Fei Siong Group inks exclusive franchise deal to develop and run Popeyes in Singapore
PAIGE LIM
OCT 6, 2022 05:29 PM
FOOD and beverage (F&B) operator Fei Siong Group has snagged an exclusive franchise deal to take over the operations of fried-chicken chain Popeyes in Singapore.
The agreement with Popeyes Louisana Kitchen Asia-Pacific, a subsidiary of Restaurant Brands International (RBI), gives Fei Siong Group the right to develop and operate new Popeyes restaurants here. RBI is a Canadian-American multinational fast food company that owns brands such as Burger King, Tim Hortons and Firehouse Subs.
The group, under its newly registered entity Fei Siong Fast Food, plans to “refresh and modernise” Popeyes outlets across Singapore. Besides revamping Popeyes’ storefronts, it intends to introduce new items to the menu and adjust existing recipes to “better suit the Asian palette”, said Jedrick Tan, Fei Siong Group’s senior vice-president of group strategy and business development, told The Business Times at the partnership signing ceremony on Oct 6 (Thursday).
Malaysian-based restaurant operator Revenue Valley now runs the 12 existing Popeyes outlets in Singapore. Fei Siong Group is in talks with Revenue Valley to take over the operations of these outlets.
The group will also look at automating kitchen processes and investing in new equipment to increase the productivity of Popeyes’ outlet operations here.
Tan said: “Popeyes is one of the leading fried-chicken, quick-service restaurant brands in the world. It’s important that we look at replicating its success or doing even better in Singapore.”
The partnership with Popeyes marks Fei Siong’s first foray into the fast-food restaurant industry. The group’s dining concepts have thus far focused on hawker food; it owns 19 brands including EAT, Encik Tan and Malaysia Boleh!, and runs over 160 outlets in coffee shops and shopping malls.
“We want to extend our offerings to provide different options to our consumers, and not just be limited to Asian and Malaysian cuisines,” Tan said. The group’s rights with Popeyes lasts for 20 years; it has the option to renew the franchise.
Fei Siong Group will open a new Popeyes outlet at The Rail Mall in January 2023; Tan plans to have 50 outlets in Singapore within the next 10 years.
Fei Siong Group is also looking into bringing Popeyes to Malaysia, which is in line with RBI’s plan to “deepen penetration” in the Asia-Pacific region, Tan said.
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