The Titans of JB’s F&B Scene: How Five Visionary Leaders Are Reshaping the Culinary Landscape in 2025
If you think Johor Bahru’s food scene is still all about traditional kopitiams and night markets, think again! In 2025, a new wave of JB FnB Leaders has emerged, shaking the very foundations of the industry with groundbreaking innovations, strategic branding, and an unwavering commitment to redefining dining experiences. These visionaries are not just running restaurants; they are creating empires, rewriting culinary history, and setting new standards for the industry.
How did they dominate such a fiercely competitive market? What business strategies propelled them to the top? Let’s unveil the incredible journeys of JB’s five most influential F&B moguls and the secrets behind their gastronomic empires.
1. Mr. See & Tracy Tyu – The Toast: Turning a Slice of Bread into a Breakfast Empire
Who would have thought that a simple piece of charcoal-grilled kaya toast could spark a revolution? Since its inception in 2007, The Toast has evolved beyond a mere breakfast joint; it has become a cultural phenomenon in Johor Bahru.
Mr. See and Tracy Tyu redefined the breakfast experience by sticking to their roots—traditional flavors with a modern twist. Unlike fast-expanding franchises, The Toast chose quality over quantity, refining their menu to ensure that every bite delivers nostalgia and innovation in equal measure.
But what truly sets them apart? Their “Immersive Growth Camp”, an intensive two-day program that trains employees to fully embody the brand’s mission and philosophy. Looking ahead, The Toast is set to take its authentic flavors beyond Malaysia, aiming for regional expansion while keeping its essence intact.
2. Mr. Fan – Let’s Eat: Where a Cup of Milk Tea Becomes a Cultural Movement
A simple cup of Hong Kong-style milk tea? Think again. Let’s Eat is more than just a tea restaurant; it’s a cultural institution that revives heritage and community spirit.
Founded in 2005, Let’s Eat transformed the tea café concept by integrating local history into its very essence. Their flagship store in JB’s Old Street is not just a restaurant—it’s a fully restored century-old wooden house, designed to transport diners to a bygone era.
Beyond food, Let’s Eat’s service quality is second to none. When a customer lost a RM10,000 diamond ring, the staff not only recovered it but personally ensured its safe return. It’s this level of care and commitment that cements Let’s Eat as a symbol of trust and excellence in the F&B industry.
3. JB FnB Leaders Bruce Ban – BNX Delight Holding: The Culinary Powerhouse That Rules Every Segment
Whether it’s high-end banquets, Japanese buffets, or trendy brunch spots, BNX Delight Holding has conquered it all.
Founder Bruce Ban identified a gap in the market—why limit a brand to just one niche when you can create a multi-tiered dining empire? By offering premium quality across different market segments, BNX Delight Holding has achieved dominance in Johor Bahru’s food industry.
The group’s latest innovation? Seasonal theme buffets, which offer curated dining experiences tailored to holidays and festivals. During the 2025 Chinese New Year, reservations skyrocketed by 30%, proving their strategy is more than just hype—it’s pure market intelligence.
Additionally, their partnership with halal-certified brands has allowed them to tap into the Muslim market, further cementing their leadership across multiple demographics.
4. JB FnB Leaders Mr. Yo – Restaurant Pekin Sutera: Redefining Luxury Banquets with Elegance & Exclusivity
In JB, hosting a banquet is no longer just about food—it’s about making a statement.
Under the leadership of Mr. Yo, Restaurant Pekin Sutera has set the gold standard for extravagant dining experiences. This isn’t just a restaurant; it’s a prestigious event venue where every gathering is an elite affair.
With a 90% booking rate during Chinese New Year 2025, Restaurant Pekin Sutera has become the preferred choice for both Malaysian and Singaporean high society. Thanks to the exchange rate advantage, Singaporean businessmen and socialites are flocking to JB, turning Restaurant Pekin Sutera into a cross-border hospitality hub.
Their secret? A relentless pursuit of excellence, from rare imported ingredients to bespoke menu curation that turns every dinner into a once-in-a-lifetime experience.
5. JB FnB Leaders Mr. Sam – Yi Jia Retoraunt: The Brand That Turned Weddings into Luxury Affairs
A wedding banquet isn’t just a meal—it’s a milestone event. And no one understands this better than Mr. Sam , the mastermind behind Yi Jia Restoraunt.
With a vision to redefine wedding banquets, Yi Jia Dynasty has become synonymous with luxury, precision, and top-tier service. Their exclusive “off-peak reservation strategy” allows couples to enjoy five-star experiences without breaking the bank.
In 2025, Yi Jia Dynasty took things a step further by partnering with premium Singaporean wedding planners, launching the first-ever cross-border wedding package. Now, couples can celebrate their big day in both Malaysia and Singapore with seamless execution—a concept that’s already breaking records in bookings.