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    Halal Eateries Success
    Halal Eateries Success
    Halal Eateries Success
    Ebook171 pages1 hour

    Halal Eateries Success

    By Vincent Gabriel

    ()

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    About this ebook

    One of the most important aspects of food history has been the internationalisation of halal eateries. The affluence of the local Muslim market has attracted sellers from the Middle East, Pakistan and the Islamic communities to put up their food products.

    If this trend goes on, Singapore can acquire the hub status of being the Halal Eatery of the world with a focus on the untapped market of China and the central Asian oil-rich republics.

    My hope is that reading this book will inspire you to introduce halal eateries into yet untapped areas. Of all the F&B opportunities the halal food business, is currently, one of the best opportunities, not only in Singapore but also in China, and the oil-rich states of Central Asia. As my title indicates: "Welcome World", and I hope you will taste Success soon.

    An ideal guide for those who wants to setup a halal food business in Singapore.
    LanguageEnglish
    PublishereBookIt.com
    Release dateApr 26, 2016
    ISBN9781456622794
    Halal Eateries Success

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      Book preview

      Halal Eateries Success - Vincent Gabriel

      Eateries

      UNIT 1

      Welcome World

      At the end of this unit, you will know:

      • the iron rule of street food: TRACK

      • the six stage growth spectrum in the Halal food market

      • the opportunities that become available to innovators of the Halal market

      Introduction

      This unit is about the opportunities that have become available as Singapore becomes the HUB of the Muslim food market.

      Why so?

      1. Singapore street food has built up a solid foundation, for hygiene, affordability, reliability of the food and service standards.

      2. Halal food, in particular, has followed the iron rule of street food: TRACK

      • Keeping to the T raditional taste in the early stages to a sweetish, spicy mixture

      • Eaten with R ice most of the time, and bread sometimes

      • A ffordable in price for all average wage earners

      • C ooking process according to local Islamic norms

      • Knowing the K ey to the current food market

      e.g. in 2013 many Muslim consumers are health conscious and want to keep to LOSSM which stands for Less oil

                                   Less salt

                                   Less sugar

                                   No MSG, no trans-fat

      Knowing the Key is important. For example in the 1950s and in the 1960s there was NO Malay food market. The best food was cooked at home. Malay workers brought their food to the workplace.

      3. The bread manufacturers were among the first to get the Halal certificates. The fast food vendors also did so and opened a huge pent up demand, especially among the young, for a reliable supply of food, quickly prepared and served with a certain level of service. Fast food brands that are not yet halal in Singapore have found on research, that customers go to Johore Bahru and actually seek out these exact same brands to have their halal food. It makes common sense to get the halal certification as quickly as possible, especially that the supporting infrastructure of meat, fish, vegetables, sauces, spices and enhancers are all available and, best of all, in one place.

      4. It may be politically incorrect to talk about this but there are huge pockets of halal consumers in China. They have the buying power but they cannot get enough access to chances to spend their money on things that will enhance their quality of life, like education, food, fashion and health products. Singapore has excellent relations with China and leadership is needed to tap the Singapore and Chinese market to achieve entry into the Chinese Muslim food business opportunities.

      Halal food will see a slow gradual shift along the demand for new food and the rising expectations due to improvements in wealth, disposable income and the influence of foreigners.

      The six-stage spectrum is: ENABLE

      Fig 1.1 Wealth, affluence/food trend table

      The ideal development is shown in Fig 1.1 and that is the development with the strongest roots for success because at each stage the following are ready:

      • the customers are now the mainstream ones, who have heard from the first time tryers that are the innovators that the food follows the iron law of TRACK .

      • the price is acceptable. The motive for introducing these foreign items is the ability to attract a higher price for the food offered.

      • the setting may be ideal. It is a break fast event or a Hari Raya gathering. People like to taste new food. People like to talk about new food. People like to share opinions about new food.

      • the media may have given the new food item a certain amount of coverage and has created a certain buzz at office conversations or at conversations among friends at lunch time.

      • for the food vendor, the infrastructure is ready. He has been able to get all the ingredients he needs, to achieve his objective of bringing out the full taste of the food.

      • the place where the food is sold is somewhere that is accessible to where the bulk of the would-be customers are. Orchard Road is a central place but it is less likely to be the ideal location for a food item that is targeted at buyers in the HDB market.

      Case Study 1.1

      The first time the public as a whole found that Halal food does not need to be Malay was in July 1999 in an article in a newspaper.

      The writer mentioned 4 stalls

      • Yong Tau Foo

      • Chinese style cooked food

      • Amirah’s Grill

      • Razack’s Kitchen

      Amirah’s Grill was owned by an Egyptian chef and his offering was international

      Pizza Quattro Stagioni

      Lamb burrito

      Chicken fajitas

      Razack’s Kitchen offered Cantonese-style Muslim food including:

      Hong Kong-style wanton noodles

      Braised beef noodles

      Yang Chow fried rice

      Chee cheong fun

      Yam cake

      Summary

      The Iron Rule of street food TRACK

      • Keeping to the T raditional taste in the early stages to a sweetish, spicy mixture

      • Eaten with R ice most of the time, and bread sometimes

      • A ffordable in price for all average wage earner

      • C ooking process according to local Islamic norms

      • Knowing the K ey to the current food market

      e.g. in 2013 many Muslim consumers are health conscious and want to keep to LOSSM which stands for Less oil

                                   Less salt

                                   Less sugar

                                   No MSG, no trans-fat

      Knowing the Key is important. For example in the 1950s and in the 1960s there was NO Malay food market. The best food was cooked at home. Malay workers brought their food to the workplace.

      The ENABLE rule of wealth/food trend

      UNIT 2

      Halal Food Business Models

      At the end of this unit, you will know what the main features of the following are:

      • Casual and quick food outlets

      • Food courts

      • Home/party catering

      • Hybrid F&B outlets and what each models entails

      Introduction

      The traditional halal eatery was a small food vendor selling traditional dishes like mee rebus, or Malay kuehs.

      The forces at work

      Food operators are responding to a number of trends viz:

      1. The increase in the monthly income of Malay households from $2,246 in 1990 to $3,500 in 2011 as, in many families, both husband and wife work. Since they do not cook at home that often, they eat out at least twice a week.

      2. The age structure of the Muslim population with a large percentage of young people and it is these young who want to try non-traditional items like sushi, pizza, burgers and pasta.

      3. Already the major food chains, like McDonald’s, Kentucky Fried Chicken, Burger King and Pizza Hut are selling halal certified foods and local sellers are getting into this situation, so that there is every incentive for most food sellers to apply for certification.

      4. The consequence of two-income families in the Malay community is that these families prefer to buy from halal restaurants offering a wider choice of food, and to move away from those selling typically Malay items.

      5. The acceptance among food sellers that they must take the first steps towards globalisation and that step starts in making the food available to more people by going halal.

      6. The large number of immigrants (who came to work in Singapore) and the large number

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