From Kitchen to Code
Built by a Chef.
Powered by AI.
We help F&B brands develop menus, streamline operations, and automate growth — built on 14 years of professional kitchen experience and cutting-edge AI.
As Featured In
The Story
From Michelin Kitchens to Machine Learning
Chef Asyraffie
14 years behind the pass. Iggy's (1 Michelin Star, Singapore). Gaggan Bangkok (#1 in Asia, twice). Thevar (1 Michelin Star). I spent over a decade mastering fire, flavour, and the chaos of professional kitchens.
Then I built my own concepts — Arang, a private dining experience that sold out 160 dinners and got featured in WSJ, Tatler, and Prestige's 40 Under 40. Kerabu, a contemporary Malay hawker stall covered by Rice Media, CNA, and Miss Tam Chiak.
Now I bring that same obsessive attention to detail to a different kitchen — one where the ingredients are data, automation, and AI. I help F&B brands develop menus that sell, standardise recipes that scale, and build systems that run while you sleep.
What We Do
Two Pillars. One Mission.
F&B Consulting
Menu development, recipe standardisation, food costing, and culinary strategy for Malay food brands and F&B businesses ready to scale.
AI & Automation
Custom workflows, WhatsApp automation, AI voice agents, and booking systems that turn missed calls into revenue — built specifically for F&B and service businesses.
Built With
The Process
How We Work
F&B consulting builds the foundation. AI driven automation makes it scale.
Discovery & Audit
We visit your kitchen, taste your food, study your numbers, and identify the gaps between where you are and where you want to be.
Menu Strategy
Positioning, pricing, and narrative for your concept. We design menus that tell a story and hit your margin targets.
Recipe R&D
Test kitchen sessions until every dish is production-ready. Exact weights, exact temperatures, exact plating — no guesswork.
Food Costing
Full cost breakdowns for every dish with target margins built in. You'll know exactly what each plate costs and earns.
Kitchen Design
Station layout, equipment placement, and workflow optimization so your kitchen moves efficiently during peak service.
Team Training & Handoff
Hands-on training with SOPs, knowledge transfer documents, and ongoing support until your team runs independently.
Every engagement ends with a complete handoff — SOPs, training manuals, and ongoing support.
Selected Work
Case Studies
As Featured In
Testimonials
What Clients Say
Get In Touch
Ready to Build Something?
Whether you need a menu that tells a story or a system that never sleeps — let's talk.