3 days ago
American virtual restaurant brand MrBeast Burger debuts as delivery-only concept via Dignity Kitchen
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The menu here and at its overseas outlets are the same.
SINGAPORE – You may recognise famed American YouTuber MrBeast from his viral videos and outrageous stunts.
No, he is not in Singapore, but you can try the burgers from his delivery-only virtual restaurant brand MrBeast Burger. Established since 2020, the brand is also available in countries including Australia, Switzerland and Mexico.
Launched on Aug 15, its first operator here is social enterprise Dignity Kitchen. Its seven stalls in Boon Keng Road are run by the differently-abled and disadvantaged.
The site went live on Aug 15, and food will be available for delivery via GrabFood and Foodpanda from Aug 18. The menu here and at its overseas outlets are the same.
The signature Beast Style Burger ($14) features two smashed beef patties with cheese, pickles and onions, while the crispy chicken burgers are priced from $10.50. Sides of crinkle-cut fries are priced from $7.
In collaboration with home-grown baker Bob the Baker Boy, it has come up with Singapore-exclusive cookie 'fries' and a burger-shaped cake, as part of a Party Bundle ($378.80) that includes a mix of 10 burgers and fries.
There are plans to bring more operators on board, since Dignity Kitchen runs only from 8am to 3pm, Mondays to Saturdays.
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MrBeast Burger's entry into Singapore is via Xolutions Int, helmed by chief executive Nichol Ng, 47, who also runs non-profit organisation The Food Bank Singapore.
Her connection to MrBeast started a few months ago, as her retail distribution business GroXers in Thailand distributes the brand's popular Feastables chocolates.
The business model is the same here: Operate out of existing restaurant kitchens, so that food and beverage (F&B) operators can optimise under-utilised kitchen capacity. This would allow them to tap new revenue streams without disrupting their core business.
She hopes trendy brands like this will project some positivity into the dismal food scene, and is looking to bring in more. She says: 'It's more than just burgers – it's a smart, scalable opportunity for local kitchens to grow while delivering bold, crave-worthy food to a new generation of diners.'
