At a privately owned coffee shop in Yishun, a family-run stall continues to sell their beloved nasi lemak at just $2 despite facing nearly $10,000 monthly rent and rising costs. Second-generation owner Adam Danish shares how they manage to keep this local favorite affordable while navigating a challenging business environment.
- Nasi lemak sold at $2 despite $10,000 monthly rent
- Family prioritizes community over profit
- Cost-saving measures include cheap supply sourcing and switching to electric cookers
What happened
Indonesian Selera Corner, a family-operated hawker stall in Yishun, faces hefty operational costs including a rent of nearly $10,000 a month and utility bills pushing total monthly expenses to around $13,000. Despite this, they continue to price their signature nasi lemak at $2—a decision rooted in community support rather than profit maximization. The affordable portion was originally introduced after a customer sought a smaller, cheaper meal, and it has since become hugely popular among workers and elderly patrons.
With no prior detailed accounting, the second-generation owner, Adam Danish, took charge to analyze the business’s finances from the ground up. He discovered that ingredients for nasi lemak alone cost around $1.30 per packet, making it challenging to turn a profit while maintaining quality. The stall’s main revenue comes from other dishes averaging $7 per meal, and Adam calculates that they need to sell at least 159 plates daily to break even, excluding salaries.
Why it feels good
This family’s decision to keep the nasi lemak price accessible despite rising costs embodies a spirit of giving back to their community, especially supporting large families, low-income groups, and elderly customers who rely on affordable, quality meals. Co-owner Sakdiah Abdul Latiff believes what the stall earns should be returned to the public, fostering a sense of connection and shared goodwill through food.
The stall’s commitment stands out in an environment where hawker rents and expenses have steadily climbed, particularly in private coffee shops where commercial rents are higher than government-run hawker centers. Their approach shows that a business model can hold onto its values while adapting to financial pressures, making the humble nasi lemak a symbol of resilience and community care.
What to enjoy or watch next
To keep their business sustainable, Adam is implementing cost-saving strategies like purchasing fish directly from Jurong Fishery Port and planning to switch from gas to more efficient electric cookers, potentially halving weekly fuel costs. Keeping a close eye on expenses without compromising food quality will be key to continuing the $2 nasi lemak tradition.
Looking forward, the stall aims to better organize finances and gradually improve profitability to support family salaries and invest in the business. Fans of local hawker fare can look forward to continuing affordable and delicious nasi lemak while supporting a small business balancing commercial challenges with heartfelt community spirit.