ASTONS Specialities (Singapore Restaurant) - Revision history

Dayana Rizal: /* Community outreach */

2020-09-03T08:31:14Z

Community outreach

← Older revision		Revision as of 16:31, 3 September 2020
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	====Outlets in Singapore====		====Outlets in Singapore====
			[[File:Astons Steak and Salad.jpg\|thumb\|''The storefront of an Astons Steak and Salad outlet. Photo credit to [https://www.shaunchng.com/2018/09/12/astons-steak-and-salad-western-buffet-restaurant Shaun Chng].'']]
	As of 2020, ASTONS has over 20 outlets in Singapore, which includes full-service restaurants in the form of ASTONS Specialities, ASTONS Steak & Salad and Andes by ASTONS alongside self-service food stalls that are branded as ASTONS Express.<ref>"[https://www.astons.com.sg/locations/ Locations]". ''Astons''. Accessed on 5 June 2020.</ref> The following table provides more details.		As of 2020, ASTONS has over 20 outlets in Singapore, which includes full-service restaurants in the form of ASTONS Specialities, ASTONS Steak & Salad and Andes by ASTONS alongside self-service food stalls that are branded as ASTONS Express.<ref>"[https://www.astons.com.sg/locations/ Locations]". ''Astons''. Accessed on 5 June 2020.</ref> The following table provides more details.
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	[[File:Astons Steak and Salad.jpg\|thumb\|''The storefront of an Astons Steak and Salad outlet. Photo credit to [https://www.shaunchng.com/2018/09/12/astons-steak-and-salad-western-buffet-restaurant Shaun Chng].'']]
	===Overseas expansion===		===Overseas expansion===
	ASTONS has taken on franchise opportunities with overseas partners and has restaurants in Myanmar and Malaysia.<ref>"[https://www.astons.com.sg/franchise/ Franchise]". ''Astons Specialties''. Accessed on 5 June 2020.</ref>		ASTONS has taken on franchise opportunities with overseas partners and has restaurants in Myanmar and Malaysia.<ref>"[https://www.astons.com.sg/franchise/ Franchise]". ''Astons Specialties''. Accessed on 5 June 2020.</ref>

	==Community outreach==		== Community outreach ==
	~~Over the years, ASTONS has partnered with social service organisations on community outreach programmes. They have played the roles of a partner employer and a location sponsor.~~

	===Association for Persons with Special Needs (APSN) x ASTONS (2018)===		===Association for Persons with Special Needs (APSN) x ASTONS (2018)===

Dayana Rizal at 08:18, 3 September 2020

2020-09-03T08:18:41Z

← Older revision		Revision as of 16:18, 3 September 2020
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	====Outlets in Singapore====		====Outlets in Singapore====
	[[File:Astons Steak and Salad.jpg\|thumb\|''The storefront of an Astons Steak and Salad outlet. Photo credit to [https://www.shaunchng.com/2018/09/12/astons-steak-and-salad-western-buffet-restaurant Shaun Chng].'']]
	As of 2020, ASTONS has over 20 outlets in Singapore, which includes full-service restaurants in the form of ASTONS Specialities, ASTONS Steak & Salad and Andes by ASTONS alongside self-service food stalls that are branded as ASTONS Express.<ref>"[https://www.astons.com.sg/locations/ Locations]". ''Astons''. Accessed on 5 June 2020.</ref> The following table provides more details.		As of 2020, ASTONS has over 20 outlets in Singapore, which includes full-service restaurants in the form of ASTONS Specialities, ASTONS Steak & Salad and Andes by ASTONS alongside self-service food stalls that are branded as ASTONS Express.<ref>"[https://www.astons.com.sg/locations/ Locations]". ''Astons''. Accessed on 5 June 2020.</ref> The following table provides more details.
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			[[File:Astons Steak and Salad.jpg\|thumb\|''The storefront of an Astons Steak and Salad outlet. Photo credit to [https://www.shaunchng.com/2018/09/12/astons-steak-and-salad-western-buffet-restaurant Shaun Chng].'']]
	===Overseas expansion===		===Overseas expansion===
	ASTONS has taken on franchise opportunities with overseas partners and has restaurants in Myanmar and Malaysia.<ref>"[https://www.astons.com.sg/franchise/ Franchise]". ''Astons Specialties''. Accessed on 5 June 2020.</ref>		ASTONS has taken on franchise opportunities with overseas partners and has restaurants in Myanmar and Malaysia.<ref>"[https://www.astons.com.sg/franchise/ Franchise]". ''Astons Specialties''. Accessed on 5 June 2020.</ref>

Dayana Rizal: /* Affiliated restaurants */

2020-09-03T08:17:14Z

Affiliated restaurants

← Older revision		Revision as of 16:17, 3 September 2020
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	==Affiliated restaurants==		==Affiliated restaurants==
	Over the years, ASTONS has also diversified beyond Western cuisine.<ref>Fred. "[https://www.bites.com.sg/newsbites/hot-seat/hot-seat-openings-astons-ceo-ventures-hotpot-buffet-manle/ Hot Seat Openings: ASTONS CEO ventures into hotpot buffet with MANLE]". ''Bites''. September 18, 2017. Accessed on 5 June 2020.</ref> The following restaurants in Singapore ~~are~~ managed by the ~~ASTONS Food and Beverage (F&B) Specialities PTE LTD~~.		Over the years, ASTONS has also diversified beyond Western cuisine.<ref>Fred. "[https://www.bites.com.sg/newsbites/hot-seat/hot-seat-openings-astons-ceo-ventures-hotpot-buffet-manle/ Hot Seat Openings: ASTONS CEO ventures into hotpot buffet with MANLE]". ''Bites''. September 18, 2017. Accessed on 5 June 2020.</ref> The following restaurants in Singapore managed by the Astons Group.
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	!Name		!Name

Dayana Rizal: /* Background */

2020-09-03T08:08:19Z

Background

← Older revision		Revision as of 16:08, 3 September 2020
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	==Background==		==Background==
	===Founder & origins===		===Founder & origins===
	[[File:~~Astons Specialities 2005~~.jpg\|thumb\|''The ~~first~~ ASTONS Specialities ~~stall~~. Photo from [https://~~www.facebook~~.com/~~AstonsSG/photos/a.1452111504868049/3042129902532860~~/~~?type=3&theater Facebook~~].'']]		[[File:Aston Soon profile.jpg\|thumb\|''The founder of ASTONS Specialities, Aston Soon. Photo from [https://globalrlc.com/profile/aston-soon source].'']]
	ASTONS Specialities was founded in 2005 by Aston Soon. Before starting his own business, Aston worked in the food and beverage industry since 1988; starting out as a kitchen and service staff.<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref><ref>"[https://globalrlc.com/profile/aston-soon#:~:text=Mr%20Aston%20Soon%20is%20the,time%20staff%20at%20a%20steakhouse. Aston Soon]". ''Global Restaurant Leadership''. Accessed on 5 June 2020.</ref><ref>Daniel. "[https://danielfooddiary.com/2010/05/27/aston-soon/ Astons – A Wagyu Burger with Aston Soon]". ''Daniel Food Diary''. May 27, 2010. Accessed on 5 June 2020.</ref> With the help of a S$35,000 loan from friends and family,<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref> Aston opened the first ASTONS Specialities food stall in a coffee shop along East Coast Road. Aston worked 18-hour shifts with the help of his mother-in-law, his wife and her sisters. The stall reportedly broke even within six months of operations.<ref>Tan, Yi Hui. “From hawker to steak king.” ''The Straits Times.'' August 3, 2009. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref> As of 2020, Aston Soon is the Chief Executive Officer (CEO) of the ASTONS F&B Specialities group.<ref>“[https://www.conceptlab.com.sg/works/astons-specialties/ Astons Specialities]”. ''Concept Lab Communications.'' Accessed January 3, 2020.</ref>		ASTONS Specialities was founded in 2005 by Aston Soon. Before starting his own business, Aston worked in the food and beverage industry since 1988; starting out as a kitchen and service staff.<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref><ref>"[https://globalrlc.com/profile/aston-soon#:~:text=Mr%20Aston%20Soon%20is%20the,time%20staff%20at%20a%20steakhouse. Aston Soon]". ''Global Restaurant Leadership''. Accessed on 5 June 2020.</ref><ref>Daniel. "[https://danielfooddiary.com/2010/05/27/aston-soon/ Astons – A Wagyu Burger with Aston Soon]". ''Daniel Food Diary''. May 27, 2010. Accessed on 5 June 2020.</ref> With the help of a S$35,000 loan from friends and family,<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref> Aston opened the first ASTONS Specialities food stall in a coffee shop along East Coast Road. Aston worked 18-hour shifts with the help of his mother-in-law, his wife and her sisters. The stall reportedly broke even within six months of operations.<ref>Tan, Yi Hui. “From hawker to steak king.” ''The Straits Times.'' August 3, 2009. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref> As of 2020, Aston Soon is the Chief Executive Officer (CEO) of the ASTONS F&B Specialities group.<ref>“[https://www.conceptlab.com.sg/works/astons-specialties/ Astons Specialities]”. ''Concept Lab Communications.'' Accessed January 3, 2020.</ref>
	==Business expansion==		==Business expansion==

Dayana Rizal: /* Background */

2020-09-03T08:01:29Z

Background

← Older revision		Revision as of 16:01, 3 September 2020
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	==Background==		==Background==
			===Founder & origins===
	[[File:Astons Specialities 2005.jpg\|thumb\|''The first ASTONS Specialities stall. Photo from [https://www.facebook.com/AstonsSG/photos/a.1452111504868049/3042129902532860/?type=3&theater Facebook].'']]		[[File:Astons Specialities 2005.jpg\|thumb\|''The first ASTONS Specialities stall. Photo from [https://www.facebook.com/AstonsSG/photos/a.1452111504868049/3042129902532860/?type=3&theater Facebook].'']]
	~~===Founder & origins===~~
	ASTONS Specialities was founded in 2005 by Aston Soon. Before starting his own business, Aston worked in the food and beverage industry since 1988; starting out as a kitchen and service staff.<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref><ref>"[https://globalrlc.com/profile/aston-soon#:~:text=Mr%20Aston%20Soon%20is%20the,time%20staff%20at%20a%20steakhouse. Aston Soon]". ''Global Restaurant Leadership''. Accessed on 5 June 2020.</ref><ref>Daniel. "[https://danielfooddiary.com/2010/05/27/aston-soon/ Astons – A Wagyu Burger with Aston Soon]". ''Daniel Food Diary''. May 27, 2010. Accessed on 5 June 2020.</ref> With the help of a S$35,000 loan from friends and family,<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref> Aston opened the first ASTONS Specialities food stall in a coffee shop along East Coast Road. Aston worked 18-hour shifts with the help of his mother-in-law, his wife and her sisters. The stall reportedly broke even within six months of operations.<ref>Tan, Yi Hui. “From hawker to steak king.” ''The Straits Times.'' August 3, 2009. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref> As of 2020, Aston Soon is the Chief Executive Officer (CEO) of the ASTONS F&B Specialities group.<ref>“[https://www.conceptlab.com.sg/works/astons-specialties/ Astons Specialities]”. ''Concept Lab Communications.'' Accessed January 3, 2020.</ref>		ASTONS Specialities was founded in 2005 by Aston Soon. Before starting his own business, Aston worked in the food and beverage industry since 1988; starting out as a kitchen and service staff.<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref><ref>"[https://globalrlc.com/profile/aston-soon#:~:text=Mr%20Aston%20Soon%20is%20the,time%20staff%20at%20a%20steakhouse. Aston Soon]". ''Global Restaurant Leadership''. Accessed on 5 June 2020.</ref><ref>Daniel. "[https://danielfooddiary.com/2010/05/27/aston-soon/ Astons – A Wagyu Burger with Aston Soon]". ''Daniel Food Diary''. May 27, 2010. Accessed on 5 June 2020.</ref> With the help of a S$35,000 loan from friends and family,<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref> Aston opened the first ASTONS Specialities food stall in a coffee shop along East Coast Road. Aston worked 18-hour shifts with the help of his mother-in-law, his wife and her sisters. The stall reportedly broke even within six months of operations.<ref>Tan, Yi Hui. “From hawker to steak king.” ''The Straits Times.'' August 3, 2009. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref> As of 2020, Aston Soon is the Chief Executive Officer (CEO) of the ASTONS F&B Specialities group.<ref>“[https://www.conceptlab.com.sg/works/astons-specialties/ Astons Specialities]”. ''Concept Lab Communications.'' Accessed January 3, 2020.</ref>
	==Business expansion==		==Business expansion==

Dayana Rizal at 08:01, 3 September 2020

2020-09-03T08:01:04Z

← Older revision		Revision as of 16:01, 3 September 2020
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	[[File:Astons Specialities 2005.jpg\|thumb\|''The first ASTONS Specialities stall. Photo from [https://www.facebook.com/AstonsSG/photos/a.1452111504868049/3042129902532860/?type=3&theater Facebook].'']]		[[File:Astons Specialities 2005.jpg\|thumb\|''The first ASTONS Specialities stall. Photo from [https://www.facebook.com/AstonsSG/photos/a.1452111504868049/3042129902532860/?type=3&theater Facebook].'']]
	===Founder & origins===		===Founder & origins===
	Aston Soon ~~is the founder and Chief Executive Officer (CEO) of the ASTONS F&B Specialities group~~.~~<ref>“[https://www.conceptlab.com.sg/works/astons-specialties/ Astons Specialities]”. ''Concept Lab Communications.'' Accessed January 3~~, ~~2020.</ref> He joined~~ the food and beverage industry in 1988~~, working in restaurants~~ as kitchen staff<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref> ~~for seven years before starting his own business.~~<ref>"[https://globalrlc.com/profile/aston-soon#:~:text=Mr%20Aston%20Soon%20is%20the,time%20staff%20at%20a%20steakhouse. Aston Soon]". ''Global Restaurant Leadership''. Accessed on 5 June 2020.</ref><ref>Daniel. "[https://danielfooddiary.com/2010/05/27/aston-soon/ Astons – A Wagyu Burger with Aston Soon]". ''Daniel Food Diary''. May 27, 2010. Accessed on 5 June 2020.</ref> ~~In 2005, Aston opened the ASTONS Specialities food stall in a coffee shop along East Coast Road with~~ the help of a S$35,000 loan from friends and family.<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref> Aston worked 18-hour shifts with the help of his mother-in-law, his wife and her sisters. The stall reportedly broke even within six months of operations.<ref>Tan, Yi Hui. “From hawker to steak king.” ''The Straits Times.'' August 3, 2009. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref>		ASTONS Specialities was founded in 2005 by Aston Soon. Before starting his own business, Aston worked in the food and beverage industry since 1988; starting out as a kitchen and service staff.<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref><ref>"[https://globalrlc.com/profile/aston-soon#:~:text=Mr%20Aston%20Soon%20is%20the,time%20staff%20at%20a%20steakhouse. Aston Soon]". ''Global Restaurant Leadership''. Accessed on 5 June 2020.</ref><ref>Daniel. "[https://danielfooddiary.com/2010/05/27/aston-soon/ Astons – A Wagyu Burger with Aston Soon]". ''Daniel Food Diary''. May 27, 2010. Accessed on 5 June 2020.</ref> With the help of a S$35,000 loan from friends and family,<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref> Aston opened the first ASTONS Specialities food stall in a coffee shop along East Coast Road. Aston worked 18-hour shifts with the help of his mother-in-law, his wife and her sisters. The stall reportedly broke even within six months of operations.<ref>Tan, Yi Hui. “From hawker to steak king.” ''The Straits Times.'' August 3, 2009. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref> As of 2020, Aston Soon is the Chief Executive Officer (CEO) of the ASTONS F&B Specialities group.<ref>“[https://www.conceptlab.com.sg/works/astons-specialties/ Astons Specialities]”. ''Concept Lab Communications.'' Accessed January 3, 2020.</ref>
	==Business expansion==		==Business expansion==
	[[File:Astons Express.jpg\|thumb\|''The storefront of an Astons Express food stall.'']]		[[File:Astons Express.jpg\|thumb\|''The storefront of an Astons Express food stall.'']]

Dayana Rizal at 07:53, 3 September 2020

2020-09-03T07:53:04Z

← Older revision		Revision as of 15:53, 3 September 2020
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	[[File:Astons Specialities logo.jpg\|thumb\|''The ~~brand's~~ logo.'']]		[[File:Astons Specialities logo.jpg\|thumb\|''The ASTONS logo.'']]
	ASTONS Specialities is a Western food franchise that was founded in Singapore. The restaurant chain is known for serving affordable Western cuisine. ASTONS Specialities won the Best Western Restaurant title at the AsiaOne’s People Choice Awards 2016.<ref>“Bite sized.” ''The New Paper.'' April 27, 2016. Accessed January 03, 2020. Retrieved from Factiva.</ref> The brand has also won an award at the Asian Enterprise Brand Awards.<ref>Astons Singapore. ''Facebook''. November 19, 2018. Accessed on 5 June 2020. Retrieved from: https://www.facebook.com/AstonsSG/photos/a.1452111504868049/2032870880125439/?type=3&theater</ref> As of 2020, the ASTONS Food and Beverage (F&B) Specialities PTE LTD has expanded to include nine other affiliated restaurants.		ASTONS Specialities is a Western food franchise that was founded in Singapore. The restaurant chain is known for serving affordable Western cuisine. ASTONS Specialities won the Best Western Restaurant title at the AsiaOne’s People Choice Awards 2016.<ref>“Bite sized.” ''The New Paper.'' April 27, 2016. Accessed January 03, 2020. Retrieved from Factiva.</ref> The brand has also won an award at the Asian Enterprise Brand Awards.<ref>Astons Singapore. ''Facebook''. November 19, 2018. Accessed on 5 June 2020. Retrieved from: https://www.facebook.com/AstonsSG/photos/a.1452111504868049/2032870880125439/?type=3&theater</ref> As of 2020, the ASTONS Food and Beverage (F&B) Specialities PTE LTD has expanded to include nine other affiliated restaurants.

Dayana Rizal at 06:48, 3 September 2020

2020-09-03T06:48:16Z

← Older revision		Revision as of 14:48, 3 September 2020
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	====Outlets in Singapore====		====Outlets in Singapore====
	[[File:Astons Steak and Salad.jpg\|thumb\|''The storefront of an ~~Aston's~~ Steak and Salad outlet. Photo credit to [https://www.shaunchng.com/2018/09/12/astons-steak-and-salad-western-buffet-restaurant Shaun Chng].'']]		[[File:Astons Steak and Salad.jpg\|thumb\|''The storefront of an Astons Steak and Salad outlet. Photo credit to [https://www.shaunchng.com/2018/09/12/astons-steak-and-salad-western-buffet-restaurant Shaun Chng].'']]
	As of 2020, ASTONS has over 20 outlets in Singapore, which includes full-service restaurants in the form of ASTONS Specialities, ASTONS Steak & Salad and Andes by ASTONS alongside self-service food stalls that are branded as ASTONS Express.<ref>"[https://www.astons.com.sg/locations/ Locations]". ''Astons''. Accessed on 5 June 2020.</ref> The following table provides more details.		As of 2020, ASTONS has over 20 outlets in Singapore, which includes full-service restaurants in the form of ASTONS Specialities, ASTONS Steak & Salad and Andes by ASTONS alongside self-service food stalls that are branded as ASTONS Express.<ref>"[https://www.astons.com.sg/locations/ Locations]". ''Astons''. Accessed on 5 June 2020.</ref> The following table provides more details.
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Dayana Rizal: /* Outlets in Singapore */

2020-09-03T06:44:42Z

Outlets in Singapore

← Older revision		Revision as of 14:44, 3 September 2020
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	====Branding====		====Branding====
	[[File:ASTONS.jpg\|thumb\|''The storefront of an Astons Specialities ~~Restaurant~~.'']]		[[File:ASTONS.jpg\|thumb\|''The storefront of an Astons Specialities restaurant.'']]
	Over the years, Aston worked with the agency, Concept Lab Communications to develop the branding for the ASTONS franchise.<ref>“[https://www.conceptlab.com.sg/works/astons-specialties/ Astons Specialities]”. ''Concept Lab Communications.'' Accessed January 3, 2020.</ref> They conceptualised the brand's logo, the restaurant menu and the customer dining experience.		Over the years, Aston worked with the agency, Concept Lab Communications to develop the branding for the ASTONS franchise.<ref>“[https://www.conceptlab.com.sg/works/astons-specialties/ Astons Specialities]”. ''Concept Lab Communications.'' Accessed January 3, 2020.</ref> They conceptualised the brand's logo, the restaurant menu and the customer dining experience.

Dayana Rizal: /* Local expansion */

2020-09-03T06:43:51Z

Local expansion

← Older revision		Revision as of 14:43, 3 September 2020
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	Aston Soon is the founder and Chief Executive Officer (CEO) of the ASTONS F&B Specialities group.<ref>“[https://www.conceptlab.com.sg/works/astons-specialties/ Astons Specialities]”. ''Concept Lab Communications.'' Accessed January 3, 2020.</ref> He joined the food and beverage industry in 1988, working in restaurants as kitchen staff<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref> for seven years before starting his own business.<ref>"[https://globalrlc.com/profile/aston-soon#:~:text=Mr%20Aston%20Soon%20is%20the,time%20staff%20at%20a%20steakhouse. Aston Soon]". ''Global Restaurant Leadership''. Accessed on 5 June 2020.</ref><ref>Daniel. "[https://danielfooddiary.com/2010/05/27/aston-soon/ Astons – A Wagyu Burger with Aston Soon]". ''Daniel Food Diary''. May 27, 2010. Accessed on 5 June 2020.</ref> In 2005, Aston opened the ASTONS Specialities food stall in a coffee shop along East Coast Road with the help of a S$35,000 loan from friends and family.<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref> Aston worked 18-hour shifts with the help of his mother-in-law, his wife and her sisters. The stall reportedly broke even within six months of operations.<ref>Tan, Yi Hui. “From hawker to steak king.” ''The Straits Times.'' August 3, 2009. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref>		Aston Soon is the founder and Chief Executive Officer (CEO) of the ASTONS F&B Specialities group.<ref>“[https://www.conceptlab.com.sg/works/astons-specialties/ Astons Specialities]”. ''Concept Lab Communications.'' Accessed January 3, 2020.</ref> He joined the food and beverage industry in 1988, working in restaurants as kitchen staff<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref> for seven years before starting his own business.<ref>"[https://globalrlc.com/profile/aston-soon#:~:text=Mr%20Aston%20Soon%20is%20the,time%20staff%20at%20a%20steakhouse. Aston Soon]". ''Global Restaurant Leadership''. Accessed on 5 June 2020.</ref><ref>Daniel. "[https://danielfooddiary.com/2010/05/27/aston-soon/ Astons – A Wagyu Burger with Aston Soon]". ''Daniel Food Diary''. May 27, 2010. Accessed on 5 June 2020.</ref> In 2005, Aston opened the ASTONS Specialities food stall in a coffee shop along East Coast Road with the help of a S$35,000 loan from friends and family.<ref>"[https://www.moneyfm893.sg/guest/aston-soon-astons-group/ Astons – From a one-man stall to a global F&B brand]". ''MONEYFM 89.3''. August 30, 2019. August 30, 2019. Accessed on 5 June 2020.</ref> Aston worked 18-hour shifts with the help of his mother-in-law, his wife and her sisters. The stall reportedly broke even within six months of operations.<ref>Tan, Yi Hui. “From hawker to steak king.” ''The Straits Times.'' August 3, 2009. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref>
	==Business expansion==		==Business expansion==
			[[File:Astons Express.jpg\|thumb\|''The storefront of an Astons Express food stall.'']]
	===Local expansion===		===Local expansion===
	[[File:Astons Steak and Salad.jpg\|thumb\|''The storefront of an Aston's Steak and Salad outlet. Photo credit to [https://www.shaunchng.com/2018/09/12/astons-steak-and-salad-western-buffet-restaurant Shaun Chng].'']]
	In 2006, Aston opened a restaurant two units away from the original ASTONS Specialities stall. That same year, the 33-seater restaurant expanded to accommodate 90 diners.<ref>Ibid.</ref> In 2007, Aston opened a second outlet at Serangoon Gardens. He took on this venture with Ivan Loo, his ex-colleague and long-time friend.<ref>Tan, Yi Hui. “From hawker to steak king.” ''The Straits Times.'' August 3, 2009. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref> He then opened a third outlet for ASTONS Specialities in Joo Chiat.<ref>Ibid.</ref>		In 2006, Aston opened a restaurant two units away from the original ASTONS Specialities stall. That same year, the 33-seater restaurant expanded to accommodate 90 diners.<ref>Ibid.</ref> In 2007, Aston opened a second outlet at Serangoon Gardens. He took on this venture with Ivan Loo, his ex-colleague and long-time friend.<ref>Tan, Yi Hui. “From hawker to steak king.” ''The Straits Times.'' August 3, 2009. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref> He then opened a third outlet for ASTONS Specialities in Joo Chiat.<ref>Ibid.</ref>

	==== Branding ====		====Branding====
	[[File:ASTONS.jpg\|thumb\|''The storefront of an Astons Specialities Restaurant.'']]		[[File:ASTONS.jpg\|thumb\|''The storefront of an Astons Specialities Restaurant.'']]
	Over the years, Aston worked with the agency, Concept Lab Communications to develop the branding for the ASTONS franchise.<ref>“[https://www.conceptlab.com.sg/works/astons-specialties/ Astons Specialities]”. ''Concept Lab Communications.'' Accessed January 3, 2020.</ref> They conceptualised the brand's logo, the restaurant menu and the customer dining experience.		Over the years, Aston worked with the agency, Concept Lab Communications to develop the branding for the ASTONS franchise.<ref>“[https://www.conceptlab.com.sg/works/astons-specialties/ Astons Specialities]”. ''Concept Lab Communications.'' Accessed January 3, 2020.</ref> They conceptualised the brand's logo, the restaurant menu and the customer dining experience.

	====Outlets in Singapore====		====Outlets in Singapore====
	[[File:Astons ~~Express~~.jpg\|thumb\|''The storefront of an ~~Astons Express~~.'']]		[[File:Astons Steak and Salad.jpg\|thumb\|''The storefront of an Aston's Steak and Salad outlet. Photo credit to [https://www.shaunchng.com/2018/09/12/astons-steak-and-salad-western-buffet-restaurant Shaun Chng].'']]
	As of 2020, ASTONS has over 20 outlets in Singapore, which includes full-service restaurants in the form of ASTONS Specialities, ASTONS Steak & Salad and Andes by ASTONS alongside self-service food stalls that are branded as ASTONS Express.<ref>"[https://www.astons.com.sg/locations/ Locations]". ''Astons''. Accessed on 5 June 2020.</ref> The following table provides more details.		As of 2020, ASTONS has over 20 outlets in Singapore, which includes full-service restaurants in the form of ASTONS Specialities, ASTONS Steak & Salad and Andes by ASTONS alongside self-service food stalls that are branded as ASTONS Express.<ref>"[https://www.astons.com.sg/locations/ Locations]". ''Astons''. Accessed on 5 June 2020.</ref> The following table provides more details.
	{\| class="wikitable"		{\| class="wikitable"