The Intoxicating Aroma of Freshly Baked Bread
There’s something irresistible about the smell of freshly baked bread—especially when it’s slightly burned at the edges. The aroma is intoxicating, almost overwhelming at times, as I find myself lost in the sights and scents of warm loaves, golden pastries, and delicate cakes neatly arranged in a bakery.
Growing up in a kampung, bread was a foreign concept to me. In our village, rice was the staple, and we rarely encountered Western-style baked goods. My first memory of eating bread was during small feasts celebrating the birth of a newborn, where we were served sliced white bread dipped in rich, flavorful chicken or lamb curry. That was the extent of my relationship with bread in those early years.
It wasn’t until I became a student at Sheffield University in England in the 1970s that I was introduced to a whole new world of baked delights—cakes, pastries, and sandwiches. Even then, my heart remained with traditional Malaysian dishes; my go-to meals were still rice-based, and at best, roti canai from mamak restaurants. Sandwiches and pastries never quite made it into my regular diet.
That changed in the 1990s when I became a corporate executive. Business meetings, networking events, and international travels slowly but surely reshaped my eating habits. It was during my overseas trips that I developed a taste for croissants, and as they say, the rest is history. These days, I am a regular at several coffee chains and cafés in Putrajaya, Bandar Baru Bangi, and Kuala Lumpur, indulging in good coffee paired with quality baked goods.
The Business of Cafés and Bakeries
This week, I am exploring a business model that combines a bakery and a café—two complementary businesses that, when done right, can be highly profitable. Many cafés in Malaysia focus primarily on serving quality coffee but offer limited food options, such as Zus Coffee. After the COVID-19 pandemic, I noticed Aison Bakery & Coffee in Bandar Baru Bangi thriving. Within a year, they expanded from one shop lot to two, integrating their bakery at the back. Their well-executed promotional strategies last year attracted more customers, and now, the place is bustling with activity. It has even become my “office” for business meetings.
Aison Bakery & Coffee is an excellent case study in Malaysia’s bakery-café scene. Founded by Chef Aison bin Osman Wong, a Chinese Muslim with over 16 years of experience in France, Japan, and Korea, the brand has gained recognition for its high-quality, artisanal baked goods. Their success stems from a fusion of French, Korean, and Japanese pastry-making techniques, producing over 1,500 croissants daily. The company has expanded from its flagship store in Bandar Baru Bangi to new locations in Prima Saujana Kajang and Bandar Mahkota Cheras.
Beyond retail, Aison Bakery & Coffee has also tapped into the wholesale market, supplying breads, cakes, and pastries to cafés and shops across the Klang Valley. They produce over 200 sourdough breads every night, catering to a growing demand for premium baked products.
Lessons for Young Entrepreneurs: More Than Just Selling Drinks
As a business coach with experience managing both small businesses and large corporations, I have observed a worrying trend—the mushrooming of cafés that focus only on selling drinks. In Malaysia, a sustainable café business needs more than just coffee; it must offer a strong food menu that aligns with local dining culture. There have been many café chains that have failed due to poor business models, though I won’t name them here.
For young entrepreneurs looking to enter the café business, consider these three critical factors:
1. Business Model – Define your concept clearly. Will you be a specialty coffee shop, a full-fledged bakery-café, or a hybrid of both?
2. Product Offering – Your menu should cater to your target market’s preferences. Malaysians generally prefer a combination of drinks and substantial food options.
3. Location, Location, Location – The right location can make or break your business. A high-traffic area with a strong target customer base is essential.
These insights come from my personal experience in corporate turnaround management. In the 1990s, when I took over A&W Malaysia, the business had only 13 outlets and was losing RM300,000 annually. Through strategic management, we expanded to 30 outlets and turned the company profitable, generating RM3 million in annual profits.
The Road to a Successful Café Business
For those serious about opening a café, I recommend studying the business models of successful brands like Aison Bakery & Coffee and Secret Recipe. Success in this industry does not come overnight. It is not a quick-money business like setting up a pop-up coffee kiosk at an event. It requires long-term commitment, meticulous planning, and substantial financial investment.
Additionally, young entrepreneurs should take a closer look at the expansion of Zus Coffee—a prime example of a brand that has leveraged aggressive marketing and expansion strategies to dominate the local café scene.
Lastly, as an ex-CEO, I cannot stress enough the importance of a corporate exit strategy. Every entrepreneur should plan not just for the launch and growth of their business but also for the long-term sustainability and eventual succession or exit from the business.
If you’re thinking about starting a café or bakery, do your research, learn from successful businesses, and prepare for the hard work ahead. Success is possible—but only for those willing to put in the effort.
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