Exclusive First Taste of Dato’ Sri Vida’s Exciting New F&B Venture: Barico – Taste of Prestige
Our introduction to Barico – Taste of Prestige was at the private residence of Dato’ Sri Vida (DSV) in Meru, Ipoh, via an exclusive preview recently.
Upon our arrival, Dato’ Fazley Yaakob, Barico Group Chief Executive Officer-cum-Group Executive Chef, was hard at work in the kitchen.
With sleeves rolled up, he was personally preparing several dishes from the Barico menu. It immediately became clear that this was not simply another celebrity-endorsed brand. Every recipe, ingredient and cooking technique had been thoughtfully developed to create something worthy of Barico’s ambitious slogan, “Taste of Prestige.”
A Name That Reflects Blessings and Prosperity
Every successful brand has a story, and Barico’s begins with its name. The word “Bariq”, derived from Arabic, symbolises God’s gift, while “Ricco”, an Italian word, means wealth or abundance.
Together, the two words form a name that embodies blessings, prosperity and the desire to share something meaningful through food.
The branding continues this luxurious theme. Barico adopts an elegant black-and-gold colour palette, while its Pegasus logo represents strength, aspiration and the pursuit of excellence.
An Inspiration That Begins with Cik B & Kacak
Interestingly, Barico was never intended to be just another F&B brand.
DSV shared that the entire concept was inspired by her children, particularly her daughter, Cik B, who happens to be a passionate burger lover with exceptionally high standards.
Finding a burger that satisfies Cik B is no easy task. In fact, DSV jokingly implied that if a burger can earn her approval, it will most likely satisfy everyone else, too.
It is a philosophy that has already proven successful. Products carrying Cik B’s name, including Salted Egg Salmon Skin and Unagi Crispy, have both received encouraging responses from consumers, reinforcing the family’s confidence that Cik B’s discerning taste reflects what customers genuinely appreciate.
That confidence ultimately became the foundation upon which Barico was built.
A Cabin with Big Ambitions
One aspect of Barico that may surprise first-time visitors is its location. Instead of opening in a premium commercial space, Barico currently operates from a distinctive cabin situated in the middle of Bulatan Sultan Azlan Shah, Ipoh.
While the outlet itself embraces simplicity, the food certainly does not. This perfectly captures Barico’s philosophy. Premium-quality food does not necessarily require extravagant surroundings or premium prices. Diners can enjoy carefully crafted dishes made from quality ingredients while paying prices that remain accessible. It is a luxury made approachable.
A Burger Experience That Looks as Good as It Tastes
During the preview session, Dato’ Fazley, assisted by DSV, prepared two of Barico’s signature burgers.
The first was the Chicken UFO Signature Barico Burger, followed by the Barico Signature Wagyu Beef Burger. Both burgers reflected Barico’s luxurious identity from the moment they arrived.
Served between charcoal buns, which will be delicately brushed with edible gold dust in the commercial setting, they immediately captured everyone’s attention before the first bite.
Although the presentation at home was only one part of the actual experience, the fried chicken was still wonderfully crispy on the outside while remaining remarkably tender and juicy within.
This texture was achieved using Dato’ Fazley’s own specially formulated batter mix, developed to lock in moisture while delivering a satisfying crunch.
The Signature Wagyu Beef Burger was equally impressive. Its generous 220-gram Wagyu beef patty was layered with beef bacon, torched cheese, honey mustard caramelised onions, mushrooms and fresh arugula, creating a burger that was substantial without feeling overwhelming.
Dato’ Fazley explained that the burgers are served with a knife, which demonstrates that Barico burgers are generous enough to be shared if customers choose to share them.
The Secret Isn’t the Patty
While many burger lovers focus primarily on the patty, Dato’ Fazley believes something else deserves the spotlight. For him, the true hero of any great burger is the sauce.
Every Barico burger is complemented by his exclusive golden signature sauce, a closely guarded recipe personally created by the chef himself.
Rather than overpowering the ingredients, the sauce complements every layer, bringing harmony to the flavours and creating the distinctive identity that separates Barico from countless other burger brands.
“People often think the patty is the star of a burger. I see it differently. The sauce is what gives the burger its personality and brings every ingredient together,” Dato’ Fazley explains.
A Partnership Written by Destiny
As inspiring as the food itself is the story behind the partnership. DSV revealed that before Barico became a reality, she had spent an entire month praying for someone who could oversee every aspect of her food and beverage business.
Not long afterwards, she met Dato’ Fazley during Astro’s Talk To My Manager Season 2 (TTMM2), where their respective children were contestants.
What started as an unexpected encounter gradually developed into a collaboration built upon trust, shared values and complementary expertise.
Looking back, DSV believes their meeting happened at exactly the right time. She said, “I prayed for someone who could help bring my vision for this business to life. When I met Dato’ Fazley, everything slowly fell into place. Looking back, I truly believe our paths crossed for a reason.”
A Chef with Many Accomplishments
Many Malaysians first came to know Dato’ Fazley Yaakob through his music. He began his singing career in 1995 at the age of just 17 before furthering his studies.
Over the years, he has also established himself as a motivational speaker and an accomplished Executive Chef, including his role at Suka Sucre Bistro.
His diverse background has enabled him to combine creativity, leadership and culinary expertise, qualities that are clearly reflected in Barico’s menu.
More Than Just Burgers
Although burgers are Barico’s signature attraction, customers can look forward to much more.
The menu at the cabin outlet will also include, among others:
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Naturally, beverages have not been overlooked. One of the highlights is premium matcha, DSV’s favourite drink, which will be available alongside the food menu.
Barico welcomes customers daily from 3pm until late, making it an ideal destination whether for an afternoon snack, dinner or late-night supper.
Expanding Beyond Malaysia
Even though Barico is still in its early stages, the brand has already begun looking beyond Malaysian shores.
A soft launch was recently introduced in Brunei Darussalam, where only limited quantities are available each day. The expansion is hardly surprising. Cik B’s products had already entered the Brunei market a year ago, providing a strong foundation for introducing the Barico brand to consumers there.
Our evening at Dato’ Sri Vida’s residence offered far more than an exclusive tasting session. It provided a glimpse into the vision, planning and passion behind Barico.
From the meaningful story behind its name and the inspiration drawn from family, to the expertise of Dato’ Fazley and the partnership that brought everything together, every element of Barico reflects careful thought rather than commercial convenience.
Its premium burgers, luxurious presentation, signature sauces and approachable pricing prove that prestige does not have to come with an intimidating price tag.
With its first cabin outlet already attracting attention in Ipoh and an early presence established in Brunei, Barico appears well positioned to grow into a recognised home-grown brand. If our exclusive preview is anything to go by, food lovers can look forward to a dining experience that goes well beyond the ordinary burger joint.
