Datuk Najib Hamid of Serai Group Dishes on Legacy, Growth, and the Future of Dining

In conversation with Datuk Najib Hamid, Co-Founder and Managing Director of Serai Group, who reflects on Serai’s evolution and what it takes to remain authentic while expanding globally.

The Serai story started in 1990 when Rina Abdullah decided it was time to build a life closer to home after years as a Malaysian Airlines stewardess. The spark came from her seven-year-old daughter Qistina, who cheekily asked one afternoon, “Why don’t we open a restaurant so we can eat for free?” That playful question set the wheels in motion for Serai Thai in Shah Alam, a humble eatery serving Northern Malaysian and Thai fare. What began as a small family venture quickly blossomed into a neighbourhood favourite. Some years later, Rina was joined by her daughter Qistina Taff and her husband Datuk Najib Hamid. With Najib’s culinary training and Qistina’s design sensibility, the family nurtured the business into what we now know as Serai Group.

From those beginnings, Serai Group grew into more than 20 outlets across Malaysia. Its line-up includes the Serai family of restaurants—Serai, Serai Thai, Serai Cafe and Serai Chicken Rice. The café-driven Jibby & Co opened the door to a new wave of dining, joined by its offshoots Jibby Chow, Jibby by The Park and Jibby East Grill. Modern dining concepts such as Blonde and Meriah widened the group’s scope. Families gather at Chum Chum Pizzeria, while dessert lovers find joy in Taffy Gelato or the whimsical lola. 

In May 2023, Serai celebrated its first international milestone with the opening of Meet Bros Steakhouse in London, created in partnership with Me’nate Steak Hub. Building on that momentum, the group recently signed a master franchise with Lotte GRS to bring Lotteria to Malaysia. The first outlet is scheduled for late 2025, with thirty more to follow in the years ahead. Together, these moves point to a brand ready to grow beyond borders while staying anchored to its roots.

Three decades on, Serai has become more than a dining group. It is part of daily life for many Malaysians. What began as a single restaurant has grown alongside the way we eat, from family meals at home to café culture and a curiosity for global flavours. Through all these changes, one thing has remained constant: food is about connection, hospitality and the joy of sharing. With that spirit, we turned to Datuk Najib Hamid to share his reflections on the journey so far and where it is heading next.

DID YOU ALWAYS FEEL DRAWN TO FOOD AND HOSPITALITY, OR DID THIS INDUSTRY CATCH YOU BY SURPRISE?

I grew up in a family where my late father, Haji Abdul Hamid, would prepare meals for special occasions. He was always excited and proud to host guests and cook for them. I fondly remember how even a simple dish of nasi goreng tasted fantastic when prepared by him. At one point, he also ran a restaurant with my aunt, which exposed me to the industry from a young age and became part of my core memories.

During my high school years, however, I never imagined myself in this industry. I actually dreamed of becoming a police officer. My parents and uncles did not approve of that path, and instead, they encouraged me to pursue studies in hospitality. I agreed instantly, thinking that as long as I avoided Mathematics, I would be happy. I was wrong, as I still had to tackle accounting, which I had no knowledge of at the time. Eventually, I learned the hard way and came to enjoy my student days in Adelaide.

The kitchen experience in particular was eye-opening because it exposed me to new skills and perspectives, and it was there that I discovered a passion I never knew I had.

SERAI THAI WAS ALREADY A WELL-LOVED RESTAURANT WHEN YOU CAME INTO THE PICTURE. WHAT INSPIRED YOU TO TAKE IT FURTHER AND BUILD WHAT IS NOW SERAI GROUP?

When I came into the picture, Serai Thai was already a beloved household name in Shah Alam, Subang, and parts of PJ. What inspired me was the potential I saw in it. It was not only about maintaining a restaurant but also about elevating a family-run business into something bigger, with new concepts and offerings. I wanted to build on the strong foundation that already existed and explore how far the brand could go. With everyone in the family contributing their strengths, what once felt like a distant dream gradually became a reality, and that is how Serai grew into the group it is today.

SERAI HAS GROWN FROM A SINGLE RESTAURANT INTO A DINING GROUP WITH MULTIPLE BRANDS. WHAT HAS BEEN THE KEY TO SUSTAINING THAT GROWTH OVER THREE DECADES?

The key has always been consistency and comfort for our guests. We focus on creating experiences that people can trust and return to, time and again. Rather than chasing after trends, we look at what is missing in the dining scene and fill that gap, all while maintaining the same flavours and quality that our diners have come to expect from us.

YOU HAVE A BACKGROUND IN FORMAL CULINARY TRAINING. HOW HAS THAT SHAPED THE WAY YOU APPROACH DECISIONS FOR SERAI GROUP?

I am a creative person who enjoys experimenting with flavours and developing new menus, and I tend to see every opportunity as an adventure. My training gave me the confidence to explore those ideas, while also teaching me the importance of structure and discipline in the kitchen. I came to understand that every idea needs balance, and that mindset has been a guiding principle in the way I approach decisions for Serai Group and in how we continue to grow.

EACH OF SERAI GROUP’S BRANDS HAS ITS OWN IDENTITY, FROM SERAI TO JIBBY & CO TO BLONDE AND NOW MEET BROS. WHAT IS YOUR PROCESS FOR DECIDING WHEN A NEW CONCEPT IS WORTH BRINGING TO LIFE?

We start by looking at what suits the location, its demographics, and what might be missing in that market segment. Because I am a creative person, I often have concepts waiting in the background, ready to be matched with the right space. At times, the location itself becomes the inspiration, guiding us toward which brand or idea will come to life.

AFTER DECADES OF OBSERVING DINERS, HOW HAVE YOU SEEN PEOPLE’S EATING HABITS CHANGE SINCE 30 YEARS AGO?

Thirty years ago, people usually dined out for special occasions or as a weekend treat. It was a simpler population to please. Today, lifestyles have changed significantly. With many families having dual incomes and less time to cook, takeaways and food delivery have become the norm. Dining out is now about convenience and socialising without the hassle of entertaining at home.

Another major shift has been driven by social media. It fuels FOMO and creates endless lists of places to try. At the same time, it has raised the stakes for business owners. Any slip in quality or hygiene can go viral instantly. The pressure to stay relevant with content creation has now become a defining part of the F&B landscape.

IN WHAT WAYS DO YOU THINK SERAI HAS INFLUENCED OR REFLECTED THE EVOLUTION OF DINING CULTURE HERE?

I believe Serai helped modernise traditional cuisine by positioning itself in strategic shopping malls such as Pavilion Kuala Lumpur. At that time, very few halal operators offered menus like ours. We combined local favourites, usually found at roadside stalls, with Western dishes in a comfortable, mall-based environment. Over time, dining in malls became deeply embedded in urban life. Serai was fortunate to be part of that shift.

Food culture here has always been communal, and this was embraced by designing spaces and menus that encouraged group experiences. We also tapped into the café and dessert culture early by offering specialty cakes and good coffee. That approach helped set the tone for today’s casual luxe cafés.

AS YOU EXPAND THROUGH NEW VENTURES LIKE LOTTERIA, HOW DO YOU DECIDE WHICH OPPORTUNITIES ALIGN WITH SERAI GROUP’S VISION?

We recognise that we cannot do everything alone, so we make time to learn from successful ventures. With Lotteria, we partnered with Lotte GRS because it felt like the right moment to introduce a new QSR brand. The global Korean wave is strong, and with no Southeast Asian footprint, Lotteria presented an opportunity we could not miss. Our approach has always been to expand thoughtfully, balancing global inspiration with local sensibilities, while remaining true to tradition.

TRANSLATING A MALAYSIAN-BORN DINING ETHOS FOR AN AUDIENCE IN LONDON IS NO SMALL FEAT. WHAT DID YOU LEARN FROM OPENING MEET BROS STEAKHOUSE ABROAD THAT SURPRISED YOU?

We were pleasantly surprised by how well we penetrated the London steak scene. That success even earned a nomination among the city’s best. Through that experience we realised the importance of focusing on our strengths while also making small adjustments for local palates. The most valuable lesson was recognising that success comes from staying true to your unique strengths and identity.

HOW DO YOU ENVISION THE FUTURE OF DINING HERE IN THE COMING YEARS?

I believe there will be greater emphasis on sustainability, as well as a renewed appreciation for authentic local cuisines. Diners are increasingly mindful of where their food comes from, choosing tastes that remain genuine and close to home.

WHAT LEGACY OR IMPACT DO YOU HOPE SERAI WILL LEAVE ON THE NEXT GENERATION OF DINERS?

I hope Serai becomes a lasting part of people’s lives, whether through memories, first dates, or family traditions. We want to be more than a restaurant. Our goal is to be a source of pride, sharing culture, warmth, and flavours with the world.

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