STREET food such as burgers spring to mind when one is craving for delicious "grab and go" food. That's why it's common to see burger stalls mushrooming in the Klang Valley.
But there is another street food that is sizzling its way into the palate and hearts of Malaysians.
Called Sausage Sizzle, it offers handmade sausages with natural casings, namely, lamb intestine.
Sausage Sizzle Limited Liability Partnership co-founder Nazri Adam said Sausage Sizzle started out as an event brand in 2019.
At that point of time, there were no plans to make it a permanent business.
"We have chicken, beef and lamb sausages where the amount of fat and lean meat are mixed in a specific ratio to ensure the sausage is tender and juicy. We also have a wide variety of sauces made with our own special recipes."
Today, the company is gearing up to be a franchise platform that offer entrepreneurs the chance to start an affordable business venture.
"The licensing fee is RM15,000. We will provide the equipment along with training. When everything is in place, you can start ordering the stock.
"Our target is to have 100 stalls operating nationwide in the next four years. We will be venturing into shopping malls, theme parks and petrol stations, among others, especially when the products have obtained full halal certification in 2024."
Nazri said his optimism is buoyed by the fact that almost 500 applicants have already signed up as franchisees.
"Our goal is to guide entrepreneurs to start their own venture selling gourmet hotdogs at affordable prices. The price of hotdogs range from RM8 to RM16. We are on track to opening another five outlets by May, including one in Penang.
"The company currently has 10 outlets — one in Seremban 2, one in Ipoh and eight in Klang Valley. The monthly sales from the 10 outlets nationwide is about RM100,000 roughly from churning out 700kg of sausages per month.
"We will be participating in four Ramadan bazaars at Putrajaya, Shah Alam, Bangsar and Ipoh, which is expected to boost total revenue by twofold or quite possibly, even threefold."
In 2019, the brand participated in Spartan Race Malaysia and RIUH event. The public response was overwhelming so much so that people were asking Nazri to set up a shop for Sausage Sizzle.
"At that time, I was running a family-owned pie shop in Intermark Mall. I have been involved in the food and beverage industry since 2015. I was 21 years old at the time. I didn't have the funds to open a hotdog business.
"Then I asked the sausage supplier if he would be able to supply if we were to start an outlet that opens six days a week. Instead, he expressed interest in investing in the business, so that was how we became co-founders of the company.
"We initially opted for the food truck route by operating the business at the Taman Tun Dr Ismail food truck park in August 2019. Seven months later, the government implemented the first lockdown. We couldn't do much then but we continued to brainstorm for ideas."
Nazri, whose father is a Malay and mother a Caucasian from London, said a mutual friend later approached them, expressing interest to start a business of his own and that was how the stall in Bukit Jelutong, Shah Alam, came about in November 2020 under the licensing platform. It has been operating for the past 2½ years.
In February 2022, the company opened its second outlet in Bangi, Section 15, which attracted many influencers and media houses, thus contributing to the organic growth of Sausage Sizzle.
The company's headquarters is in Taman Tun Dr Ismail while its centralised kitchen is in Glenmarie, Shah Alam.
"We have collaborated with international schools, and was recently at the Blackpink concert, MotoGP and the Family Day of Forest Hill Residences in Petaling Jaya," he said.
Nazri, the eldest among three siblings, was born in Essex, London, and had lived there until he was 13 years old. The family then moved back to Malaysia, where Nazri sat for his Sijil Pelajaran Malaysia before going back to the United Kingdom to pursue a diploma in mechanical engineering. He was planning to pursue his degree but came back to Malaysia before the first term started.
"Having the privilege of living in the UK when I was young, I was exposed to Western food such as hotdogs with fancy toppings, and I remembered telling my dad when I was younger that I wanted to start a business selling milkshake. Eventually, when we did start a food and beverage business, it turned out to be selling pies.
"Anyway one thing led to another, and the dots connected for me to find Sausage Sizzle," he said.
Ultimately, the company's plan is to expand the Sausage Sizzle menu and establish air-conditioned outlets where the sausages can be complemented with drinks and French fries.
The writer was a journalist with the New Straits Times before joining a Fortune Global 500 real estate company. This article is a collaboration between the New Straits Times and Tradeview, the author of 'Once Upon A Time In Bursa'.
