Young Entrepreneurs bring Noms to La Promenade Mall

KUCHING: One of Sarawak’s best new burger and fast food joints, NOMS, by a trio of young business developers, is opening at La Promenade Mall.


Founders Ardeles and Avertino Phua, and Kelvin Chong, will bring their fresh ideas and good taste to the new mall, which is part of Hock Seng Lee’s (HSL) 10-storey headquarters.

NOMS at La Promenade will be on the mall’s ground floor near Choice Supermarket, Rice King, Authentic Chicken Rice and Black Bean Coffee & Tea.

What began as a food truck in 2015 evolved into a growing franchise and established brand.


“When we began we borrowed money for the truck. It was the three of us. Kelvin was my colleague from another career. I roped in Ardeles, my brother, a chef at a hotel, to help,” said Avertino, 25, who is the youngest.


The trio focussed on the food and let the public guide their business. “All you can do, really, is just do the food that you like yourself. We kept a small and manageable menu, never too quick to add too many things and we always removed what didn’t work. The business grew, and we opened at a shoplot at Jalan Tun Jugah, then Matang, then expanded the original Tun Jugah branch.


“Now, we are going into a mall with HSL. I almost can’t believe it. We’re excited, nervous, happy and raring to go.”


The trio take a hands-on approach to their business, from daily kitchen operations to restaurant design.


To prepare for the La Promenade outlet, they visited Kuala Lumpur’s food outlets in malls and made sure to utilise the space’s dual-frontage: inside facing Choice Supermarket, outside, towards a landscaped carpark before the busy Kuching-Samarahan.


NOMS will introduce a refreshed menu at La Promenade. Favourites like its “Signature Chicken Burger”, “Beefed Out Burger 2.0”, “Grilled Mac & Cheese Sandwiches” remain. New options include “Filthy Rich Fries With Chilli Beef” and “Philly Cheese Fries”.

“There are many things we like about NOMS,” said HSL property development general manager Tay Chiok Kee.


“One key reason is that they have not only weathered the MCO but actually grew and improved. They know how to approach challenges and have taken the right decisions. NOMS has strong marketing behind them. It’s no surprise NOMS is a top seller on GrabFood. NOMS is popular with the public and we are glad they’ve chosen La Promenade as their next step.”


La Promenade Mall’s eatery line-up currently features all Sarawakian brands. HSL is taking a “supporting homegrown” approach to its mall.


La Promenade is a 200acre development, of which 160acre is gated residential. The HSL Tower and mall complex is the first development in the commercial zone.


For more info, call 013 836 5566 or search @lapromenademall on social media. Info also at hsl.com.my and @hslcn.