilla brand in Klang Valley and beyond. Their dream is to see Hotzilla become a household name in Malaysia, known for its sizzling hotplates and the joy it brings through its school-themed dining.
Beyond their current growth, Ashley and Sya also have even bigger aspirations. “Our ultimate aspiration is to take Hotzilla beyond Malaysia’s borders and introduce our unique hotplate concept to the world,” they added. “We want to be ambassadors of Malaysian flavours, showcasing the richness of our cuisine on a global stage.”
One strategy they are exploring is the potential of a franchise model. “This will allow us to grow rapidly while empowering local entrepreneurs to join the Hotzilla family,” the duo shared.
They are also committed to becoming a leader in sustainable dining. “This includes sourcing local ingredients, minimising waste, and adopting eco-friendly practices in our operations,” says Ashley, underscoring their growing commitment to social and environmental responsibility.
And as they continue to sizzle their way into more hearts (and plates), it’s safe to say that Hotzilla has found its place among Malaysia’s growing dining scene—with no signs of slowing down.
- You can learn more about Hotzilla here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Hotzilla
