Rm5 Meals And Curiosity Malaysians Size Up Rafizi S Affordable Revolution

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The car park outside Fleximart in Section 7, Shah Alam, was already full by 10am as families, retirees and the curious gathered at the entrance, many holding their phones to snap photos with former economy minister Rafizi Ramli.
ADSInside, the aroma of curry and freshly brewed coffee filled the air as people streamed through the aisles, some browsing the grocery racks while others queued at the cafe counter.
Among the visitors was Fauzie Sufian, a 53-year-old engineer from Batu Muda, who came with his wife and son to see whether the convenience store, established under Ayuh Malaysia, might be worth investing in.
“Maybe we’ll come in as investors too. It seems like a good idea, especially since we’re close to retirement.
“It’s like another source of income, something steady every month, almost like getting a salary.
“The grocery prices are not drastically cheaper, but the cafe food makes sense. Under RM5, it helps students and younger people living in the area,” he told Malaysiakini.
Announced earlier this year, Ayuh Malaysia marks a shift in the Pandan MP’s focus from frontline politics to grassroots economic empowerment, aiming to cultivate a “third sector” in Malaysia that exists between profit-driven corporations and donation-dependent NGOs.
More jobs, affordable food prices
Through this network, Ayuh Malaysia hoped to train and fund entrepreneurs to build ventures that create jobs, keep prices fair, and deliver tangible social benefits.
Fleximart is the first of these ventures, a pilot store that embodies the social enterprise’s mission through a model in which profits are shared among capital contributors, employees, and the public.
At first glance, the crowd at the opening appeared to have gathered mainly to catch a glimpse of Rafizi, but before long, many settled in to enjoy a simple breakfast at the cafe tables.
Lattes priced between RM3 and RM5 quickly became bestsellers, while packets of nasi lemak from the vending machines sold out before noon.
The vending machines were filled with ready-made meals prepared by participants of the People’s Income Initiative (IPR), many of whom are housewives and small-scale entrepreneurs from the B40 group.
ADSThe setup allows them to sell their food without the cost of running a shop or hiring staff.
Rafizi claimed the model could help these home-based suppliers earn a few thousand ringgit a month if sales stay steady, turning the idea into a livelihood opportunity.
Promising concept
Adding his thoughts on the initiative, e-hailing driver Aiman Ahmad Saufi, 32, from Bukit Raja, was waiting for his coffee after trying a meal from the vending machine, saying he found the prices fair and the concept promising, though he suggested the ready-made food could be warmer or slightly cheaper.
“It’s convenient. The hot food is great if you want a quick pit stop, and while grocery prices seem mostly similar to other stores, some are actually lower, like the eggs, for example.”
For Saribanon Saibon, who works with the Klang City Council, the initiative represents more than just affordable shopping but a community effort she hopes to see grow.
“It’s a good idea for the community. You can tell the food is made with care, not half-heartedly.
“I wanted to try it, but the nasi lemak sold out fast!” she said.
Main draw - cafe
Just a day earlier, the same aisles were a hive of preparation, with workers moving briskly between shelves, arranging boxes of eggs and packets of snacks while a delivery truck idled outside in the heat.
Tucked away in the corner of the store, the vending machines stood like silent sentinels, still sheathed in translucent plastic and waiting to be switched on.
Behind the cafe counter, store manager Abdul Hadi Suhaimie was testing the espresso machine, grinding fresh beans for the anticipated launch the next morning.
“We expect quite a crowd tomorrow (Nov 1),” he said while signing a delivery slip for a package that had just arrived.
“The cafe will be our main draw, where we’ll sell hot food and drinks below RM5,” he added, smiling as he adjusted the grinder.
Pandan MP Rafizi Ramli (left) and Fleximart manager Abdul Hadi SuhaimieHe explained that besides coffee, the cafe would also offer soft serve ice cream, hot meals, and the store’s signature, curry noodles, as part of the main menu.
“Most convenience stores bring in outside culture; we wanted something that feels local,” he said.
Hadi moved between the shelves and the cafe, checking off deliveries as suppliers trickled in with bread, toiletries and eggs, saying that once the stocks were in place, they would begin labelling prices, which he hoped to finish by nightfall.
So little time, so much to do
Arriving at noon the day before the launch, Rafizi walked in optimistically, surveying the half-filled aisles and stopping occasionally to inspect a shelf or check on the incoming stock, his expression alternating between contemplation and quiet pride.
“We only had three days to set up everything, we had to rush so that we won’t have to pay extra rent for another week,” he said, looking around at the nearly finished store that was finally taking shape.
Despite the rush, the mood inside was upbeat as suppliers continued to unload their goods.
On the surface, Fleximart looks like any other convenience store with bright lights, tidy aisles and a cafe near the entrance, but behind its neat arrangement lies a quiet challenge to how Malaysians think about pricing, value and access to everyday goods.
Simple idea
Rafizi’s idea is deceptively simple: to sell quality products at thinner margins but higher volumes, in a way that questions the assumption that rising prices are inevitable.
Rafizi with Fleximart customers“If you sell an Americano, after you count all the raw materials and overhead costs, it only comes up to about RM3.50 per cup.
“So now you see the kind of margin (other) people are making, and only when you go through the cost item by item do you realise that with a very slim margin but enough volume, you can still offset your costs,” he said.
Rafizi added that the venture also aims to spark broader conversations about rising food costs, particularly in cooked meals that continue to see price hikes year after year.
“Cooked food inflation is usually around six percent, and for most normal households, the biggest chunk of expenditure actually goes to food.
“When you compare raw material prices with the final product, the gap is very big, and that’s what we want to challenge,” the former PKR deputy president said.
Despite the upbeat launch, some drawbacks were acknowledged, including the decision not to apply the Rahmah Necessities Aid (Sara) subsidy, which was not available due to the programme nearing its end and the long application process to go through.
Rafizi mentioned that for the next two months, his team will be watching closely how customers respond to the cafe, intending to present the results of the initiative down the road to the public. - Mkini

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