Did you know that campus mala spot A Hot Hideout was started by three NTU students? HEY! student writer Emmy Kwan gets the spicy details of how they cooked up a winning formula
by Emmy Kwan
The founders with the senior management team of A Hot Hideout.
With their legendary fluffy scrambled eggs, deep fried potato and lotus root slices, A Hot Hideout has become an iconic mala eatery at NTU, drawing long lines daily for their tasty soups and mala stir-fry.
Hall 12 buddies Lee Ray Sheng (Ray), Ye Anran and Zechary Hoe, then second-year undergrads, kicked off their foodie adventure in 2020 with a fried beehoon stall at the former Canteen 13. From there, they rolled out NTU’s first supper truck.
Before the year was out, the trio dived into the competitive mala space. They set up A Hot Hideout’s very first restaurant at NTU’s North Hill halls.
FIERY CHEMISTRY
The co-founders, who studied computer science, data science and computer engineering respectively, had fiery chemistry.
“We had zero business background and can’t really cook, but we were resourceful and loved working together. We did plenty of R&D and looked into locals’ likes and dislikes to create A Hot Hideout’s Singapore-style mala, which is less ‘numbing’ compared to Sichuan-style mala,” says Ray.
With his computer science skills, Ray even built a simple accounting app to track every transaction, complete with a dashboard to analyse anything from ingredient cost to customer preferences.
Since then, things have only heated up. From its humble debut in October 2020, A Hot Hideout’s revenue reached eight figures annually. With a shiny new central kitchen to standardise their flavours and quality, they’ve just fired up a fifth outlet at the National University of Singapore. More good news: Orchard, Simei and Punggol might be next.
STUDENTS, START COOKING NOW
If you’re looking for a sign to launch a business, Ray’s advice should whet your appetite. “I encourage you to start while in uni. You’ll have time to explore and develop your vision as you go along. As a student, you can afford to take more risks, since you may have fewer family or financial commitments,” he says.
Of course, that doesn’t mean you should take your venture lightly. In fact, the team attributes their success to treating A Hot Hideout like a full-time job. They set revenue targets and timelines and discussed when to pull the plug if they didn’t turn a profit.
Balancing school and business can be challenging, but help is always available. “I’ve found that many local industry veterans are open and willing to share their expertise,” says Ray. “Join lots of networking events and go prepared. Be direct, specific and respectful when you approach them – state the advice you need, explain your business and outline your target audience,” he adds.
The founders (from left): Anran, Zechary and Ray with a friend.
SIMMERING WITH SUCCESS
Today, just two years after graduating, Ray and Anran lead over 80 employees at A Hot Hideout. As with any adventure, sacrifice is necessary. Ray left his role at McKinsey, and Anran turned down a high-paying consulting job offer to focus on the business full time.
Next on their plate? Expanding to seven outlets by March 2025. It’s sure to be a sizzling ride ahead.
Ray’s spicy confessions
What’s your recommended order?
“Our signature mala collagen soup, paired with deep-fried items perfect for dipping. Be sure to select ‘separate deep-fried items’ when ordering. My go-to ingredients are cheese tofu, cheese balls, marinated pork slices and vegetables like cabbage and broccoli to sweeten the soup. Don’t forget to top it off with our scrambled eggs that make the broth extra creamy.”
When is the best time to eat at A Hot Hideout?
“Between 2pm and 5pm – our off-peak hours. This applies to all our outlets. You can opt for delivery, but it is pricier and not the full experience.”
Any spicy stories?
“Back when we were testing mala recipes, a friend always opted for ‘chao ji da la’, or ‘extra big’ spice level. When she tried our recipe, her whole face turned red. So, I don’t recommend going for the extra spicy option. After all, mala is meant to be enjoyable. You should leave with a smile, not tears!”
HEY! STUDENT WRITER
Emmy loves coming up with stories to connect with readers. She also reads, paints and contemplates what life will be like as a soon-to-be working adult.
This story was published in the Sep-Oct 2024 issue of HEY!. To read it and other stories from this issue in print, click here.
