Market

New CBD retail concept to satisfy craving for heritage comfort foods

16:00 SGT December 12, 2017
New
Mobile app can order meals, secure communal kitchen space

At the heart of Singapore’s central business district (CBD) lies the OUE Downtown Gallery which serves up a unique way to enjoy heritage foods from Indonesia, the Philippines and Singapore. Thanks to a mobile app, diners can pre-order, pay for their meals and collect them piping hot in a fast and convenient way.

Conceptualised as an auto-deli, customers of the OUE: RE: Store can choose from a curated menu designed by renowned chefs — William Wongso from Indonesia, Sau del Rosario from the Philippines, and from Singapore, KF Seetoh and Malcolm Lee.

These chefs have created dishes such as Nasi Minyak Batang Hari, Nasi Arsik Batak, Babi Pongteh Chap Chye, Tahu Goreng Assam Fish with Rice, Pancit Palabok, Chicken Adobo, Laksa Mee Tai Mak with Yong Tau Foo, and Curry Fried Carrot Cake for the new retail outlet, which started operations only last month. The meals can be ordered in advance and collected at a preferred pick-up time, with the Downtown Gallery mobile app assigning a collection vault for each order.

The meals, prepared beforehand in a central kitchen, are steam-heated (upon order) slowly so come collection time will be hot. From Indonesian to Peranakan, Filipino and Singaporean creations, diners can go on a distinctly Asian culinary adventure at a fraction of high-end restaurant rates, according to OUE.

The OUE team wanted to offer something different to tempt the palates of busy working professionals who are in and out of the CBD during office days

“We wanted comfort food, and we wanted stories behind the foods,” Patrina Tan, senior vice-president, Retail, Marketing and Leasing, OUE Limited tells FoodBiz Asia. Eating well does not mean only the usual sandwiches or salads that are common in the CBD, but it is also about balance and different methods of cooking the meals, she added.

In short, the OUE team wanted to offer something different to tempt the palates of busy working professionals who are in and out of the CBD during office days.

In addition, the new retail project houses the OUE Social Kitchen, composed of 10 professionally equipped communal kitchen spaces designed for events. Consumers can book a session with any of the kitchen spaces, also via the mobile app.

The third retail concept found in the Downtown Gallery is the OUE Beauty Bar where consumers can avail of a state-of-the-art machine that dispenses beauty products.

All these concepts housed in one structure were developed with an emerging consumer dynamic that prioritizes experiences over brands and products in mind, said OUE.

“The new generation of consumers are over owning materials and instead prefer experiences that charm and delight,” said Tan. “At Downtown Gallery, we have created a version of what we imagine