This M’sian quit engineering to open a Texan BBQ food truck, now he’s scaled it to a restaurant
American barbecue (BBQ) seems to have quite a mesmerising hold on those who come across it. Nizar, who first discovered American BBQ more than a decade ago in Dallas, Texas, happens to be one of them.
He used to work in the airline industry as an engineer and chanced upon the local Texan BBQ culture. Describing it as a way of life, Nizar shared that every Friday was a BBQ lunch. “Within 10 miles of my office, we had eight BBQ joints so we were spoilt for choice.”
It became such a habit that every time he caught a whiff of BBQ smoke, he’d get excited and salivate, “Kind of like Pavlov’s dogs,” he joked.
Loving the taste of smoked meats, Nizar visited multiple restaurants in and out of Texas that served it. Doing this allowed him to test and figure out how the meats were smoked, which turned out to be crucial for his future venture. Even if he wasn’t aware of it at the time.
Upon returning to Malaysia three years later, he quickly realised that there weren’t many people serving American BBQ.
So he decided to be one of the few pioneers and launched Cowboys Barbecue & Grill in 2014.
Being a pioneer
Having not much capital to work with, Nizar and his other two co-founders (who have since left to pursue other interests) opted to get a food truck.
It was the most cost-efficient way to get the brand started and allowed them to move around. This meant they could gain market validation from different locations and gave them the opportunity to provide catering services.
To increase their odds, the trio also participated in food events. “We were fortunate enough to be one of the early pioneers of the modern food truck in the Klang Valley, which helped us get a lot of media coverage,” Nizar shared.
However, American BBQ was still a novelty in Malaysia then and faced several misconceptions. The most jarring one is that when someone mentions barbecue, we picture live fire grilling.
Smoked brisket and its 10-hour-long, tedious cooking process weren’t something many were familiar with. “But sharing what we do is a big part of how we connect with our customers, so I looked at this as an opportunity to educate and promote [American cuisine],” Nizar shared.
As the business grew and feedback became increasingly encouraging, he took the plunge and left the comfort of his corporate job at Malaysian Airlines (MAS).
But then the pandemic happened and challenged the brand’s resourcefulness and adaptability.
Solidifying the business
Much to their luck, Cowboys Barbecue & Grill had some financial reserves and they were quick to change business strategies.
Nizar could still recall how blurry the first month was with the team scrambling to move previously in-person-only operations online.
The brand was barely breaking even for the first four months. Nizar had to dip his hands into personal finances and sell the brand’s second food truck to keep the business afloat. The brand worked with NGOs to prepare food for the B40 groups in their area to cover overheads too.
As a business owner, though, he realised this wasn’t sustainable in the long run.
“I knew that once the economy opened back, dining would be very different [and] I couldn’t survive operating only from a food truck,” Nizar shared. “[So] I took this time to revamp our menu with plans of opening our own BBQ place.”
Specifically, the menu changed from being food truck-based to a more family-oriented restaurant. “This really saved us. Our deliveries shot up and from worrying about how to get orders, I was now thinking of how to keep up [with orders].”
There were times when they had to run overnight shifts to match demands. It was this success that gave Nizar and his team the confidence to launch a brick-and-mortar store in Ara Damansara in 2023.
New spot, same smoke-y goodness
To align with the American BBQ culture, he decided to set it up in a warehouse-like space. It features an open concept where guests can see the smoking process and enjoy the smell of briskets being cooked.
If you’re new to Texan barbecue, Nizar recommends getting their Yellowstone Platter that serves two pax. He described it as the perfect introduction to the cuisine as you’ll get their Signature Smoked Brisket, Smoked Pulled Lamb, and a choice of three homemade sides and tortillas.
There are also various burgers, quesadillas, and tacos filled with barbecued meat if you’re looking for lighter bites.
Most ingredients are sourced locally but the meat is imported, such as the Premium Angus from Argentina. “We use it because of its fat content and its huge size,” the ex-engineer shared.
For the dry rub, he explained that real Texan BBQ uses just salt and pepper, and is smoked using mesquite wood. But he’s added more seasonings to concoct a more flavourful dry rub to suit Malaysian palates.
As it wouldn’t make economic sense to import American hardwood, he improvised and used fruit wood (specifically, rambutan) instead. This gives out a subtle and fragrant aroma that isn’t too overpowering. The wood burns really slowly as well which makes it perfect for barbecuing.
Still a niche market
Currently, the brand hasn’t gotten JAKIM’s halal certification as it requires “a little bit more resources”. They’re hoping to look into it in the future once they have the means to do so.
Nizar assured us that in the time being, all their ingredients are halal-certified and that good hygiene is maintained.
The sole owner of the business now is focusing on growing his restaurant and catering arm. He’s also seeking a business partner to take Cowboys Barbecue & Grill to the next level. “Managing the business as a one-man show is tough,” he confided.
Looking at the landscape now, Nizar shared that there’s still much to educate the public on when it comes to American BBQ. But the scene has taken off in the last three years with more brands offering the cuisine, including SmokePapa BBQ in Penang.
“I think COVID-19 helped in a way cause everyone was stuck at home and had lots of time on their hands. And in BBQ, having the time and patience to monitor the smoking process is key,” he explained.
That said, he believes it’s still very niche and isn’t worried about market competition. After all, how many local brands can you name that serve briskets cooked for 10 hours?
- Learn more about Cowboys Barbecue & Grill here.
- Read other articles we’ve written about Malaysian startups here.
Also Read: Employees need a Copilot to boost productivity & ease brain drain. This webinar shows how.
Featured Image Credit: Cowboys Barbecue & Grill
Thomson Medical Group could yield S$1.1bn development gain from burgeoning Johor landbank
According to a recent report from investment and wealth management firm Philips Capital, regional healthcare company Thomson Medical Group (TMG) may be an opportunity for investors and industry watchers.
The report noted that TMG had only registered a value of S$91 million on its books for its plot of freehold land in Iskandar, which is 1 million square feet.
At current real estate prices, Philips Capital estimates that it could yield a gross development value of S$3.6 billion and a development gain of about S$1.1 billion when fully developed. The approved development plot ratio is 11x, and upon full development of the freehold land, its book value will be revised upwards to reflect its market value.
TMG may be undervalued, given its current valuation of S$1.4 billion (as of 26 March).
The value of the real estate could also rise with the completion of the railway link between Singapore and Johor Bahru in 2026 and the establishment of a free trade zone in the area.
In addition, the freehold land is strategically located near the Johor waterfront and a five-minute drive from the Johor CIQ customs complex. The proximity to key transportation hubs and scenic waterfront views make it highly desirable for commercial development.
Thomson Medical Group’s key growth engine
Founded in 1979, TMG is a leading healthcare provider in Southeast Asia. It operates three tertiary hospitals with 757 licensed beds across Singapore, Malaysia, and, most recently, Vietnam, with the S$517.1 million acquisition of FV Hospital in December.
The Group also runs a chain of specialist medical centres and diagnostic centres in Singapore, fertility centres in Malaysia, and chiropractic clinics in Vietnam.
According to Philips Capital, TMG’s operations in Malaysia serve as the primary driver of the Group’s growth.
The number of inpatients in Malaysia has risen by more than 20 per cent each in the last two years, while the average bill size grew by 6 per cent. As TMG continues to improve service quality and offerings, Philips Capital believes that the Group can continue to attract more foreign patients, especially in Malaysia.
Featured Image Credit: Thomson Medical Group
Also Read: Thomson Medical Group’s Kiat Lim leads S$517.1 million acquisition of Vietnam’s FV Hospital
This spot at Orchard Road lets S’porean home-based bakers trial a physical store, rent-free
It was only supposed to a be a six-month project. So, how did it end up becoming a permanent fixture in Orchard Central?
We’re referring to Baker X, an initiative by Far East Organization that aims to support baking entrepreneurs.
“Recognising their role in our communities and economy, we were inspired to create an innovative platform for these entrepreneurs,” said Deborah Tan, the Director of Retail Business Group of Far East Organization.
Initially planned to start in December 2021 and end in June 2022, Baker X is like a café—except the brand and offerings change every month or so.
Essentially, Baker X is a sandbox for home bakers. It allows them to trial their business in a retail setting, giving them a taste of what a physical store’s operations are like before they actually scale into full-fledged outlets.
This project was especially timely then. The pandemic was still raging on, which meant more uncertainties and risks.
But, to meet the strong demand from home bakers, Far East Organization decided to extend Baker X’s lifespan.
Now that we know how Baker X came to be, here’s how it works.
Helping home bakers rise
What makes Baker X a particularly great opportunity for home bakers is the fact that they do not charge any rental fees.
Rather, entrepreneurs only need to cover their own ingredients and packaging expenses. And yes, they retain 100% of the sales proceeds.
“Operating within a fully equipped baking studio and cafe at the buzzing Orchard Central mall along Orchard Road, this initiative provides a risk-free environment for home-bakers to test their concepts before growing their ventures,” Deborah further explained.
The provisions at Baker X include all fittings, as well as the following appliances:
- V-Zug oven (2)
- V-Zug full size fridge (2)
- V-Zug full size freezer
- V-Zug dishwasher
- KitchenAid mixers (2)
- Toaster
- Microwave
- Food blender
- Cake display chiller
- Furniture
- Ice-maker
- Undercounter fridge and freezer
Aside from the kitchen equipment, the space also features a TV and a photo wall.
To meet the overwhelming consumer response, the seats were increased from their original capacity of 11 to 20.
A recipe for success
But those are just the tangible offerings at the location itself. Far East Organization further aids businesses by planning and coordinating various advertising and media initiatives to drive awareness and publicity for the bakers.
According to Deborah, this includes designing and installing their logos and menu board, quarterly media tasting engagements, media drops and live radio interviews, advertisements within Orchard Central, and social media and newsletter campaigns.
The organisation also handle maintenance, utilities, as well as the necessary permits and insurance costs.
In return, bakers must commit to operating at least five days a week, according to the operating hours that they have decided. They must also maintain hygiene and space cleanliness, and contribute to media and marketing initiatives facilitated by Far East Organization.
Bakers retain autonomy over their own menu offerings, business models, and day-to-day operations, empowering them to experiment and refine their concepts.
“To ensure the bakers do well, Far East Organization invited Tea Ideas to be the complementary beverage partner for Baker X, to serve drinks as patrons dine on the baked goods in the café,” Deborah added.
Founded in 2012, Tea Ideas is a social enterprise that employs the elderly and renal patients. It specialises in antioxidant teas, packaged in tea wands.
Baking the cut
Ultimately, Baker X offers a win-win situation for the bakers as well as shoppers of Orchard Central.
“We encourage the entry of new brands to our malls so that we can provide our shoppers with more choices, promote greater diversity and enhance the retail ecosystem in Singapore,” Deborah pointed out.
Given the benefits, it makes sense that many home bakers have expressed interest in participating. According to Deborah, since the inception of Baker X, they have received over 150 applications.
“Out of the 28 home bakers who have completed residencies at Baker X, seven have successfully transitioned into physical stores, citing their experience at Baker X as instrumental in their scaling-up journey,” Deborah shared.
Bakers are carefully selected based on their ability to offer unique baked treats that are visually appealing and demonstrate market demand.
With quite the long waiting list now, Baker X is unable to consider extended residencies or returning ones, so as to give other bakers the opportunity.
In fact, Baker X is already fully lined-up for 2024. But bakers who are interested in participating down the road can express their interest through an online form.
Spreading the love
At Vulcan Post, we’ve featured a number of home-based entrepreneurs, so we know how valuable a sandbox like Baker X is to help them learn and grow.
It’s especially inspiring to see a company like Far East Organization pursue this concept, supporting more small local entrepreneurs in their journeys.
And it seems like they’re planning to take this one step further.
“Building on the success of Baker X, we have received suggestions from the public to expand this initiative into other retail categories to offer greater opportunities for aspiring entrepreneurs,” Deborah shared.
With this, Far East Organization’s Retail Business Group is gearing up to unveil a spin-off project of Baker X, tailored for home chefs in April 2024. We’re sure this exciting new chapter will provide many more budding F&B entrepreneurs the launch pad they need to succeed.
Also Read: Employees need a Copilot to boost productivity & ease brain drain. This webinar shows how.
Featured Image Credit: Bakes by Ben / Baker X
