March 1, 2009
Big chains open in town
A well-known American sandwich chain and a popular Italian coffee chain have set up shop here
By Huang Lijie
Well-travelled foodies here have something to cheer.
Two well-known international food and beverage chains, Quiznos, a sandwich chain from the United States, and Segafredo Zanetti Espresso, a coffee chain from Italy, have recently set up shop here.
Quiznos, which is famed for its freshly toasted sandwiches and has more than 5,000 outlets around the world, was launched in Far East Square last December.
And in two weeks, popular Italian coffee chain Segafredo Zanetti Espresso, which has more than 650 outlets worldwide, will be making its debut in China Square Plaza.
With the economy sputtering along and consumers cautious about their spending, now might seem an odd time for these food and beverage (F&B) giants to expand.
Mr Kenneth Low, 42, director of Kitchen Language, which holds the master franchise for Quiznos here, however, thinks otherwise.
Kitchen Language is the F&B arm of Far East Organization, which brings overseas food concepts and brands here. It was responsible for bringing in American coffee chain Tully's last year that has an outlet next to Quiznos in Far East Square.
Mr Low says: 'With the economic slowdown, rentals are more affordable. Properties are also looking for tenants offering good and alternative offerings that can help set them apart from the competition. So now is as good a time as any to launch Quiznos.'
He adds that the brand's sandwiches are an 'inexpensive meal option' and are competitively priced, relative to the offerings by other international sandwich chains here.
The sandwiches come in two sizes - what it calls six-inch and foot-long, and prices range between $4.50 and $5.90.
Popular offerings on the menu here include Zesty Grill Steak sandwich, which uses Angus steak and is packed with sauteed onions, fresh mushrooms, mozzarella and cheddar cheese.
Indeed, the store, which cost about $400,000 to start up, has been doing brisk business and sees 400 to 500 customers a day.
Mr Lum Chee Kin, 49, a film producer, who tried Quiznos recently, says he liked it better than those from other sandwich chains here because the bread is 'well-toasted' and the 'flavour of the cuts of meat and the bread blend well together'.
Mr Low says the plan is to have 18 Quiznos outlets here in five years and already, it is scouting for a suitable location for the next store.
Mr Simon Seah, 37, who holds the exclusive franchise for Segafredo Zanetti Espresso in Singapore, is not daunted by the prospect of opening amid the current economic climate either.
The former country director of an IT company is banking on the Italian coffee chain's ability to fill a niche in the coffee scene here.
He says: 'A lot of the cafes here offer Americanised versions of the drink but there are no cafes serving authentic European-style coffees, which are more complex in taste.'
The highlight of its coffee menu will be the espresso, which boasts a well-balanced profile of bitter and acidic flavours.
As for prices, it is about $3 for an espresso and $5 for a cappuccino.
What also sets the Segafredo Zanetti Espresso cafe apart from other coffee chains here is its bar element.
Mr Seah says the cafe-bar concept is popular in Europe, where cafes take on the vibe of a chill-out lounge in the evenings to suit consumers who are looking less for java than a cosy place for a pre-dinner aperitif or just a relaxing place to unwind.
Hence, the cafe here, like its European counterparts, will feature a menu of alcoholic drinks including cocktails, wine and beer.
It will also have a DJ console where chill-out music and trance beats can be spun.
The cafe, with 24 indoor seats, will cost about $500,000 to set up. It is in the process of securing outdoor seating and an outdoor smoking area.
Mr Seah says he became familiar with the Italian coffee brand during his business trips and holidays in Europe.
Beyond its prominence, the Italian coffee chain's eagerness to open in Singapore was what prompted him to bring in the brand when he was looking for a career change last year.
He adds that he edged out other potential franchisees despite his lack of an F&B background because he is committed to running the operations full-time.
Mr Seah plans to open another cafe before the end of the year, either in the Orchard Road area or the Raffles City-Marina Square vicinity, and a total of four to five shops here.
QUIZNOS
Where: 47 Pekin Street, 01-01, Far East Square
Open: 7.30am to 8pm, weekdays, 7.30am to 4pm, Saturdays, closed on Sundays
SEGAFREDO ZANETTI ESPRESSO
Where: 51 Telok Ayer Street, 01-06, China Square Plaza
Opening: March 16
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