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Maki-San's first outlet was located at The Cathay. In the early days of its operations, the brand contacted bloggers and media sites as a way to market their products.<ref>Chan, Melissa. "[https://vulcanpost.com/636926/maki-san-singapore-diy-sushi/ S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan]". ''Vulcan Post''. April 11, 2018. Accessed on 12 June 2020.</ref> Singaporean food blogs like Daniel Food Diary<ref>"[https://danielfooddiary.com/2012/11/30/makisan/ Maki San – Design Your Own Sushi and Salads. It’s Fun!]". ''Daniel Food Diary''. November 30, 2012. Accessed on 12 June 2020.</ref> and Miss Tam Chiak<ref>Maureen. "[https://www.misstamchiak.com/maki-san-design-your-own-sushi-salad/ Maki-San : Design Your Own Sushi & Salad]". ''Miss Tam Chiak''. Updated on April 27, 2017. Accessed on 12 June 2020.</ref> were among the sites that promoted the debut store at The Cathay. Maki-San proved to be a hit with the younger consumer base that frequented the mall and the business reportedly broke even in 15 months.<ref>Teng, Angela. "[https://www.todayonline.com/business/its-wrap-ad-man-sushi-boss It’s a wrap: From ad man to sushi boss]". ''Today''. December 17, 2016. Accessed on 12 June 2020.</ref>
Maki-San's first outlet was located at The Cathay. In the early days of its operations, the brand contacted bloggers and media sites as a way to market their products.<ref>Chan, Melissa. "[https://vulcanpost.com/636926/maki-san-singapore-diy-sushi/ S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan]". ''Vulcan Post''. April 11, 2018. Accessed on 12 June 2020.</ref> Singaporean food blogs like Daniel Food Diary<ref>"[https://danielfooddiary.com/2012/11/30/makisan/ Maki San – Design Your Own Sushi and Salads. It’s Fun!]". ''Daniel Food Diary''. November 30, 2012. Accessed on 12 June 2020.</ref> and Miss Tam Chiak<ref>Maureen. "[https://www.misstamchiak.com/maki-san-design-your-own-sushi-salad/ Maki-San : Design Your Own Sushi & Salad]". ''Miss Tam Chiak''. Updated on April 27, 2017. Accessed on 12 June 2020.</ref> were among the sites that promoted the debut store at The Cathay. Maki-San proved to be a hit with the younger consumer base that frequented the mall and the business reportedly broke even in 15 months.<ref>Teng, Angela. "[https://www.todayonline.com/business/its-wrap-ad-man-sushi-boss It’s a wrap: From ad man to sushi boss]". ''Today''. December 17, 2016. Accessed on 12 June 2020.</ref>


===Product===
Over the years, Maki-san has offered unconventional sushi ingredients like tandoori chicken, chili crab sauce and satay sauce.<ref>Teng, Angela. "[https://www.todayonline.com/business/its-wrap-ad-man-sushi-boss It’s a wrap: From ad man to sushi boss]". ''Today''. December 17, 2016. Accessed on 12 June 2020.</ref> In 2017, Maki-san collaborated with Spectra Secondary School to retail a sushi recipe created by three students.<ref>Maki-San. "[https://www.facebook.com/watch/?v=1511216872254962 Spectra Secondary School x Maki-San]". ''Facebook''. August 9, 2017. Accessed on 12 June 2020.</ref> The roll was marketed as the 'Maki-Kita' and was sold in celebration of Singapore's 52nd birthday.<ref>Tay, Tiffany Fumiko. "[https://www.straitstimes.com/singapore/students-roll-out-local-themed-sushi-to-mark-national-day Students roll out local-themed sushi to mark National Day]". ''The Straits Times''. August 2, 2017. Accessed on 12 June 2020.</ref> The 'Maki-Kita' featured the following ingredients - char siew chicken, egg, cucumber, fried shallots and coriander mayonnaise.
==Business expansion==
==Business expansion==
According to Maki-San's [https://www.facebook.com/rollwithmakisan/ Facebook page], the brand has 19 outlets across Singapore as of June 2020.<ref>Maki-San. "[https://www.facebook.com/pg/rollwithmakisan/about/?ref=page_internal Where to find Maki-San]". ''Facebook''. March 19, 2020. Accessed on 12 June 2020.</ref>


===Overseas expansion===
===Local expansion===
 
''Today'' reported that Maki-San had six outlets by 2016 at the following locations - The Cathay, Cineleisure Orchard, I12 Katong, Bedok Mall, Compass One and NUS Science Drive 2.<ref>Teng, Angela. "[https://www.todayonline.com/business/its-wrap-ad-man-sushi-boss It’s a wrap: From ad man to sushi boss]". ''Today''. December 17, 2016. Accessed on 12 June 2020.</ref> The following table lists the existing Maki-San outlets of which the opening years are known.  
====Japan====
In July 2018, Maki-San opened its first store overseas in Osaka, Japan. Omar and Alvin partnered with Yamamoto Masayoshi (Project Director) and Hitoshi Yokota (Franchise Owner) to secure the expansion.<ref>Chye, Noella. "[https://www.channelnewsasia.com/news/business/makisan-new-outlet-japan-osaka-10528166 It 'felt like we managed to sell ice to the Eskimos': Singapore sushi chain Maki-San on venturing to Japan]". ''Channel News Asia''. July 14, 2018. Accessed on 12 June 2020.</ref> As of June 2020, Google records the store as permanently closed.
 
===Retail timeline===
''Today'' reported that Maki-San had six outlets by 2016 at the following locations - The Cathay, Cineleisure Orchard, I12 Katong, Bedok Mall, Compass One and NUS Science Drive 2.<ref>Teng, Angela. "[https://www.todayonline.com/business/its-wrap-ad-man-sushi-boss It’s a wrap: From ad man to sushi boss]". ''Today''. December 17, 2016. Accessed on 12 June 2020.</ref> According to Maki-San's [https://www.facebook.com/rollwithmakisan/ Facebook page], the brand has 19 outlets across Singapore as of June 2020.<ref>Maki-San. "[https://www.facebook.com/pg/rollwithmakisan/about/?ref=page_internal Where to find Maki-San]". ''Facebook''. March 19, 2020. Accessed on 12 June 2020.</ref> The following table lists the existing Maki-San outlets of which the opening years are known.  
{| class="wikitable"
{| class="wikitable"
!Year
!Year
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In an interview with ''Vulcan Post'' that was published in April 2018, former co-founder Omar shared:<blockquote>"For us, suburbs with a density of schools, universities and residences, as well as a sprinkling of office spaces work best."<ref>Chan, Melissa. "[https://vulcanpost.com/636926/maki-san-singapore-diy-sushi/ S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan]". ''Vulcan Post''. April 11, 2018. Accessed on 12 June 2020.</ref></blockquote>
In an interview with ''Vulcan Post'' that was published in April 2018, former co-founder Omar shared:<blockquote>"For us, suburbs with a density of schools, universities and residences, as well as a sprinkling of office spaces work best."<ref>Chan, Melissa. "[https://vulcanpost.com/636926/maki-san-singapore-diy-sushi/ S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan]". ''Vulcan Post''. April 11, 2018. Accessed on 12 June 2020.</ref></blockquote>


===Product timeline===
===Overseas expansion===
Over the years, Maki-san has offered unconventional sushi ingredients like tandoori chicken, chili crab sauce and satay sauce.<ref>Teng, Angela. "[https://www.todayonline.com/business/its-wrap-ad-man-sushi-boss It’s a wrap: From ad man to sushi boss]". ''Today''. December 17, 2016. Accessed on 12 June 2020.</ref>
In July 2018, Maki-San opened its first store overseas in Osaka, Japan. Omar and Alvin partnered with Yamamoto Masayoshi (Project Director) and Hitoshi Yokota (Franchise Owner) to secure the expansion.<ref>Chye, Noella. "[https://www.channelnewsasia.com/news/business/makisan-new-outlet-japan-osaka-10528166 It 'felt like we managed to sell ice to the Eskimos': Singapore sushi chain Maki-San on venturing to Japan]". ''Channel News Asia''. July 14, 2018. Accessed on 12 June 2020.</ref> As of June 2020, Google records the store as permanently closed. In November 2019, Maki-San opened a store in Jakarta, Indonesia.<ref>Josa Lukman. "[https://www.thejakartapost.com/life/2019/11/28/rendang-sushi-diy-sushi-restaurant-goes-the-extra-mile.html 'Rendang’ sushi? DIY sushi restaurant goes the extra mile]". ''The Jakarta Post''. November 28, 2019. Accessed on 12 June 2020.</ref> The store, located in Plaza Indonesia, is still open as of June 2020.
 
 
In 2017, Maki-san collaborated with Spectra Secondary School to retail a sushi recipe created by three students.<ref>Maki-San. "[https://www.facebook.com/watch/?v=1511216872254962 Spectra Secondary School x Maki-San]". ''Facebook''. August 9, 2017. Accessed on 12 June 2020.</ref> The roll was marketed as the 'Maki-Kita' and was sold in celebration of Singapore's 52nd birthday.<ref>Tay, Tiffany Fumiko. "[https://www.straitstimes.com/singapore/students-roll-out-local-themed-sushi-to-mark-national-day Students roll out local-themed sushi to mark National Day]". ''The Straits Times''. August 2, 2017. Accessed on 12 June 2020.</ref> The 'Maki-Kita' featured the following ingredients - char siew chicken, egg, cucumber, fried shallots and coriander mayonnaise.


==Branding==
==Branding==
Line 94: Line 89:


===Social media presence===
===Social media presence===
As of June 2020, Maki-San has 13,500 followers on [https://www.instagram.com/rollwithmakisan/?hl=en Instagram].  
As of June 2020, Maki-San has 13,500 followers on [https://www.instagram.com/rollwithmakisan/?hl=en Instagram] and over 24,000 followers on [https://www.facebook.com/rollwithmakisan/ Facebook].  


==References/ Citations==
==References/ Citations==
[[Category:Singapore Brands]]
[[Category:Singapore Brands]]
<references />
<references />

Revision as of 15:29, 12 June 2020

Maki-San is a sushi chain founded and based in Singapore. It is known for its customisable sushi, unconventional ingredients and localised menu items. As of June 2020, Maki-San is managed by Alvin Wong in his capacity as the brand's Director.[1]

Background

Maki-San was founded in 2012. The brand's concept was inspired by do-it-yourself sushi restaurants in the United States of America.[2][3]

Current management

As of June 2020, Maki-San is a brand associated with The Alchemy Partnership, a creative agency based in Singapore at which Alvin Wong is an executive partner and the Chief Executive Officer.[4] Alvin joined Maki-San as an official partner in 2013.[5] He has been working in the advertising industry since 1999.[6]

Founders

Maki-San was founded by Omar Marks and Raj Mulani.[7] Omar Marks was born in India and attended the Gujarat University from 1996 to 1999 where he was a student of chemistry.[8] Before founding Maki-San, Omar worked in the advertising industry where he was a copywriter.[9] He managed Maki-San as the Chief Executive Officer from 2012 until 2018.[10] In 2020, Marketing Interactive reported that Omar and Raj left Maki-San due to diverging views with the partners about the brand's future.[11]

Origins

Maki-San's first outlet was located at The Cathay. In the early days of its operations, the brand contacted bloggers and media sites as a way to market their products.[12] Singaporean food blogs like Daniel Food Diary[13] and Miss Tam Chiak[14] were among the sites that promoted the debut store at The Cathay. Maki-San proved to be a hit with the younger consumer base that frequented the mall and the business reportedly broke even in 15 months.[15]

Product

Over the years, Maki-san has offered unconventional sushi ingredients like tandoori chicken, chili crab sauce and satay sauce.[16] In 2017, Maki-san collaborated with Spectra Secondary School to retail a sushi recipe created by three students.[17] The roll was marketed as the 'Maki-Kita' and was sold in celebration of Singapore's 52nd birthday.[18] The 'Maki-Kita' featured the following ingredients - char siew chicken, egg, cucumber, fried shallots and coriander mayonnaise.

Business expansion

According to Maki-San's Facebook page, the brand has 19 outlets across Singapore as of June 2020.[19]

Local expansion

Today reported that Maki-San had six outlets by 2016 at the following locations - The Cathay, Cineleisure Orchard, I12 Katong, Bedok Mall, Compass One and NUS Science Drive 2.[20] The following table lists the existing Maki-San outlets of which the opening years are known.

Year Outlet Refs.
2019 Tiong Bahru Plaza [21]
Oasis Terraces [22]
2018 Woodgrove [23]
Kampung Admiralty [24]
NorthPoint City [25]
Parkway Parade [26]
Century Square [27]
2017 SingPost Centre [28]
International Plaza [29]
Jurong Point Shopping Centre [30]
Junction 8 [31]
JEM [32]
Hillion Mall [33]
2016 Compass One [34]
Cineleisure Orchard [35]
2012 The Cathay [36]

In an interview with Vulcan Post that was published in April 2018, former co-founder Omar shared:

"For us, suburbs with a density of schools, universities and residences, as well as a sprinkling of office spaces work best."[37]

Overseas expansion

In July 2018, Maki-San opened its first store overseas in Osaka, Japan. Omar and Alvin partnered with Yamamoto Masayoshi (Project Director) and Hitoshi Yokota (Franchise Owner) to secure the expansion.[38] As of June 2020, Google records the store as permanently closed. In November 2019, Maki-San opened a store in Jakarta, Indonesia.[39] The store, located in Plaza Indonesia, is still open as of June 2020.

Branding

Packaging

In 2019, Maki-San was featured as a part of National Gallery Singapore's exhibition programme titled 'Packaging Matters: Singapore’s Food Packaging Story from the Early 20th Century'.[40] Alvin Wong had been invited to speak about the brand's product packaging.

Social media presence

As of June 2020, Maki-San has 13,500 followers on Instagram and over 24,000 followers on Facebook.

References/ Citations

  1. ↑ "Alvin Wong". LinkedIn. Accessed on 12 June 2020.
  2. ↑ Chan, Melissa. "S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan". Vulcan Post. April 11, 2018. Accessed on 12 June 2020.
  3. ↑ Maureen. "Maki-San : Design Your Own Sushi & Salad". Miss Tam Chiak. Updated on April 27, 2017. Accessed on 12 June 2020.
  4. ↑ "Alvin Wong". LinkedIn. Accessed on 12 June 2020.
  5. ↑ Teng, Angela. "It’s a wrap: From ad man to sushi boss". Today. December 17, 2016. Accessed on 12 June 2020.
  6. ↑ "Alvin Wong". LinkedIn. Accessed on 12 June 2020.
  7. ↑ Farzanah Farveen. "Maki-San founder starts new sushi brand Wooshi after 'incompatible views' on brand building". Marketing Interactive. May 14, 2020. Accessed on 12 June 2020.
  8. ↑ "Omar Marks". LinkedIn. Accessed on 12 June 2020.
  9. ↑ Teng, Angela. "It’s a wrap: From ad man to sushi boss". Today. December 17, 2016. Accessed on 12 June 2020.
  10. ↑ "Omar Marks". LinkedIn. Accessed on 12 June 2020.
  11. ↑ Farzanah Farveen. "Maki-San founder starts new sushi brand Wooshi after 'incompatible views' on brand building". Marketing Interactive. May 14, 2020. Accessed on 12 June 2020.
  12. ↑ Chan, Melissa. "S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan". Vulcan Post. April 11, 2018. Accessed on 12 June 2020.
  13. ↑ "Maki San – Design Your Own Sushi and Salads. It’s Fun!". Daniel Food Diary. November 30, 2012. Accessed on 12 June 2020.
  14. ↑ Maureen. "Maki-San : Design Your Own Sushi & Salad". Miss Tam Chiak. Updated on April 27, 2017. Accessed on 12 June 2020.
  15. ↑ Teng, Angela. "It’s a wrap: From ad man to sushi boss". Today. December 17, 2016. Accessed on 12 June 2020.
  16. ↑ Teng, Angela. "It’s a wrap: From ad man to sushi boss". Today. December 17, 2016. Accessed on 12 June 2020.
  17. ↑ Maki-San. "Spectra Secondary School x Maki-San". Facebook. August 9, 2017. Accessed on 12 June 2020.
  18. ↑ Tay, Tiffany Fumiko. "Students roll out local-themed sushi to mark National Day". The Straits Times. August 2, 2017. Accessed on 12 June 2020.
  19. ↑ Maki-San. "Where to find Maki-San". Facebook. March 19, 2020. Accessed on 12 June 2020.
  20. ↑ Teng, Angela. "It’s a wrap: From ad man to sushi boss". Today. December 17, 2016. Accessed on 12 June 2020.
  21. ↑ Maki-San. "Maki-San Tiong Bahru Opens Today!". Facebook. July 17, 2019. Accessed on 12 June 2020.
  22. ↑ Maki-San. "Maki-San at Punggol Oasis Terraces is now open!". Facebook. January 11, 2019. Accessed on 12 June 2020.
  23. ↑ Maki-San. "Maki-San at The Woodgrove is NOW OPEN!". Facebook. November 23, 2018. Accessed on 12 June 2020.
  24. ↑ Maki-San. "Maki-San at Kampung Admiralty". Facebook. January 8, 2018. Accessed on 12 June 2020.
  25. ↑ Maki-San. Facebook. January 4, 2018. Accessed on 12 June 2020. Retrieved from: https://www.facebook.com/rollwithmakisan/posts/maki-san-at-northpoint-city-yishun-is-now-open-get-your-sushi-and-salad-cravings/1649023391807642/
  26. ↑ Maki-San. Facebook. January 17, 2018. Accessed on 12 June 2020. Retrieved from: https://www.facebook.com/rollwithmakisan/posts/maki-san-at-parkway-parade-opens-tomorrow-18-jan-come-say-hello-and-get-yourselv/1662119890497992/
  27. ↑ Maki-San. "Maki-San at Century Square is now ready to roll". Facebook. June 6, 2018. Accessed on 12 June 2020.
  28. ↑ Maki-San. Facebook. October 5, 2017. Accessed on 12 June 2020. Retrieved from: https://www.facebook.com/rollwithmakisan/posts/maki-san-at-singpost-centre-10-eunos-road-8-is-now-open-find-us-at-b1-165166-see/1560836790626303/
  29. ↑ Maki-San. Facebook. November 15, 2017. Accessed on 12 June 2020. Retrieved from: https://www.facebook.com/rollwithmakisan/photos/a.597484426961549/1598802216829760/?type=3&theater
  30. ↑ Maki-San. Facebook. October 5, 2017. Accessed on 12 June 2020. Retrieved from: https://www.facebook.com/rollwithmakisan/photos/a.597484426961549/1561065700603412/?type=3&theater
  31. ↑ Maki-San. Facebook. April 298, 2017. Accessed on 12 June 2020. Retrieved from: https://www.facebook.com/rollwithmakisan/photos/a.597484426961549/1406562419387075/?type=3&theater
  32. ↑ Maki-San. Facebook. April 29, 2017. Accessed on 12 June 2020. Retrieved from: https://www.facebook.com/rollwithmakisan/photos/a.455775001132493/1407433025966681/?type=3&theater
  33. ↑ Maki-San. Facebook. February 23, 2017. Accessed on 12 June 2020. Retrieved from: https://www.facebook.com/rollwithmakisan/photos/a.455775001132493/1336595566383761/?type=3&theater
  34. ↑ Maki-San. Facebook. September 2, 2016. Accessed on 12 June 2020. Retrieved from: https://www.facebook.com/watch/?v=1079974268712560
  35. ↑ Maki-San. Facebook. April 23, 2016. Accessed on 12 June 2020. Retrieved from: https://www.facebook.com/watch/?v=1079974268712560
  36. ↑ Teng, Angela. "It’s a wrap: From ad man to sushi boss". Today. December 17, 2016. Accessed on 12 June 2020.
  37. ↑ Chan, Melissa. "S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan". Vulcan Post. April 11, 2018. Accessed on 12 June 2020.
  38. ↑ Chye, Noella. "It 'felt like we managed to sell ice to the Eskimos': Singapore sushi chain Maki-San on venturing to Japan". Channel News Asia. July 14, 2018. Accessed on 12 June 2020.
  39. ↑ Josa Lukman. "'Rendang’ sushi? DIY sushi restaurant goes the extra mile". The Jakarta Post. November 28, 2019. Accessed on 12 June 2020.
  40. ↑ National Gallery Singapore. Facebook. April 23, 2019. Accessed on 12 June 2020. Retrieved from : https://www.facebook.com/National.Museum.of.Singapore/posts/in-the-first-a-lighter-side-of-history-programme-held-in-conjunction-with-nms-la/2249503691776997/
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