March 29, 2009
Get set for cheap lunches
Some eateries are rolling out under-$15 set lunches. Even high-end restaurants are getting into the act
By Huang Lijie
Lunch-lovers are drooling: Restaurant set menu prices are falling so much that diners can enjoy near-foodcourt prices, but with quality food, nice surroundings and, often, table service.
The set-lunch limbo-dance is seeing some restaurants drop prices below the psychologically important $20 threshold to even under the $10 mark.
This has raised the bar for dollar-wise diners, as some of these meals, priced as low as $6.90 for a soup and pasta, start to rival foodcourt prices.
There is extra cause for folk to lick their lips: Big names are among those offering these small prices.
At least 24 dining establishments, from the newly opened Italian restaurant Buono in Lorong Chuan to the swanky Latin American eatery El Toro Restro Bar in Penang Road, are offering these gastronomic steals (see story on facing page).
The cheap eats include casual Italian restaurant Bistro Senso at the Singapore Flyer, which lowered its three-course set lunch menu from $22 to $12 earlier this month.
Despite the cheaper prices, items remain similar to previous offerings, such as pasta as an option for the main course.
As a result, its lunchtime customer numbers have doubled while its takings increased by 20 per cent over the last few weeks.
Similarly, three-course set menus recently launched by chain restaurant Bistro Delifrance priced at $7.90 and $11.90 are being snapped up. These are cheaper than its previous 2005 offering of $11.95 for the same number of courses.
While its premium $11.90 set is just 5 cents less, the reduction remains significant given how food prices have generally escalated in the last few years.
Over at Clarke Quay, CapitaLand Retail, which manages the complex, worked with its food and beverage (F&B) tenants to launch a $15 nett set lunch promotion earlier this month, to pull in the crowds.
Of its 20 or more F&B outlets open for lunch, 15 decided to take part.
According to Clarke Quay's general manager, Ms Dawn Tan, these outlets have seen their lunch sales increase between 20 and 50 per cent in just four weeks.
Cheaper set lunches in the ambience of a restaurant are proving a hit with consumers amid the tough financial times.
Senior sales manager Koh Tat Yong, 47, who regularly has lunch at a foodcourt, recently dined at Western restaurant Jalapeno's Pepper at the Flyer, where two-course set lunches start from $6.90.
Mr Koh says: 'I work in the Marina Square vicinity and lunch at a foodcourt in the area usually costs more than $5.
'Not only is the set lunch at Jalapeno's Pepper comparable in price, it also offers table service and a great atmosphere, unlike at a foodcourt where it is noisy and crowded and I have to queue for my food.'
Ms Leong Lai Lin, 40, a sales manager at an interior design company, used to spend around $50 per person for a business lunch at hotels, but now meets her clients only at restaurants with set lunch promotions.
Her new lunchtime haunts include chain restaurant Lerk Thai, which specialises in Thai food and offers a three-for-two set lunch at $11.90 per person.
The four-course set includes a main course, soup and two appetisers.
She says: 'The restaurant offers good service and ambience which makes business discussions over lunch possible, unlike at a foodcourt. Also, the food at the restaurant is not bad.'
While diners are price-sensitive, they are discerning about the quality of the set lunch.
Mr Daniel Quek, 54, a manager in the financial industry, who recently had the $10 set lunch at the Western restaurant Hooters in Clarke Quay, says: 'Some deals may be too cheap to be true, but the one at Hooters is really value for money.
'The food tastes good, the portions are filling and the set comes with so many items, including a soft drink, soup, main course, dessert and coffee.'
Given the drastic price cuts, how do these restaurants manage to keep a healthy bottomline?
For home-grown family-style restaurant chain Han's, the secret to why it has been serving set lunches for almost 30 years is a slimmer profit margin.
Mr Han Choon Fook, 64, managing director of Han's, says: 'As a socially responsible business, it has always been our policy to price our food with integrity and ensure that it is affordable for our customers.'
Its three-course lunches, which come with a drink and are priced as low as $8.80, form the bulk of the chain's takings.
For Lerk Thai, the set lunch pricing strategy pays off because although the average bill drops by 5 per cent to 10 per cent, the promotion generates greater sales volume which keeps the business humming along.
On whether these heavily slashed set lunch prices might spark a price war, Mr Jeremy Goh, 34, marketing director of El Toro, says: 'While the F&B business gets more competitive in these times, I'd caution against a set lunch price war.
'It would hurt the restaurants' bottomlines and the quality of food the diner gets may be compromised.'
Cheap but tasty
By Wong Ah Yoke
The prices are almost unbelievable. A three-course meal for less than $10, and in some cases, the price includes a drink as well. But is the food any good? To answer that question, I went to three eateries serving some of the cheapest set meals last week.
The first stop was the Hans outlet at Marina Square.
The self-service eatery was less than half full at about 1.20pm. On top of the counter were two signs advertising the specials - chicken rendang and chicken curry. Each costs $6.80 but add another $3 and you get soup, dessert and a drink thrown in.
I asked for chicken rendang and instead of coffee or tea, opted for an ice lemon tea. Everything was placed on a tray which you carry to the table yourself.
The soup that day was cream of asparagus. It tasted like it came from a can. Dessert was a slice of musk melon, which shared a plate with a slice of garlic toast. The toast had gone soft.
The chicken, which came with a plate of rice, was the best part. But it looked and tasted like chicken curry except the gravy was brown instead of yellow. I had expected rendang gravy to be thicker. Still, it was not too bad and the serving was generous, with five meaty pieces of chicken. It was a no-frills meal but was filling and at $9.80, it was decent.
Then I went over to Jalapeno's Pepper at the Singapore Flyer, and was even more impressed. The restaurant was spacious and cheerful, though almost empty when I got there at about 1.45pm. There was table service and the meal was served in courses by friendly and efficient waiters.
There was a big selection of set meals and the two cheapest, featuring spaghetti aglio olio or pie, cost only $6.90. The set came with a soup or a salad. Dessert was $2 extra.
I ordered both sets. The tomato and mussel soup, which also had lots of sliced onion, was let down by a weak stock but tasted freshly made. It came with crisp garlic toast.
The salad, however, was standard issue with iceberg lettuce, strips of red cabbage, black olives and hard-boiled egg plus cheese dressing on the side.
Between the two main courses, I preferred the spaghetti, which had a bit of kick from red chilli slices sprinkled over it. The pie suffered from a crust that was too soft.
Dessert was a small piece of brownie served warm and drenched with thick chocolate sauce. It was rich but a bit too sweet.
The price did not include taxes or service charge. Still, at a total of about $10.50, it was a good deal.
The only snag was that the meal did not come with a drink, and I was not served any water.
The last stop was at the Delifrance bistro in Parkway Parade. I got there at almost 2.30pm and it was still half full. This eatery, too, provided full service. The set meal started with a mushroom soup that appeared freshly made but was too salty.
The main course for the set changes every day and was beef spaghetti aglio olio when I was there. It was an odd combination but tasted good. There were pieces of tender, pan-fried beef and slices of capsicum and black olives. And the pasta had been tossed in chilli-infused oil.
I would have preferred al dente spaghetti, but I understand that mid-priced restaurants usually cook pasta through because that is how their customers like it.
Dessert was a small piece of fluffy chocolate cake with chocolate sauce.
The meal ended with a nice, big cup of freshly brewed coffee accompanied by a tiny cookie - a very classy touch.
And for all that, the bill came to just $9.30, inclusive of taxes and service charge.
This was definitely the deal to beat.
Deals $15 and under
Absolute Haven
Where: 70 Prinsep Street, lunch: noon to 2.30pm, closed on Mondays, tel: 6333-4358
Price: $9.90, Tuesdays to Fridays
What: Three-course set comes with a soup of the day, two choices for main course, including grilled fish and spaghetti aglio olio, and dessert or coffee.
Bayang
Where: 3A River Valley Road, 01-05, Clarke Quay, lunch: 11.30am to 3pm, tel: 6337-0144
Price: $15, weekdays only
What: Three lunch sets are available - each with an appetiser, a main course and a drink - such as coriander chicken wrapped in pandan leaf (below), fried rice and lime juice.
Bistro Delifrance
Where: 15 outlets including 391 Orchard Road, B1-37, Takashimaya Shopping Centre; offer available from 11.30am to 10pm, tel: 6238-9326
Price: $7.90 and $11.90, weekdays only
What: Three-course sets come with coffee or tea. Main course is fixed for the day but changes daily and includes items such as beef spaghetti aglio olio for the $7.90 set and seared fish with lemon pepper sauce for the $11.90 set.
Bistro Senso
Where: 30 Raffles Avenue, 01-03, Singapore Flyer, lunch: 11am to 3pm, tel: 6338-8550
Price: $12, weekdays only
What: Three-course set includes choice of salad or soup, pizza, spaghetti or penne for main course and panna cotta with mixed berries or tiramisu for dessert.
Buono
Where: Block 246 Lor Chuan, 01-02, Chuan Park Condo, lunch: 11.45 to 2.30pm, tel: 6280-8325
Price: $15, weekdays only
What: Two-course set comes with choice of salad or soup and four options for main course, including half a roasted chicken served with fries and salad.
Coffee Club
Where: 3B River Valley Road, 01-18, Clarke Quay, lunch: noon to 3pm, tel: 6336-5663
Price: $15, weekdays only
What: Two-course set comes with a soup of the day and a main course such as a sandwich or pasta.
El Toro Restro Bar
Where: 165 Penang Road, level 2, lunch: 11.30am to 3.30pm, tel: 6887-4787
Price: From $8, Mondays to Saturdays
What: Three-course set includes free flow of salad and soup as well as a main course such as an Asian dish, which changes daily.
Essential Brew
Where: 269 Holland Avenue, lunch: 11am to 3pm, tel: 6467-6717
Price: From $9.95, weekdays only
What: Set lunch comes with soup, main course and a drink. Main course options include pasta bolognaise and Earl Grey teriyaki chicken.
Han's
Where: 21 outlets including 1 Pickering Street, 01-03, Great Eastern Centre, offer available from 11.30am to 10pm, tel: 6438-3959
Price: From $8.80 daily
What: Three-course set of soup, main course, dessert and coffee or tea.
Hooters
Where: 3D River Valley Road, 01-03, Clarke Quay, lunch: 11am to 3pm, tel: 6332-1090
Price: $10 and $15, daily
What: The $10 set comes with a soft drink, a soup, a choice of 10 main courses, including minty lamb chops (above), a dessert and coffee or tea. The $15 set has as its main course grilled sole fillet with two tiger prawns in a white wine cream sauce, salad and mashed potatoes.
Hot Stones Steak & Seafood Restaurant
Where: 3D River Valley Road, 01-06, Clarke Quay, lunch: noon to 3pm, tel: 6333-4868
Price: $15, daily
What: The two-course set offers a main course, such as Kurobuta pork tenderloin cooked over a stone slab at the table, and choice of an appetiser or a dessert.
Ivory - The Indian Kitchen
Where: 3A River Valley Road, 02-04, Clarke Quay, lunch: noon to 2.30pm, tel: 6333-4664
Price: $15, weekdays only
What: Buffet lunch includes an assortment of curries, salads, freshly baked naan and tea or coffee.
Jack's Place
Where: 13 outlets including 101 Thomson Road, B1-54/55, United Square, lunch: 11am to 2.30pm, tel: 6253-9097
Price: From $9.20, daily
What: Three-course set comes with soup, choice of main course such as grilled chicken with pepper teriyaki sauce, dessert and coffee or tea.
Jalapeno's Pepper
Where: 30 Raffles Avenue, 02-01, Singapore Flyer, lunch: 11am to 4pm, tel: 6333-1017
Price: From $6.90, Mondays to Saturdays
What: Two-course set comes with soup or salad and main course options such as quiche and spaghetti aglio olio.
Kura no Naka Japanese Restaurant
Where: 3B River Valley Road, 02-02, Clarke Quay, lunch: 11.30am to 2.30pm, tel: 6336-6659
Price: $15, daily
What: Bento set lunch includes sashimi, tempura items, grilled fish and vegetables.
Le Noir
Where: 3C River Valley Road, 01-01, Clarke Quay, lunch: 12.30 to 5pm, tel: 6339-6365
Price: $15, weekdays only
What: Three-course set comes with soup of the day, a choice of spinach pasta with seafood or roasted chicken thigh with vegetables, dessert and a soft drink.
Lerk Thai
Where: 10 outlets, including 6 Raffles Boulevard, 02-202, Marina Square Shopping Centre, lunch: 11.30am to 4pm, tel: 6334-3323
Price: $11.90, with a three-for-two promotion, daily
What: The four-course set includes two appetisers, soup and a main course such as fried minced chicken with basil leaf.
Lotus Grill
Where: 3D River Valley Road, 01-04, Clarke Quay, lunch: noon to 2.30pm, tel: 6338-0902
Price: $15, weekdays only
What: A two-course Asian lunch with options such as deep-fried prawn rolls for starters and laksa for mains.
Mama's Caribbean Bar
Where: 3B River Valley Road, 01-16, Clarke Quay, lunch: 12.30 to 7pm, tel: 6333-4482
Price: $15, weekdays only
What: Set-lunch diners choose their main course and dessert from the a la carte menu. Set includes a soup or salad.
Marrakesh - Moroccan Lounge & Bar
Where: 3D, River Valley Road, 01-01, Clarke Quay, lunch: noon to 3pm, tel: 6338-7331
Price: $15, weekdays only
What: Three-course set at this Middle Eastern restaurant includes a soup or salad, a main course and dessert.
Ras The Essence of India
Where: 3D River Valley Road, 01-05A, Clarke Quay, lunch: noon to 2.30pm, tel: 6837-2800
Price: $15, weekdays only
What: Three-course set includes soup, a main course with rice or bread, and dessert.
RENNthai
Where: 3D River Valley Road, 01-05, Clarke Quay, lunch: 11.30am to 3pm, tel: 6338-7200
Price: $15, weekdays only
What: Choose from three set menus which offer items such as tom yum soup for starters and Thai-style pineapple rice for mains. All sets come with a drink.
The Tent Mongolian Fresh Grill & Bar
Where: 3D River Valley Road, 01-02, Clarke Quay, lunch: noon to 2.30pm, tel: 6339-0200
Price: $15, weekdays only
What: The three-course set includes soup or salad, a serving of grilled meat and dessert.
Tomo Izakaya
Where: 3A River Valley Road, 01-04, Clarke Quay, lunch: noon to 2.30pm, tel: 6333-0100
Price: $15, daily
What: Set includes sashimi, salad, soup, rice, pickles and main course options such as salmon teriyaki.
Upmarket places go low
It sounds too good to be true, but it is now possible for diners to enjoy a set lunch at fine-dining restaurant Les Amis in Shaw Centre for just $38.
From this Wednesday, it is offering a new two-course set lunch for $38. And its traditional three-course lunches, which used to start from $60, will drop to $48. Correspondingly, its four-course set lunch will cost $68 instead of $88.
Women diners who opt for the three- and four-course sets on Mondays and Tuesdays also get a complimentary glass of Henri Giraud champagne.
As a sign of the times, even upscale restaurants are slashing their prices to drive up customer numbers. The move to offer more affordable set lunches is a reaction to the economic downturn, says Les Amis spokesman Raymond Lim.
He says: 'Some of our regular customers are telling us that their company entertainment budgets have been cut by 50 per cent. So if we maintain our prices, they cannot afford to patronise us.'
He adds that business has been volatile, with the restaurant being 'full some days and quiet on other days'.
The items for Les Amis' new set menus are currently being designed by its executive chef, Armin Leitgeb.
To price its set lunches at the new rates, the restaurant will be cutting profit margins and using cheaper ingredients such as locally sourced fish instead of fish from Brittany, France.
Mr Lim says: 'In airline parlance, we want to get the load factor up, before working on the yield. Once the diners are in through the doors, hopefully we can get them to order some wine.'
But he adds: 'Cheaper prices do not imply a compromised experience. The restaurant settings are still luxurious and clients can entertain with pride and confidence.'
Other upmarket restaurants under the Les Amis group are also slashing set lunch prices this week.
The four-course set lunch at its French restaurant Au Jardin in the Singapore Botanic Gardens will be $45 instead of $55.
And at its Italian eatery La Strada in Shaw Centre, the two-course set lunch will be $28 instead of $30, while its three-course set lunch will cost $34 instead of $38.
Fine-dining Italian restaurants Il Lido in Sentosa and Forlino in One Fullerton earlier this year scaled down the price of their three-course set lunch from $45 to $38.
Il Lido beefed up the value of its set lunch options from pastas to include fish and meat dishes, which change regularly.
Items on its set lunch menu are now more likely to include a la carte offerings as well. Mr Beppe De Vito, the restaurants' managing director, says this overlap lowers operating costs.
Streamlining the menu offerings keeps the restaurants from buying too many ingredients for different dishes, he says.
He adds that food portions for the set menus are the same as before despite the reduced prices.
The promotion has been so successful that lunch business at Il Lido has been picking up, while Forlino has been running at full capacity for lunch over the last three weeks.
For upmarket Chinese restaurants Jing in One Fullerton and Majestic Restaurant in Bukit Pasoh Road, lower-priced four-course set lunches at $35 and $30 respectively were added to the menus earlier this month.
Previously, the cheapest set at Jing was $45 for a five-course lunch, while at Majestic Restaurant, it was $40 for a five-course meal. These five-course sets are still available.
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