'We're not reaching saturation point yet': Behind Singapore's insatiable appetite for burgers
SINGAPORE: Burgers may be a rare indulgence for some, only for 30-year-erstwhile Ivan Yee, he has them several times a week.
The foodie estimates that he has eaten about 100 burgers over the by 10 months, proclaiming on his Instagram page where he shares reviews of his meals: "I can swallow burgers till the twenty-four hours I dice."
Mr Yee, who works in finance, identified several criteria for a good burger - from freshly-made, ground meat patties to the type of sauce, cheese or the quality of buns used.
When asked if he could alive without burgers, Mr Yee joked: "I could, but I wouldn't like my life."
It'south burger fans like him who have been driving Singapore's ambition for the nutrient item, with more burger restaurants sprouting upwards across the island.
Earlier this calendar month, American concatenation Five Guys opened its 2nd outlet in Singapore at NEX in Serangoon Central.
READ: Burger fans in Serangoon, Five Guys is opening its 2d Singapore outlet side by side week
In December, some other Us burger chain, Milkshake Shack, unveiled a new restaurant in VivoCity - its fifth outlet in Singapore in less than ii years.
Five Guys' vice-president of operations for APAC Danny Lee said: "We wouldn't enter a market if there wasn't sufficient demand, and people relish our freshness and quality. Singapore has an intelligent consumer base where they want freshness and quality, then our open kitchen is a draw.
"Through our market research, we institute that Singaporeans love to customise their nutrient to their favourite flavour profiles and dietary preferences – and you can practice that at Five Guys."
Describing the country as a "key global city", Milk shake Shack Singapore also said: "Singapore has a vibrant energy, rich civilisation and deep appreciation for food, yet notwithstanding stays on the cutting edge of Western culinary influences.
"Nosotros knew nosotros wanted to be part of a culture and so infatuated with food, just like we are."
FEEDING SINGAPORE'S Ambition FOR BURGERS
Co-ordinate to local food blogger Leslie Tay of ieatishootipost, burgers were kickoff introduced to Singapore effectually the late 1960s and early on 1970s when fast-food chain A&W set up up shop in Singapore. McDonald's and Burger King followed in the years to come up, familiarising the population with burgers.
Simply the local gourmet burger scene only started developing about xv years ago – gathering pace particularly quickly from 2022 onwards, said Dr Tay.
The founder of independent eating house BurgerLabo, Ken Loon, said the inflow of international burger chains also exposed people to a greater variety of burgers.
"On summit of that, people were travelling more besides, and the exposure on the Internet and social media helped people know more than about what'southward a proficient burger," he said, noting that customers' tastes have become more than sophisticated over the years.
READ: Burger Rex revamps brand for first time in over 20 years
Diners have also adult a greater appreciation for quality beef, he said. His own "basic" patty at BurgerLabo is a blend of "100 per cent grass-fed Aberdeen Angus from Argentina and Kuroge Washu from Toriyama Umami Wagyu from Nippon".
Other local restaurateurs likewise gradually upped their game, Dr Tay added.
"The buns started to get improve … And people started doing all sorts of things to the patty – grilling in a charcoal oven, experimenting with smashed patties."
"The next development is the bell-ringer burger … Information technology'south some other milestone because burgers are getting so accessible," Dr Tay added, citing stalls like Burgs, Ashes Burnnit and Hammee's.
Bolstered by Singapore'south relatively affluent, meat-eating population, the hunger for burgers in the country has connected to grow, added the nutrient blogger.
READ: Commentary: Eating less meat could help the environment and our wellness – so what's stopping the states?
IS THE MARKET SATURATED?
Five Guys' Mr Lee said that despite the COVID-19 pandemic, the chain has received much back up from customers in Singapore. On how it will stand out from competitors, he added that the brand is committed to quality and value, and will "stick to what (information technology) knows best".
Shake Shack Singapore said that it too has been "humbled" by the response of fans. When asked nearly possible expansion plans, it said its priority is to focus on its existing five outlets for now.
To differentiate itself, it added that it seeks out local ingredients and food partners as a nod to the country's culture.
Standing out is essential amid a mature burger scene with many players, Dr Tay said, adding that information technology has non been easy for stalls to stay afloat. In fact, many eateries on a list he curated in 2022 have now shuttered.
The ultimate winner in this is the consumer, because competition can help keep prices downward for them, Dr Tay told CNA.
READ: The 14 all-time burgers in Singapore: A 'Ramly', some truffle and a S$x-bargain
Despite that, he believes the market yet has room for more players, supported by need from the younger generation.
Mr Loon agreed: "We're not reaching saturation point yet – far from it. Equally long every bit you tin produce skilful burgers at an affordable toll, then there will exist people going.
"In the F&B industry, price versus value is a very catchy balance to get right," he said, calculation that those who practise not find this equilibrium will autumn to the wayside.
Mr Loon also told CNA that different players satisfy different market segments, be it customers looking for "quick and muddied" burgers or patties with more than luxurious cuts of meat.
"The cheaper burgers volition tap a new segment of students, for example, who volition consume at that place. And as they graduate so earn more, they can beget meliorate burgers," Dr Tay added.
READ: KFC'southward Zip Chicken Burger is now available in Singapore – will you try it?
To cater to irresolute preferences, burger eateries are likewise starting to accommodate their menus to introduce more sustainable, vegetarian or "flexitarian"-friendly options.
Ultimately, burgers are here to stay, both Mr Loon and Dr Tay said.
"Information technology'southward already in the same category of condolement food as mee pok or craven rice. From kids, up to my generation of those in their 40s, who grew upwards with it every bit comfort food, burgers are deeply entrenched," said Mr Loon.
"It'south i of those things that are fad-free. It's e'er in fashion. It may become through unlike iterations simply people will always desire to eat burgers," Dr Tay said.
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Source: https://cnalifestyle.channelnewsasia.com/singapore/burger-demand-singapore-five-guys-shake-shack-opening-184671
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