Al-Edrus Fulfils Syed Ariff's Dreams

By Sharifah Hunaini Syed Ismail KUALA TERENGGANU (Terengganu, Malaysia), March 19 (Bernama) -- One can find plenty of Arabic restaurants and eateries in large towns like Kuala Lumpur, and locals and tourists alike frequent them. Restaurateur Syed Ariff Muzaffar Syed Mohammad (picture) is a fan of Arabic food as well; he has learned how to prepare its most popular dishes and serves them in his own restaurant. However, he chose to open his restaurant in Terengganu instead of Kuala Lumpur and named it "Al-Edrus". The 26-year-old graduate of the Al-Azhar University in Cairo has now opened the second branch of his restaurant in Ladang. It has been less than a year since his first restaurant opened here in Gong Badak. Syed Ariff, when met at his restaurant, was busy entertaining customers. Occasionally he would enter the kitchen to prepare dishes himself if the orders were piling up. Arabic is the main language used to communicate in the restaurant since the chef and many of the waiters are Yemeni. "This is to maintain the Arabic identity of the restaurant. However, many of them have learned the Malay language and can communicate with the customers and take orders," said Syed Ariff. A PASSION FROM HIS SCHOOL DAYS Syed Ariff said his passion for cooking stemmed from his schooldays when he used to help his mother, Syarifah Maznah Syed Idrus, who is a renowned caterer in Dungun. “Ummi (mother) was an accountant. But her fervour for cooking led her to quit her job and switch to catering. During the school holidays, I would help ummi with her orders, especially for weddings. It was during that time that ummi taught me a lot and passed down secret recipes," he said. Syed Ariff noted that his zeal for cooking did not trail off when he left for Egypt to pursue his education at the Al-Azhar University. Instead, it was further fuelled by his penchant for learning local recipes and cooking techniques. While in Egypt, he lived with Arabs and learned a lot about cooking Arabic dishes. "I concentrated on my studies, but I was also actively cooking on the side. I would join cookouts with Malaysian students, especially for gatherings and functions. "When I had the chance, I would visit the homes of my Arab friends and observe their methods of cooking, which differs from the Malaysian style," said the Islamic Shariah graduate. GOOD RESPONSE Syed Ariff noted that soon after completing his studies and returning to Malaysia in late 2010, he gained employment at Yayasan Restu in Shah Alam, Selangor, in January 2011 but decided to leave his job in favour of his dream of opening his own restaurant. With starting capital of RM200,000 (US$65,418.27) from his brother Syed Amir Muzzakkir Syed Muhamad, who is also a businessman, Syed Ariff opened the Al-Edrus restaurant in April last year (2011). He said the restaurant has been packed with customers since its opening. Business boomed in Ramadan, bringing in so many orders that he could barely cope. Syed Ariff revealed that raw ingredients, especially spices, were brought in from Saudi Arabia to preserve the quality and authenticity of the dishes served. "We know that on the East Coast, many have studied in the Middle East and performed Hajj and Umrah. They are used to Mediterranean and Arabic dishes. So when they have a craving for Arabic food, they will come here. Insya-Allah (God willing), they’ll find what they want here," he said. MANDY RICE IS A POPULAR CHOICE The positive response to his first restaurant led Syed Ariff to open a branch in January this year (2012). There are 30 dishes served at the restaurant, including “Arab Rice,” chicken or lamb “Mandy Rice” and “Mulawwah Bread.” One of the most popular items on the menu is the “Mandy Lamb.” Both of Syed Ariff’s restaurants need to purchase three or four lambs per day from a local supplier to cater to the demand. He said the restaurant, which operates daily from noon to midnight, also provides catering and delivery services. Customers can also place orders online at http://www.aledrusservices.com or through the restaurant’s Facebook page “Restoran Al-Edrus.” A COMMITMENT TO SUCCEED Syed Ariff said he planned to open an Al-Edrus branch in Wangsa Maju, Kuala Lumpur, in the near future. He is also surveying suitable locations in Kelantan and Kedah. Many would consider the opening of so many branches in such a short time to be a risky move, but Syed Ariff is set to prove that youth is not a hindrance to success. "I went into this with the aim to succeed. I can’t hold back now. There are many challenges to overcome, but I am determined to move forward," said Syed Ariff, the sixth of eight children. He counts himself lucky since his mother and brother have a great deal of experience in running a business and have become his source for advice and references. "They guide me along and give me advice, especially when there are problems. They’re the pillars of strength that help me to forge ahead in this field," he said. (photoBERNAMA) MALAYSIA