Welcome
Welcome to the April issue of the USAPEEC ASEAN Regional Newsletter.
This newsletter seeks to provide readers with useful product and major market information for institutional and consumer users of U.S. poultry. Readers will find a variety of general market information, activities as well as useful product information in every issue.
This month's issue:
Contents
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Market News
- 10-year Plan To Double Global Average Egg Consumption
- Seven Singapore Restaurants Among Asia’s Best 50
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Food Service
- Going Loco Over Hybrids
- Stew: Simmering Goodness In A Pot
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Industry Trends
- Veggie Scraps: Recycle, Regrow, Reuse
- Is Grocery Shopping Going Dark?
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In The Region
More news and updates available on www.usapeecasean.com
For USDA Country Reports go to Export Assistance under Resources and Library.
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10-year Plan To Double Global Average Egg Consumption
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The International Egg Commission (IEC) has launched ‘Vision 365’, a 10-year plan to double the global average egg consumption to 365 eggs/person/year. Vision 365 brings campaign supporters together to raise awareness of the nutritional value of eggs, build the reputation of eggs based on scientific fact, and position eggs as an essential food for health among consumers.
Suresh Chitturi, IEC Chairman: “Given their incredible nutritional value and significant environmental credentials, eggs are a natural solution for many of the challenges we face as a society today. The initiative has great potential to transform the reputation of the egg around the world, and we need the industry’s help to make our ideas a reality. With increasingly differing opinions on what is good for our health and environment, now is the perfect time to promote the power of the egg as an affordable, nutritious, and low-impact food source.”
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The program is spearheaded by the IEC, which represents the global egg industry as part of its parent body, the World Egg Organization (WEO), and features proactive global communications to increase outreach to key inter-governmental organizations to inspire progress. To encourage support for Vision 365, the IEC released a short video highlighting the power of the egg and the strength of the egg industry – to inspire egg businesses worldwide to get involved. Click: https://www.youtube.com/watch?v=NXb-clG1wLw
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Vision 365 aims to double the global average egg consumption. (Photo: Ron Lach)
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Power of eggs – affordable, nutritious and low-impact food source. (Photo: Ivan Samkov)
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Seven Singapore Restaurants Among Asia’s Best 50
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Seven Singapore restaurants made it to the list of Asia’s 50 Best Restaurants 2022. Tokyo’s Den topped the list, marking the second time a Japanese restaurant has achieved the honor.
The Singapore restaurants on the list are Cloudstreet (#44), Burnt Ends (#41), Labyrinth (#40), Zén (#37), Les Amis (#23), Meta (#20) and Odette (#8).
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The 10th edition of Asia’s 50 Best Restaurants was aired live on social media. (Photo: 50 Best Restaurants TV YouTube)
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Challans Guinea Fowl ‘a la Braise by Odette. (Photo: Time Out)
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Cloudstreet’s Maria Yeo is Asia’s Best Pastry Chef. (Photo: Cloudstreet FB)
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In conjunction with the official rankings, special awards were presented to Japanese chef Natsuko Shoji of Été in Tokyo (Asia’s Best Female Chef Award); Malaysia’s Eat and Cook (American Express One To Watch Award) considered as a rising star of the region, celebrating gastronomic excellence, innovation and potential; and South Korea’s Jeong Kwan (Icon Award). Jeong Kwan is a practising female Buddhist nun, and is known as a legend in Korean temple cuisine, which she perfected over 40 years. Maira Yeo of Cloudstreet, Singapore was named Asia’s Best Pastry Chef, while the Chefs’ Choice Award went to David Lai from Hong Kong who is known for his sustainable cooking techniques.
The 10th edition of Asia’s 50 Best Restaurants focuses on the best places to experience the continent’s fine dining and hospitality. The announcement comes a week after the release of Asia’s best restaurants ranked 51-100. Singapore bagged five spots on the 51 – 100 list, namely Jaan by Kirk Westaway (#55), Euphoria (#56), Esora (#58), Lolla (#75), and Thevar (#92).
The event was aired live on social media, headed by William Reed Business Media. For the first time since the pandemic, it was open to in-person attendance at three locations — Pullman (Bangkok), Wynn (Macau), and the Palace Hotel (Tokyo).
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Unless you’re talking about hybrid pastries like the famous cronut, there is nothing that comes close to the saying, “the best of both worlds”. If there’s anything the cronut fad has taught us, it’s that two delectable desserts are better than one!
Hybrid pastries are taking off fast and it all started with the creation of the cronut by Chef Dominique Ansel. Initially launched in the U.S. in 2013, the croissant and donut combination has become a popular pastry in Brazil, UK, France, and Asia. Not long after, we were blessed with the arrival of the townie, a blend of tartlet and brownie, as well as the brookie, a brownie crossed with a cookie. These days, you can find several inspiring fusions, ranging from muffle and crookie to the Starbucks' duffin.
Hybrid pastries work well because they offer something new and exciting to today’s novelty-seeking consumers. And demand for tasty treats is sky high. With inspiration and lots of perspiration, the pastry scene has become hotter than ever with offerings of new flavors, colors, and textures to please the palate. Sweet-tooth connoisseurs and foodies go to great lengths to get their hands on these delicious goodies, many of which sell out in a matter of minutes!
Don’t take our word for it – check out some of these fabulous fusion sensations yourself!
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Croffles come with sweet and savory toppings. (Photo: Mango's Home Kitchen)
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Croffle (croissant + waffle)
The unexpected cross between waffle and croissant was ideated by Irish pastry chef Louise Lennox who felt a stirring that something exciting was about to happen when a ready-made croissant was pressed against a waffle iron. And boom! Besides the waffle design and shape, the croffle became an instant hit with its crisp, butter edges, making it oh so irresistible! It quickly became a craze in South Korea (pre-COVID) before gaining popularity across the U.S. Today, croffles are served with sweet toppings like nutella, whipped cream and banana, and are even paired with savory toppings like cheese or bacon.
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Cruffin (croissant + muffin)
Essentially a croissant dough that is shaped to fit into a muffin mould. After baking, sugar is sprinkled on top, and the pastry is filled with chocolate, lemon, caramel, or peanut butter. More adventurous bakeries have started to explore the pairing of cruffins with bacon and cheese, making it more savory for customers who prefer something less sweet. So really, there’s something for everyone!
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The insta-worthy cruffin is a cross between a croissant and muffin. (Photo: Dear Fork)
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The cretzel combines the chewiness of a pretzel and flakiness of a croissant. (Photo: Eat Street Northshore FB)
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Cretzel (croissant + pretzel)
Who doesn’t love a good buttery croissant? Well, the cretzel, yet another croissant-inspired dish, was created by Marks & Spencer. This pretzel-shaped dark croissant with a firm crust brings together the chewiness of a pretzel and flakiness of a croissant. Using laminated croissant dough, the pastry is twisted to form the pretzel shape to maintain the flaky exterior which is then sprinkled with salt or cinnamon sugar. Cretzels are great with coffee or tea.
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Crêpe Cake (pancake over pancake)
The now famous trending crêpe cake is a dessert that happened by chance. This is how the story goes. A 14-year-old assistant waiter in 19th century Paris was preparing a dessert for the then Prince of Wales when the cordials caught fire in front of a chafing dish. After tasting the “ruined” pastry, he thought it was the most delicious melody of sweet flavors and served it anyway. This happy accident brought crêpe cakes to the world and quickly became a beloved dessert that can easily be whipped up at home. The cake is made of ultra-thin pancakes, stacked atop one another with filling, cream or frosting – simply a delight with every bite. If you're looking for a lavish, yet straightforward way to enjoy crêpes, this is it.
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Made with stacked crêpes and whipped cream, crêpe cake can easily be whipped up at home. (Photo: Pixabay)
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If you’re one of those who just enjoy pastries, there are times when you can’t decide between one pastry or another, right? Well, now there’s a growing family of hybrid pastries that make their singular counterparts look plain and simple in comparison. The synergy of hybrids, injected with different kinds of filling has become the world's most sought-after pastries. Some are just mind-blowing and we’re going loco for more!
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Stew: Simmering Goodness In A Pot
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All cultures have stew. American stew is mainly derived from the French and English versions given the lack of heat and general spice profile. The only difference lies in the adaptation for local ingredients. The addition of peas likely happened with the advent of frozen foods. Other common ingredients like carrots, mire poix (vegetable flavor base), pearl onions, mushrooms, rosemary, thyme, and red wine are already in the French tradition.
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The world’s oldest known evidence of stew can be traced back to Japan. (Photo: Heritage of Japan)
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Moving to the south and west, where chili and gumbo/jambalaya type dishes abound, you may have found something that’s a little more America specific, that is less European influence and more Latino, African, Caribbean flair. The essence of American food isn’t the origin but rather it’s the combination of origins. In Asia, the world's oldest known evidence of stew was found in Japan during the last ice age (Jōmon period). In charred scrapings from clay pots, scientists found well-preserved traces of fat from marine and freshwater fish, and shellfish. The flakes of the burnt pottery introduced archaeologists to the Stone Age society who stewed their fish and ate it in groups. In any case, the advent of combining ingredients in a pot of boiling water probably led to the creation of a nutritious, easy-to-digest meal that came to be known as stew.
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There’s something comforting about a delicious bowl of stew. Whether it’s the warm winter feeling, soothing texture or zesty flavor, few other food items come close. The ultimate one-pot meal is literally what you put in it. There’s no better way to cook different cuts of meat with a variety of vegetables, aromatics and broth over the course of an afternoon. Beans, vegetables and seafood can all benefit from this technique.
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One way to cook stew is over the stove top. (Photo: Katerina Holmes)
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Slow cookers are versatile and convenient for making stew. (Photo: Real Homes)
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How to make stew
Stewing is a combination cooking method that uses small cubes of meat that are totally immersed in liquid and slowly simmered. This technique makes tougher cuts of meats palatable and tender, and dried beans edible and soft. Stewing food is a great way to retain the maximum nutritional value of the food you cook. Both food and the liquid are served together as one dish.
You can use different methods to make stew. Some prefer the stove top method. However, you’ll have to keep a close watch at all times. And because temperature control is crucial, you’ll have to lift the lid and frequently check the liquid levels. Modern slow cookers or crockpots are versatile and convenient. Just plug in the countertop appliance, set the timer, and come home to a great dinner after work! If you’re using an oven, place your ingredients in a stockpot, cover and let it cook there. The internal heat of an oven is a wonderful way to get consistent heating with little fluctuation.
Cooking temperatures: If you’re cooking stew on the stove, use the lowest setting you can when you reach the initial boil. If you’re using an oven, set the temperature between 120°C and 160°C, depending on the recipe you’re using, and cover the pot.
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Stewing vegetables
Celery, leeks, cabbage, fennel and tough greens like kale or mustard greens can be stewed. Beans, peppers, eggplants, and tomatoes also make the grade. Grains and beans require slow stewing and can take 25 minutes and 2 hours while vegetables cook quickly. To check doneness, use a sharp knife to pierce root vegetables like carrots. If they pierce easily, your dish has finished cooking. For beans and grains, scoop some out with a spoon and bite to check if it’s cooked.
Stewing seafood
When it comes to seafood, cod, halibut, snapper, grouper and sea bass are ideal for fish-based stew. The French bouillabaisse and Italian cioppino are both classic fish stews that can be made easily using this technique. Because of their delicate nature, they don’t have to be pre-browned. Stewing fish or other seafood requires very little time as fish and shellfish tend to cook quickly, often within minutes.
Stewing poultry
Fricassees and curries are excellent examples of stewed chicken. If cooked on the bone, the chicken should be browned first to caramelize the skin and render the fat. Cook the chicken until its internal temperature reaches 90°C. Unlike a large cut of meat or pork, there is no need to cook chicken for hours.
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Roasted root vegetables with tomatoes and kale. (Photo: Simple Recipes)
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Chicken stew cooks pretty quickly compared to other meat stews. (Photo: Good To Know)
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Stewing beef, pork or lamb
Tougher cuts of beef, lamb, and pork can be cubed and stewed with excellent results over a few hours at a low temperature. You can use shank, brisket, chuck, or oxtail. The most delicious example of this is beef bourguignon၊. For really tender meat, cook the stew low and slow, for approximately 2 hours.
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Veggie Scraps: Recycle, Regrow, Reuse
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Every time we work in the kitchen, we produce waste. Most people don't realize how much food they throw away every day. Vegetable skins, peels, tops, bottoms, roots, stems, rotten or spoiled parts – these scraps are all too often discarded. While rotten or spoiled bits are not food-safe, some of the food, from uneaten leftovers to spoiled produce, to parts of fruit and vegetables, can be eaten or repurposed.
To reduce waste and make the most of your food purchases, we share some smart tips on how to reuse produce scraps, namely veggies, that you would otherwise discard.
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Vegetable peels like potato are a rich source of fiber and antioxidants. (Photo: Polina Tankilevitch)
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Veggie chips
Vegetable peels contain beneficial nutrients. They are a rich source of fiber and high in antioxidants. Instead of tossing them, you can turn them into crunchy veggie chips! Simply mix carrot, parsnip or potato peels with oil and your favorite salty/herb/spice seasoning and bake in the oven at 200°C for 8-10 minutes.
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Using vegetable stock instead of water will enhance the flavor of any dish. (Photo: Fox, Pexels)
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Celery stalks placed in a shallow container can regenerate after a week. (Photo: Kidstir)
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Vegetable stock
This is a fantastic way to bring out the flavor from the scraps. Stocks can be used as flavor enhancers in soup, chowder, pasta, casserole, stew, gravy, and salad dressing. That’s a lot! Save your vegetable scraps in a large ziplock bag, and store in the freezer (you can store for six months). Leave out vegetables like brussels sprouts, broccoli, asparagus, bell pepper, cabbage, and cauliflower as these add a bitter taste to the stock. Once the bag is full, dump the scraps into a pot and fill it with water. Bring to a boil and let it simmer for at least 30 minutes. Pour the stock through a strainer and store it in a container. You can refrigerate it for up to 4 days or freeze it for up to three months.
Growing veggies from scraps
Potatoes: Slice off any section of potatoes with dented ‘eyes’. These are the pale yellow or white indentations from which shoots grow. Leave to dry overnight and plant them in a pot of soil the following day with the eyes facing up. The plant will begin to sprout after a few weeks.
Celery: Cut off the bottom of the celery stalk, an inch or two from the base, and place it in a shallow container. Fill the container with water until it covers the base and leave it in a place with adequate sunlight. The plant will regenerate after about a week. When the new leaves in the middle of the base start to grow and turn dark green, it’s ready to plant in the soil. You can use a container or replant directly in your garden. Be sure the little leaves stick out of the soil.
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Romain, lettuce, bok choy, and cabbage: Place the butt of the lettuce in a bowl and fill it with water until the bottom half is submerged. Once you see a couple of regrown leaves, transfer the plant into a pot of soil. Bok choy and cabbage can be regrown in a similar manner.
Basil, mint, cilantro: Place the herb’s stems, around 2-3 inches long, into a narrow glass of water and make sure these stems are placed upright. When new roots begin to sprout from the base of the stem, transfer into a pot of soil.
Onion: You can use an onion bulb to grow spring onions. Place a couple of onion bulbs in a large pot of soil and water it periodically to keep the soil moist. In a few days, spring onions will sprout out of the bulb.
Some food for thought: The next time you’re planning a meal, stop and think. With a little sunshine and some water, many of your favorite vegetables can be regrown into whole new plants that can be reused to make some delicious and low-waste meals - no backyard garden necessary!
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Is Grocery Shopping Going Dark?
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When online shopping skyrocketed during the coronavirus pandemic, companies raced to redefine their storage and distribution processes while exploring ways to meet consumer needs, giving rise to “dark stores.”
While it may sound a little sinister, it’s not. Dark stores are small functional spaces laid out like a supermarket or mini warehouses, dedicated to fulfilling online orders. Some are automated and don’t need lights, hence, the concept of its name. They come in the form of grocery stores, clothing brands and home goods retailers.
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The spike in online shopping has given rise to dark stores. (Photo: The Hill)
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Technology and data models allow for a short turnaround time, from order to delivery. (Photo: Localogy)
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Highly automated dark stores offer the convenience of a physical store. (Photo: GeekWire)
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Proximity breeds speed and convenience
The rise in e-commerce and a decline of in-store purchasing predated Covid. That said, the pandemic induced a surge in e-commerce growth which now has many businesses re-evaluating the use of retail space. Online grocery shopping exploded 3 to 5 times in some markets and digital penetration increased across age groups. ASEAN countries added 70 million online shoppers in 2021 since COVID. We are seeing new groups of shoppers who have become comfortable with shopping online and aren’t too eager to go back to their traditional habits.
To take advantage of this behavioral shift, retailers are changing store operations to make them work as distribution hubs, with the benefit of being located closer to population centers for rapid delivery. These customer-free, highly automated stores combine the strengths of online shopping with the convenience of a physical store to provide optimal customer experience. All a customer needs to do is to place an order online and have it delivered directly to their door or pick it up from a collection point. Meanwhile, technology and data models are evolving to deliver the most frequently ordered items in dense urban areas and local neighborhoods, all under 15 minutes. The SKUs within these stores are dynamic and change per customer preference, but the value proposition remains the same: a short turnaround time from order to delivery, which transforms grocery shopping into an on-demand utility.
A bright future ahead?
Converting a brick-mortar store into a dark store is a great way to optimize the supply chain and improve customer experience. Many retail companies have benefited from the dark stores during the pandemic situation, and it looks like they’re here to stay. Whole Foods recently converted their stores in Los Angeles and New York to dark stores. HappyFresh, one of Southeast Asia’s largest online grocery platforms, plans to open as many as 100 dark stores across the region to facilitate fresh and dry grocery delivery. The fast-growing online grocery platform currently operates in Indonesia, Thailand and Malaysia and plans to grow its business within these markets in the coming year.
Will supermarket and retail stores follow the lead of big names and convert their physical space to fulfilment centers? Allowing customers to enter only part of the store or pulling inventory off the shelf for deliveries maximize the many ways stores can reach out and serve customers without decreasing the experience for customers who prefer to shop in-store. But for some, it doesn’t quite satiate the impulse of stepping out, getting a quick snack and moving on with life.
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Cambodia
Swensen’s to expand with new stores
Minor Food and Express Food Group (EFG) have signed a new 10-year agreement to develop Swensen’s stores in Cambodia. This year, EFG plans to build integrated stores in Chbar Ampov and Battambang, including a brand new premium ice cream concept store at Aeon Mean Chey Mall. It will also open a Swensen’s store in Phnom Penh’s PH Eco Mall in July. Over the next few years, EFG aims to upgrade and refurbish existing restaurants, and double the number of Swensen’s stores.
Indonesia
Meatsmith opens in South Jakarta
After successful runs in Singapore and Doha, famed smokehouse Meatsmith has landed in South Jakarta. Located amidst the trees and buildings of the Gunawarman area, the modern barbecue house occupies 600 square meters of space. The area is known for its diverse food and beverage establishments. The full metal smokehouse cooks up refined meats like its signature burgers grilled to perfection, dazzlingly marble steaks, tender briskets, and 14-hour smoked ribs. Customers can also tap on Meatsmith Express, its second quick service brand which is a grab-and-go service located on the ground floor.
More flavors from Chicken Union
Chicken Union is offering flavors from various countries in its menu, to differentiate it from competitors that only offer local Indonesian flavors. You can find items like Portuguese Peri-Peri chicken, Mexican fried chicken, Korean gochujang chicken, American smoked chicken, among others on the menu. While the business only began operating last year, sales have been growing. Currently, Chicken Union has 18 outlets in Greater Jakarta and is targeting an additional 50 outlets in 2022.
Malaysia
KFC launches Ayam Percik meal
KFC Malaysia has introduced a new item on their menu. The Ayam Percik meal is KFC’s take on a local dish served during the fasting month of Ramadhan and Hari Raya celebrations. The meal features its signature spicy chicken coated with popular Malay ingredients like lemongrass, ginger, galangal and turmeric for a smoky flavor and spicy heat.
Philippines
First Peri-Peri ‘fly thru’ store lands in Metro Manila
Shakey’s has launched its first Peri-Peri Charcoal Chicken & Sauce Bar “Fly-Thru” store in Metro Manila. With sustainability at the forefront of their design, the store uses eco-friendly paint, solar-powered lights, and sunblock technology to keep the environment cool. The news innovation under the PIZZA brand seeks to expand their local store footprint and build more innovative store formats in line with their pursuit of sustainable growth.
Singapore
Zitimama’s debuts fusion style pasta concept
Zitimama’s has launched a new concept that sells Italian-American styled baked pasta in three minutes. Located at the Nanyang Technological University, the menu offers three different types of sauces, a new fusion sauce every season, five proteins and seven types of vegetables. A unique customer experience awaits as an avatar introduces the menu and promotions. Customers can pick their pasta, sauce and ingredients to suit their budget. Zitimama’s plans to open a second outlet in Singapore and two other outlets in New Zealand and India before the end of the year.
Drones for island-to-island food delivery
Sentosa Development Corporation (SDC) and ST Engineering are collaborating with foodpanda to test food delivery from its restaurants and eateries to St. John’s Island via drones. The pilot will study the feasibility and operational requirements of drone food deliveries, as well as the payment system for the service. Participants can order freshly prepared meals from a variety of participating F&B establishments in Sentosa via the foodpanda app which would then be transported by foodpanda riders from Sentosa’s Tanjong Beach. From there, the meals will take a seven-minute flight to a designated delivery point on St John’s Island. The drones can withstand weights of up to 10 kg, and fly for 7 km.
Thailand
Zen restarts chain expansion
Zen Corporation is reinvesting and has resumed the expansion all three of its restaurant chains: Aka, On The Table and Zen. The company aims to boost the number of Aka branches from 28 to 100 by 2025. This year, 10-15 Aka restaurants are scheduled to open at hypermarkets and the Robinson Lifestyle Mall. To modernize On The Table, Zen will rebrand, redesign, and adjust the restaurant’s business model to a hybrid one, and open two new locations in the third and fourth quarter of 2022. Plans are underway to open a Zen flagship restaurant at Queen Sirikit National Convention Center and a Zen Grab & Go at Muang Thong Thani this year.
Vietnam
Jollibee opens its 150th store
Jollibee Foods has opened its 150th store at Da Nang City, one of the country’s largest cities. Vietnam plays a huge role in Jollibee’s business venture in international markets. The country is among the fastest growing economies in Asia and has a huge young and vibrant population. It is the only QSR (quick service restaurant) brand to have built and operate its own commissary in Vietnam.
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Disclaimer: All opinions and views expressed in the articles published in the newsletter are those of the individual journalists and do not necessarily reflect those of the publisher, the newsletter's sponsors or USA Poultry & Egg Export Council.
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