The Rise of JB FnB Leaders: How Five Culinary Mavericks Are Dominating 2025’s Food Scene
If you still think Johor Bahru’s food industry is just about hawker stalls and casual kopitiams, you are living in the past! A new generation of JB FnB Leaders has stormed the scene, not just competing but completely revolutionizing the industry. These pioneers have transformed dining into an art form, blending business acumen with a passion for gastronomy, creating not just meals but unforgettable experiences.
Their influence isn’t just local—it’s reshaping Malaysia’s entire food culture. How did they rise above the competition? What radical strategies did they employ to turn their brands into culinary powerhouses? Let’s dive into the extraordinary journeys of five visionaries who are rewriting JB’s food legacy in 2025.
1. Mr. See & Tracy Tyu – The Toast: How a Simple Kaya Toast Became a Breakfast Empire
Who would have thought that a humble piece of charcoal-grilled toast could ignite a full-blown breakfast revolution? The Toast, founded by Mr. See and Tracy Tyu in 2007, has grown into a brand synonymous with high-quality, nostalgic flavors wrapped in a modern dining concept.
Unlike fleeting food trends, The Toast has maintained an unwavering commitment to quality. Each slice of bread is painstakingly grilled to perfection, each kaya spread meticulously crafted from a secret recipe passed down through generations. But it’s not just about the food—The Toast’s unique training program, the “Immersive Growth Camp,” turns every employee into an ambassador of the brand. This innovative approach ensures that service is just as memorable as the meal itself.
What’s next for The Toast? They have their eyes set on the global stage, aiming to introduce Malaysia’s beloved breakfast culture to the world while staying true to their roots.
2. Mr. Fan – Let’s Eat: How One Man Transformed a Tea House into a Cultural Landmark
Hong Kong-style milk tea? Classic dim sum? While these are staples of any tea house, Let’s Eat takes it a step further by integrating heritage and nostalgia into every aspect of the dining experience.
Founded in 2005, Mr. Fan’s vision for Let’s Eat went beyond serving food—it was about creating an experience. The flagship outlet, set in a fully restored century-old wooden house in JB’s Old Street, transports diners back in time. Every detail, from the traditional porcelain cups to the vintage décor, tells a story of JB’s rich culinary past.
Service at Let’s Eat is as legendary as its menu. The restaurant once made headlines when staff members located and returned a customer’s RM10,000 diamond ring within hours. Such dedication has cemented Let’s Eat as a brand that offers more than food—it delivers trust, nostalgia, and impeccable service.
3. Bruce Ban – BNX Delight Holding: Conquering Every Dining Segment in Johor Bahru
Why settle for dominating one market when you can take over the entire F&B industry? Bruce Ban, the mastermind behind BNX Delight Holding, understood that variety is the key to culinary dominance. His brand empire spans from high-end Japanese buffets to stylish brunch spots, offering a seamless dining experience for every customer segment.
One of BNX Delight Holding’s biggest innovations is the introduction of seasonal theme buffets, where every holiday or festival brings a fresh menu tailored to the occasion. The 2025 Chinese New Year buffet saw a record-breaking 30% increase in bookings, proving that BNX doesn’t just serve food—it curates experiences.
Further expanding its reach, BNX Delight Holding has ventured into the halal dining sector, appealing to Malaysia’s vast Muslim population and securing its position as a market leader across diverse demographics.
4. JB FnB Leaders Mr. Yo – Restaurant Pekin Sutera: Where Every Meal Becomes a Prestige Event
Luxury dining isn’t just about the food—it’s about exclusivity, ambiance, and an unforgettable experience. Restaurant Pekin Sutera, under the leadership of Mr. Yo, has transformed traditional banquet dining into a status symbol.
This is not just another Chinese restaurant. It is an institution where JB’s elite come to celebrate life’s biggest moments. With a 90% booking rate during the 2025 Lunar New Year, the demand for Pekin Sutera’s private dining rooms has soared. The secret? Imported delicacies, personalized menu curation, and an atmosphere that exudes opulence.
Cross-border customers from Singapore have also contributed to its success. With the currency exchange favoring Singaporean diners, high-end clientele from across the Causeway now frequent Restaurant Pekin Sutera, making it an international hotspot for luxurious dining.
5. Mr. Sam – Yi Jia Restaurant: Redefining Weddings with Unparalleled Elegance
A wedding isn’t just an event—it’s a once-in-a-lifetime experience. Mr. Sam, the visionary behind Yi Jia Restaurant, saw an opportunity to elevate wedding banquets to an entirely new level of luxury and sophistication.
Yi Jia Restaurant has pioneered the “off-peak reservation strategy,” allowing couples to enjoy lavish wedding banquets at more affordable prices during non-peak seasons. But the true game-changer? A collaboration with Singapore’s elite wedding planners, introducing the first-ever cross-border wedding package. Now, couples can experience seamless, high-end weddings across both Malaysia and Singapore—a move that has sent demand through the roof.