Founder, Ashes Burnnit (LS & Co Private Limited)

Lee Syafiq Bin Md Ridzuan Lee

Flipping the script on an affordable gourmet with grit, heart, and a charcoal bun. Lee Syafiq is the founder of Ashes Burnnit, a proudly homegrown F&B brand known for serving gourmet-style burgers without the gourmet price tag. Beyond feeding bellies, Syafiq’s mission is to empower aspiring entrepreneurs, creating space for others to chase their dreams, just as he did.

From the early grind to building systems, training teams, and refining recipes, Syafiq knows it takes time, resilience, and relentless passion to build something that lasts.

He believes Singapore’s F&B scene is entering a new era, one driven by youth-led innovation, bold ideas, and an openness to experimentation. The future of food will be shaped by those unafraid to challenge tradition and bring fresh flair to the table.

His boldest move? Leaving everything behind to take a bet on something the market had never seen, which was his charcoal burger bun, launched in 2019. What felt like a gamble then has since become his signature, proof that taking risks can sometimes lead to the most rewarding payoffs.