Non-fans revel in ‘schadenfreude’ over news of Uncle Roger’s IPC outlet closure (with one more to follow)

 

SCHADENFREUDE is a German loan-word referring to the experience of pleasure, joy or self-satisfaction that comes from learning or witnessing the troubles, failures or humiliation encountered by another person.

That sentiment was very evident in the reaction that greeted news of famed comedian Nigel Ng’s F&B (food & beverage) adventure had hit a speed bump with the closure of the IPC Shopping Centre’s outlet of Fuiyoh! It’s Uncle Roger so soon after it was opened in December 2024.

The much-trumpeted franchise played on the 35-year-old US-based Malaysian’s alter ego – Uncle Roger – who made a career out of ridiculing other celebrity chefs’ attempts at Asian cuisine. The restaurant also proclaimed to make “the best egg fried rice”.

With so much hype and fanfare, it is inevitable that there will be those waiting for the mighty to fall.

News of the IPC outlet’s closure was shared on X by user @anthraxxx who simply captioned the entry with the comedian’s trademark “fuiyohhhhhhhhhhhhhhhhhhhhhh”.

Editor’s Note: The restaurant has admitted to having grown too quickly “and in our rush to capitalise on early momentum, signed leases in locations that weren’t the right fit”.

Next to be shut down is the I-City Shah Alam outlet which has a similar outdoor set-up although the closing date has yet to be confirmed. However, outlets at the Pavilion Kuala Lumpur, MyTown Shopping Centre, Mid Valley Southkey and KLIA2 remain open.

The outlet’s demise got mixed reactions with one commenter pointing out that one cannot build a business “by dissing others 24/7”.

It was observed that “loud persona and a check mindset” are no substitutes for authenticity. It is the absolute irony that a person who has built a reputation on roasting cooking skills of others ultimately failed to deliver when it mattered most.

That sentiment was reflected in snide comments that stand-up comedians who can barely cook should NOT be venturing into the cut-throat environment of F&B.

Wrong career choice seemed to be the overwhelming sentiment. Just why?

Some detractors sarcastically posted that “Jamie Oliver sends his regards”. The latter was in reference to Oliver being a frequent target of Uncle Roger’s jokes.

It was surmised that the Kuala Lumpur-born comedian and YouTuber had chosen the wrong locations to launch his nasi goreng empire.

That dish was not unique to Southeast Asian foodies – especially to Malaysians and Indonesians – hence, perhaps Uncle Roger would have fared better in US or European markets.

One commenter took exception to his alter ego’s “fake accent” that made him want to “smack him across his dumb face”. Good riddance was the verdict here.

To a number of foodies, the news of the closure was no surprise given the perceived overpricing of certain items.

It was also opined that consumers can always vote NOT to patronise overpriced eateries, be it Uncle Roger’s or the Bazar Ramadan. “Don’t let mediocre sh*t succeed” was the impassioned declaration of one obviously dedicated foodie.

Perhaps in giving Uncle Roger the benefit of the doubt, some commenters believed that it was better to go out on a high before the hype completely dies out.

At end of the day, food tastes are subjective and there are many factors that contribute to an enterprise’s success. Ultimately, as one commenter observed, “the restaurant business is a harsh mistress”. 

- focus malaysia