Singapore food and beverage group No Signboard Holdings has opened a hawker-themed fast-food outlet at The Esplanade.
The move is being touted as Singapore’s first fast-food chain in the category, serving hawker-themed fast food such as Hainanese chicken and nasi lemak burgers.
No Signboard plans another outlet for the One@KentRidge mall to open this month, with a third location expected to launch in the Paya Lebar Quarter next year, with several more to follow islandwide. The franchise is destined to hit China by the end of next year, along with sister brand No Signboard Seafood.
Delivery services via partners Foodpanda, GrabFood and Honestbee will commence shortly.
Eric Er, VP of Hawker QSR (a No Signboard subsidiary), said there are a lot of fast food chains in Singapore – A&W and Shake Shack are coming back next year too. “But their menus are mostly similar, more towards Western-style fast food. Ours is Asian-flavoured. I think it’s a spot-on flavour that customers will really enjoy.”
No Signboard’s origins lie in hawker cuisine: CEO Sam Lim’s grandmother sold seafood at a stall with no signboard at the Mattar Road hawker centre. No Signboard Holdings now operates four restaurants in Singapore and has designs to expand across Asia.
