Singapore Volume 11

5 8 | S U P E R B R A N D S V O L U M E X I MARKET Monster Curry is a Singaporean brand inspired by the concept of curry back in Japan. Mothers have been known to cook “Katsu Curry” for their children at home since “Katsu” means “victory”, it represents a mother’s comfort and hope for her child. With the concept of the wide variety of food dishes in the Singapore culture and that of curry in Japan, Monster Curry was born. The brand was built to bring the element of family love and community to Singapore, in a fun and exciting way. Each dish is lovingly prepared with the freshest ingredients by highly skilled professionals for the customers’ pleasure. The curry served contains 14 spices and vegetables and is specially cooked two days in advance to ensure the authentic taste of the curry. The curry comes served with a variety of cuisines together in a single combo platter. ACHIEVEMENTS Monster Curry has set a new trend in Japanese cuisine with its “larger-than-life” servings. The extra-large portions of food help to create a platform for sharing meals together with family and friends through a reasonable and affordable price. This concept of sharing is not easily duplicated because of the holistic approach that Monster Curry has chosen to adopt, from the interior of the outlets, its customer service and the quality of the food. Monster Curry has experienced tremendous growth, with the opening of six outlets in its first four years of operation. In 2016, Monster Curry achieved the SPBA - Promising Brand award and more recently was voted for by Singapore’s consumers as a Superbrand in 2018. HISTORY Monster Curry was founded in 2012, with its first concept store in Ion Orchard. Inspired by the love and care exuded by mothers in Japan, Monster Curry was introduced to the Singapore market. In order to cater to the familiar cuisine styles that Singaporeans are used to, Monster Curry came up with distinctive menu designs that include a wide variety of food dishes and large portion servings that were combined in a single plate to promote sharing, signify Chinese reunion and encourage bonding over food. This vibrant and unique image has allowed Monster Curry to evolve into a tight-knit community which no other restaurants can replicate and also develop a strong customer base for its outlets in various parts of Singapore. Monster Curry has recently expanded and now boasts 11 outlets located at Nex, VivoCity, Jurong Point, Tampines 1, Parkway Parade, Suntec City, JEM, Bugis Junction, Downtown Gallery, Northpoint city and Novena square. Monster Curry is a brand that is founded on creating a platform for friends and families to share food at affordable prices. This can be seen through the “larger-than-life” servings of food that allow two individuals to share a meal. The concept of sharing helps to stimulate conversations and build relationships over time. At an affordable price range of starting at just S$12.80, Monster Curry hopes to encourage the young and old to come and eat together. PRODUCT Monster Curry promises to provide its customers with high-quality food and impeccable service to create the ideal platform for friends and families to meet-up and to celebrate special occasions. The standard of the food is maintained through regular checks to ensure that it is of an excellent quality and that it meets food safety standards. In addition, the customer service team undergo strict training with the head of operations to ensure that consistent service guidelines and standards are maintained at all outlets.