Friends toil at nasi padang stall, find ways to attract customers amid rising costs

New Paper

5 hours ago

In Singapore's saturated F&B industry, it's not easy to survive - much less stand out.
So when friends Leelavathi Sinnathurai, 57, and Nabisah Bevi Maudu, 55, decided to open N&N Nasi Padang Corner at 1036 Sembawang Road in February, those around them thought they were a little mad.
N&N stands for Nancy and Nash, as Ms Leelavathi and Ms Nabisah are known.
"We were just having breakfast when the stall owner told us there was a vacancy," Ms Nancy recalled, chuckling at the memory.
"We'd been talking about it casually, and suddenly, it just... happened."
Ms Nash does all the cooking. Ms Nancy is the cashier, handles daily operations and chats with the regulars.
But the stall is not a hobby project. Between managing costs, cooking over 30 dishes daily, and competing for customers in a saturated market, it's a full-time grind.
Ms Nash learnt to cook from her mother and best friend, who ran a nasi padang restaurant for 30 years. After years of helping out in the kitchen, she eventually struck out on her own.
"Even now, I don't get tired of cooking," she said. "It's my passion. I can cook at work, then go home and still cook for my family."
Her favourite dish? The beef rendang, slow-cooked till tender and served with chilli padi on top.
"It's traditional kampung style - very homely," Ms Nancy added. "A lot of customers say it tastes like something their mum or grandma would make."
Their ayam masak merah is another crowd favourite. The nasi lemak goes for just $4 a plate, which some customers say is "value for money".
"We even give out free keropok and fruits," Ms Nancy said. "Watermelon, papaya, banana - we cut and leave it there for people to help themselves. Especially on Fridays. It's a good thing to do."
That said, some customers have baulked at paying $7 to $9 for nasi padang. But the duo is used to it - and ready to explain.
"You can't compare today's prices with a few years ago," said Ms Nash. "Everything's more expensive now - even eggs. A tray used to cost around $4, but now it's nearly double."
Leftovers aren't kept overnight either. "We throw them," she said bluntly. "Fresh food, every day."
"If a customer really cannot afford it, sometimes we give them a discount," Ms Nancy said. "Or throw in an extra egg."
Operating hours are tight. The coffee shop opens at 6am, so Ms Nash starts cooking early - sometimes even at her Jurong outlet before driving the food over to Sembawang.
Every Friday, they also prepare food deliveries for several mosques across Singapore, including those in Marsiling, Keppel and Jurong.
And yes - they clean the stall themselves. "Even spray air freshener," Ms Nancy joked. "It's supposed to be the coffee shop's job, but we just do it."
Rental, they admit, is steep - about $6,000 to $8,000 a month. They're now exploring ways to open for dinner, possibly with lighter bites like vadai.
"Right now, we're operating until only 3pm. But the area gets busy at night - bars, clubs, all around. So we thought, why not try something new?" Ms Nash said.
They're bringing in a partner who specialises in vadai - a familiar face from pasar malams.
Ms Nash also has bigger ambitions. "I want to create more dishes. I'm good at seafood - that's my next goal."
For now, Ms Nash and Ms Nancy are keeping things humble - good food, good service, and a little extra to make customers smile.
And regulars are noticing.
Mr Soe, 55, has been eating at the same stall location for over a decade - even before the current owners took over.
"The previous couple retired when the old man got sick, but the food now still has the same taste," he said.
While he admits prices have gone up a little, he isn't too fussed.
"I bought two meals for $11 - one for me, one for my kids. Chicken nuggets and nasi lemak for the kids. Not too bad lah. The quality is quite good, and they've added more variety now."
And with few other food options nearby, it's a spot he keeps returning to. "Unless we want to drive to another block, there's not much else to eat. So we support these neighbourhood shops."
Ms Nancy said that kind of support means everything.
"We do it because we love it - and because when someone says the food reminds them of home, that's the best feeling," she said.