Singapore Volume 9

2 6 | S U P E R B R A N D S V O L U M E I X MARKET Crystal Jade Culinary Concepts is one of the leading and most diversified restaurant groups in Singapore. Its menus have preserved the rich traditions of Chinese cuisine in contemporary ways, and consistently deliver great value for delicious food and impeccably efficient service. Crystal Jade restaurants have remained at the forefront of the food and beverage industry and continue to be a favourite choice for Singaporean consumers. With an annual turnover of S$250 million in 2014, Crystal Jade has opened an additional 20 outlets across the region. The casual dining segment represents approximately 69% of sales, while the remainder is split between the fine dining (25%), family and bakery (6%). The group’s recipe for success rests not only in its ability to consistently deliver high quality flavours, but also in its commitment to keep pace with market trends, and introduce innovative concepts that meet evolving customer demands. It will continue to increase future market share both locally and internationally, with outlet expansions and ventures into new cuisines. The company has already established a presence in China, Hong Kong, Thailand, Vietnam, South Korea, Indonesia, Philippines, Japan, India, and the United States. ACHIEVEMENTS Crystal Jade is no stranger to success. With more than two million customers served each month, and more than 120,000 seats across the group, the brand as a whole, and many of its restaurant concepts, have been consistently acknowledged with industry and media awards for its food, dining and service excellence. Crystal Jade has won the Gold Award in the Reader’s Digest Trusted Brand Awards – Family Restaurant category; the Singapore Prestige Brand Award for the Top Established Brands, Most Popular Brand, and CitiBusiness Regional Brands categories; Singapore’s Choice Superbrands award; and All-Time Favourite Restaurant. Its Golden Palace has won numerous awards in recent years including the Best Chinese Restaurant & Best Service Eatery in the AsiaOne People’s Choice Award; the Singapore’s Best Restaurants award by Singapore Tatler; and the Singapore’s Top Restaurants award by Wine and Dine. It has also shared the Wine and Dine honour with Crystal Jade Korean Ginseng Chicken & BBQ. In addition, Crystal Jade Dining IN won CCNGo’s Best Eats Award for Singapore Best Dim Sum 2010. Founder Mr Ip Yiu Tung was personally recognised with the Rotary – ASME Singapore Entrepreneur of the Year Award, Overall Winner. Abroad, Crystal Jade’s La Mian Xiao Long Bao restaurants at Harbour City, Telford Plaza, and Tai Yau Plaza in Hong Kong, were included in The Michelin Guide Hong Kong/Macau BIB Gourmand for five consecutive years (2010 - 2015), a ranking which represents an inspector favourite for good value. HISTORY Crystal Jade has come a long way since its early days as a fine-dining Cantonese restaurant. Originally established with one location in the Cairnhill Hotel in 1991, the restaurant business was a new adventure for majority shareholder Mr Ip Yiu Tung. A trained engineer, he had successfully founded a watch and clock manufacturing firm in Hong Kong, but the restaurant business had a different set of challenges. His perseverance enabled him to surmount the difficulties and spark a turnaround in 1992 when new funds were infused, and a new business strategy was implemented. Crystal Jade Restaurant served the niche, fine-dining cuisine market well at the time, but Crystal Jade Kitchen, introduced in 1992 at Isetan Scotts, expanded the brand’s menu with great food options for the masses. Crystal