May 7, 2026
PETALING JAYA – As the conflict in the Middle East continues to drive up prices, cost-conscious Malaysians are watching every ringgit and hunting for meals that offer real value.
One mixed rice stall which has been quietly winning on social media fits the bill: Faridah Kitchenz at Amcorp Mall in Petaling Jaya, where RM10 gets you unlimited helpings of rice, dishes, drinks and desserts—with up to 40 items on offer daily.
Owner Atiqah revealed in an interview with Sin Chew Daily that Faridah is her mother’s name, and the RM10 all-you-can-eat concept, or buffet, was also her mother’s idea.
“My mother felt that RM10 is a price everyone can afford, whether you are rich or poor,” she said.
Since opening, the restaurant has built a loyal following, with some regulars dropping in almost every day.
Some customers have confided that the affordable meals helped them through genuinely difficult financial stretches—a fact that has touched the whole family deeply.
No fuss, no à la carte, just a flat fee
Atiqah explained that the all-you-can-eat format was chosen for its simplicity—eliminating the complexity of cooking to individual orders and keeping the pricing straightforward.
“We make sure the food is worth every sen.
“Even if you only go up once and take a little of everything, you will already get your RM10’s worth.”
Live on TikTok every day
Atiqah set up the restaurant’s TikTok account last July and has since accumulated more than 15,000 followers.
She goes live on a daily basis at a fixed time, with no flashy hosts or promotional gimmicks—just the quietly satisfying sight of trays being filled and emptied, a kind of visual that keeps viewers coming back.
The restaurant currently serves around 400 customers a day from all communities—Malay, Chinese, Indian and others.
Atiqah is full of praise for her regulars.
“Everyone queues and pays in an orderly way, and food wastage is minimal.
“Most people take one round and sit down. They only go back if they spot a new dish they want to try,” she said.
To keep staffing lean, customers are encouraged to clear their own tables and return their trays after eating. More than half do so willingly.
Faridah Kitchenz is very much a family affair.
A family operation, every role filled
Atiqah’s mother heads the kitchen, while Atiqah manages the front of house, her father handles deliveries from the central kitchen to the outlet, and her younger siblings pitch in across both the kitchen and the shop floor.
The arrangement keeps operating costs firmly in check.
Atiqah’s mother begins cooking at 6 a.m., preparing in batches according to demand.
Daily consumption runs to around 50 to 60 kg of rice and between 100 and 150 kg of chicken.
The business may be thriving now, but this is the family’s third attempt at getting it right—and by their own admission, their final one.
The first outlet opened in Shah Alam in 2020, where they first tested the RM10 buffet concept.
But the customer base was too narrow and the shop closed within months.
Third time lucky, and a last roll of the dice
They then relocated to Mutiara Damansara, where they held on for two and a half years before the absence of publicity and low visibility forced another closure.
For their third attempt, Atiqah said three factors had to come together: right location, right strategy and a measure of luck.
Amcorp Mall, as an established mall with a diverse catchment of office workers, residents, students and parents, provided the crowd they had lacked before.
Active social media management brought in new customers and a recommendation from a well-known content creator gave them the visibility that had eluded them in the past.
Eva, 36, office clerk, said, “This is my first time at Faridah Kitchenz, but word had already spread around my office long before today.
“Our workplace is nearby, so a few of us who hadn’t tried it yet decided to come together.”
“For RM10 with unlimited food and drinks right here in Petaling Jaya, that is genuinely good value for a city,” she said.