When it comes to breakfast sandwiches, the first thing that usually comes to mind for many is McDonald’s iconic Egg McMuffin. It’s a fast, familiar option that’s long dominated the scene.
While traditionally seen as a simple, convenient morning meal, these sandwiches, also known as English muffins, are now taking on more creative and elevated forms.
One business that is contributing to this trend is 2nd Breakfast, a pop-up venture started by Lara, 26, and Zaim, 28, in August 2022.
The inspiration behind 2nd Breakfast
According to Lara, the concept behind 2nd Breakfast began as something of a joke. She recalls a casual conversation with Zaim where he half-jokingly suggested they sell the breakfast sandwiches she frequently makes at home.
“I always wanted to own a cafe,” Lara shared with Vulcan Post, “But seeing how competitive the market is, especially post-pandemic, made that dream seem less realistic. I started thinking about a more manageable business, and breakfast sandwiches just made sense.”
Inspired by her time spent in Vancouver, where she discovered a simple yet incredible breakfast sandwich from a small cafe run by a Korean couple, Lara set out to replicate and refine the concept in her own way.
From there, the couple spent months doing research and development, testing the menu with friends, and conceptualising the brand’s identity.
Lara and Zaim bring complementary skills to 2nd Breakfast. Lara, who has years of experience in the F&B industry, is the culinary mastermind behind the business. She is constantly experimenting with new recipes, keeping the menu fresh while ensuring quality in every bite.
Meanwhile, Zaim, who has a background in film and design, handles the branding and visual identity, giving 2nd Breakfast its distinctive look and feel.
In January 2023, they launched their first pop-up. Ever since, they have quickly gained a following, attracting both loyal customers and curious newcomers by offering a casual yet artfully crafted experience.
Why breakfast sandwiches?
Breakfast sandwiches have been gaining popularity for their versatility and simplicity. Last year, we featured another pop-up business, Beaming, specialising in English muffins.
But what makes 2nd Breakfast different? It’s in the details, they answered.
“Each business does their version of a breakfast sandwich differently,” Lara explained. “I haven’t had any breakfast sandwiches quite like ours.”
While most breakfast sandwiches typically involve eggs, cheese, and some kind of breakfast meat, 2nd Breakfast has taken a different approach.
Their menu is entirely vegetarian. For Lara, the decision to go vegetarian wasn’t just a business move—it came from her own experience. “I’ve been vegetarian for much of my life,” she explained.
“When we started, I realised I wasn’t comfortable handling meat in the kitchen, and I didn’t want to serve something I wasn’t confident in. Plus, there weren’t many vegetarian options for breakfast sandwiches in KL, so we thought, why not?”
However, if you browse through their Instagram page, they don’t advertise the fact that their menu is vegetarian. “We want people to try our food for the flavour, not because it fits into a specific dietary category. At the end of the day, good food is just good food,” she said.
Their best-selling sandwich is an egg and cheese muffin with a twist—each sandwich comes with a variety of flavourful sauces and fillings, making every bite an experience. And while it’s vegetarian, even meat lovers find themselves returning for more, the duo said.
Building a community beyond the food
Lara and Zaim have made it a point to cultivate an atmosphere where people can come together, meet like-minded individuals, and enjoy more than just a meal.
They’ve hosted several events, including techno parties where guests can eat breakfast sandwiches and dance the night away—a niche combination that somehow works.
The pair emphasises the importance of community in their business. “We like to tell people that 2nd Breakfast is about food, community, and art,” Lara said. “Those are the core pillars of what we do.”
They aim to create a space where people can connect, whether through their food or through the events they host. This sense of community is what keeps customers coming back, not just for the sandwiches but for the experience, the couple said.
Lara and Zaim have also found that the pop-up model allows them to explore different communities and reach a diverse customer base.
“In just over a year, we’ve done more than 20 pop-ups, some at markets and others at local music events,” Lara shared. “We’ve built connections with other vendors and event organisers, which has opened up new opportunities for us.”
The pop-up appeal
There’s something special about the pop-up food scene. Unlike brick-and-mortar restaurants, pop-ups offer a sense of exclusivity and urgency.
The irregular schedule of their pop-ups has created a sense of anticipation among fans who eagerly wait for the next chance to grab one of their sandwiches.
“People have told us they’ve been waiting for their turn to try a 2nd Breakfast sandwich, and I think that anticipation makes it all the more special,” they noted.
While the pop-up model has its challenges—like dealing with unpredictable weather and labour-intensive setups—Lara and Zaim find the rewards far outweigh the difficulties.
“There’s something very special about sharing a space with other entrepreneurs who are just as passionate about what they’re doing,” Lara and Zaim explained. “It makes being self-employed less scary, knowing there’s a whole community you can turn to.”
What’s next for the business?
As 2nd Breakfast continues to grow, Lara and Zaim are exploring new opportunities while staying true to their roots.
“I think for the moment, my current goals are to operate more consistently by running more delivery days out of my home, to get a gauge as to how sustainable running the business a bit more full-time is,” shared Lara.
Lara also expressed interest in expanding the business with more capital or potential investment. “In the future, I see us possibly customising a truck or some kind of mobile unit that fits our brand identity and business model,” she said.
Reflecting on their experience with pop-ups, Lara enjoys the idea of staying mobile and exploring different communities rather than being tied to a single location.
“I can’t really see myself opening a brick-and-mortar store. The overhead costs and competition might be too high for us to manage. But then again, you never know what the future has in store,” she added.
As pop-up businesses like this continue to gain popularity, it seems that breakfast no longer just has to be a morning affair—it’s something worth enjoying any time of the day. And for Lara and Zaim, that’s exactly what 2nd Breakfast is all about.
- You can learn more about 2nd Breakfast here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Raisa Azzam