When Edward and Patrina, a husband-and-wife duo, welcomed their first child, Ted, they had no idea that this little bundle of joy would become the inspiration behind their next big adventure—Tedboy.
Edward, a former chemical engineer, and Patrina, a former pharmacist, had no culinary experience. Despite this, the couple embarked on their journey with one goal in mind. They wanted to create a cosy bakery that served fresh, healthy food—something they enjoyed during their travels abroad.
Their story began with a passion for quality food and a desire for a career change to support their growing family.
A baby, a bakery, and a dream
The birth of Ted sparked the idea that it was time for a change. As new parents, Edward and Patrina found themselves obsessively reading food labels, wanting nothing but the best for their little one.
“As we get more involved in the food business, we realise most things you cannot pronounce on the labels of food packaging are chemically derived, so the less, the better,” they told Vulcan Post. That discovery motivated them to create food that they would feel safe giving their own child.
With a new baby and a fresh perspective on life, they decided to take the leap. In a whirlwind of energy and excitement, Tedboy officially opened its doors when Ted was just six months old.
Their first store in Bangsar Telawi became a place where parents could feel at ease knowing the food was not only delicious but also made with clean, wholesome ingredients. It was a cosy spot to grab freshly baked goods and a cup of coffee while knowing their family would be well-fed.
From one store to many
What began as a small, family-driven project has grown over the last 12 years. Loyal customers who valued quality and affordability helped Tedboy flourish.
The bakery now boasts five retail locations across Klang Valley, three within Standard Chartered Bank offices catering to employees, as well as an ecommerce platform and a B2B arm.
This journey was built entirely on their own, without external funding, a decision that was both challenging and rewarding, said Patrina.
One notable moment for them was when they almost entered the franchise business. Negotiations with an overseas bakery chain fell through when the other party refused to adapt their concept to fit the Malaysian market.
While the deal didn’t pan out, Edward and Patrina took this as a lesson in perseverance and self-reliance. They decided to go it alone and build their brand from the ground up—an effort that has clearly paid off considering that they have sustained themselves in the F&B industry for 12 years.
Throughout the ups and downs of running a business, the one constant for Tedboy has been its people.
During the COVID-19 pandemic, they kept their central kitchen operational and maintained all their staff, even though it hit their reserves. This decision was based on their belief that they would be better positioned to pick up where they left off once the market reopened.
The founders said of this, “Business is an energy exchange. If we prosper, our people will prosper too.”
Sticking to their roots
One of Tedboy’s core values is its commitment to using better ingredients, even though this presents its own set of challenges.
Edward and Patrina continue to grapple with rising prices of dairy, fruits, and raw chocolate, which affects their ability to keep prices low while maintaining high standards.
Yet, they’ve chosen not to compromise on quality. Everything is baked fresh daily, and they’ve even secured halal and HACCP certifications for their central kitchen, ensuring food safety and hygiene.
“I always tell our team, any complaint is a chance to improve. We owe it to our customers to listen and adjust,” said Patrina.
This attitude of continuous improvement has won them a loyal fan base, with one example being a customer from Kajang who has been ordering gluten-free bread from them for years due to health conditions.
Tedboy Express to meeting corporate needs
While the bakery started as a full-fledged offering, Tedboy also expanded with its Tedboy Express grab-and-go concept, catering to the working crowd who needed quick, nutritious meals.
Over the years, these Express stores began to offer more selections, blurring the lines between the two concepts. Today, Tedboy offers a variety of options, from fresh pastries and hot meals to grab-and-go coffee.
Their Jaya One outlet offers the most complete experience to date, featuring a designated kids’ play area that allows parents to enjoy a peaceful meal while their children stay entertained.
The store is also large enough to host birthday parties and other events, further cementing its role as a community hub.
Tedboy has also carved out a niche in the corporate world. While they’ve stayed away from the saturated traditional catering business, they’ve found success in offering convenient, presentable, and customisable corporate meals.
Their central kitchen allows them to meet dietary restrictions with short notice, ensuring that everything is fresh and delivered on time—a crucial aspect of corporate meetings and events.
The local bakery for the long run
Looking ahead, Tedboy is focused on growth, but in a thoughtful and sustainable way. They’re currently exploring OEM (Original Equipment Manufacturer) products for multichain stores as a way to expand without overextending their retail operations.
Franchising is another option they’re considering, as they receive frequent enquiries about how others can replicate their success.
Despite these expansion plans, Edward and Patrina remain grounded. “We’re not [ones] to pitch 10 times growth just to get investors in,” said the founders. “We grew organically and slowly, and that’s how we plan to continue.”
Tedboy may not be the trendiest or sexiest brand on the market, but that’s exactly how Edward and Patrina like it. They see their business as a long-term commitment to feeding the community in the best way possible.
“We’re like the coffee shops that are the heart of the nation,” said Patrina. “We’re the local bakery that’s here to feed you—honestly, wholesomely, and for the long run.”
- You can learn more about Tedboy here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Tedboy
