The life of a Singaporean hawker is tough.
Even though most people in the country still sleep soundly in their plush beds, they wake up early in the morning to buy and wash tons of produce, much of which is labor-intensive to process.
All you have to do is work all day at a small food stall, spend hours non-stop in front of a blazing fire, cooking to order, and selling each plate for less than $5.
Most days are over by the time the sun sets again. The rest of us have to clean up our stalls, go home, sleep, and get ready to start all over again tomorrow.
It's easy to see why this difficult profession is losing its luster in modern Singapore. The average age of hawkers here is 60, and the population will continue to grow older as younger people shun woks in search of more comfortable and lucrative jobs.
Add to this the rising costs and rapid changes in consumer tastes, and the country's precious hawker culture, recognized by the United Nations Educational, Scientific and Cultural Organization (UNESCO) as an intangible cultural heritage of humanity, will be registered as a World Heritage Site. No wonder. On the verge of completely disappearing.
But even if your hawker stall is established and has been around for decades, it's never too late to rethink your strategy and stay ahead of the competition.That's the premise of the documentary. Second timeproduced by Accenture song A collaboration with three peddlers.
The 46-minute piece chronicles the journey of a hawker who collaborates with consulting giant Accenture's technology-enabled creative group to update their menu, preserve tradition, and move toward a digital-first future.
Geena Rajan Gina's Singapore Vadai For example, the Dammam Food Center restaurant collaborated with culinary consultant and chef Elvin Chu to create three types of dips inspired by popular local flavors such as salted egg, rojak, and even chilli crab. , we have further enhanced our hearty Badai dishes.
The company, first founded by Gina's husband in 1987, saw Rajan work with Consulting Group to give her brand and packaging a modern, Singaporean image to broaden its appeal to younger customers. . According to Accenture Song, this collaboration helped Peddler double her social media followers and increase her sales by 15%.
couple in the back fakih lemon chicken rice Peninsula Shopping Center's Frankie Yeo and his wife Jane are also said to have benefited from working with the consultancy. Chief among the changes was the relaunch of the fan-favorite eponymous lemon chicken rice. It combines crispy fried chicken cutlets with sweet and sour lemon sauce and a heartwarming soup.
Along with the introduction of food delivery services and digital payment gateways, the partnership is said to have increased sales of Fakih Lemon Chicken Rice by 25%. This is quite a feat considering the low foot traffic at the shopping center.
The third and final peddling partnership was Armenian Street Char Kway TeowTan Bun Kiat was first established in 1949 by his father, a hawker, and currently operates within the Sengkang food court.
With no successor in sight, Tan chose to work with Accenture Song to digitally record how to use a wok and spatula so that the famous dish could be recreated with a robotic arm in the future. I'm thinking of doing it.
“We had an ambition to support an industry that is close to the hearts of most Singaporeans,” said Thomas Mouritzen, Head of Accenture Song Southeast Asia. Second time. “[The show] It reflects our creativity and use of insight and technology to reimagine local business, and celebrates the aspirations of hawkers and their drive to innovate. ”
“We hope this documentary sparks further discussion in the industry and brings together people and organizations to sustain and strengthen the culture of peddling for generations to come.”
For more information, please visit: www.Secondservings.tv.
Jina's Vadai The address is 271 Onan Rd, Dunman Food Centre, #01-06, Singapore 424768.
fakih lemon chicken rice It is located at 3 Coleman St, #01-12 Peninsula Shopping Centre, Singapore 179804.
Armenian Street Char Kway Teow The address is 303 Anchorvale Link, Singapore 540303.
Text by Alvin Lim. All photos courtesy of Accenture Song.
