Malaysian couple’s restaurant and food supply business scores big in New Zealand

Proudly Malaysian: Reuben and Caroline at their New Zealand cafe, Rempah Malaysia.

In 1997, M. Magendran and N. Mohandas proudly planted the Jalur Gemilang on Mount Everest’s peak. That same year, Malaysians Reuben, 51, and Caroline Danam, 42, who set up home in New Zealand, decided that their new neighbours should have a taste of Malaysian culture.

Upon settling in, the couple who are of lost no time putting together plans for a “takeaway” eatery where New Zealanders could get authentic Malaysian dishes from a menu with over 30 items. According to Caroline, among the local favourites from Rempah Malaysia Takeaways Ltd, which was set up in 2008, are beef rendang, ayam percik, mee goreng and roti canai.

“Our customers come from many ethnic backgrounds. I think this supports the perception that Malaysian food appeals to just about anybody, because Malaysian cuisine tends to be recipes from various cultures mixed together,” said Caroline in an email interview with The Star.

She said that the takeaway outlet, which was previously located in Johnsonville, North Wellington, but has since been relocated to Miramar, south-east of the capital city, serves an average of 1,000 customers each month.

Curries and more: The cafe serves an average of 1,000 customers each month.

The outlet has an open-kitchen concept where customers can watch the chefs prepare fresh roti canai, or put together a dish of mee goreng. While customers mostly order their meals to-go, those who prefer to dine in can do so as well. Caroline said that in order to maintain the authenticity of Malaysian flavours, the spiciness of the dishes is not toned down.

However, customers are given the option to have their meals prepared “mild, medium, or hot”. Prices on the menu range from NZ$2.50 (RM6.30) for roti canai, to NZ$14 (RM35.20) for fish curry.

“We initially spent some time researching what sort of recipes would appeal to the public here. We also fine-tuned our recipes based on feedback we received from our customers. “But I am glad to say that we are now at a stage where we are able to cater to our customers’ needs, without compromising the authenticity of our dishes,” she said.

Making their mark in every home

In 2009, with Rempah Malaysia rapidly gaining popularity, Reuben, and Caroline decided to take a step further by selling frozen and bottled food products so that their customers could put together Malaysian meals by themselves in the comfort of their own homes. The pre-packed chilled products are produced under a subsidiary company, Rempah Foods Ltd.

“They loved our dishes, so we thought it would be a good idea to sell pre-packed “heat and eat” simmer sauces and frozen roti canai. “All they have to do is add vegetables, seafood or the meat of their choice to the sauce while heating it up together with roti canai, and they have a meal,” she said.

Today, over 40 supermarkets in the Greater Wellington region, various specialty and gourmet stores in Auckland, as well as throughout the North Island carry Rempah Food products, which include Rendang Sauce, Dhall Curry, Kurma Sauce, Laksa Sauce, Peanut Satay Sauce, Sambal, Curry, as well as frozen Roti Canai and Garlic Roti Canai. Caroline said that the products will soon be available in the South Island of New Zealand.

“Malaysian food is generally well received since the locals are well-travelled. Wellington in particular has the most Malaysian food outlets,” she said. Caroline said that their customers liked what they tasted so much that they did not have to do much advertising apart from handing out flyers. “All our publicity was by word of mouth, and news about us spread so quickly that we were able to save a lot money by not having to buy any advertising space,” she said.

Starting from scratch

Caroline said that setting up the business from scratch was no easy task and had cost the couple many sleepless nights.

“First of all, raising the initial set up capital was a challenge. Among our other hurdles were finding the appropriate logistics, as well ensuring that our premise and products passed all food safety regulations. “But we persevered and now we have a good business model,” she said, adding that the Malaysian External Trade Development Corporation (Matrade) also provided them assistance under the Malaysian Kitchen Programme, which helps Malaysian businesses in New Zealand.

Caroline said that in total, starting up Rempah Malaysia and Rempah Foods almost four years ago cost approximately NZ$200,000 (RM502,000). Penang-born Reuben, who has prior experience in the food and hotel industry, chiefly runs the operations for the businesses and is the “mastermind” for all the recipes, while Caroline, from Kuala Lumpur, oversees its administration and accounts.

They are now moving the business to set up franchises, beginning with one in Australia, selling Rempah Foods products under a licensed agreement. “We hope to eventually set up similar franchises in other locations (in Australia) so that more people can enjoy a taste of Malaysia,” said Caroline.

Caroline estimates that to start a similar business in New Zealand today would cost between NZ$250,000 and NZ$500,000, depending on its size.

“I would suggest to any Malaysian who wants to start a business here to first of all, visit and have a first-hand feel. “In my opinion, the best way to go would be to start a franchise because it would be starting a business with an already proven (business) model,” she said.

-thestar online.

www.rempah.co.nz