Edmund Tan and Lim Shiew Li started Inside Scoop in 2013 with no professional kitchen experience between them. He was an analyst at an investment bank; she had built a career in actuarial product development for an insurer. What drove them was a specific gap they had noticed: Malaysia’s premium ice cream market was dominated by international chains, with little room for local flavour. Twelve and a half years on, the company has grown to 75 outlets nationwide, with Shiew Li later training at Gelato University in Italy and Farm Fresh acquiring a majority stake along the way. Below, the co-founders discuss the early years, the discipline behind scaling a service business, and what’s next for the brand.

For those who don’t know you, could you tell us a bit about your educational and work background before you started Inside Scoop?

We both graduated from the University of Melbourne with a Bachelor of Commerce degree. Shiew Li majored in Actuarial Studies and subsequently pursued a career in product development within the insurance industry. After graduation, I began my career as an analyst in investment banking.

Why did you decide to leave your jobs to start Inside Scoop back in 2013?

Edmund had always dreamt of starting his own business, and having just entered our thirties with few major commitments, we felt it was the perfect time to take the leap. As neither of us have culinary backgrounds, we chose ice cream because it seemed relatively approachable and offered good potential for scaling.

Was ice cream your first choice when beginning your entrepreneurial journey?

Shiew Li has always loved ice cream, and I like to joke that I was going to build an ice cream empire for her — but I eventually decided she should help build it too.

Back in 2013, the Malaysian ice cream scene was largely dominated by international chain stores. We challenged ourselves to make ice cream that resonated more with local tastes, not only offering classic flavours but also uniquely Malaysian ones that were rarely found in those stores.

What are the top three bestselling flavours for Inside Scoop, and why do you think they’re so popular? How many flavours do you come out with each year?

Malaysians love having plenty of options, but time and time again, they return to our Valrhona Chocolate. Vanilla Bean remains a crowd favourite thanks to its versatility and its ability to pair with most desserts. And of course, our Durian ice cream continues to be popular, especially among local ice cream lovers.

We could create a new flavour a day, but that would not give each one the opportunity to truly shine. Rather than setting a fixed target for the number of flavours we launch each year, we develop flavours around specific campaigns, collaborations and opportunities as they arise.

You have over 60 branches all over Malaysia. Was economies of scale the main reason you decided to expand so rapidly, and are any of the branches franchised?

We’ve never been in a rush to expand for the sake of it. Growth has always been about building a sustainable business and ensuring that each outlet meets the standards we set for ourselves. Today, we have 75 outlets after twelve and a half years, and we’re proud of the journey that has brought us here.

I moved back to Malaysia from Singapore in 2013, while Edmund continued working full-time as an investment banker and shuttling to and fro on weekends to help out with the business. Once we decided we were fully committed to growing the business, Edmund returned in 2015 to bring that vision to life.

We opened a couple of licensed outlets in the early years, but the vast majority of our outlets today are company-owned and operated. Maintaining that level of ownership has allowed us to stay closely involved in the business and preserve the experience and quality that our customers have come to expect.

What are the main challenges you face in running and managing Inside Scoop?

We’ve found that the challenges we face can broadly be grouped into three main areas.

First is people and talent. As a service-driven business with multiple outlets, building and retaining a strong team is critical. This includes not just hiring the right people, but also continuously training, developing, and maintaining a consistent service culture across all locations.

Second is operational consistency and quality control. As we grow, ensuring that every scoop served meets the same standard becomes increasingly complex. This requires robust systems, processes, and constant attention to detail across production, supply chain, and store operations.

Third is navigating a changing business environment. This includes rising costs, evolving consumer expectations, and increasing competition in the F&B space. We need to stay agile in how we develop products, manage pricing, and adapt to market trends, while staying true to our brand.

Have you any plans to expand overseas or go public in the future?

We did have an outlet in Singapore during the Covid period, but unfortunately that did not work out as we had hoped. While it was a valuable learning experience, the timing and circumstances made it difficult for the business to gain traction.

As for the possibility of going public, that is not entirely our decision to make. Since Farm Fresh holds a 65% stake in the company, any such move would depend on their long-term plans and strategic direction as well. For now, our focus remains on building the business and continuing to serve our customers well.

On a macro view, how would you describe the F&B scene in Malaysia currently?

On a macro level, the F&B scene in Malaysia is vibrant and highly competitive, with a lot of energy and constant innovation. Consumers here are very open to trying new concepts, but they are also discerning. They know what they like and are quick to gravitate back to quality and value.

We’re also seeing a greater appreciation for local flavours and homegrown brands, alongside strong influence from regional and international trends. This creates an exciting environment, but also one that moves quickly and requires operators to stay relevant and consistent at the same time.

At the same time, rising costs and operational pressures have made it a more challenging landscape compared to before. Overall, it’s a dynamic industry with a lot of opportunity, but success increasingly depends on execution, consistency, and having a clear point of differentiation.

What advice would you give to other budding entrepreneurs who look at both of you and would like to emulate your success?

Passion is important, but it is not enough on its own. Building a business requires dedication, hard work and perseverance, especially when things do not go to plan. It is important to build relationships within the industry. We’ve found that most people are generous with their time and experience. Many are willing to share experiences and advice or lend a helping hand when needed. Having a strong network of peers who understand the challenges you face can be incredibly valuable throughout the entrepreneurial journey.

Could you share with our readers any future plans you have for Inside Scoop?

Looking ahead, our focus is on continuing to strengthen the core of the business while growing in a more intentional way. This means improving consistency and efficiency across our existing outlets, while also enhancing the overall customer experience.

On the product side, we will continue to innovate and develop new flavours and offerings that excite our customers.

We are also looking at how we can deepen our connection with customers beyond just retail outlets, whether through new channels, formats, or experiences that make Inside Scoop more accessible and relevant in everyday life. Ultimately, our goal is sustainable growth that stays true to our brand and values.