BFM 89.9

HIGHLIGHTS 
Podcast  >  Enterprise  >  Open For Business  >  The Shake Shack of Hot Dogs? Sausage Sizzle’s Elevated Vision

The Shake Shack of Hot Dogs? Sausage Sizzle’s Elevated Vision

Nazri Adam, Co-Founder, Sausage Sizzle

06-Nov-24 10:00

The Shake Shack of Hot Dogs? Sausage Sizzle’s Elevated Vision

Can a hot dog be more than simple franchised fast food here in Malaysia? In this episode of Open For Business, we explore the journey of Sausage Sizzle, a homegrown Malaysian brand on a mission to elevate the humble hot dog into a premium dining experience. Co-Founder Nazri Adam shares how Sausage Sizzle grew from a single stall into a recognized brand, with aspirations to expand through both food trucks and potentially fully-fledged outlets.

Nazri discusses the brand’s evolution from event-based sales to multiple licensed locations, followed by a strategic shift to a streamlined model focused on quality and customer experience. Key insights include:

Origins and Vision: How Sausage Sizzle was founded in 2019 to bring locally sourced, quality sausages to Malaysian street food culture, aiming to elevate the humble hot dog into a gourmet experience.

Growth and Challenges: The journey from a single outlet to multiple locations and events, and the pivotal challenges faced, including the impact of COVID-19 and adapting to customer preferences.

Shift in Strategy: Insights into Sausage Sizzle’s recent shift from licensing 18 outlets to a streamlined, owned-and-operated model, with a focus on quality control and customer experience.

Product Innovation and Simplified Menu: The transition from customizable hot dogs to a curated menu, aimed at enhancing operational efficiency and providing a consistent customer experience.

Balancing Quality with Affordability: Challenges and strategies around offering premium ingredients in a cost-competitive market and ensuring profitability as they scale up.

The Role of a Food Truck as an R&D Hub: How their food truck acts as a testing ground for new products and marketing strategies, enabling agile adaptations to customer feedback and market demands.

Future Ambitions and Expansion Plans: Sausage Sizzle’s goal to expand with owned outlets and potentially a full sit-down restaurant, while building a stronger brand presence in Malaysia’s premium street food scene.

Produced by: Roshan Kanesan, Kishan Sivaswamy

Presented by: Roshan Kanesan


This and more than 60,000 other podcasts in your hand. Download the all new BFM mobile app.

Categories:  markets,  entrepreneurs,  food,  alternatives

Tags:  local F&B,  homegrown brand,  malaysian brands,  f&b sector, 


Latest Podcasts




Play / Pause

Listen now : BFM 89.9 -- The Business Station

Today’s Shows



6:00 AM

The 6AM Stretch

Thought-provoking discussions on ideas, people and events shaping our lives.

7:00 AM

World Market Watch

Brian Arcese of Foord Asset Management | Dovish or hawkish? Over or underweight? Bull or Bear? We speak to local and foreign analysts to find out how the different asset classes and markets react to the latest news, results and even geopolitical events.

7:15 AM

Morning Brief

A recap of global and local headlines in today's papers and portals.

7:30 AM

Morning Brief

More news coming out of the United States, as over the weekend, the United States Agency for International Development (USAID) reportedly came in the crosshairs of the White House. Apparently, officials working for Elon Musk were denied access to secure financial data at USAID headquarters, leading to talk of the agency being dismantled on Monday. Providing some clarity on this matter is Grace Stanhope, Research Associate in the Lowy Institute's Indo-Pacific Development Centre.

7:45 AM

Morning Brief

The government is set to implement a mandatory 2% EPF contribution for foreign workers, instead of the initially proposed 12%. However, the increase in the minimum wage to RM1,700 and potential electricity tariff hikes might impact businesses. To gain industry views, we speak with Datuk William Ng, National President of Small and Medium Enterprises Association Malaysia (SAMENTA).

8:00 AM

The Breakfast Grille

In 2024, Malaysia's property market saw an uptick in transactions and values across all sectors, driven by positive sentiment and increasing investor confidence. We speak to Jamie Tan, Managing Director, JLL, and Keith Ooi, Group Managing Director at Knight Frank Malaysia, on the outlook for 2025 and how you make money. HUAT ah

8:30 AM

Morning Brief

President Donald Trump has signed an executive order to set up a US sovereign wealth fund within the next year. What could this look like and does the US need one? We discuss what makes an effective sovereign wealth fund with Dr. Elsa Satkunasingam of the Asia School of Business.

8:45 AM

Morning Brief

We look into local and international news that matters to the public — highlighting the issue or event that sparks the most conversations and debates.

9:00 AM

Opening Bell

(REPEAT) Brian Arcese of Foord Asset Management | An update on local and international capital markets, including a look at how Bursa Malaysia begins the trading day. We speak with local and foreign analysts to find out how different asset classes and markets react to the latest news, results, and geopolitical events.

9:15 AM

Opening Bell

One winner of late from the executive orders on tariffs by President Donald Trump has been the glove sector. We check in with Oong Chun Sung, Equity Research Analyst, RHB Investment Bank as to whether the outlook is really positive, has all the good news been priced in and what listed companies stand to benefit.

9:35 AM

The Property Show

In early January 2025, Nik Nazmi Nik Ahmad, our Minister of Natural Resources and Environmental Sustainability, announced that the government is considering proposals to implement a full ban on asbestos. To delve deeper into the extent of asbestos use in Malaysia’s construction industry, as well as explore safer and more sustainable alternatives, our producer, Natalie Tan will be speaking with Dr. Keith Tan, Associate Professor at the School of Architecture, Building & Design in the Faculty of Innovation & Technology at Taylor’s University.

10:05 AM

Open For Business

Leading Robotics Innovation: The Vepro Group Story; Chu Chee Seng, CEO and Director, Vepro Group

11:00 AM

The Workplace

Future-Proofing Malaysia’s Workforce; Thomas Mathew, Group Chief Executive Officer, TalentCorp

12:00 PM

Enterprise Explores

Azwan Baharuddin, Country Managing Director, Malaysia, Accenture

1:00 PM

The Breakfast Grille Repeat

In 2024, Malaysia's property market saw an uptick in transactions and values across all sectors, driven by positive sentiment and increasing investor confidence. We speak to Jamie Tan, Managing Director, JLL, and Keith Ooi, Group Managing Director at Knight Frank Malaysia, on the outlook for 2025 and how you make money. HUAT ah

2:05 PM

Discovery Hour

Mambo Cha-Cha, Sean Ghazi & Ida Mariana, We take a trip down memory lane back to the dancehalls of Malaya and Singapore with a selection of regional mambo & cha-cha sounds!

3:05 PM

Earth Matters

Irene Chooi, Education Programme Manager, Zero Waste Malaysia

4:05 PM

Health & Living

UMMC’s Increased Charges - What and Why, Prof Dr Nazirah Hasnan, Director, Universiti Malaya Medical Centre

5:00 PM

Top 5 at 5

6:00 PM

Good Things

Program Anak Kita: Fixing Education, One Child at a Time; Dr. Rusmini Binti Ku Ahmad, Deputy Director-General of Education Malaysia (Policy and Curriculum Sector), MOE & Siti Kamariah Binti Ahmad Subki, Pemegang Amanah dan Pengarah Urusan, Yayasan Hasanah

7:00 PM

Made in Malaysia

The History of Datuk Gong; TBC

8:00 PM

Cruise Control

Daniel Fernandez, Managing Editor, dsf.my

9:00 PM

The Pulse