Serving Up Something Extra

Singapore restaurants go the extra mile to offer customers value-added services

Issue: Oct 2011

Soup Spoon
The Soup Spoon rewards you with loyalty points for cash rebates while you enjoy their delicious soups like this Beef Goulash made from prime beef cut stewed with paprika and vegetables

Singapore may not be famous for its service but restaurants here are trying to turn the tables around. More are coming up with new ideas to up their service and add value to their restaurants. For the diner, this is definitely something worth chewing on.

Wang Café Value Set
Local breakfast fare at Wang Café is made even more palatable with rewards like the Wang Loyalty Card

Join the Club

Rewarding repeat diners and brand loyalty is one way restaurants enhance their relationships with customers by providing greater value.

Wang Café, which has an outlet at Plaza Singapura, takes customer convenience up a few notches with their Wang Loyalty Card. The café that serves old-style breakfast fare of coffee, tea¸ soft-boiled eggs and kaya (coconut jam) toast has a new pre-paid, stored-value card. The card allows customers to go cashless and rewards them for it. For every S$20 stored in the card, customers get an extra S$2 or 10% credited into the card. For every S$50, they get S$7.50 or 15% more; and for every S$100, they get $20 or 20% more.

The Soup Spoon, which has outlets in several places including Raffles City Singapore, ION Orchard and Bugis Junction promotes a Souperholics programme makes sure that the more you slurp up, the more you will be rewarded. The Soup Spoon ladles up bowls of hearty soups, sandwiches, salads and breads.

With their electronic loyalty card, customers get 50 loyalty points for every S$5 spent and every 100 points accumulated shave S$1 off your bill. Simply register online for the loyalty card and you are immediately rewarded with 100 points, along with the complimentary card. And just as being a Souperholic is hassle-free, the restaurant makes sure using the card is equally easy. If you should forget to bring your card, you can use your mobile phone to earn points. To check and keep track of your accumulated points, simply visit their website.

O'Coffee Club offers lifetime membership which is available to anyone who spends a minimum of S$30 in a single receipt. The casual dining restaurant has outlets in several CapitaLand properties including Clarke Quay, IMM, Raffles City Singapore, and Funan the Digital Mall. Offering premium coffee brews and gourmet food, O'Coffee Club also offers the Club Royalty scheme. Members get 15% discount off their bill if they spend a minimum of S$15. They are also given a 5% rebate on their total bill if they spend S$10 and above. The rebates get accumulated as O'Coffee Club Dollars. Every O'Coffee Club Dollar is worth S$1. These can then be used to offset the next bill. Special promotions and discounts are also made available to members only. In addition, on their birthday month, members enjoy a 25% discount on whole cakes at the outlets. When they dine in on their birthday month, they are given a complimentary sandwich, pasta, rice or main course.

Cotton candy
Spin your own cotton candy at New York New York! while you wait for your food

Ah Mei Café device & food
Old-time favourites like prata are made even more delicious with new technology like the paging system that reduces waiting time

Well Worth the Wait

New York New York! at Sembawang Shopping Centre has a novel way to make waiting fun. This restaurant serves up Western staples like burgers, pizzas, pastas and mains such as roasted chicken and fish and chips; along with old favourites like banana splits, brownies and shakes. But what this place has that should bring out the child in every customer is a cotton candy machine at every outlet which you can use for free.

“We came up with the idea because we wanted to give people something to do while waiting for their food. We wanted something that would appeal to all ages and something catchy,” said Marketing Director, Eugene Lim.

Just walk up to any of the staff and you will get a lesson on how to work the machine. Then, spin away to create your own cotton candy tower. It's free, it's fun and it's a great activity to indulge in while waiting for your meal to arrive.

At Ah Mei Café at IMM, the wait for your order to arrive is made less painful thanks to technology. The prata (fried flour-based pancake) shop that also offers local favourites like biryani (basmati rice with spices) uses a paging system to inform customers that their orders are ready. Order at the counter and you will be given an electronic pager shaped like a disc. Take the pager with you to your seat. When your order is ready to be collected, the disc will alert you by lighting up and vibrating. So, no more standing in line for your food and no more continually checking up on your food at the counter.

In an increasingly service oriented society, good food alone is no longer enough. It is value-added offerings like these that the city needs to anchor Singapore's position as the food Mecca of the East.

Wang Café
68 Orchard Road
#B2-35/36 Plaza Singapura
Singapore 238839
Tel: (65) 6884 5096

O'Coffee Club
3B River Valley
#01-18 Clarke Quay
Singapore 179021
Tel: (65) 6336 5663

The Soup Spoon
200 Victoria Street
Bugis Junction
Singapore 188021
Tel: (65) 6238 8601

109 North Bridge Road
Funan Digital Mall
Singapore 179097
Tel: (65) 3385025

252 North Bridge Road
Raffles City Shopping Centre
Singapore 179103
Tel: (65) 6334 3220

2 Jurong East St 21
#01-125 IMM
Singapore 609601
Tel: (65) 6567 5238

2 Orchard Turn
ION Orchard
Singapore 238801
Tel: (65) 6509 8765

252 North Bridge Road
Raffles City Shopping Centre
Singapore 719103
Tel: (65) 6336 8208

New York New York!
604 Sembawang Road
Sembawang Shopping Centre
Singapore 758459
Tel: (65) 6483 0740

Ah Mei Café
2 Jurong East St 21
#02-70 IMM
Singapore 609601
Tel: 6899 0256

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