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Straits Times
24-05-2025
- Business
- Straits Times
Less frills, more flavour: Fast-casual restaurants take off amid belt-tightening
Less frills, more flavour: Fast-casual restaurants take off amid belt-tightening SINGAPORE – Veterinary nurse Natasha Allen, 25, has cut back on dining expenses – but not on meals with friends. She used to dine at full-service restaurants such as Spanish restaurant Tinto and Italian restaurant Sospiri twice a week, spending close to $100 an outing. Now, she opts for fast-casual eateries like Korean chain Jinjja Chicken, where her bill size is about $20. 'Fast-casual restaurants offer a similar experience – high-quality food that is cooked to order and a nice ambience – but at wallet-friendly prices,' she says. Jinjja Chicken at Nex mall. PHOTO: JINJJA CHICKEN As more Singaporeans tighten their belts amid an uncertain economic outlook, fast-casual restaurants are emerging as an attractive middle ground between hawker centres and full-service dining, offering air-conditioned comfort and convenience without breaking the bank. Many of these eateries shave manpower costs with self-ordering systems via kiosks or QR codes. Diners collect their food when their buzzers go off and clear their trays after they are done eating. Most do not charge a service fee, and those registered for goods and services tax usually include it in their listed prices. Ms Serene Ang, 48, chief executive of Foodtech F&B Ventures, says: 'Singaporeans want quick service and a comfortable air-conditioned environment, but not the pain of paying a 10 per cent service charge.' Oyster Mee Sua at Jiak Ba Food Heaven (Express) at VivoCity. ST PHOTO: HEDY KHOO Her latest venture, Jiak Ba Food Heaven (Express), opened in April 2025 at VivoCity. The 425 sq ft outlet seats 33 diners and serves dishes such as Oyster Mee Sua ($7.80) and Braised Trio Combo Rice ($12.80), featuring pig's trotter, pork knuckle and pork belly bento-style. All prices are nett, and the average spend per diner is about $12. Braised Trio Combo Rice at Jiak Ba Food Heaven (Express) at VivoCity. ST PHOTO: HEDY KHOO Ms Ang, who runs two full-service Jiak Ba Food Heaven outlets – at Alexandra Retail Centre and Far East Square – launched her third in a fast-casual format to adapt to changing market demands. 'At a high-rental mall like VivoCity, I have to maximise the floor space,' she says. 'A full-service restaurant is less profitable. We need to make more dollars per square foot.' Fast-casual restaurants work well in busy malls. The menu at her express outlet is trimmed to about 60 per cent of what is offered at her full-service locations, and the food is served in disposables. Diners tend to just eat and go, as the furniture – functional tables and wooden stools – is not designed for lingering. The outlet operates with just four employees. Jiak Ba Food Heaven (Express) is a fast-casual concept at VivoCity. ST PHOTO: HEDY KHOO 'I do not need experienced cooks. Our kitchen assistants can be trained to prepare food within two weeks,' she adds. What is fast-casual? Fast-casual restaurants differ from fast-food chains in that they usually offer fresher ingredients, cooked-to-order meals and regional flavours, with a bit of the ambience of full-service dining. Meals are usually priced between $10 and $15. Such restaurants do not shy away from using quality ingredients. 'We do not serve processed patties,' says Mr Stanley Lim, 51, director of operations at South Korean chain Jinjja Chicken, which offers Rabboki ($10.90), a dish of tteokbokki (Korean rice cakes) with ramyeon noodles. Rabboki, which is tteokbokki (Korean rice cakes) and ramyeon, at Jinjja Chicken. PHOTO: JINJJA CHICKEN Jinjja Chicken also uses fresh, not frozen, chicken wings for its signature Jinjja Wings ($8.90 for six pieces). Jinjja Wings with Soy Garlic sauce. ST PHOTO: LIM YAOHUI Jiak Ba Food Heaven (Express) imports handmade red vermicelli from Taiwan. Ajumma's, a South Korean fast-casual chain, has enhanced its Army Base Stew ($15.90++) by adding dried seafood to the stock and switching from luncheon meat to Spam, despite the latter costing twice as much. 'Fast-casual restaurants have to offer a more polished experience. We need to provide quality food and authenticity for the cuisine that we are serving,' Mr Lim says. He adds that today's diners are better travelled and more discerning. 'Young families who dine out often have more sophisticated tastes and preferences. They are no longer satisfied with simple food – they want authentic food. They are willing to pay for something a step above what foodcourts offer, because they also want to take photos of their food in a better setting to post on social media.' Comfort, speed and variety Fast-casual brands span a range of options – from army stew to vegetarian bentos to nasi padang bowls. At Ajumma's, bulgogi rice sets with four refillable side dishes start at $11.90++. Food is served quickly – typically within five minutes. Chicken Bulgogi at Ajumma's. PHOTO: AJUMMA'S Ajumma's chief executive Dominic Tan, 33, says: 'People used to think speed meant pre-cooked food. But fast-casual can be quality, freshly cooked meals that arrive quickly.' Ajumma's outlet at Westgate. PHOTO: AJUMMA'S While many assume fast-casual outlets rely mainly on pre-cooked food from central kitchens, many of these restaurants cook their food on-site. Ajumma's uses high-powered stoves to prepare food to order. Japanese fast-casual chain Hokkaido-Ya, part of the Sushi Tei group, also prepares meals on its premises. Hokkaido-Ya at Punggol Coast Mall. PHOTO: HOKKAIDO-YA Its newest outlet at Punggol Coast Mall caters to young families, busy professionals and students. Value meals – such as the Tori Karaage Set, with rice, miso soup and salad – start at $8.50. Tori Karaage Set at Hokkaido-Ya comprises deep-fried chicken with rice, miso soup and salad. PHOTO: HOKKAIDO-YA Director of Hokkaido-Ya, Mr Allen Tan, 54, observes that the rise of fast-casual restaurants is driven by customers wanting high-quality but accessible food. With Singapore diners well served by hawker centres and foodcourts, as well as the quick service restaurant segment, he says the fast-casual segment has to offer a more compelling product, priced between full-service restaurants and hawker fare. Self-ordering kiosks at Hokkaido-Ya at Punggol Coast Mall. PHOTO: HOKKAIDO-YA Mr Eugene Tan, 46, chief executive of Serangoon BBQ & Curry, agrees. 'It boils down to the key product. The food has to be tasty and the prices affordable. At present, our offering of heritage flavours is unique in the fast-casual segment.' His outlets at Junction 8 and Raffles Specialist Centre serve nasi padang in bowls, with offferings such as beef rendang with sambal goreng, achar and rice ($13.90). Beef rendang, sambal goreng, achar, sambal belachan and rice at Serangoon BBQ & Curry. ST PHOTO: HEDY KHOO There is no display of dishes – just a minimalist interior with rattan chairs and green marble-top tables. Diners order via kiosks or QR codes. Serangoon BBQ & Curry's outlet at Raffles Specialist Centre. PHOTO: SERANGOON BBQ & CURRY Mr Tan says: 'Our food is family-friendly. Those who do not like to eat fast food may take to our concept because at the heart of it, it is food that they can relate to.' Greendot, which began as a canteen stall in 2011, transitioned to a fast-casual format in 2013. Greendot at Bukit Panjang Plaza. PHOTO: GREENDOT It aims to fill the gap between salad chains and traditional cai png, offering elegant vegetarian bento sets. Rendang Lion Mane Mushroom Bento Set at Greendot. PHOTO: GREENDOT Popular items include the Rendang Lion Mane Mushroom Bento Set ($10.50) and Angelica Herbal Noodles With Cordyceps ($8.90). Angelica Herbal Noodles With Cordyceps at Greendot. PHOTO: GREENDOT Says its chief executive Fu Yong Hong, 36: 'We wanted to offer well-balanced meals that could appeal to non-vegetarians too.' Leaner teams, lower costs The fast-casual format thrives on efficient staffing and simplified kitchen workflows. 'Fast-casual outlets are easier to scale,' says Mr Tan of Serangoon BBQ & Curry. 'You typically need less manpower, smaller kitchens and well-designed workflows.' At each of his outlets, only three employees are deployed, two in the kitchen and one upfront, who also helps with food preparation during peak periods. All staff are trained to handle specific kitchen stations. Standardised operating procedures are the backbone of running a successful fast-casual brand. Mr Lim of Jinjja says: 'We do not require trained chefs. Reducing the physical and mental stress makes it easier to attract and retain workers.' At Jinjja, the noodle-frying process is broken into simple steps. 'Since the crew members at noodle stations are not experienced cooks, they do not toss the noodles in the frying pan. Instead, they use a pair of tongs to move the noodles around. 'The quality of the food is 80 per cent of what you get from an experienced chef. But this level is good enough because we make up for the lack of experience in cooking with the use of fresh ingredients. So, the end product is of good quality and has good flavour.' At Greendot, a simplified set-up has attracted older workers, including women aged 55 to 65. 'Some do not want to touch cash or speak to customers, so we place them in the kitchen. Others help with plating or collecting orders,' says Mr Fu. Setting up a fast-casual outlet also translates to lower start-up costs. A full-service restaurant may require 2,000 sq ft in space and $800,000 to $1 million in capital to open, say operators. Fast-casual outlet Jiak Ba Food Heaven (Express) cost a more modest $120,000 to set up. Jiak Ba Food Heaven (Express) at VivoCity costs a modest $120,000 to set up. ST PHOTO: HEDY KHOO Foodtech F&B Ventures' Ms Ang says: 'We do not need complex renovations. Customers do not expect designer interiors. We use stools instead of chairs, and simple tables that can be moved easily.' At Jinjja, renovation and equipment costs range from $400,000 to $500,000 an outlet, each with 40 to 50 seats and a lean staff of 12. A full-service restaurant of a similar size might need 20 to 30 staff. What is next for fast-casual? Operators expect the format to grow, especially with rising price sensitivity. 'Recession or not, people still want to eat out,' says Mr Tan of Ajumma's. 'They just want more bang for their buck.' Fast-casual concepts offer a quick, scalable model. With compact kitchens, standardised menus and lean teams, some outlets can be launched in under three months. 'We took nine months to develop Jiak Ba Food Heaven (Express), but with a working prototype, we can now roll out an outlet in two months,' says Ms Ang. This format, operators say, may even help preserve Singapore's food culture in an era of rising costs. 'Fast-casual could be a way to preserve heritage fare if operators can find ways to adapt traditional food to modern methods using automation,' says Mr Tan of Serangoon BBQ & Curry, who uses combi ovens in his kitchens to cook and stew curries, as well as grill meats and seafood. He adds: 'At the end of the day, the food still has to taste good. Price is not everything, value is.' Hedy Khoo is senior correspondent at The Straits Times. She covers food-related news, from reviews to human interest stories. Join ST's Telegram channel and get the latest breaking news delivered to you.
Yahoo
30-04-2025
- Business
- Yahoo
'If you're not Korean, you can't cook Korean food' – Jinjja Chicken reveals Singaporean roots
Imagine if you really wanted some Korean food, but you find out the owner of the stall isn't Korean. Would you still give it a chance, or just assume that the food wouldn't be any good? That was exactly what happened to Bernard Tay, the founder of Jinjja Chicken. Jinjja Chicken was founded in 2015, and for the last decade, Bernard has laid low, avoiding revealing that Jinjja Chicken is a homegrown brand. He admits that the misconception that Jinjja is a Korean brand is a common one, and in the past, he did not bother to correct people. Even those close to him had the assumption that he had bought the franchise. Bernard chose to sell Korean fried chicken as he was a big fan of the dish. He recalled an incident where a potential customer asked the cashier if the owner of Jinjja Chicken was Korean. When he was told that the owner was Singaporean, he walked away, saying that the food wouldn't be good since the owner wasn't Korean. 'There is a stigma that if you are not South Korean, you can't cook Korean fried chicken well,' Bernard said. Now that Jinjja Chicken is doing well with 8 outlets locally and about S$10 million in yearly revenue, Bernard is ready to let the public know about the brand's Singaporean roots. The brand also plans to open outlets in other parts of Asia, such as China, Thailand and Vietnam. 'We are a Singaporean brand and we are also doing well overseas,' said Bernard. 'I hope people will support Singaporeans who dare to sell cuisines which are not local.' Jade's Chicken: Authentic Korean-owned stall with honey butter fried chicken, jjajangmyeon & army stew in Toa Payoh coffeeshop The post 'If you're not Korean, you can't cook Korean food' – Jinjja Chicken reveals Singaporean roots appeared first on
Yahoo
24-04-2025
- Business
- Yahoo
YAHOO POLL: Do you prefer getting a day off or an off-in-lieu?
Polling Day for the upcoming General Election is confirmed for 3 May which is a Saturday. As Polling Day is a public holiday, companies should treat it in the same manner as any other public holiday. This means, if you're not working on that Saturday, you should be entitled to either a day off or time-off-in-lieu to make up for the public holiday you missed out on. Other polls YAHOO POLL: Do you frequently charge your phone overnight to 100%? YAHOO POLL: Jinjja Chicken is Singaporean – does it matter to you if it's not Korean? YAHOO POLL: Are you concerned about deepfakes during GE2025? For some companies it may just be easier to set the Monday (5 May) after the General Election as a holiday for employees who were not scheduled to work on Polling Day. That would at least be in line with the Ministry of Education's (MOE) move to make 5 May a school holiday. But for the employees who do not have children in school, a better solution could be to give them the choice of an off-in-lieu. This way, they can decide when to use that precious extra day of rest. So, we want to know from you: Do you prefer getting a day off or an off-in-lieu? Related: Yahoo Singapore's coverage of the General Election 2025 (GE2025) Singapore to hold election on May 3 amid cost of living and trade concerns GE2025 Nomination Day 2025: First walkover at a Singapore General Election since 2011 MOE confirms 5 May will be school holiday following Polling Day
Yahoo
22-04-2025
- Yahoo
YAHOO POLL: Do you frequently charge your phone overnight to 100%?
It's nearly bedtime and the battery on your expensive iPhone is running low. Not a surprising development. Most people solve this problem by simply leaving the phone to charge overnight. Who doesn't want full battery life to start their day right? However, the myth about overcharging your battery is actually true. Keeping your phone plugged in once it hits a full charge and consistently charging it to 100% causes chemical aging in your battery. So what can you do to take care better care of your battery life? Other polls YAHOO POLL: Jinjja Chicken is Singaporean – does it matter to you if it's not Korean? YAHOO POLL: Are you concerned about deepfakes during GE2025? YAHOO POLL: Do you really need $1 million to achieve financial freedom in Singapore? For starters, you can consider customising your iPhone's charging limit to improve the battery's lifespan. You can manually change your charging option to anywhere from 80% to 100%, so that your iPhone never fully charges for a prolonged period. Additionally, you can consider steps such as decreasing the brightness of your screen or disabling the always-on screen. Another useful tip is pinpointing what Apps are draining your battery (here's a hint, your phone may suddenly heat up when you're using this App). But the important takeaway is you should avoid leaving your phone plugged in overnight. Related Does Charging Your Phone To 100% Ruin Your Battery? Here's The Truth. 8 iPhone Battery Tips to Keep It Powered All Day Here are the best ways to extend the life of your iPhone battery 13 Hidden iOS 18.4 iPhone Features You Should Probably Know About
Yahoo
20-04-2025
- Business
- Yahoo
YAHOO POLL: Jinjja Chicken is Singaporean – does it matter to you if it's not Korean?
Jinjja Chicken is a popular fast food chain specialising in Korean friend chicken – including outlets in a number of Southeast Asian markets. It's also 100% Singaporean. In a recent interview with the Straits Times, co-founder Bernard Tay revealed he started the restaurant chain in 2015 and along the way decided he would not correct any assumptions the brand was South Korean. He was worried customers would react negatively if he did, and it would risk the Jinjja Chicken brand being labelled as inauthentic. Other polls YAHOO POLL: Are you concerned about deepfakes during GE2025? YAHOO POLL: Do you really need $1 million to achieve financial freedom in Singapore? YAHOO POLL: Do you agree that Changi Airport truly is the best in the world? If authenticity is a huge factor for Korean foodies in Singapore, there would be plenty of Korean restaurants run by Koreans to choose from instead of Jinjja Chicken. The F&B business is a tough unforgiving environment and rental prices continue to hurt businesses whether they are authentic or not. Jinjja Chicken struggled initially but today operates 8 outlets in Singapore, generating about $10 million annually and employing 170 staff. "It is time to let people know that we are proudly 100% owned by Singaporeans. We are a Singaporean brand and we are also doing well overseas," Tay said. So we want to know: Does it matter to you if Jinjja Chicken is Singaporean? Related After a decade, Jinjja Chicken founder admits brand is Singaporean not Korean – says it's time to 'support locals who dare' 'It hurts, losing everything' – Mentai-Ya owner abruptly shuts all stalls with over 550k in losses 17 authentic Korean restaurants in Singapore run by Koreans No.1 Fish & Chips restaurant bids farewell to Singapore's shores in May
