RM4 apam balik draws customers from across Johor

KOTA TINGGI: A family recipe that has been passed down for 19 years continues to keep customers coming back for the Jalan Mawai "apam balik" here.

Despite rising ingredient costs, the business has kept its original flavour at RM4 a piece, making it a popular choice among customers from within and outside the district.

Nelta Efrida Zulfadhli, 37, said all ingredients were prepared fresh daily, with the flour batter made at the premises and the corn prepared in-house instead of being sourced from cans.

"We have raised prices previously, but we are mindful of our customers. Given our high sales volume, we have managed to maintain a profit margin and have no plans to raise prices for the time being," she said.

Her husband, Mohd Shahrizal Supri, 41, represents the second generation to run the family business, which he built using his own capital. Nelta Efrida, now a mother of three, joined the business in 2009 after they became engaged.

"Customers are not only from the surrounding areas. Some come from as far as Skudai, Kulai, Simpang Renggam and Mersing just to buy our 'apam balik'," said Nelta Efrida, who has three full-time and two part-time workers.

The business started with five kilogrammes (kg) of flour a day in 2007. This increased to between 50 and 55kg daily during the holiday season.

Nelta Efrida said the rise in demand added between RM2,000 and RM2,500 to daily sales on regular days and about RM4,500 during the holiday season.

She said daily sales reached as high as RM6,000 when her "apam balik" went viral.

The original flavour is the best-seller, followed by Nutella and Japanese-style "apam balik" with red bean paste. Other flavours include pistachio, matcha, peanut butter and Lotus Biscoff.

She previously supplied her products for events such as public tea receptions in Mersing and Kota Tinggi, as well as various Hari Raya gatherings in Johor Baru.

A key challenge for the business is a shortage of workers, particularly when trying to meet demand for wedding orders.

"Many have contacted us for orders, but having an additional worker is insufficient. If we take (workers) from another branch, that shop will have to close," she said, adding that they have another branch in Kota Tinggi town.

Her current focus is to expand her target market through social media platforms such as TikTok instead of opening more branches, to ensure product consistency, she said.

"It is better to focus on one location and reach more people, making sure they know about our shop and products," she said.

She plans to increase her staff numbers and accept wedding orders next year.

Operations usually begin about 9.30am, with the last order taken about 4pm. However, she has closed the premises as early as 2pm after selling out.

ENDS

KEYWORDS: Malaysia, Malaysia News, NST, regional, Johor, Kota Tinggi, apam balik, family recipe, ingredients, price