A Strategic Business Proposal to re-invent Singapore's Food Court businesses.

1. A New Concept and Business Model
for Food Court Operators
FUTURE
OF THE
FOOD
COURT
Proposed by Keith Tan, +65 9113 1945, keithtankk@gmail.com
未来食阁模式
Business Proposal

2. 02
Today's traditional coffeeshops/
foodcourts are running Landlord-Tenant
relationship business model. The only
revenue stream is the rental & misc. fee
paid by food stall operators.
PROBLEM
TODAY'S
FOODCOURT

3. 03
High cost of setting up food stall $20K-
50K including rental deposit, stall design,
kitchen equipments, backup fund. Sales
can hardly be maximized as it's restricted
by kitchen size & foodcourt's traffic.
PROBLEM
TODAY'S
FOODCOURT

4. 04
In the world increasingly driven by
constant innovation and ever-evolving
consumer needs, foodcourt should
transform from being a landlord to an
omnichannel service provider.
SOLUTION
OMNICHANNEL
SERVICE PROVIDER

5. 05
OmniChannel Service Provider
is the new concept for food court.
It offers various value added services to
food stall operators & consumers by
using internet technologies and new
business model in order to resolve food
court's existing problems.
SOLUTION
WIN-WIN-WIN
MODEL

6. 06
Let's call this "Online Foodcourt".
A foodcourt that combines with 3 key
components of services:
1) Co-working Shared Kitchen
2) Online Food Ordering & Delivery
3) Food Accelerator/Incubator Program
ONLINE
FOODCOURT
3 KEY SERVICES

7. 07
A Shared Kitchen for 5-10 food stalls.
Infrastructure designed only for online
food ordering & delivery. Standardized
kitchen setup where output maximized for
food delivery. Shared facilities/equipment,
and shared manpower etc. Centralized
Inventory and Food Waste Control system.
COWORKING KITCHEN
Food Ordering
Screen
Food
Ordering
Stall 1
Stall 2 Stall 3
Shared
Freezer
Stall 6
Stall 5
Central
Packacing
Area
↗
→
Stall 4
ONLINE
FOODCOURT

8. 08
As it serves only online food order, it can
be located near CBD but less prominent
place and away from high rental area.
3km from delivery points. Able to offer
flexible rental package for food stall
operators on weekly/monthly basis.
(like shopping mall's pop-up store)
COWORKING KITCHEN
ONLINE
FOODCOURT

9. 09
An Online Hawker Food Marketplace.
Also a Lunch Love Community and
Social Platform with users data analytics
With latest tech, food can be ordered and
delivered within 30min while still serves
hot and yummy, at affordable price.
Online sales can be 5X food stall's sales.
ONLINE FOOD ORDER
ONLINE
FOODCOURT

10. 10
An Incubator program, offers manpower-
saving technologies, helps food stall
operators recruit & train kitchen team,
improves operational efficiency, creates
online presence to drive sales, provides
branding & innovation support.
FOOD ACCELERATOR
ONLINE
FOODCOURT

11. 11
1) For Foodcourt operator, more revenue
streams, techonology driven & creating
healthier F&B ecosystem.
2) For Food Stall operators, cost structure
optimised and the sales maximised.
3) For Consumers, more choices, more
convenient and more connected.
TRADITIONAL
FOODCOURT
ONLINE
FOODCOURT
THE COMPARISON
ONLINE
FOODCOURT
High Set-up
Cost
High Rental
Low/No
Set-up Cost
Low Rental
Manpower-
reliant
Limited
Sales
Manpower-
lean
Unlimited
Sales

12. 12
◙ Rental for use of Shared Kitchen space.
◙ Service fee for using centralised kitchen
system and smart devices/equipments.
◙ 10-15% cut from online sales, for using
mobile food ordering and delivery service.
REVENUE MODEL
BUSINESS
MODEL

13. 13
Aim for office lunch crowd, kitchen will
be built within 3 km radius for speedy
delivery at strategic locations islandwide
such as Marina CBD area, Woodlands
Industry area, Tech parks @West & East.
MARKET
TARGET MARKET

14. 14
Only 10% take away and food delivery
Singapore Market has come online -
leaving the 90% waiting to be
exploited. Spring Singapore estimates 3
out of 8 dining experiences will involve
food delivery/vending machines by 2025
MARKET
MARKET SIZE

15. 15
Work with renowned food hawkers who
seek for help in management, technology
and funding support. Offer them an
innovative solution to repackage &
revitalise their product for online sales
MARKET PLAN
RENOWNED
HAWKERS

16. 16
Invite local or overseas restaurant to sell
their signature dishes on our platform
which can help minimise the risk before
entering new market and setting up brick
& mortar store at specific location.
MARKET PLAN
LOCAL/FOREIGN
RESTAURANTS

17. 17
Help those private chefs or individuals
who own a secret recipe, sell their food
at lower cost. This will encourage more
food entrepreneurs start their own food
business without worrying about the
cost and channels.
MARKET PLAN
PRIVATE CHEF/
INDIVIDUALS

18. 18
Most of them are just 3rd party delivery
partners, they don't own kitchen nor
restaurant. They work with restaurants
and help them optimise the menu and
deliver food. Consumer's choices/orders
are usually geographically restricted
and the set-up/capacity of restaurant's
kitchen is inefficient for takeaway food
COMPETITOR
LACK OF
EFFICIENCY

19. 19
However, Deliveroo has set-up an
experimental shared kitchen called
RooBox at Katong early this year, mainly
to help smaller restaurants expand to
new sites at low risk, while creating
more choices for their customers.
COMPETITOR
LOCAL
SHARED KITCHEN

20. 19
In China, due to the booming demand for
online food ordering, many F&B
companies have invested into shared
kitchens that serve only online order.
They called it "Delivery-only Restaurant".
The rise of the shared Kitchen is the
respond to the current F&B problems.
COMPETITOR
OVERSEAS
SHARED KITCHEN

21. 20
In next 10 yrs, more traditional businesses
will be disrupted by technologies and
losing their market share. Besides using
hardware/software solutions to address
labor problem and increase productivity,
Companies should look into developing a
new business model and generate more
revenue streams for greater future.
CONCLUSION
DISRUPT OR
BE DISRUPTED