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Select ensures international flavours come alive

Select is a leading food service provider with operations in events catering, institutional catering, quick-service restaurants, themed food courts, coffee chains and dessert chains

PUBLISHED : Thursday, 10 August, 2017, 9:17am
UPDATED : Thursday, 10 August, 2017, 9:17am

Country Business Reports interviews and articles by Discovery Reports

Changi Airport has been recognised time and time again as one of the world’s best airports, thanks to its top-notch service and amenities. Being among the best in its industry, Changi works only with the best service providers to cultivate a memorable experience for flyers.

That is why working with Select Group – the company behind Straits Food Village, winner of last year’s Airport Food Court of the Year – is a strategic decision reaffirming not just Changi’s world-class airport standards, but the vibrancy of Singapore’s food culture.

Select Group is a leading food service provider with operations in events catering, institutional catering, quick-service restaurants, themed food courts, coffee chains and dessert chains, among others.

“Many food and beverage companies in Singapore do not have the same wide spectrum we offer. Select Group has very deep knowledge about each segment where we operate,” says managing director Vincent Tan.

With 26 years of food and beverage experience, Select Group is an expert in building brands, whether home-grown or franchised.

Select Group is instrumental in the further diversification of Singapore’s food culture with the introduction of many home-grown brands. Select Group’s first concept restaurant, Lerk Thai, serves authentic Thai cuisine. Moving to another restaurant that showcases hearty Asian meals, Pho Street offers diners a delicious taste of Vietnamese cuisine – spring rolls, pho, spicy noodles that can tantalise even the most discerning foodie’s palate. Malaysia’s Ipoh cuisine is also represented with Lou Yau serving kampong chicken and hor fun.

Satisfying the craving of those with a sweet tooth, Select Group’s dessert chain, Hong Kong Sheng Kee Dessert, has made a name for itself with delectable Hong Kong style desserts such as its signature SK mango pomelo sago.

For coffee enthusiasts, freshly brewed kopi and steamed kaya butter bread await at Hill Street Coffee Shop. Those seeking a casual dining experience are in for a treat with Griddy, which serves pasta with local flavours, value-for-money main courses, tempting side dishes paired with specially crafted dips, and a full selection of dessert waffles.

Equally as strong as Select Group’s self-made brands is Peach Garden. The strategic acquisition of the local favourite enabled Select Group to offer authentic Chinese food and add to its extensive portfolio.

Select Group also franchised Texas Chicken, one of the largest quick-service chicken concepts in the world. Adding value to its franchised brand by spicing up its menu, Select Group demonstrates innovativeness by creating new products on a limited time offer run.

“We challenge ourselves to constantly come up with something new for the market, not only in terms of menu, but other components such as marketing, delivery and other things,” Tan says.

Contributing to Select Group’s success in the food and beverage industry is a well-oiled system in the form of dedicated staff manning a modern central kitchen. Accommodating the growing appetite for its food offerings, Select Group built a 200,000 sq ft facility with a central kitchen, research and development centre, training test kitchens, storage facilities and cold room facilities, among others. The increased capacity can support the growth of all of the company’s food lines for the next 5 to 10 years.

Another direct result of the increased capacity is Select Group’s newest business venture to sell Asian ready meals and bentos at supermarkets and convenient stores.

Select Group’s success in Singapore serves as the blueprint for its expansion internationally. The company has started introducing its food concepts, particularly Hong Kong Sheng Kee Dessert, Pho Street and Hill Street Coffee Shop in Malaysia and Indonesia, and is getting a warm reception in the new markets. Select Group is open to working with partners looking to participate in its brand-building in Asia. “Those seeking a partner with good brands should look no further than Select Group,” Tan says. “We support our partners and make sure the businesses are successful.”