This is the first time the chain has partnered hawkers to sell food.
"Singaporeans love our local food culture, it brings people
together," she says. "We are doing our part to appreciate and recognise
our hawkers."
Sales have been so encouraging that the chain is planning to run the
programme again next year. It is scouting new hawker stalls and hawker
dishes.
She says: "This means convincing hawkers to share their secret recipes with us, and us safeguarding the recipes.
GOING BEYOND HAWKER CENTRES
The meals might simply be a convenient option for customers, but the
hawker brand owners say the tie-up is a way of extending their reach.
And because the meals are halal, or made without pork and lard, there is
potential to reach new audiences too.
Mr Ler Jie Wei, 37, whose great-great-grandfather started selling bak
chor mee soup after coming here from China in 1923, says the
collaboration is a way for him to find new revenue streams for Famous
Eunos Bak Chor Mee.
"Ready-to-eat meals have been in demand since the pandemic hit," he
says. "People are receptive to them. They like the convenience. And for
us, it's a way to diversify."
He has three outlets - in Eunos and Hougang and at Ion Orchard. That
stall is a joint venture with food service company Select Group.
The Covid-19 effect also prompted Mr Freddie Leong, 54, owner of
Terry Katong Laksa, to work with 7-Eleven. His father Terry Leong, 90,
started the business in 2004.
The younger Mr Leong runs a stall at Bukit Timah Market & Food
Centre, and will be closing the other stall in Chinatown as his parents
are getting on in years.
He says: "Business was affected and I spoke to my dad about how we really need to adapt. We have no choice."
For other brands, the collaboration is a way to flex their muscles.
The tie-up with 7-Eleven comes as Mr Aston Soon, 50, who grew his
restaurant group from a coffee-shop stall, is looking expand his
business by going into e-commerce and catering, among other platforms.
He spent more than $20 million building a five-storey food
manufacturing plant in Senoko. It makes the food served in his
restaurants, as well as food like pizza and pen cai for other companies.
"With the vast network that 7-Eleven has, we have more exposure," he
says. "We want to show that ready-to-eat meals can be restaurant
quality."
Mr Eric Ang, 43, third-generation owner of Jian Bo Shui Kueh, which
started in 1958, had been working with the Singapore Polytechnic's Food
Innovation and Resource Centre for two years when 7-Eleven came
a-calling.
He had wanted to turn the brand's signature offerings into
ready-to-eat format for Singapore and overseas markets such as Indonesia
and China. He says that Indonesian travellers have, for years, been
buying the steamed rice cakes and preserved radish topping to take home.
"The timing was right," he adds.
His 7-Eleven offerings are made in the company's central kitchen in Admiralty.
FROM WOK TO MICROWAVE
Some modifications have had to be made to get the food to 7-Eleven.
Terry Katong Laksa's Mr Leong says R&D showed prawns and cockles
do not have a long shelf life, so his laksa at 7-Eleven comes with
boiled egg, sliced fishcake and taupok.
For Famous Eunos, the bak in its 7-Eleven bak chor mee is minced
chicken, not pork. Mr Ler created a new product just for the chain. He
says he spent three months figuring out a recipe for chicken broth that
would have the same depth of flavour as the pork version.
Likewise, Qiu Lian Ban Mee developed a chicken ban mian for 7-Eleven.
Ms Ong Qiu Lian, 70, who started her business in 1988, worked with food
service company Sats on the dish, including a new spicy and tangy sauce
for the noodles.
The food in the programme is made by Select Group and Sats, which markets the offerings under its brand, The Travelling Spoon.
Jian Bo and Astons have their own manufacturing facilities and supply direct to 7-Eleven.
Mr Bong Chon Joon and Mr Chai Chin Tek, both 39, started Legend
Scissors Cut Curry Rice in Yishun in 2020. Mr Bong says the chicken
cutlet in their ready-to-eat meal is "not 100 per cent crispy". "There
will be some difference," he says, adding that the curry gravy should
mitigate the lack of crunch.
The stall, he adds, gets high volumes of orders on delivery platforms
and this collaboration is a way to extend the brand's reach. "Society
has changed. We store har kow, siew mai and char siew pau in the freezer
for when we are too lazy to go out. They are easy to reheat. They are
convenient."
hsueh@sph.com.sg
www.facebook.com/tanhsuehyun
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