Joseph Sun and his partners established Noodle Shack some 10 years ago with the aim of sharing their favourite childhood comfort food, Pan Mee with all of Kuala Lumpur. Today, Noodle Shack serves some 30,000 customers every month, despite only operating out of three shopping malls. We speak to Joseph about franchising, instagrammability, and thriving in the mall scene during what many call the ``Retail Apocalypse”.