Still only RM4: Johor’s Jalan Mawai ‘apam balik’ keeps customers coming back after 19 years

Jalan Mawai's apam balik in Johor has been delighting customers for 19 years, maintaining its popularity despite rising ingredient costs. The family-owned business, run by Nelta Efrida Zulfadhli and her husband Mohd Shahrizal Supri, prepares its ingredients daily from scratch, with the flour batter made on-site and corn prepared in-house.

Despite raising prices in the past, the couple has managed to maintain profitability due to the high sales volume and no plans to increase prices at the moment. Apam Balik Jalan Mawai offers a unique twist on the traditional snack with its plump 'apam', which has become a customer favorite. The business has expanded its customer base to include those from distant locations such as Skudai, Kulai, Simpang Renggam and Mersing.

Nelta Efrida has three full-time and two part-time employees working in the shop. The business started with five kilograms of flour daily in 2007, rising to 50-55 kilograms during holiday seasons, which significantly boosted daily sales to around RM6,000 when the shop went viral. The couple faces challenges such as a shortage of workers, especially during peak seasons like weddings.

To address this, they have plans to increase their staff count and accept wedding orders in the coming year. Operations typically start at 9.30 am and end at 4pm, but they have closed early when they reached full capacity.