The 2 Most Expensive Words in F&B Businesses:
"I Believe"

The 2 Most Expensive Words in F&B Businesses: “I Believe”

Published: 12th June 2026

Video

In this video, we answer:

• What are the most expensive words in the F&B business?
• If someone asked you to invest RM500,000 and wait 3 months for results, would you do it?
• What do most novice entrepreneurs do before opening their first restaurant?
• What is the one question novice entrepreneurs never ask themselves?
• What is the common roadmap for novice entrepreneurs?
• What happens after novice entrepreneurs open their untested restaurants?
• Who do failed entrepreneurs blame for their failure?
• How does an experienced owner test a new food concept?
• How much does it cost to test 30 bowls of noodles?
• What two questions do experienced owners ask after testing?
• What is the difference between novice and experienced entrepreneurs?
• Why is “I believe” the most expensive word in F&B?
• What is the first thing you should do before spending any money on rent?

Key takeaways

• The hook: If someone asked you to invest 500 thousand ringgit today and you would only know if it is profitable three months later, would you do it? Most people would say no.
• The problem: But in F&B, many new entrepreneurs do exactly this. They pay high transfer fees. They renovate. They buy equipment. A few hundred thousand ringgit are gone before the shop even opens. And they have never asked one simple question.
• The missing question: Will customers actually like my food enough to pay for it? They never test. They gamble. This is not business. This is gambling.
• The novice roadmap: Here is the common roadmap. Step one: hear a good food concept. Step two: Borrow money from banks or family. Step three: quit the day job, sign a lease, renovate, and hire a chef. Hundreds of thousands invested in an untested idea.
• What happens next: Then what happens? They post ads trying to sell their business. They blame the slow market. They blame expensive suppliers. They blame picky customers. But from start to end, they never did one thing. They never tested.
• The experienced owner’s way: Now watch an experienced owner. Example: they want to open a noodle shop for white-collar workers. They spend 200 ringgit on flour and meat. They prepare 30 bowls of noodles. Then they stand under an office building during peak hour. They give the noodles to people walking past. No story. No emotion. Just test.
• The simple test: After they taste, they ask two questions. Would you pay 18 ringgit for this bowl? And will you come back? If 12 out of 30 say yes, the concept works. Only then do they open a restaurant nearby. Test first. Open later.
• The most expensive word: This is the difference. Experienced owners test first. Novices open directly. And the deadliest practice? Over-relying on two words: “I believe.” I believe this location is good. I believe customers will like it. No verification. Just belief. That is why “I believe” is the most expensive word in F&B.
• The final message: So if you are given a second chance, what would you do first? Test your concept. Test your food. Test your price. Before you spend a single ringgit on rent. Stay smart. Stay tested.

Full transcript

Voice specification: Female, confident, American accent. Speak clearly, not rushed. Pause briefly at each [PAUSE].

[0:00-0:08] — Hook

Visual: Text on screen – “RM500,000 investment. Results in 3 months. Would you do it?” Then show a person hesitating.

Voice:
“If someone asked you to invest 500 thousand ringgit today and you would only know if it is profitable three months later, would you do it? Most people would say no. [PAUSE]”

[0:08-0:18] — The Problem

Visual: Show a novice entrepreneur counting money, then handing it over for a shop transfer fee, renovation, equipment.

Voice:
“But in F&B, many new entrepreneurs do exactly this. They pay high transfer fees. They renovate. They buy equipment. A few hundred thousand ringgit gone before the shop even opens. And they have never asked one simple question. [PAUSE]”

[0:18-0:25] — The Missing Question

Visual: Question mark on screen – “Will customers actually pay for my food?”

Voice:
“Will customers actually like my food enough to pay for it? They never test. They gamble. This is not business. This is gambling. [PAUSE]”

[0:25-0:35] — The Novice Roadmap

Visual: Three steps appear – (1) Hear good concept, (2) Borrow money, (3) Quit job, open shop.

Voice:
“Here is the common roadmap. Step one: hear a good food concept. Step two: borrow money from banks or family. Step three: quit the day job, sign a lease, renovate, hire a chef. Hundreds of thousands invested on an untested idea. [PAUSE]”

[0:35-0:45] — What Happens Next

Visual: Show a “Business for Sale” advertisement. Then show owner blaming market, suppliers, and customers.

Voice:
“Then what happens? They post ads trying to sell their business. They blame the slow market. They blame expensive suppliers. They blame picky customers. But from start to end, they never did one thing. They never tested. [PAUSE]”

[0:45-0:58] — The Experienced Owner’s Way

Visual: Show someone spending RM200 on flour and meat, making 30 bowls of noodles, then standing under an office building.

Voice:
“Now watch an experienced owner. Example: they want to open a noodle shop for white-collar workers. They spend 200 ringgit on flour and meat. They prepare 30 bowls of noodles. Then they stand under an office building during peak hour. They give the noodles to people walking past. No story. No emotion. Just test. [PAUSE]”

[0:58-1:08] — The Simple Test

Visual: Show a clipboard with survey – “Would you pay RM18 for this? Will you come back?” Then show 12 out of 30 saying yes.

Voice:
“After they taste, they ask two questions. Would you pay 18 ringgit for this bowl? And will you come back? If 12 out of 30 say yes, the concept works. Only then do they open a restaurant nearby. Test first. Open later. [PAUSE]”

[1:08-1:18] — The Most Expensive Word

Visual: Text on screen – “I believe” with a red X through it. Then show a burning pile of cash.

Voice:
“This is the difference. Experienced owners test first. Novices open directly. And the deadliest practice? Over-relying on two words: ‘I believe.’ I believe this location is good. I believe customers will like it. No verification. Just belief. That is why ‘I believe’ is the most expensive word in F&B. [PAUSE]”

[1:18-1:25] — Closing Challenge

Visual: Host looks directly at camera. Text on screen: “Test first. Invest later.”

Voice:
“So if you are given a second chance, what would you do first? Test your concept. Test your food. Test your price. Before you spend a single ringgit on rent. Stay smart. Stay tested.”

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