(Above, from left) Kwok, Brian and Fred welcome customers to Souled Out 30th Wonderfest. (Right) Among the stars at Souled Out are mojitos in various flavours. — Photos: YAP CHEE HONG/The Star
SURVIVING in the fast-paced and competitive F&B world for nearly 30 years is testament to an establishment’s food quality and its customer experience.
Prioritising passion, community and service, the Souled Out Group sought to set itself apart from the start.
The first Souled Out restaurant was established in 1996 in Mont Kiara, Kuala Lumpur.
Founder Fred Choo and his partners saw the potential of building a place where residents could socialise and enjoy delicious fare.
“The initial concept was simple – a comfortable and welcoming space that felt like a ‘home away from home’, which is still the restaurant’s tagline.
SOULed OUT is most famous for its mojito cocktail.
“This foundational principle of nurturing a community and offering good food at good value has been the driving force behind the brand’s enduring success,” he said.
In 2000, the Mont Kiara restaurant moved to neighbouring Desa Sri Hartamas and became known as Souled Out Kuala Lumpur.
The group now has nine restaurants: six Souled Out outlets, two under the WIP brand, and one named NOA.
Next year is Souled Out’s pearl anniversary, but festivities will begin this Sept 27 with “Souled Out 30th Wonderfest” at the Desa Sri Hartamas branch.
There will be a Coffee Rave at 11am, food and drink stations from 5pm until late, and performances from 7.30pm, including by jazz pianist Michael Veerapen, jazz singer-songwriters Junji Delfino and Dasha Logan, as well as a 17-piece big band.
“It will be a re-establishment of our relationship with our customers, both past and present, as well as a chance to celebrate the enduring spirit of Souled Out and the community it has built,” creative consultant and group partner Chris Kwok told StarMetro.
“We have served three generations of diners, from grandfathers to their grandchildren.
“Most of our customers feel a sense of nostalgia for us as they always return to dine with us,” said Kwok.
Over the years Souled Out weathered numerous challenges, including the Covid-19 pandemic.
Franchise executive director Brian Choo, who is Fred’s son, said; “Our employees took it upon themselves to navigate through the hardship together and came out stronger.
“As a result, we saw some record sales across our outlets in 2022 and 2023.”
Several dishes have remained on the menu since 1996 like the signature Fried Beef Noodles and Singapore Fried Noodles.
Souled Out also prides itself on having the best mojitos in town and in a variety of flavours such as coconut-calamansi.
The group is eyeing expansion, with a new project planned for Puchong in the next six months.
“We are also exploring expansion in other states such as Melaka, Perak and Johor,” said Brian.
“However, we will remain cautious, guided by the strong foundations we have built over the last three decades.
“The focus will always be on maintaining the unique culture and DNA that have made Souled Out a beloved destination for our customers,” he added.
