KOPITIAM |
Overview |
“Kopitiam” meaning coffee shop in Hokkien is one of Singaporeans’ best loved dining places. A typical kopitiam has a variety of food stalls that offers a delightful fusion of Singapore flavours. Stemming from this close-to-heart association, the Kopitiam brand evokes a deep nostalgic sense of what is truly Singaporean. Since its first coffee shop opened in 1988, Kopitiam has an impressive portfolio of more than 70 eateries today. |
Strategy |
Mission |
In line with Kopitiam’s mission to provide a lifestyle dining experience, it aims to foster family bonding by offering patrons of all ages, great quality, incredible variety and that special taste of authentic culinary styles in an array of unique settings. |
Product & Service Mix |
To encourage repeat patronage, Kopitiam believes in a total thematic environment for its foodcourts by animating eatery projects with distinctive identities and unique themes, often inspired by local, historical, social and cultural traditions. For instance, Kopitiam Jurong Point adopts a cheerful outdoor alfresco dining concept while Kopitiam Compass Point invokes a nostalgic atmosphere of a 70s spice harbour and fishing village. Innovative designs and architectural differentiation have enabled the eateries to evolve from functional eating spaces into settings that offer a comfortable and visually appealing ambience. |
Marketing & Promotions |
The “Kopitiam Card” is Singapore’s first dining stored value card. Customers can enjoy cashless dining through a "tap and go" system. At the point of payment, service staff simply taps the card and the food item value is deducted accordingly. The “Premium Kopitiam Card” has an added benefit of 10% discount off on all food and beverage purchases. |
Service |
Service Attitude |
To achieve service excellence, Kopitiam has its very own SERVICE SPY programme where staff with good service attitudes are rewarded with an instant cash award worth $100. The Service & Audit Programme further fortifies KOPITIAM’S objective through feedback from independent Audit units that provides insight to the weaknesses of staff service attitude and thereafter an intervention programme by Human Resource Department to rectify. |
Nurturing service care |
To nurture a more conducive dining experience for families, Kopitiam introduced a kiddy corner play area, which is usually found at specialty restaurants rather than at a foodcourt. At Tiong Bahru Plaza, Hougang Mall and Whitesand foodcourts which serve a higher number of families, parents can enjoy their meals while their children play and interact with other kids at “On the Farm”, kiddy corner. Housed in a farm barn with timber wall murals, the play area is equipped with multi-coloured rubber, rabbit rockers, a worm tunnel and loose play equipment enliven the fun for children.
To cater to the elderly, all Kopitiam foodcourts have well-lit pictures of the menu, with prices clearly stated which help them to order their food easily. |
Safety first |
Kopitiam has a tie-up with Raffles Medical Group & Healthway Medical Group to ensure speedy medical assistance during emergency cases in its foodcourts.
All Kopitiam eateries have non-skid flooring and most of tables, chairs, counter tops have rounded edges, for the added safety of young children. |
Infrastructure |
Access & Layout |
To ensure families have a comfortable and enjoyable time at Kopitiam, space layout is also carefully conceived as part of infrastructure development. The space layout guidelines take into consideration stall layout and seating capacity to ensure easy access and movement, which covers barrier free access, and aisles that are wide enough for wheelchairs and prams.
Various types of seating arrangements have been provided to cater to different customer preferences such as round-tables for family and square-tables for couples. Tables for disable persons and baby chairs are also available. |
Facilities |
To ensure families have a clean and safe dining environment, especially when many of their customers have young children, Kopitiam strives for a high standard of hygiene at its foodcourts. There is a designated space outside the main dining area for storage of cleaning equipment. Cleaners have to adhere to a cleaning SOP. Dining tables are wiped twice with two separate clothes and the floor has to be kept dry and clean at all times. |
