American barbecue (BBQ) appears to have fairly a mesmerising maintain on those that come throughout it. Nizar, who first found American BBQ greater than a decade in the past in Dallas, Texas, occurs to be certainly one of them. 

He used to work within the airline business as an engineer and chanced upon the native Texan BBQ tradition. Describing it as a lifestyle, Nizar shared that each Friday was a BBQ lunch. “Inside 10 miles of my workplace, we had eight BBQ joints so we had been spoilt for alternative.”

It turned such a behavior that each time he caught a whiff of BBQ smoke, he’d get excited and salivate, “Sort of like Pavlov’s canine,” he joked.

Loving the style of smoked meats, Nizar visited a number of eating places out and in of Texas that served it. Doing this allowed him to check and determine how the meats had been smoked, which turned out to be essential for his future enterprise. Even when he wasn’t conscious of it on the time.

Upon returning to Malaysia three years later, he shortly realised that there weren’t many individuals serving American BBQ. 

So he determined to be one of many few pioneers and launched Cowboys Barbecue & Grill in 2014.

Being a pioneer

Having not a lot capital to work with, Nizar and his different two co-founders (who’ve since left to pursue different pursuits) opted to get a meals truck. 

It was essentially the most cost-efficient solution to get the model began and allowed them to maneuver round. This meant they may acquire market validation from totally different places and gave them the chance to supply catering companies. 

To extend their odds, the trio additionally participated in meals occasions. “We had been lucky sufficient to be one of many early pioneers of the trendy meals truck within the Klang Valley, which helped us get numerous media protection,” Nizar shared. 

Nevertheless, American BBQ was nonetheless a novelty in Malaysia then and confronted a number of misconceptions. Probably the most jarring one is that when somebody mentions barbecue, we image reside hearth grilling.

Smoked brisket and its 10-hour-long, tedious cooking course of weren’t one thing many had been conversant in. “However sharing what we do is a giant a part of how we join with our clients, so I checked out this as a possibility to teach and promote [American cuisine],” Nizar shared.

Because the enterprise grew and suggestions turned more and more encouraging, he took the plunge and left the consolation of his company job at Malaysian Airways (MAS). 

However then the pandemic occurred and challenged the model’s resourcefulness and flexibility.

Solidifying the enterprise

A lot to their luck, Cowboys Barbecue & Grill had some monetary reserves they usually had been fast to alter enterprise methods. 

Nizar might nonetheless recall how blurry the primary month was with the group scrambling to maneuver beforehand in-person-only operations on-line. 

The model was barely breaking even for the primary 4 months. Nizar needed to dip his arms into private funds and promote the model’s second meals truck to maintain the enterprise afloat. The model labored with NGOs to organize meals for the B40 teams of their space to cowl overheads too. 

As a enterprise proprietor, although, he realised this wasn’t sustainable in the long term. 

“I knew that when the financial system opened again, eating could be very totally different [and] I couldn’t survive working solely from a meals truck,” Nizar shared. “[So] I took this time to revamp our menu with plans of opening our personal BBQ place.”

Particularly, the menu modified from being meals truck-based to a extra family-oriented restaurant. “This actually saved us. Our deliveries shot up and from worrying about how you can get orders, I used to be now considering of how you can sustain [with orders].”

There have been instances after they needed to run in a single day shifts to match calls for. It was this success that gave Nizar and his group the boldness to launch a brick-and-mortar retailer in Ara Damansara in 2023.

New spot, identical smoke-y goodness

To align with the American BBQ tradition, he determined to set it up in a warehouse-like house. It options an open idea the place visitors can see the smoking course of and benefit from the scent of briskets being cooked.

In case you’re new to Texan barbecue, Nizar recommends getting their Yellowstone Platter that serves two pax. He described it as the right introduction to the delicacies as you’ll get their Signature Smoked Brisket, Smoked Pulled Lamb, and a alternative of three home made sides and tortillas. 

There are additionally numerous burgers, quesadillas, and tacos stuffed with barbecued meat for those who’re on the lookout for lighter bites.

Most components are sourced domestically however the meat is imported, such because the Premium Angus from Argentina. “We use it due to its fats content material and its big dimension,” the ex-engineer shared. 

For the dry rub, he defined that actual Texan BBQ makes use of simply salt and pepper, and is smoked utilizing mesquite wooden. However he’s added extra seasonings to concoct a extra flavourful dry rub to go well with Malaysian palates.

Because it wouldn’t make financial sense to import American hardwood, he improvised and used fruit wooden (particularly, rambutan) as an alternative. This offers out a delicate and aromatic aroma that isn’t too overpowering. The wooden burns actually slowly as effectively which makes it good for barbecuing. 

Nonetheless a distinct segment market

At the moment, the model hasn’t gotten JAKIM’s halal certification because it requires “just a little bit extra assets”. They’re hoping to look into it sooner or later as soon as they’ve the means to take action. 

Nizar assured us that within the time being, all their components are halal-certified and that good hygiene is maintained. 

The only proprietor of the enterprise now could be specializing in rising his restaurant and catering arm. He’s additionally searching for a enterprise companion to take Cowboys Barbecue & Grill to the following stage. “Managing the enterprise as a one-man present is hard,” he confided.

Wanting on the panorama now, Nizar shared that there’s nonetheless a lot to teach the general public on relating to American BBQ. However the scene has taken off within the final three years with extra manufacturers providing the delicacies, together with SmokePapa BBQ in Penang. 

“I feel COVID-19 helped in a method trigger everybody was caught at house and had numerous time on their arms. And in BBQ, having the time and persistence to observe the smoking course of is vital,” he defined.

That mentioned, he believes it’s nonetheless very area of interest and isn’t nervous about market competitors. In spite of everything, what number of native manufacturers are you able to identify that serve briskets cooked for 10 hours?

• Be taught extra about Cowboys Barbecue & Grill right here.
• Learn different articles we’ve written about Malaysian startups right here.

Featured Picture Credit score: Cowboys Barbecue & Grill