Chiam (left) and Yu aim to open more branches in high-traffic locations (Photo: Low Yen Yeing/The Edge)
It is hard to miss the high concentration of coffee shops in the Klang Valley now. Café-hopping culture has become part of today’s lifestyle, especially among the younger generation who like nothing more than spending time off work at new or familiar eateries with friends and family.
While many of these establishments can be found in commercial hubs in the middle of towns or populated districts, more and more are popping up in housing areas. This trend is welcomed by city dwellers who seek comfort within places they know.
One such restaurant that recently opened at Neu Suites — an integrated mixed development comprising office suites, residential and lifestyle retail in Ampang, Kuala Lumpur — is Brew by CoBnB. Helmed by Merrick Chiam and Alwin Yu, it operates under CoBnB, a property management firm in Malaysia that specialises in providing personalised homestay and short- or long-term rental services. This is the second outlet by the group after the first one was established at Trion Residence in Sungai Besi late last year.
Asked what prompted the expansion in such a short period, Chiam says “it is possible because our parent company owns a few buildings. Our aim is to scale up as much and as fast as we can”.
The duo took on this business, armed with a decade of experience in F&B for Yu, and close to five years for Chiam. “It feels more like a challenge than anything else. We are not scared because the chef partner and I have a background in F&B, so when we started, we didn’t have issues running it.
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“In terms of designing the space, I have a bit of experience from my previous workplace. When we expanded and set up more outlets, I was involved with renovation as well. I would say the preparation part was not that difficult,” Yu divulges.
Brew’s minimalist interior concept was inspired by eateries in Bali, a paradisiacal island known for its strong coffee and café culture, which Chiam most recently visited during the Chinese New Year. “I saw so many cafés with interesting designs that instantly drew customers in. This appeal was something I wanted to bring to Malaysia.”
As such, Brew oozes a warm and welcoming atmosphere with its high arch windows that not only invite natural light in but also soften the overall feel of the space with their distinctive curved silhouettes. Inside, the salmon pink walls and concrete floor are complemented by two- and four-seater wooden dining tables and contemporary cantilever chairs. The outdoor area is furnished with stainless steel furniture, presenting a more casual style for smaller groups.
While the renovation for the first restaurant took a longer time to complete, the new outlet was done up pretty quickly as both the parent company and management team had solid experience on their side. “We were supposed to launch the store in June but that was postponed until August due to some unforeseen issues. Having an internal designer and valuation team helped speed up the process, though.”
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The menu at the Ampang branch is different from what is served at Sungai Besi as it was developed to cater to the surrounding neighbourhoods, mostly made up of locals as well as expats working at the embassies in that area.
“We decided on a Malaysian-Western fusion because we wanted dishes that can be enjoyed by a wide range of customers. There are many embassies and residences on Jalan Ampang, so we hope people from other nations can try Malaysian cuisine. Some think our food can be intimidating because of the spices and all, but with a mix of Western elements, they are able to sample a bit of the country’s rich flavour,” Yu says.
Featuring a variety of all-day breakfasts, pasta, rice bowls, salad and sharing platters, the menu boasts specialities such as sandwiches, pasta vongole, çılbır, Mapo Tofu Egg and Chicken Berlado Rice. One that has received positive response from patrons is Lemak Chicken Pasta, a clever twist on a favourite local dish, masak lemak cili padi. There are also an assortment of desserts and a humble selection of coffee, tea and juices.
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The menu is continuously revised according to what the crowd wants and the change of seasons, as practised in their first venture. “Feedback is important for us to evaluate ourselves,” Chiam says.
“We try our best to remain consistent because we are dealing with Asian flavour, which is more delicate than most. We aim to find a balance that can satisfy local and foreign palates. For example, we want a level of spiciness which can be accepted by Malaysians and tourists alike,” Yu adds.
The plan to open more branches has always been in the pipeline, the duo say. But creativity remains their priority whenever they talk about growing their portfolio so that customers have something different to look forward to from the brand.
“If the café theme or menu is the same, it can be boring. Our goal is eventually to take over high-traffic places and potentially go abroad to cities like Bangkok,” Yu says. “But for now, our main concern is making sure everything is in order and runs smoothly for Brew.”
This article first appeared on Oct 7, 2024 in The Edge Malaysia.
