Singapore Volume 12

2 0 | S U P E R B R A N D S V O L U M E X I I MARKET Aburi-EN specialises in partially grilled or flame- seared donburi. The essential products are the Premium Buta Donburi and Premium Wagyu Gyu. The pork and beef donburi bowls on the menu form up approximately 50% of the entire sales mix. The meats are grilled to perfection using bincho tan, giving it the umami. The high-quality products are brought in and priced in the most affordable range for the discerning consumers who expect high standards with their meals delivered consistently on a regular basis. The brand’s vision is to bring high-quality and affordable grill bowls to all Singaporeans. Currently, the brand has eleven outlets in Singapore with plans to open further branches in the future. In addition to Singapore, the brand also has restaurants in 7 restaurants in Hong Kong which all located in iconic landmarks like Times Square in Causeway Bay and there are plans to expand its business to other SE Asian markets. ACHIEVEMENTS Despite the challenges facing the F&B industry during the Covid-19 pandemic, Aburi-EN has expanded to eleven outlets in Singapore in a little over two years of operation. The brand was the first to launch high-quality grill bowls at affordable prices. Aburi- EN is the first restaurant in Singapore to bring high-quality Miyazakigyu Beef to the market at affordable prices. The brand was also the first to develop dishes made using the world’s first meatless yakiniku this year. In 2021 the brand was recognised by the Superbrands organisation and was awarded Superbrands Status in Singapore. HISTORY Aburi-En is part of the En Group of restaurants, which was established in Singapore in February 2000. Since then, the company has expanded its businesses with more restaurants opening, both locally and overseas. The brand Aburi-EN was developed and established in the second half of 2018. The Managing Director of the EN Group, Raymond Ng, identified a gap in the market and set up a supply chain with suppliers of high-quality Miyazakigyu and imports the beef directly from Japan. The brand Aburi-EN opened its first restaurant in Tanjong Pagar Centre, Singapore, in November 2018, with the second restaurant opening in quick succession at VivoCity in December of the same year. The company’s latest outlet to open is located at Jewel, Changi Airport and aims to attract local and international markets. Specialising in aburi or partially grilled