Frank Ee: young coffee king

IN this age of pandemic and a conflict brewing between Russia and Ukraine, which threatens to spill over to the rest of the world, there is one feel-good tale that has emerged in Penang.

And it is not just a sense of goodness but a tasty brew that comes along with it.

Meet Frank Ee, who at the tender age of 29, is the founder of the local chain of coffee sellers called Frank Laurent.

It seemed to have made its mark in the ultra-competitive world of the food and beverage sector after the state government recognised him for entrepreneurship.

And to make it in what is regarded as the gastronomic capital of Malaysia – Penang – is an even more refreshing feeling, as one needed to spar with more established chains.

Ee recently won the state Young Excellence Award, and after much persuasion from his corporate communications team, he decided to go public with his achievements.

As he is young, Ee is relatively still trying to gain confidence in public speaking, but inside, he is full of fire, judging from the accomplishments he has secured.

The award was organised by the state youth committee and the Penang Chinese Chamber of Commerce.

Sitting down exclusively with The Vibes over what else but coffee, Ee said he first started working part-time in the coffee chain of Starbucks after deciding to drop out of college.

He decided to learn about coffee – a beverage that resonates in almost all parts of the world, only in different names – and the common love of caffeine, its taste and aroma.

Ee traversed to China, Taiwan, Singapore, and Australia to learn the art and business; in areas such as farming, harvesting, and roasting of seeds.

He came home in 2014 with just one thought – "If Starbucks can do it, why can't I."

So, the soft-spoken and unassuming Ee began a journey, which has now led to six Frank Laurent coffee outlets and one Gelato ice-cream outlet.

He also aims to venture into the Klang Valley soon.

In under a decade, the bespectacled lad had honed experiences that many entrepreneurs take a lifetime to experience. 

And what's the secret other than making quality brewed coffee, he replied that it is having the tenacity to constantly adapt and most importantly to believe in oneself.

Ee has navigated the Covid-19 pandemic with a bragging right that none of the staffers in his outlets was retrenched.

And winning the award was not about setting up the bistros but how he adapted and redesigned his business structure.

Ee won because he had outsourced the online aspects of his business to produce a site that allows home deliveries, self-pickups and many other interactive apps.

The outlets also subscribed to Food Panda and Grab Food ride-sharing apps but, in the event, their riders are too busy, Frank Laurent also offers a similar service.

The online channel has managed to allow the company to survive in the bleakness of times since the outlets began opening in 2015.

There is also cashback deals and the site now has up to 20,000 followers.

"We needed to innovate because of Covid-19. I was also helping deliver the orders during the pandemic."

The site was developed in late 2020 and by the word of mouth, it has grown among the coffee connoisseurs in the northern region.

Ee is confident to say that the tech is now helping to drive the business volume up.

Speaking at the Udini Square where the first outlet was set up in Penang, Ee said Covid-19 saw his business revenue plunge by 90% and he was on the brink of depression.

But tenacity is the keyword so even though he knew next to nothing about tech, he redirected his business towards embracing online apps.

He also diversified the menu, going into gelato ice creams, nutrition such as yoghurts and less sugary desserts.

He has maintained his 50 employees, citing that they are a team, not just workers.

Ee also unveiled his frozen coffee packs, saying they can easily be unfrozen and offer a fast espresso coffee with diverse tastes.

"We call it Super Freeze and it is our latest innovation," said Ee.

Frank Laurent is now present in Udini, Macalister Road, the Digital Library, Southbay in Bayan Lepas and in Sungai Petani as well as Alor Setar where the gelato outlet is.

It is expected to make its debut near the Tun Abdul Razak Exchange in Kuala Lumpur soon this year.

And what is the name about, Ee says that Frank is his first name and Laurent is French.

"I wanted a trendy name so it's Frank Laurent," said Ee with a wide grin.

So, his tale is something nice to share in an era of uncertainty where one must rise to the challenges or continue to be mired in apprehension.

Ee, who will be 30 this year, has a long journey ahead, but in eight years, he has opened eight outlets and counting. – The Vibes, March 24, 2022