This S’pore burger joint sells premium gourmet burgers at honest prices

It is no understatement to say that Singapore is a nation of foodies. We love our fast food and many may not know it, but Ordinary Burgers is a country-style burger that aims to serve “high-end gourmet burgers at a fair price”.

The brand’s co-creators – How Wei Shen, 29, and Adrian Ang, 38 – previously believed gourmet burgers weren’t readily available in the suburbs.

“We felt that there was no category leader in the premium hamburger segment in the suburban areas and therefore we saw the opportunity to enter this segment,” said Wei Shen.

They worked on research and development (R&D) for a year before feeling confident enough to launch the brand in 2018.

Unlike many other F&B entrepreneurs, Wei Shen had no previous experience in the industry. After his national service, the computer science graduate held various roles in the tech industry, which allowed him to get to know Adrian.

“As someone always active and looking for new challenges, I had wanted to work on something different and that’s where I found my passion for food and started the Ordinary Burgers project.

Not just a regular burger

“With the launch of Ordinary Burgers, the intention was to redefine the meaning of an ordinary burger,” explained Wei Shen.

Their burgers are handmade from scratch with quality ingredients and are Halal certified to cater to a wider clientele.

The quick and casual burger concept works in a kiosk setting with little or no seating area, so it can pass the operating cost savings on to consumers.

By focusing on delivering a profitable product, Ordinary Burgers has carved out a segment that competes effectively with leading fast food (QSR) and restaurant brands.

Signature Classic Beef Burger Regular Burger
Signature Classic Beef Burger / Image Credit: Regular Burgers

The price range for its à la carte burgers ranges from S $ 5.30 to S $ 10.20, with Signature Classic Beef being their bestseller.

Wei Shen said that from day one their biggest challenge was to change people’s perception that Ordinary Burgers is a fast food brand that sells expensive burgers.

When we first launched the brand, people were curious about the product. The most difficult challenge was to inform our customers that our products were freshly made to order and therefore the wait time would be slightly longer compared to the large QSR chains.

As a brand within a kiosk, people generally perceived that the whole buying journey would be quick, so there was initial dissatisfaction. However, since we have an open kitchen format, customers quickly saw and realized the effort required to build a burger from scratch and therefore became more understanding.

– Comment Wei Shen, co-creator of Ordinary Burgers

Plus, once customers realize the difference in product quality compared to QSR brands, that’s when the mindset changes – to one who sells gourmet burgers to brands. competitive price.

If you don’t already know, Ordinary Burgers is the sister brand of Mexican-Turkish brand Stuff’d and Common Heroes smoothie. Although Ordinary Burgers shares some shared corporate resources with Common Heroes, Wei Shen pointed out that it mainly operates as an independent incubator project.

It does not engage in any promotions or marketing initiatives, and markets primarily through word of mouth.

“We strongly believe that a good product will sell itself and therefore our goal has always been to ensure quality and consistency, and to seek out the best possible ingredients at the most reasonable prices,” Wei said. Shen.

Surviving the Competitive Restaurant Industry Amid Covid-19

Regular Burgers Shop in City Square Mall / Image Credit: Regular Burgers

Today, Ordinary Burgers has two outlets in Singapore: the City Square Mall and the Ang Mo Kio Hub.

Despite growing up over the years, Wei Shen said it was not an easy journey. Like many other catering businesses, it faces a labor shortage, especially with the current border closures.

“This is a bullet we need to bite to get our staff to work longer to fill some of the workforce gaps,” he lamented.

Like most restaurant businesses, the Covid-19 pandemic over the past year has impacted our sales. When the lockdown was announced last year, we had to pivot pretty quickly to include delivery options. We have learned from this experience and are now in a better position to function effectively in this uncertain environment.

We have also taken advantage of the Covid-19 downtime to further improve our systems and products and are currently looking for new expansion opportunities to bring our products to more people.

– Comment Wei Shen, co-creator of Ordinary Burgers

When asked how they plan to survive in the fierce restaurant business, Wei Shen simply said that they must continue to maintain product quality and provide good service in order to stay true to the value proposition. of the brand.

“In addition, as an open kitchen concept, there is full transparency in the entire preparation process which, in turn, instills greater consumer confidence in the safety and handling of food, which are factors keys in the post-pandemic world.

Featured Image Credit: Regular Burgers

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