You’ve heard of the classic American dream, but what about the Malaysian dream? Here’s my version of it (from a city girl standpoint at least) — chilling in the suburbs with a small circle of friends while people-watching, a premium sandwich in one hand and a good cuppa joe in the other, all without breaking my bank. Now, what if I told you that you could find all this right in a Subang Jaya neighbourhood, at a roadside stall called The BELL Sandwich?
The BELL Sandwich mainly specialises in Western food you’d see in an American fast food joint. All of the choices are under RM20, and the best part? They all come with a hearty portion of fries. This would send the “standard lah harga KL, don’t complain too much” crowd into a heart attack.
Tucked beside a playground and soccer field (because what great Selangor neighbourhood doesn’t have one?), this spot is as chill as it gets. Picture camping chairs for customers — but here’s the twist — nothing about the food is as humble as how the stall looks.
The mastermind behind it all is Haikal, a 30-something culinary genius with a bold vision. While this stall is the new kid on the block, Haikal’s been in the food game for 7 years. He first launched The BELL Sandwich at Boom Town, a popular hangout spot in USJ just minutes away. Teaming up with him are 2 close friends, including — wait for it — another Haikal, who brews up coffee to perfectly pair with the original Haikal’s mouth watering creations.
Grit Coffee is even fresher to the scene than The BELL Sandwich, with around 1 month of experience under its belt. Together, they’re set to be a match made in heaven.
What I tried at The BELL Sandwich
To start off my meal, Haikal (the coffee master, not the owner!) recommended me to try their Prime Red (RM9), a fizzy cup of coffee infused with red dates and green plum. We also got the OG Black (RM5) for my partner of the day who would be driving afterwards.
Haikal mentioned they specialise in fruity coffee, a 50-50 blend of Brazilian and Kedah beans. As a fan of nutty coffee, I was sceptical — but one sip of the Prime Red changed everything. This was like nothing I’d ever tasted. Instead of syrup, they infused real red dates and plums, and you could taste it all the way to the pulp at the bottom.
The carbonation was refreshing, perfectly balancing the tart sweetness of the fruit. And the usual sourness of fruity beans? Gone. Even though I don’t usually like dates, I drank every last drop — fruit bits included. What a way to start!
I kicked off my food adventure with the Brisket Sandwich (RM19.90). It was packed with pulled Brazilian brisket (a considerably cheaper cut to fit the price point), caramelised onions, mozzarella for that classic cheese pull, and mustard mayo, all tucked between perfectly toasted wholemeal bread. The thin fries on the side were generously seasoned with paprika, cayenne, and salt.
From the moment I picked it up, I was impressed by the soft yet crispy texture of the bread. I thought it might be sourdough — though it looked softer and lighter-coloured than usual.
One bite, and I was hooked! The toast had a crispy exterior just enough for the satisfying crunch, followed by warm, fluffy goodness that you could sink your teeth into easily without hurting the roof of your mouth. The brisket was tender and bursting with local spices like cumin and curry powder, reminding me of my mom’s chicken keema. The cheese pull, savoury mayo, and sweet caramelised onions brought it all together beautifully.
Interestingly, I didn’t even realise there were onions in the sandwich until Haikal (the owner) pointed it out — that explained the subtle sweetness. Instead of using balsamic vinegar like most caramelised onion recipes, he kept it simple with just salt, which blew my mind. Not only that, Haikal custom-orders his bread from a bakery, instructing them to use a sourdough starter but tweak the baking method to make it softer. How cool is that?
My second dish, as recommended by Haikal, was The BELL Special Hotdog (RM17) — and let me tell you, it was hands down the best on the menu. It featured a juicy jumbo black pepper sausage in a crispy yet soft vanilla bun, topped with tender brisket, thick torched cheese sauce, and drizzled with their homemade spicy coriander garlic sauce and creamy coriander mayo.
From the first bite, I was hit with a perfect blend of smokiness, sweetness, and a hint of salty cheese. The brisket took a backseat here, letting the other flavours shine. The vanilla bun was crispy and soft. Even the coriander, which can be polarising, was balanced so well that even those with the “coriander-tastes-like-soap” gene could enjoy it. Haikal perfectly dialled down the coriander in the sauces, giving just enough hint without overpowering the dish.
Moving on to the Chicken Wrap with Strawberry Jam (RM10), another crowd favourite. It featured marinated chicken in a heated 10″ wrap, loaded with romaine lettuce, sweet strawberry jam, coriander mayo, and spicy coriander garlic sauce. Fair warning: this one brought the heat! Haikal’s attention to detail shined again — he torched the sides of the wrap to keep it from sticking to your mouth.
While the flavours were good, I found the strawberry jam a bit overpowering and not the best variety. That said, it was still a hit with most customers!
Once a month, Haikal offers a special menu, and that evening I got to try their exclusive Smashed Beef Burger with Peanut Butter & Strawberry Jam. The beef was tender, seasoned with the same dry rub as their signature brisket, delivering a burst of flavours. The cheese was grilled to a thin, crispy crust, and with the romaine lettuce, added a satisfying crunch.
However, the combination of peanut butter and strawberry jam with their coriander-based sauces was a bit too much for me — I couldn’t quite figure out the intended flavour profile. Still, the beef was juicy and perfectly cooked, making it an interesting experience overall.
Final thoughts
Saying I was impressed with The BELL Sandwich is an understatement. From the softer sourdough to the balsamic-free caramelised onions and the homemade coriander-based sauces, this place hit the mark with the little details. Both Haikals are extremely passionate in their craft, which is evident through what they serve to customers.
The steady stream of locals proves how beloved this spot is. Sure, there are a few things I’d tweak, like the unsatisfactory taste of the strawberry jam and how the seasoned fries sometimes clashed with the mains. But overall, it was a great experience! The Brisket Sandwich and The Bell Special Hotdog were our favourites.
Expected damage: RM10 – RM19.90 per pax
Dhon Burger: Roadside stall with juicy beef burgers and rich mac & cheese
Price: $
Our Rating: 4 / 5
The BELL Sandwich
Jalan USJ 11/1j, Usj 11, Subang Jaya, Selangor, Malaysia 47620
The BELL Sandwich
Jalan USJ 11/1j, Usj 11, Subang Jaya, Selangor, Malaysia 47620
