Located in Mutiara Damansara, Mean Mince has gained a sizable following since it opened its doors in 2018.
Known for its American-themed concept, the spot serves up deep fried burgers, deep dish pizza, and other indulgent eats.
Not too long ago though, its chef patron Min, announced that he and his wife Stephanie were taking a step back. But fret not—the business is still ongoing, and Min is actually still a part of the picture.
Meet Min
Min, whose full name is Nik Md Syazmin, has always felt a calling to pursue F&B.
After getting a diploma in Culinary Arts from Taylor’s University, he continued his higher diploma in IMI institute in Switzerland, before finally getting a degree from University College Birmingham.
During his schooling, he pursued internships in various institutions such as a sushi restaurant, Royale Chulan Damansara, and Schweizerhof Hotel, Weggis.
“I eventually landed a job in Playboy Club London after finishing my degree and worked there for almost two years,” he added. And yes, he has the pictures to prove it.
Eventually, he came back to Malaysia, working as a head chef in a now-closed restaurant called Yellow Apron. In just eight months, he decided to open up his own spot with his then-girlfriend and now-wife Stephanie.
“It was always my ambition to open up a restaurant to share my food with others as I enjoy watching peoples faces light up when they eat something good,” Min said. “The moment when you take the very first bite and you instinctually do the head nod of approval brings joy to my eyes.”
Making a mean plate
American-themed eateries have been more popular locally, but Mean Mince really pushes the envelope by offering American food that is rarely found in Malaysia. For example, they serve deep dish pizza, Philly cheesesteak, and deep fried burgers.
Most of these dishes were inspired by Min’s exploration of foodie channels on YouTube. Of course, he also put his own touch to the recipes for Mean Mince.
“Several burgers are a homage to a few notable chefs in the US such as the burger scholar George Motz, which we have a burger named after, and also Alvin Cailan who owns Eggslut.”
Mean Mince quickly gained recognition for their unique offerings, and seven or so years in, they continue offering the same standards and flavours.
Min explained, “We still maintain our deeply held belief of keeping things simple much like how most of the burgers in the US are; you won’t find our burgers drenched in sauces or condiments. At Mean Mince it is all about simplicity and going back to basics.”
A meaningful step back
In 2022, with the arrival of their son Maximus, the duo decided to take a step back from the business.
Min is no longer in the restaurant as frequently, but his aunt keeps him informed on the business. With the right SOPs in place, business is still ongoing as usual. Still, it’s not easy to let go.
As a chef-owner, Min understands that labour has always been an issue, but is assured that he can cover any missing staff when it comes down to it.
Plus, he has the backing of his family, who’s always willing to help. “I remember the early days when we were short on staff, and my relatives would come in to help out as they possibly can. In a way, we can be called a family run business,” he said.
All that said, Min still goes in from time to time when needed or when there are events.
Marketing the mince
Starting the business, Min and Steph decided that they wanted to see their business grow organically for as long as they could.
That means no marketing spend on paid reviews or write-ups. (Yes, this article, like all our editorial articles, is not paid.)
“We turned down many prominent names in the first five years. We believe that reviews or features of Mean Mince should be honest and unbiased and this cannot be achieved if they were paid for,” he determined.
Seven years in, Mean Mince has paid for content twice during the slowest times.
But the business has welcomed many food reviewers, bloggers, and influencers. A few of them have even made the restaurant viral.
“If I recall correctly, our highest monthly revenue was around RM100,000 a month after one of the videos went viral,” Min claimed.
With not much knowledge in social media, Min struggles with using it as a marketing tool. Thankfully, they were lucky to be approached by several food reviewers who brought in a lot of customers.
“But when we had a period of no influencers, we do feel the business slowing down until the next coverage,” he said.
But going viral has its fair share of problems. When a video goes viral out of the blue, the Mean Mince team may not be prepared for the surge of customers. That leads to complaints that the food is sold out early or the quality suffering for a short period.
Plus, one viral video doesn’t sustain a business. Especially when others are going viral, too.
This is especially true since the pandemic, when more and more roadside stalls began to operate due to people losing their jobs and venturing into the food business.
“This diluted the market in a huge way because there were more competitors that we had to go up against,” Min admitted.
A lean, mean machine
Not only is F&B a very competitive industry, it’s also a physically and mentally demanding one. Keeping up isn’t just about following the market but also having enough stamina.
“What is most important is creating a product that doesn’t really go out of fashion,” Min said. “Honestly, burgers have been around throughout the ages and will be around for a long time to come.”
He believes that consistency is key as well, as regulars appreciate going back to familiar flavours.
In the past, Min has shared that they intended to expand the Mean Mince brand. However, post-pandemic, these plans faltered as it was hard to find like-minded business partners.
“As of now, we are keeping Mean Mince as a sole business unless an opportunity were to arise. Then, we might think about expanding,” he expressed.
Still, expanding or not, running one restaurant for seven years is no small feat.
For those looking to enter the F&B realm, Min advised, “Do your research, don’t jump on the bandwagon just because something is going viral. Yes, it will get you lots of sales, but only for that period. Create something that will last.”
Featured Image Credit: Mean Mince
