SOUP RESTAURANT |
Overview |
Their Company was incorporated on 20 July 1991 under the Companies Act as an exempt private company, under the name of "Soup Restaurant". They operate a chain of 18 restaurant outlets under the name of "Soup Restaurant" and "Dian Xiao Er" in Singapore. Most of their dishes originate from family recipes and are distinctive and traditional. They aim to offer their customers delectable cuisines that are prepared in home-cooked style. On 26 March 2007, they converted into to a public limited company and changed their name to "Soup Restaurant Group Limited". |
Strategy |
Mission |
Soup targets a customer profile of families and executives. They believe that home cook food is always the best and having the family eating together brings the family members closer and establish bonding.
They also believe that Mother’s home cook food is the best and she normally cooks what members in the family like. Catering to first the elders, the children then the husband.
Soup believes in creating the home dining experience and creating food that is like home cook food which is fresh, healthy, hot and tasty. Thus the reason also to service all dishes at the same time. |
Product & Service Mix |
Food menu provides for all members of the family with soup-based dishes and herbal soups for the elderly, and non-spicy and sweet dishes for the children. There are signature dishes that are similar to home cook food to cater for families who are familiar with home dining. For instance the “Samsui chicken” is a favourite with the elderly and parents.
Soup priced their food at affordable prices to cater to all customers to be able to dine there. Chiefs ensure there are adequate boneless dishes to cater to children and elderly. |
Marketing & Promotions |
They do not market or promote aggressively but believes in “Word of Mouth” of regulars and other customers. They believe the dining experience and the food would be able to convince customers to return for more.
During festive occasions, Soup encourages family dining by offering packages, new dishes, the usual “Lou Hei” and set menu.
Their marketing strategy is “if we are good, please tell your friends” and “if we are poor, please let us know”. |
Service |
Service Attitude |
Service staff would always recommend the more popular dishes and assessing the customer segments of the family, they would recommend suitable dishes.
Coaching and customized briefings by District Managers and Hall Managers help guide staff to be more attentive and sensitive to customers’ needs. Outlets which meets company’s standard are rewarded with incentives. |
Nurturing service care |
Staff are trained to practice customer service within standards and value-adding at all times i.e. not to serve hot food near children or elderly, repeat orders for customers’ benefit, assisting wheel-chaired bound customers within the restaurant and creating new home grown dishes to delight customers’ palates.
Staff pay attention to the likes and dislikes of regulars in the restaurant. They can detect and offer customized services to them i.e. adding less salt to dishes, helping to reserve a suitable seat/the seat that the customer prefers, serving food at customers’ preferred speed etc. |
Safety first |
Signs are used to ensure the safety of customers within the restaurants. Information of nearby facilities are made known to staff and they have to sign off against these information. Thus, they become very familiar in providing information to customers. For instance, the directions to the nearest nursing room.
Glass windows in the SUNTEC outlet are dressed with motifs stickers to prevent customers from accidentally walking into them. There are signs within the outlet to warn customers as well. |
Infrastructure |
Access & Layout |
Aisles are created to allow easy access of pram-users, wheel-chair bound, elderly and even customers with luggages.
Layout caters for the creation of the dining experience i.e. a pond within the restaurant, artificial bamboo trees, large space for waiting areas, rooms for large families’ gatherings, soft lighting for relax dining etc.
The layout of the restaurants caters for clusters of families gathering and dining together.
Entrances to kitchens and utensils pantries are situated away from dining customers to prevent accidents. |
Facilities |
Soup restaurant outlets are situated in Malls and they leverage on the facilities of the Malls i.e. toilets, nursing rooms, lifts, carparks, ramps etc.
A spacious waiting area is created to allow customers to rest while waiting for staff to get tables ready. Some of these customers are pram-users and wheel-chair bound. Creating such a space makes it conducive for them.
Some of the outlets are located in the heartlands to cater to families not wanting to travel far from home for gathering and dining. |
