In April 2019, Muhammad Hamizan Zaidi opened Affogato, a popular coffee and ice cream dessert cafe in Kuching. Capitalising on a loyal community following, the concept soon expanded into a second lot right next door to become Oregano by Affogato, a pasta-forward restaurant blending Sarawakian ingredients with Italian fusion. Together, these ventures built the foundation of a seven-figure multi-brand F&B business.

Encouraged by his success in Sarawak, Mizan made the bold decision to expand into Petaling Jaya. However, the operational realities of West Malaysia proved vastly different from his home base. Facing the stark contrasts and intense pressures of running an F&B outlet in Kuala Lumpur compared to Kuching, the Petaling Jaya expansion struggled. To rescue the business, Mizan successfully secured capital from new investors, executing a major strategic pivot that saw the PJ location completely rebrand from Oregano into Warung Jakarta.

Mizan joins us to discuss the realities of expanding an independent F&B brand across the South China Sea. We explore the distinct differences in consumer behaviour and operational demands between the Kuching and KL markets. He also shares the heavy emotional responsibility of managing a team through a business rescue, and why his ultimate goal for his portfolio is building deep, sustainable artisan character rather than chasing aggressive scale.

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