CRAVE offers a variety of nasi lemak platters on its menu, each one coming with popular side dishes like fried chicken wings, otak-otak (grilled fish cake wrapped in banana leaves), and selar fish. The franchise was founded by Abdul Malik Hassan and Chiang Zhan Xiang, who is also the co-founder of local pizza chain Pezzo Pizza.
Origin as Selera Rasa
Before CRAVE the franchise was formed, it was a nasi lemak stall called Selera Rasa. Located in Adam Road Hawker Centre, Selera Rasa was founded and operated by Abdul Malik’s parents, Hassan Abdul Kadir and Aminah K. Omar.
According to Abdul Malik, he initially did not intend to take over his family’s nasi lemak business. Instead, he aspired to be a pilot, having financed the requisite Mechanical Engineering degree through his job as a service technician with Hexagon Singapore in 2004.
However, Abdul Malik’s father told him to give up his dream, as he wanted his son to take over his nasi lemak stall. Abdul Malik felt resentful towards his father at first:
“I worked so hard for a degree, put in so many nights of night school and now you want me to sell nasi lemak?”
After a week, Abdul Malik relented under one condition: his father had to give him full freedom to run the business any way he wished. His father agreed to his request:
“No problem. You now run the show. You do what you think is right and at the end of the month, you pay me what you think I should get.”
Shortly after, Selera Rasa began to win accolades, including Makansutra’s Singapore Street Food Master for best nasi lemak in 2006 and The Straits Times Readers’ Choice for favourite nasi lemak in 2008.
On his youngest brother Ahmat Faisal Hassan’s persuasion, Abdul Malik expanded Selera Rasa, beginning from an outlet in Ang Mo Kio Avenue 5 in 2007.
Partnership with Pezzo Pizza co-founder Chiang Zhan Xiang
In 2014, Chiang Zhan Xiang, who was a regular customer of Selera Rasa, approached Abdul Malik’s family with a partnership opportunity.
Under this partnership, Chiang invested $500,000 to create the CRAVE brand, where he built Abdul Malik’s family a central kitchen and opened several outlets around Singapore. Abdul Malik explained how the partnership worked:
“[Pezzo Pizza] [takes] care of the outlets, we take care of the kitchen and food quality. This is perfect because I have never liked the idea of franchising our brand. You cannot control the quality.”
Shortly after the rebranding, CRAVE opened outlets throughout Singapore, including Hougang, Bedok, Punggol, and ION Orchard.
Partnership with Rafee’s Corner
In 2018, CRAVE partnered with Amoy Street Hawker Centre’s Rafee’s Corner to offer teh tarik (pulled tea) on its menu. This partnership signified the combination of two hawker names under one brand.
Integration into Kiosks Collective
In 2019, Pezzo Group, the conglomerate that CRAVE and Pezzo Pizza were part of, rebranded to become Kiosks Collective. CRAVE and Pezzo Pizza continued to be part of Kiosks Collective, and were later joined by other local food brands like Ikan 1986, Padang Grill, and Lucky Dumplings.
The creation of the CRAVE brand afforded Abdul Malik more opportunities to expand his nasi lemak business. This was primarily done through the addition of new items to the menu and opening more outlets around Singapore.
Below is the standard menu of CRAVE’s offerings, accurate as of 10 February 2021:
|Buddy Meal A: 2 x Nasi Lemak + 2 Bergedils + 2 Drinks
|Buddy Meal B: 1x Crispy Chicken Combo + 2x Nasi Lemak + 2 Drinks (U.P $27.20)||$23.90|
|Nasi Lemak Meals|
|Nasi Lemak with Chicken Otah Meatloaf + 1 Selected Drink||$9.60|
|Nasi Lemak with Selar Fish + 1 Selected Drink||$10.10|
|Nasi Lemak with Fish Fillet + 1 Selected Drink||$10.10|
|Nasi Lemak with Chicken Wing + 1 Selected Drink||$10.10|
|Nasi Lemak with Chicken Cutlet + 1 Selected Drink||$10.80|
|Nasi Lemak Royale + 1 Selected Drink||$12.50|
|Nasi Lemak with Curry Chicken + 1 Selected Drink||$12.50|
|Nasi Lemak Delights|
|Nasi Lemak with Chicken Otah Meatloaf||$6.60|
|Nasi Lemak with Fish Fillet||$7.10|
|Nasi Lemak with Chicken Cutlet||$7.80|
|Nasi Lemak with Curry Chicken||$9.50|
|Nasi Lemak with Selar Fish||$7.10|
|Nasi Lemak with Chicken Wing||$7.10|
|Nasi Lemak Royale||$9.50|
|Sides / Add-Ons|
|Chicken Otah Meatloaf||$2.20|
|Bergedil (fried potato patty)||$1.50|
|Add Fried Egg||$1.50|
|Add Sambal Chilli||$0.60|
Apart from the standard menu, CRAVE is known for experimenting with cuisines from other cultures. In 2021, for example, it launched Thai-inspired versions of its nasi lemak, which came paired with popular Thai dishes like basil chicken, green curry, and stewed beef curry.
List of outlets in Singapore
|Ang Mo Kio Hub||53 Ang Mo Kio Ave 3, #B2-54, AMK Hub, S(569933)||Monday - Sunday: 10am - 9pm|
|Bedok Mall||311 New Upper Changi Road, #B2-22, Bedok Mall, S(467360)||Monday - Sunday: 10am - 8pm|
|Buangkok Square||Block 991 Buangkok Link, #01-12, Buangkok Square, S(530991)||Monday - Sunday: 9am - 9pm|
|Bugis Junction||200 Victoria Street, #B1-K05, Bugis Junction, S(188021)||Monday - Sunday: 10am - 9pm|
|Bukit Panjang Plaza||1 Jelebu Road, #01-18, Causeway Point, S(677743)||Monday - Sunday: 10am - 9pm|
|Causeway Point||1 Woodland Square, #B1-K12, Causeway Point, S(738099)||Monday - Sunday: 10am - 9pm|
|City Square Mall||180 Kitchener Road, #B2-K2/K3/K4 & K11, City Square Mall, S(208539)||Monday - Sunday: 10am - 9pm|
|Compass One||1 Sengkang Square, #B1-02/03, Compass One, S(545078)||Monday - Sunday: 9am - 9pm|
|Downtown East||1 Sengkang Square, #01-K105, E!Hub, Downtown East, S(545078)||Monday - Sunday: 10am - 9pm|
|Eastpoint Mall||3 Simei Street 6, #B1-11A, Eastpoint Mall, S(528833)||Monday - Sunday: 10am - 9:30pm|
|FairPrice Hub||1 Joo Koon Circle, #02-24, FairPrice Hub, S(629117)||Monday - Sunday: 11am - 8pm|
|Funan Mall||107 North Bridge Road, #B2-K07, Funan Mall, S(179105)||Monday - Sunday: 11am - 9pm|
|Guoco Tower||7 Wallich Street, #B2-26, Guoco Tower, S(078884)||Monday - Saturday: 11am - 8pm
Sunday: 11am - 7pm
|Harbourfront Centre||2 Maritime Square, #01-K8, Harbourfront Centre, S(099255)||Monday - Sunday: 11am - 8:30pm|
|Hougang Mall||90 Hougang Mall Avenue 10, #B1-11, Hougang Mall, S(538766)||Monday - Sunday: 9:30am - 9pm|
|IMM||2 Jurong East Street 21, #01-40, IMM, S(609601)||Monday - Sunday: 10am - 9pm|
|JEM||50 Jurong Gateway Road, #B1-K03, JEM, S(608549)||Monday - Sunday: 10am - 10pm|
|Junction 8||9 Bishan Place, #B1-K8, Junction 8, S(579837)||Monday - Sunday: 10am - 9:30pm|
|Jurong Point||1 Jurong West Central 2, #B1-03, JP1, Jurong Point, S(648886)||Monday - Sunday: 10am - 9:30pm|
|Lot One||21 Choa Chu Kang Avenue 4, #B1-K17, Lot One, S(689812)||Monday - Sunday: 10am - 10pm|
|Marina Bay Link Mall*||8A Marina Boulevard, #B2-63, Marina Bay Link Mall, S(018984)||Monday - Friday: 10am - 3pm|
|NEX||23 Serangoon Central, #03-K16/17, S(556083)||Monday - Sunday: 10:30am - 10:30pm|
|Northpoint City||930 Yishun Avenue 2, #B1-45, North Wing, Northpoint City, S(769098)||Monday - Sunday: 10am - 9pm|
|NEX||23 Serangoon Central, #B2-57, NEX, S(556083)||Monday - Sunday: 9am - 9pm|
|[email protected]||1 Lower Kent Ridge Road, #01-09/19/20, [email protected], S(119082)||Monday - Friday: 10am - 9:30pm
Saturday: 10am - 8pm
|Parkway Parade||80 Marine Parade Road, #01-K9, Parkway Parade, S(449269)||Monday - Sunday: 10am - 10pm|
|Paya Lebar Square||60 Paya Lebar Road, #B1-45, Paya Lebar Square, S(409051)||Monday - Sunday: 10am - 9pm|
|Sun Plaza||30 Sembawang Drive, #01-23, Sun Plaza, S(757713)||Monday - Sunday: 10am - 9:30pm|
|The Clementi Mall||3155 Commonwealth Avenue West, #B1-K4/K5, The Clementi Mall, S(129588)||Monday - Sunday: 10am - 9:30pm|
|The Commerce @ Irving||1 Irving Place, #01-30, The [email protected] Irving, S(369546)||Monday - Sunday: 10am - 9pm|
|The Star Vista||1 Vista Exchange Green, #B1-42, The Star Vista, S(138617)||Monday - Sunday: 10am - 9:30pm|
|Tiong Bahru Plaza||302 Tiong Bahru Road, #B1-K3, Tiong Bahru Plaza, S(168732)||Monday - Sunday: 10am - 9pm|
|Toa Payoh||Blk 190 Lor 6 Toa Payoh, #01-524, Food Valley, S(310190)||Monday - Sunday: 10am - 9pm|
|Waterway Point||83 Punggol Central, #B1-K7, East Wing, Waterway Point, S(828761)||Monday - Sunday: 9am - 9pm|
|White Sands Mall||1 Pasir Ris Central Street 3, #B1-K16, White Sands Mall, S(518457)||Monday - Sunday: 10:30am - 9pm|
|Woodlands Mart||768 Woodlands Ave 6, #01-10, Woodlands Mart, S(730768)||Monday - Sunday: 9am - 9pm|
References / Citations
- "Crave - The Original Adam Road Nasi Lemak by Selera Rasa". Accessed 10 February 2022.
- "Crave Singapore - 35 Locations & Opening Hours”. SHOPSinSG. Accessed 10 February 2022.
- "Crave menu”. Facebook. November 15, 2021. Accessed 10 February 2022.
- "Crave | Kiosks Collective". Accessed 10 February 2022.
- "The Story Behind The Success: Adam Road Selera Rasa Nasi Lemak". Rilek 1 Corner. April 1, 2015. Accessed 10 February 2022.
- "Once An Aspiring Pilot, Now He's The Boss Of CRAVE Nasi Lemak". Vulcan Post. July 4, 2017. Accessed 10 February 2022.
- "Piloting a nasi lemak business”. The Straits Times. March 29, 2015. Accessed 10 February 2022.
- "KIOSKS COLLECTIVE PTE. LTD". SGP Business. Accessed 10 February 2022.
- "Kiosks Collective". Accessed 10 February 2022.
- "Our Story". Kiosks Collective. Accessed 10 February 2022.
- "Crave Menu Price List Singapore (February 2022)”. SingMenu. Accessed 10 February 2022.
- "Crave S'pore launching Thai-inspired Nasi Lemak with basil chicken, green curry & more". Mothership. March 15, 2021. Accessed 10 February 2022.
- "The Original Adam Road Nasi Lemak by Selera Rasa | Our Location". Accessed 12 February 2022.