SINGAPORE

At the age of 46, Noorman Mubarak's journey has defied conventional career paths. Once earning an impressive $20,000 a month as a project manager in the oil and gas industry, he decided to pursue a more fulfilling life, leaving behind his corporate job to become a hawker in 2017.

Starting small, he launched Nasi Lemak Ayam Taliwang with his wife, Ms. Puti Andam Dewi Henry, and a close friend at Yishun Park Hawker Centre. Their venture has blossomed into a thriving chain with 26 outlets, 100 employees, and a staggering annual revenue of $7 million. Amidst his success, Noorman faced challenges, including a recent controversy concerning his wife's physical presence at their stall due to tenancy regulations, which they have since resolved.

Noorman's transition from the skies to hawker stalls was influenced by family roots; both his late grandmother and parents were hawkers. His early life involved helping out at his family's stall in Ang Mo Kio, where he gained invaluable experiences that would serve him well later. Inspired by the birth of their first son, he sought a career change that would allow him to spend more time at home.

Throughout their entrepreneurial journey, Noorman and Ms. Puti integrated technology into their operations. They leverage human resources software, standardized operating procedures, and CCTV for oversight, ensuring a smooth workflow even during Ms. Puti's maternity leave.

With Ms. Puti's culinary background, their menu marries traditional Malaysian Nasi Lemak with Indonesian influences, especially her specialty, ayam taliwang - a spicy grilled chicken dish. Their bestselling Nasi Lemak Ayam Taliwang Set reflects their commitment to quality, featuring homemade sambal and freshly prepared ingredients.

The road hasn't always been smooth. After experiencing initial success, the COVID-19 pandemic wreaked havoc on their expanding chain, causing significant financial losses. Despite this, a pivotal moment came in 2021 when their Yishun outlet was recognized in the Michelin Guide, a milestone that jumpstarted their recovery and expansion.

However, challenges persisted. A misstep occurred when Noorman attempted a premium offshoot with Nasi Lemak Ayam Taliwang Signature, which ultimately proved too expensive for his regular clientele, resulting in a closure after incurring a loss of $150,000. This lesson reinforced his focus on his core business model centered around hawker centers and food courts.

Now, Noorman has ambitious plans for his thriving business. With 26 outlets across Singapore as of March 2025, he is targeting 50 locations islandwide. He aims to refine his operations by consolidating and shifting focus to more profitable venues like coffee shops while considering regional expansion through franchises or partnerships.

Reflecting on his entrepreneurial journey, Noorman states, “Nobody in their right mind would want to go through this. It is full of stress, but what I want to achieve is not for myself. It is for my family, especially for my children. I want to create generational wealth for them so they can pursue their dreams.”

As the Nasi Lemak Ayam Taliwang chain continues to grow, Noorman Mubarak serves as a testament to resilience and innovation within the food industry, reminding us all that with hard work and determination, one can transform their passions into a thriving enterprise.