Located in Ara Damansara, ASAP By LYE is a new spot for barbecue lovers.
Not your typical barbecue spot, though, ASAP is all about focusing on Bornean flavours.
Behind the business is Kenny Lye, founder and restaurateur. Interestingly, Kenny himself doesn’t hail from Borneo. In fact, he grew up in PJ, where he was able to try a variety of good food and cuisine.
“I loved the experience of trying something new when it came to food,” he reminisced. “It was what drove me toward taking up culinary arts in college and has shaped me to what I am today, a restaurateur.”
Choosing F&B as his path in life, Kenny started his career in a central kitchen of a franchised company after graduation.
Here, he learnt how a well-oiled kitchen works. “I didn’t just learn about the food, but also the processes involved in keeping the central kitchen efficient,” he explained.
After four years in the central kitchen, he moved up to operations, spending the next eight years in the night entertainment industry.
Kenny worked hard, gathering knowledge and skills about the industry before finally deciding to start his own business.
A serial restaurateur
Before ASAP though, Kenny’s first business had been LYE.
“LYE started because I’ve always wanted a family brand with a neighbourly feel to it,” Kenny explained. “LYE became just that when we began operating.”
It was a place that was different from others most people were accustomed to, Kenny said. It had great ambience, was cosy, relaxed, with great food and beverages, but most importantly, it was affordable.
He then went on to start two other joints—RYU TTDI, and DARK TTDI. Each boasts a slightly different vibe.
“I wanted to push myself to create something different,” Kenny said.
Drawing inspiration from the Japanese yakitori cuisine, Kenny opted for a Japanese feel, complete with an accessible and neighbourly ambience.
“RYU was also a personal ambition of mine,” the restaurateur expressed. “I had set a goal for myself to design a neighbourhood restaurant with a different theme and ambience, every year.”
Meanwhile, DARK is a fine dining spot—yet again a totally different concept. With a focus on exclusivity, it caters to a more high-end clientele.
“Coming up with the concept for DARK and the execution of it was very challenging,” Kenny said. “It pushed me to rethink the way I did as with LYE or RYU.”
Bornean culture, but in PJ
As for ASAP, Kenny expressed that BBQ and smoked cuisine was always in the pipeline.
He expressed, “There’s something about the authenticity of cooking using wood fire to smoke or grill. It’s the low and slow cooking technique that creates rich, yet true flavours, with the juiciest outcomes.”
It was something he had been wanting to do for a long time, and it finally culminated in ASAP By LYE.
Compared to other barbecue spots, ASAP stands out by using flavours originating from Sarawak, leveraging traditional Sarawakian cooking methods and flavours to bring to life the dishes served.
“It is a different culinary experience on its own,” Kenny said. “The traditional Sarawakian theme flows through the restaurant as well, setting the ambience and ‘feel’ of the dining experience.”
Those seeking something different compared to the usual “Western style” BBQ and smoked cuisine might just find what they want here.
Kenny’s personal favourite dish is the Smoked Saba Mackerel, which features an intense smokey flavour paired with the natural fats within the fish. “Pairing it with our homemade sauces just elevates the flavours to a whole other level,” he added.
Beyond the food, Kenny also hopes to bring the energy of Borneo’s famed Rainforest Festival, bringing over the music and culture to ASAP.
Looking at the bigger picture, he hopes to get the desirable MICHELIN Bib Gourmand that recognises establishments that serve good food at moderate prices.
Leveraging years of experience
Over the years, Kenny has amassed tonnes of experience as well as struggles.
He looks back at the MCO period as the most challenging time of his career. At the time, no business could operate for dine-in customers.
“That to a F&B outlet was a death sentence,” he said. “We needed to adapt our strategies so we could stay afloat and ride through the storm.”
But that journey and perseverance has brought Kenny where he is today. Of course, it wasn’t just sheer grit that he has to thank, but rather lots of planning.
“If you have the passion, don’t just dive right into the business,” he advised. “It takes a lot of planning and getting the direction you want to go, right. Things don’t always work out, and you can expect challenges along the way. But that doesn’t mean you should give up right away. Start by having a plan with a long-term goal.”
He added, “Pre-plan five years ahead so you can reach your desired goal.”
While having ambitions is good, he also believes that budding entrepreneurs shouldn’t set expectations too high. Rather, they should be kept reasonable and within reach.
“If you’re very confident with the concept, and have the plans and strategies in detail, go for it,” he said. “Don’t wait! If you wait, someone else might beat you to it, and you would be full of regret.”
Four brands in, this mindset seems to have worked out for Kenny.
Featured Image Credit: ASAP By LYE
