For most 16 year olds, running a business probably isn’t the first thing on their minds. But for Avertino Phua, that was the start of his journey as an entrepreneur.
What started as selling items to his peers would snowball into a desire to build something with his own two hands.
And with the creation of a burger joint called Noms, he’s achieved just that.
From a starting capital of a borrowed RM30,000, Avertino told Vulcan Post, the company has seen consistent growth since its inception a little under a decade ago.
In an interview with us, the entrepreneur was more than happy to share just how he did it.
The road less traveled
Born and raised in Kuching, the 30-year-old CEO holds a Diploma in Business Administration.
But before even finishing his studies, he was already rearing to go.
“I was already brimming with excitement to start a business,” he shared. “One day, my brother and a close friend were having a discussion about emerging trends and potential opportunities.”
That was when the idea of a food truck first came up.
Popular in KL yet almost unknown in Kuching, it was just the innovation that he was looking for.
When they first opened in 2015 selling burgers and sandwiches, Avertino shared that they were admittedly uncertain about the reception. When it came to taste though? That was something they were absolutely assured of.
“One of our biggest challenges was our limited budget,” he highlighted. They needed a truck that stood out but couldn’t afford something fancy.
And so, they had to resort to borrowing money from one partner’s mother.
“This humbling experience taught us resourcefulness and resilience.”
When Noms first opened for business, they were met with open arms by their local community. Their worries about how they would be received were quickly washed away by the wave of support and positivity.
However, they would soon run into trouble with the authorities. The industry still being in its infancy, there was nothing in the books about the legality of a food truck.
“We teamed up with other food truck owners to advocate for the creation of a food truck licence,” he explained.
“Together, we formed a food truck association to discuss solutions, support one another, and engage with the authorities.”
In time, they would pull through, eventually giving way for the industry to flourish.
By the end of the first year, the company had made RM80,000 in revenue.
On the up
Expanding the business was a nerve-wracking leap of faith for Avertino.
As he would come to learn, demand is just one part of it. The location needed to be accessible, the building’s management needed to be reliable, amenities like parking needed to be present, and foot traffic needed to be good.
It is a balancing act of foreseeing potential issues and trusting your own gut.
But though frightening, it could very well be the turning point a company needs.
And so, Noms opened its first physical store in 2017. Named Noms Chapter Two, the revenue for that year was RM200,000, double that of 2016.
They would go on to make their first million in 2019, later earning a halal certificate and shifting to producing their own bread in 2021.
In 2022, the company would expand to Sibu, their first expansion outside of Kuching. In 2023, Noms broke the RM10 million revenue barrier, carrying that momentum into 2024 with another RM11 million in revenue.
People first
Such consistent growth requires equally consistent quality. “Ensuring our food quality and taste always meet or exceed expectations is a top priority,” Avertino explained. “This helps us build trust and loyalty with our customers.”
It is this customer-centric approach that he attributes as a key to Nom’s continued success. Adapting the menu to suit customer taste is one such example that he gave.
Another point is customer engagement. “We keep our social media fun, interactive, and aligned with current trends,” he noted. This extends to offline, where a strong relationship with local consumers can help with growth as well.
A business, of course, cannot be run by one person. Avertino also places great importance on investing in his own team.
Though skills are important, what Noms’ CEO is really looking for is passion. A willingness to grow outweighs experience in his eyes. In his own words, if he thinks someone is the right fit for the company, he’ll do everything that he can to keep them.
“It’s not just about paying them fairly (though that’s crucial)—we also practise empathy,” he added. “Whether it’s offering advice, flexibility, or even financial assistance when possible, we believe that taking care of our team builds trust and loyalty.”
Being transparent, emphasising equality, and properly dividing work are all part and parcel of the process.
Lightning striking twice
Passionate as he is, it comes as no surprise then that Avertino would find himself starting up a new brand once Noms found its footing.
Peanuts Anchovies offers his and his brother’s take on a classic Malaysian staple, nasi lemak.
Much like how he and his team started Noms, the business began with a simple stall selling just their signature dish. But as both locals and foreigners started flocking in, it became apparent that a new opportunity had presented itself.
Now with six outlets across the state, Peanuts Anchovies’ menu has expanded to include other Malaysian favourites.
“Looking back, what gave us the confidence to take the leap was the support we received from our customers,” he explained.
“Starting small allowed us to test the waters and see what worked.”
Naturally, Noms’ founder does not intend to stop there. Regional and international expansions, operating optimisations, product diversification, and collaborations are all in the pipeline for the Noms Group and its brands.
Leading by example, perhaps the saying “choose a job that you love and you will never work a day in your life” is true after all.
- Learn more about Noms here.
- Read other articles we’ve written about F&B businesses here.
Featured Image Credit: Noms
vulcanpost.com (Article Sourced Website)
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