March 29, 2009
Tough time's the best time
The economic forecast is gloomy but low start-up costs and interesting dining concepts are spurring restaurateurs to open new eateries
By Huang Lijie
Opening a new restaurant amid a recession may sound like a half-baked idea, but at least six dining establishments have done so since last month.
They include Yoshimaru Ramen Bar in Holland Village, a Japanese ramen store by the Jumbo group of restaurants, and Bonifacio, a Filipino restaurant in Kreta Ayer Road (see other story).
Restaurateurs of these new outlets tell LifeStyle they took the plunge because they are confident their dining concepts will appeal even in these tough times.
Take Ms Phyllis Ong, co-owner of Naive, a modern Asian restaurant specialising in vegetarian food in East Coast Road.
The 32-year-old says of the 50-seat restaurant, which cost $250,000 to set up: 'Some of my friends thought I was naive to open it in this current economic situation and advised me to wait until times are good before setting up shop.'
However, her confidence seems vindicated. She says that business has been brisk, with repeat customers amounting to 40 per cent of those coming through the door. The eatery has also doubled its takings in its second month of operation.
The restaurant serves food free from artificial flavours and heavily processed ingredients, and Ms Ong - who also owns Whole Earth restaurant in Geylang Road - says: 'There is a global trend of people wanting to eat healthy. A lot of health-food restaurants here, however, are marketed in such a way that they draw mostly a vegetarian clientele.
'With this new outlet, I hope to appeal to vegetarians and non-vegetarians who are looking for healthy, flavourful food.'
The restaurant does not use mock meat or attempt to mimic meat textures. Offerings focus on enhancing the natural taste and texture of ingredients such as mushrooms and tofu.
For the partners of Filipino restaurant Bonifacio, who include Singaporean stunt director Picasso Tan and Filipino wushu champion Lester Pimentel, it was a craving for Filipino food that sparked their venture.
The $300,000 restaurant, which seats 60, opened 10 days ago.
Mr Tan says: 'I've been flying frequently to the Philippines for work in the last five years, and every time I return to Singapore, I find myself missing Filipino food.
'It was then that I noticed that there aren't many Filipino restaurants here and saw a potential in this food business.'
Similarly, Mr Richard Kwon, owner of Bonga Korean Restaurant in Dempsey Road, thinks the potential for traditional Korean charcoal barbecue dining here will transcend the tough times.
He jumped at the chance to take over the space of former Japanese restaurant Yen Dining when it became available last December.
The Korean IT consultant, whose family owns hotels as well as a golf course and country club in Seoul, manages the 100-seat Korean barbecue restaurant with his Korean wife, Ms Hera Oh. The eatery cost $500,000 to set up.
Business at the two-month-old restaurant has been 'steady', although he has not marketed it aggressively.
Mr Kwon, 46, who spent seven years working in the IT industry here from 1996 to 2003, explains why he opened his eatery: 'In the past, whenever I visited a Korean restaurant here, I found myself dissatisfied with the service, food quality and decor, among other things.
'So, I decided to fulfil my dream of opening a restaurant with a friendly atmosphere that serves high-quality Korean food at a competitive price.'
Lunch at Bonga costs between $15 and $20 a person, while dinner is between $25 and $40 a head.
For contemporary Western restaurant Spruce in Tanglin Road, opening in the downturn has actually worked in its favour. (See review on Page 29)
Mr Travis Masiero, 29, executive chef and co-owner of the restaurant, says: 'The initial start-up cost was relatively low because we had room to negotiate rental and building costs.
'Also, we were able to source much of our furniture and kitchen equipment through second-hand shops, which had items from restaurants that had recently closed. So, we paid very little for some items that would cost three to four times as much if they were new.'
The 7,000 sq ft restaurant, which can seat up to 100 diners, cost less than $500,000 to set up. It would have easily cost twice as much to set up two years ago during the boom time.
Indeed, the general doom and gloom does not always spell bad news for the food and beverage industry.
Japanese yakiniku (grilled meats) restaurant Aburiya in Robertson Quay, for example, continues to run at full capacity daily. Bolstered by such enthusiastic response, its owner, Mr Kitagawa Keizo, decided to open a complementary yakitori (grilled skewers) restaurant, Aburiyatei, nearby.
And customer numbers have been increasing week by week at Aburiyatei, he says, although he does not have exact figures.
Mr Ang Kiam Meng, 46, general manager of the Jumbo group of restaurants which recently brought in ramen chain Yoshimaru Ramen Bar from Japan, says: 'Customers are prudent with their spending in these difficult times but good quality food and reasonable pricing will bring them in.'
New kids on the block
Aburiyatei
Where: 60 Robertson Quay, 01-10 The Quayside, open: 6 to 11.30pm (Mon to Sat), 6 to 10pm (Sun), tel: 6836-5370
What: The chicken in its skewers is from free-range poultry imported from Johor, which is less fatty and offers a firmer bite. Must-tries include its chicken thigh meat skewer with balsamic vinegar ($4.80 for two skewers) and grilled meatball with egg dip ($5).
Bonga Korean Restaurant
Where: 22 Dempsey Road, level 2, open: noon to 2.30pm and 6 to 10.30pm daily, tel: 6476-8034
What: Signature items at this traditional Korean charcoal barbecue restaurant include marinated short ribs ($38 for 200g) and cold Korean noodles ($15).
Bonifacio
Where: 35 Kreta Ayer Road, open: 11am to 3pm and 6 to 10.30pm daily, tel: 6222-6676
What: Specialities include crispy pata (deep-fried pork knuckle, $24.90) and barbecued chicken ($9.90).
Naive
Where: 99 East Coast Road, open: 11.30am to 10pm daily, tel: 6348-0668
What: Savour healthy, flavoursome food here. Popular items include tamarind tofu cake ($13.80) and monkeyhead mushroom with wolfberry, broccoli and angelica root ($12.80).
Spruce
Where: 320 Tanglin Road, open: 10.30am to 10.30pm (weekdays), 8.30am to 10.30pm (weekends), tel: 6836-5528
What: The menu of this contemporary Western eatery includes burgers ($17) and fish and chips ($21). There is also a bakery where homemade bread such as ciabatta ($4 per loaf) are sold.
Yoshimaru Ramen Bar
Where: 31 Lorong Liput, open: 11am to 11pm (Sun to Thu), 11 to 1am (Fri and Sat), tel: 6463-3132
What: The eatery specialises in Hakata-style ramen, which is characterised by its rich, flavourful pork bone broth. Highlights include its Hakata ramen ($11).
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