April 12, 2009
The out-of-towners
Snazzy food outlets are giving Orchard Road a miss and shooting for suburbs such as Tampines, Jurong and Sembawang
By Huang Lijie and Rebecca Lynne Tan
The Icing Room, dressed in pastel pink and brocade lampshades, could easily pass for a chic confectionery in the heart of town.
Yet this novel cake shop by bakery group BreadTalk, which allows customers to decorate their cakes on the spot with sugar pieces and bags of icing, chose to open recently in Jurong Point Shopping Centre.
Indeed, new food and beverage (F&B) brands and concepts are popping up in heartland malls where dining options in the past were mostly limited to chain restaurants hawking familiar if uninspiring grub.
Operators who have headed for the outskirts say they are lured by its access to the sizeable heartland population, attractive rents and an opportunity to stand out from the usual offerings in such suburban malls.
No fewer than 23 new eateries were launched in six suburban malls islandwide in recent months.
Manpuku, a 13,000 sq ft Japanese food hall in Tampines 1, which opened its doors on Thursday, is one such example. It has 500 seats and boasts 10 counters selling food from popular restaurants in Japan including Aoba, a ramen specialist new to Singapore.
The food hall is owned by Japan Foods Holding, which also runs the Ajisen ramen chain here.
Mr Henry Tan, 45, brand consultant for Manpuku, says: 'We feel there is a definite market for Manpuku in the heartland because of the large residential population in the area surrounding Tampines 1 and the accessibility of the mall via MRT.'
Tampines boasts the second-largest HDB population after Jurong West, with an estimated 230,300 flat dwellers, according to HDB's latest annual report. The HDB population in Jurong West is 236,600.
Similarly, restaurant group RE&S, which owns Japanese eateries such as Kuriya and Ichiban Sushi, decided to launch Shokutsu 10, a Japanese food street comprising six F&B brands, in Jurong Point last year because of the heavy human traffic.
And the shrewd move shows in the customer numbers at the group's family restaurants.
Ms Winnie Loo, 33, its assistant marketing communications manager, says the company's Ichiban Sushi restaurants in heartland malls such as Jurong Point draw as many customers as outlets along Orchard Road, if not more. The average spending per customer in both locations is also similar.
She adds that takeaway sales at its suburban outlets exceed stores in the city possibly because of their proximity to the heartland, which allows customers to pack food home without any hassle.
An off-shoot of the famed French bakery, Le Grenier a Pain, also spurned Orchard Road to debut in Sembawang Shopping Centre last December.
Besides selling a range of traditional French pastries, it also offers local creations such as kaya baguette toast to entice Singaporeans to try their breads.
On the decision to open in Sembawang, the outlet's director, Ms Ellis Noval, 23, says: 'We wanted to test the market in a suburb and sort out any teething problems before we branch into the city area.'
Its second outlet is due to open at new shopping mall 313@Somerset in Orchard Road later this year.
Ms Lena Sim, director of the Ministry of Food restaurant group, which is known for its Japanese eateries such as MOF - My Izakaya in Marina Square, shares the same sentiment.
She launched the group's first Chinese restaurant, Emperor Q, in West Coast Plaza last year. The trendy-looking restaurant, which serves traditional Chinese fare, cost $500,000 to set up and seats more than 100.
Ms Sim says: 'In a suburban mall, you have the luxury of time to fine-tune your concept before launching it in town. Business is not as hectic, so the restaurant servers have time to ask customers how they can improve and diners are generally more willing to spend time to give feedback.
'In a restaurant in town, guests react differently because they usually visit the outlet for a special occasion and they expect perfection for the money they pay.'
She adds that when the new F&B concepts she debuts in a suburban mall take off, she has more 'negotiating power to bargain with landlords for a good location in a downtown mall and for a more affordable rent'.
Emperor Q will be opening in two downtown locations by the end of the year.
For Mr Kelvin Thong, 29, owner of Galbi Express in Jurong Point's new wing, which offers Korean barbecued meats on the go, an advantage of opening up in a heartland mall is that the store stands out and draws curious customers.
He says: 'It is easier for a new F&B concept like us to stand out in a suburban mall because typically, not many retailers are willing to launch new concepts there. And this leads curious shoppers to try our products.'
The 200 sq ft food kiosk, which cost $200,000 to set up and opened in January, has seen its business improve by about 10 per cent every month.
The more attractive rents in suburban malls is a big draw for F&B operators to roll out new brands in the heartland.
Mr Daniel Tong, 35, director of La Cave Holdings, which owns Bread n Butter Box, a coffee and toast shop in West Coast Plaza, says: 'Rental in a suburban mall is cheaper by almost 50 per cent, so for the operator introducing a new concept, it is a less expensive experiment.'
La Cave Holdings runs three other F&B outlets in Chijmes, including the Thai restaurant Table 108.
Likewise, operators of heartland malls are eager to have new F&B concepts or brands set up shop in their space.
Mr William Seet, 57, centre director for marketing at Jurong Point, says: 'Well- established F&B names help draw their loyal customers to the mall while new F&B concepts entice foodies to travel to Jurong Point.'
Indeed, Mr John Pereiera, 38, an operations manager in the shipping industry who lives near Bedok Reservoir, cannot wait to pop by the newly opened Tampines 1 to sample its food offerings.
He says: 'Previously, suburban malls rarely offered exciting new brands or concepts. But now, I can expect to be spoilt for choice and find trendy offerings on my doorstep.'
Duplex dining
Tampines 1, which opened last Thursday, has three duplex eateries - F.I.S.H., ThaiExpress Bistro and Sushi Tei.
Customers can enter the F.I.S.H's duplex restaurant at Tampines 1 frpm both levels.
Ms Stephanie Ho, general manager of AsiaMalls Management which runs the mall, says the lofty outlets straddle the fourth and fifth floors of the mall.
It approached the three restaurant chains to take up the duplex outlets. The restaurants range in size from about 2,000 sq ft to 3,800 sq ft - about the land area of a terrace or semi- detached house.
Operators say designing the restaurants was a challenge because of the internal staircase and the unusable space surrounding it. Despite that, they were still keen to lease the space.
Mr Ricky Chew, managing director of Fish & Co,. which owns F.I.S.H., says: 'Duplex outlets have interesting features that if designed cleverly, can entice and enhance customers' dining experiences.'
Logistically, owners also had to consider operational issues such as communication between floors, separate billing stations, reception areas and staff numbers.
But more challenging though, was conceiving how to transport food between the floors efficiently as the kitchens are located on the lower level.
Sushi Tei and ThaiExpress Bistro have installed dumb waiters to aid the serving process, while at F.I.S.H., the waitstaff carry the food up.
The operators say they are happy with the outcome of their duplex outlets.
Ms Gayle Phua, head of business development for ThaiExpress Concepts, says: 'It is like how you have always had a single-level HDB flat and now you have a maisonette.'
What's new at the malls
JURONG POINT SHOPPING CENTRE
Where: 1 Jurong West Central 2
Nearest MRT: Boon Lay
Benten Cafe
Where: 03-20/20A, tel: 6791-0882, open: 11.30am to 10pm daily
What: This casual cafe specialises in Japanese fare with a Western influence such as Japanese curry baked rice ($10.80).
FEAST
Where: 03-34-39 (new wing), open: 10am to 10pm daily
What: Diners who cannot decide on whether to have restaurant fare or hawker food, get to enjoy the best of both worlds at this multi-restaurant and hawker-stall concept. Eight Asian restaurants, such as the Korean eatery Baek Doo San and five famous hawker stalls, including Lau Di Fang Scissor Cut Curry Rice, are housed under the same roof. Tasty treats include Baek Doo San's kimchi fried rice ($13) and the smashed fried chicken ($6.50) from Java Village.
Galbi Express
Where: 01-40 (new wing), open: 11am to 10.30pm daily
What: A meal of Korean barbecued meats need no longer be a pricey affair. This kiosk offers grilled pork belly ($1.80 for 50g), pork collar ($1.80 for 50g) and boneless beef short ribs ($3.20 for 40g) at a fraction of the price in most Korean restaurants.
O-Cha
Where: 01-35 (new wing), open: 10am to 10pm daily
What: This kiosk sells all things green tea from matcha tea latte ($3) to green tea dorayaki (Japanese grilled pancake, $1.50).
Pioneer Wharf
Where: B1-45/46 (new wing), tel: 6861-6833, open: 11am to 3pm and 5.30 to 10pm daily
What: This offshoot of the seafood restaurant Pioneer Spring Restaurant in Mount Faber offers dimsum at its new location. Its signature dish is chilli crab ($4.90 per 100g for crabs with a total weight under 800g, otherwise, $5.90 per 100g).
Red Lacquer Penang Peranakan
Where: 03-96 to 101 (new wing), tel: 6794-5427, open: 10am to 10pm daily
What: This new restaurant offers both Penang-style Peranakan food such as curry kapitan, a hot and sour curry chicken dish ($13.90), as well as favourites such as Penang laksa ($6.90).
Shokutsu 10
Where: B1-47 to 55, open: 10am to 10pm
What: The Japanese food street is lined with six dining brands and concepts, including the first Men-Ichi Japanese Ramen restaurant, which sells a spicy tonkotsu ramen ($10.90, above) and the first Yaki Yaki Bo Teppanyaki Restaurant, which sells a tasty chicken and seafood set cooked on an iron griddle ($22.90).
Sky Thai Fastfood
Where: 01-36 (new wing), open: 10am to 10pm daily
What: This new food brand offers cheap and good Thai food on the go, including fried Thai noodles ($4) and green papaya salad ($4.50).
The Icing Room
Where: B1-105 (new wing), tel: 6861-4644, open: 10am to 10pm daily, and noon to 9pm daily for the do-it-yourself corner
What: Customers who want to enjoy the experience of decorating a cake without the hassle of baking can do so here. A basic 10cm 'Design-It-Yourself' vanilla cake ($11.80) comes with a range of piping bags filled with coloured cream, as well as a basic bag of edible toppings and decorative icing pieces.
CITYVIBE
Where: 3151 Commonwealth Avenue West
Nearest MRT: Clementi
Fromage
Where: 01-K4, open: 10am to 10pm daily
What: Deep-fried cheese is the speciality here. Try the fried mac and cheese ($3.50 for six) and mozzarella cheese sticks ($3.50 for six).
SEMBAWANG SHOPPING CENTRE
Where: 604 Sembawang Road
Nearest MRT: Sembawang
611 Tau Sar Piah
Where: B1-13, tel: 6753-0611, open: 10am to 10pm daily
What: A specialist tau sar piah or flaky Chinese pastry shop, which sells traditional sweet and salty tau sar piah (80 cents each) and new flavours such as durian lotus, coffee, red bean and green tea lotus (90 cents each).
Le Grenier a Pain
Where: 01-01, tel: 6752-7627, open: 10am to 10pm daily
What: This is an off-shoot of one of France's famed bakeries. It sells traditional French pastries and Japanese soft buns. Try its crusty baguettes with kaya or peanut butter (from $2), or carolines ($6.20 each, above).
TAMPINES 1
Where: 10 Tampines Central 1
Nearest MRT: Tampines
Manpuku Japanese Gourmet Town
Where: 03-16/19, tel: 6789-6810, open: 11.30am to 9.45pm daily
What: A Japanese food hall with 10 restaurants offering more than 200 menu items. These restaurants include ramen specialist Aoba, hand-made udon shop Toku Toku, okonomiyaki or Japanese pancake eatery Botejyu and Fruit Paradise, which makes fruit tarts.
Diners are given a card which is used to order food at each outlet. All purchases are charged to the card and tallied at the payment counter. Dishes cost $8 to $12 and there is no service charge.
F.I.S.H.
Where: 04-11 and 05-13, tel: 6260-0183, open: 11am to 10pm daily
What: A new concept restaurant by Fish & Co., featuring chicken, lamb and beef dishes on its menu. Aside from the fish and chips Fish & Co. is known for, be sure to tuck into the grilled Mozambique spring chicken ($11.90).
Teadot
Where: 03-K1/K2, open: 10am to 10pm daily
What: A modern tea cafe with hot, iced and ice-blended teas. Some concoctions blend Ceylon tea, strawberries and caramel ($5.50). Try the lavender- infused Earl Grey tea ($5.50).
Yamazaki Boulangerie Chaude
Where: B1-14, open: 10am to 10pm daily
What: This is a sister outlet to Sun Moulin Yamazaki at Isetan Scotts. Buns cost from 80 cents to $2 each and cakes from $26 for a 500g cake.
Sake Inn
Where: B1-30, tel: 6783-3931, open: 10am to 10pm daily
What: This shop has more than 100 types of sake, plum wine, Japanese liqueurs, shochu and beer. Learn about the various grades of sake through tasting sessions. Sake prices start at $8 for a 180ml bottle.
Max Sandwich Grill and Creamery
Where: B1-K1, opens this week
What: This cafe by the Imperial Treasure Group will serve gourmet sandwiches and ice cream.
LOT ONE
Where: 21 Choa Chu Kang Avenue 4
Nearest MRT: Choa Chu Kang
Jalapeno's Pepper Express
Where: B1-K5, tel: 6894-3433, open: 11am to 10pm daily
What: Affordable Mexican fare. Try the grilled fajitas, wraps filled with meats or seafood (from $6.90), or the barbecue beef back ribs ($10.90).
The Yogurt Place
Where: B1-23, tel: 6760-2395, open: 10am to 10pm daily
What: Locally made yogurt with 18 flavours and eight toppings. Flavours include cookies and cream and granola. From $2.80 a cup.
WEST COAST PLAZA
Where: 154 West Coast Road
Nearest MRT: Clementi
Bread n Butter Box
Where: 02-01, tel: 6779-1018, open: 10am to 10pm daily
What: This coffee and toast store offers everything from coffee ($1.10) to kaya toast ($1.40) and mee siam ($3.80).
Tully's Coffee
Where: B1-12, tel: 6777-2492, open: 10am to 10pm daily
What: Popular drinks at this American chain include mocha ($5.50) and cappuccino ($5.30).
Emperor Q
Where: 01-67, tel: 6774-7598, open: 11.30am to 10pm daily
What: This Chinese restaurant with trendy decor serves dishes such as siew mai ($5.50) and cod fish hotstone ($8.80).
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