Mahjong, art fairs: F&B businesses look beyond food to attract diners

Facing weaker consumer spending and higher operating costs, some food and beverage businesses in Singapore are exploring new strategies beyond their traditional menu offerings to attract diners and build customer loyalty.

One such establishment is Yum Cha, a restaurant located in Singapore's Chinatown. Since August, the restaurant has been hosting Mahjong sessions on Fridays from 2pm to 6pm, in an initiative known as "Mahjong Social Fridays." The event has proven popular, with sessions quickly filling up for the rest of the month and beyond.

Yum Cha's executive director, Melody Tan, a second-generation owner, believes the Mahjong sessions can help draw a younger crowd to the heritage restaurant. Tan explained that there are many young people who do not know how to play Mahjong but are interested in learning due to hearing about it from relatives and friends.

Tan's goal is to foster a community of regulars who would look forward to visiting the restaurant every week. She added that the initiative is also part of Yum Cha's strategy to stay competitive in the current market conditions, where sales have been declining due to rising costs and weaker consumer spending.

Another establishment attempting to broaden its appeal is Chin Mee Chin Confectionery, a heritage kopitiam in Katong. The cafe recently extended its operating hours to host an art and book fair in collaboration with an independent bookstore for Independent Bookstore Day. The event transformed the dining space into a marketplace featuring up-and-coming artists, aimed at attracting younger consumers to the decades-old brand.

The cafe's senior strategy lead, Ms Lim Sue Ying, stated that the younger generation is looking for more than just food and beverage offerings; they want an experience tied to the brand. Lim believes that F&B businesses need to think outside the box and offer unique experiences to remain competitive in the current market.