The restaurateur behind Restaurant Dominic, Phil’s Pizza and Murray’s Smoothies gives us insights into navigating the country’s ever-evolving dining scene.

For Sara Rashid, building a successful F&amp;B brand goes far beyond what is on the plate. As Brand Strategist, she is the creative force behind a growing portfolio of F&amp;B ventures alongside her partner, Philip Dominic, including Phil's Pizza, Restaurant Dominic and Murray's Smoothies. Day-to-day, she leads the branding and marketing direction across the businesses, dencompassing creative direction, campaign curation, project management, collaboration strategy, visual merchandising and concept development.
With a keen eye for detail and a strong understanding of different target markets, Sara works across every touchpoint to build brands that feel distinctive, cohesive and, ultimately, resonate with their customers.
Styled in the HardWear by Tiffany collection, she spills the tea on building brands from scratch, what makes Malaysian F&amp;B so distinct, and her accessories game on-duty.

What has been the most rewarding part of building a career in F&amp;B in Malaysia? I'm going to have two answers for this question. First, when it's impactful and contributes something to people. For example, when we're able to hire and provide a platform or workspace for people to earn and get their first car with our pay slip — or for creatives to experiment with the opportunities we're able to give them.&nbsp;
Second, when it's profitable while being on autopilot at the same time. In any business, to sustain itself, it has to be profitable. There's a lot of trial and error to crack the code, and to get to autopilot, the SOPs have to be clear and thought through.

Having built several different F&amp;B concepts — Restaurant Dominic, Phil's Pizza, Murray's Smoothie, and more on the way — what has that experience taught you? I think it's taught me that every concept is a learning process. You can plan everything, but once you open, hiccups and problems will always surprise you. You learn what works, what doesn't, and you just keep adapting. I think that's the fun part of it!&nbsp;
It's also taught me that no two concepts are ever the same. What works for one might completely flop for another. You have to understand the people, the market and the vibe of each brand. And sometimes you just have to try things and see what happens [laughs].

Is there a common thread that runs through all your establishments, despite their different identities? Definitely. We love strong branding direction and building a targeted community around each concept. I believe every brand should have its own personality, but there should always be a clear reason for why it exists and who it's for. The food, space, branding and community should all feel connected, and most importantly, it has to be impactful.

How has being Malaysian influenced the way you approach food, hospitality and your work? Growing up in Malaysia, I think I naturally see food as something very communal. It brings people together. That's influenced the way I think about hospitality — I want people to feel comfortable, relatable, accessible and like they're part of something.

What's your ultimate comfort food — the dish you'll always come back to? I grew up near the Malaysia–Thailand border, and we take huge pride in our nasi kerabu. I don't mind eating it a few times a week, paired with solok lada and fish keropok on the side.

What excites you most about where Malaysia's F&amp;B scene is heading? I'm excited that people are becoming more curious and accepting. There's more appreciation for local ingredients, local stories, and independent, niche and start-up brands. I also love seeing younger founders creating concepts that are less traditional but still very Malaysian in their own way. I admire those experimental brands that are willing to take the road less travelled, and the willingness to educate customers to understand new concepts. Keep going, guys — big fan here!

What does being a woman in Malaysia's F&amp;B industry mean to you? For me, it means being comfortable taking up space and having a voice. F&amp;B can be a very demanding industry, so I think being a woman in this space is about proving that you can be creative, business-minded and hands-on at the same time.

Working in F&amp;B can be very hands-on. How does that affect the way you think about dressing or wearing jewellery to work? Comfort is definitely important because I'm constantly moving around. I don't really want anything that gets in the way, especially when I'm on the floor or checking on operations. Jewellery is similar — I prefer pieces that feel like part of my everyday style rather than something too precious to actually wear.

Is there a piece of jewellery you find yourself reaching for when you want to feel a little more put together? I love to stack my rings, and add subtle earrings if I'm feeling extra. I'm also experimenting with a simple necklace, placing it under my collar.

<p class="x1yc453h x1hpqcdg x1ekroe6 xutxfr x1fie51u xgyxj25 xkyrhof x1elgs31 x1fv8qjw x1tbvfm1 xb72syl x1iew0xx x1c2l018 x14l7nz5 xuw7688 x1pjt2rx x160d6zm xrxpjvj" dir="ltr" data-assistant-stream-block="" data-assistant-stream-block-index="2">What did you love most about the HardWear by Tiffany collection you wore for the shoot?
They’re chic and timeless — pieces you can wear with a plain white shirt and blue jeans that instantly complete and elevate the look. They’re subtle, yet still make a statement. Perfect for an easy Sunday drive in a Targa, when you want to keep things effortless without looking lazy or too basic.

What's next for you? More concepts, more collaborations, and hopefully more opportunities to build communities around food. I'm still very curious about what we can create next, so I don't want to put myself in one box. There are a few things in the pipeline, and I'm excited to see where they take me! For myself personally, I want to be more playful in experimenting, worry less about the outcomes, and really, really enjoy the process!

Check out the HardWear by Tiffany collection <a href="https://www.tiffany.my/jewelry/shop/tiffany-hardwear/">here</a>.

TEAM CREDITS
Photography Amani Azlin Creative direction &amp; styling Joan Kong Assisted by Amelia Tan Makeup Gan Chu Fan Hair Cody Chua Jewellery Tiffany &amp; Co. HardWear collection Clothing Maje

In Good Taste: Sara Rashid on building a multifaceted F&B career feat. Tiffany & Co.

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