Old Chang Kee

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Old Chang Kee is recognised for its signature curry puffs. Photo credit to Eatbook.sg.

Old Chang Kee is a Singaporean food business specialising in the production and retail of assorted fried snacks. From 2013 to 2016, Old Chang Kee won the 'Top Brand' award consecutively at the Influential Brands Awards. In 2017, the brand made it to the awards' Hall of Fame.[1] As of June 2020, Han Keen Juan is the Executive Chairman of the company while William Lim Tao-E is the Chief Executive Officer.[2] According to the brand's website, Old Chang Kee has 78 outlets across Singapore and operates in four countries.[3]

Background

Old Chang Kee started as a nameless curry puff stall in the 1950s. Its owner was Chang Chuan Boon, an immigrant from Hainan. Chuan Boon retired and returned to China in 1986.[4]

Current management

Han Keen Juan

The first Old Chang Kee stall along Mackenzie Road. Photo from Facebook.

In 1986, a 37-year-old Han Keen Juan bought the curry puff stall from its founder, Chang Chuan Boon at a sum of S$70,000.[5][6] The two had met through the Hainanese clan association. Han Keen Juan was responsible for spearheading the brand's local expansion in the 1990s.[7] In 1992, Han was the Rotary Club's 'Entrepreneur of the Year'.[8] That same year, the Association of Small and Medium Enterprises awarded him the title of 'Small Scale Entrepreneur' for his achievements with Old Chang Kee.[9]

William Lim Tao-E

William Lim Tao-E is Han Keen Juan's nephew.[10] He joined Old Chang Kee in 1995 and became the brand's Chief Executive Officer in 2004.[11] William went to Curtin University in Western Australia from which he graduated with a Bachelor of Commerce degree in Marketing.[12]

Origins

Old Chang Kee traces its origins to 1956 when Chang Chuan Boon opened a food stall at Koek Road (currently located between Orchard Point and Orchard Plaza) selling Hainanese-style curry puffs.[13][14] These fried pastries were filled with chicken, egg and potatoes that were infused with a variety of herbs and spices. Chuan Boon then moved his stall to Albert Street. In 1973, he opened another stall outside Rex Cinema along Mackenzie Road.[15] The curry puffs became widely known as the 'Rex Curry Puff'. In 1981, the Albert Street stall was relocated by the Environment Ministry in a move to re-home street-side hawkers into food centres.[16]

Business expansion

As of June 2020, Old Chang Kee outlets are presently located at petrol stations, shopping centres, MRT stations and bus interchanges. Over the years the brand has expanded its menu from just curry puffs to assorted fried snacks. It also offers delivery and catering services.

Local expansion

By 1991, there were 12 Old Chang Kee kiosks in Singapore.[17] The production was shifted to a central kitchen in Ubi that could mass manufacture the curry puffs.[18][19][20] In 1992, The Business Times reported that Old Chang Kee's yearly revenue had risen from S$700,000 in 1989 to S$1,600,000 in 1991.[21] With 33 outlets by 2002, the brand was reporting an annual revenue of approximately S$14,000,000.[22] In 2005, Old Chang Kee attained its first Halal certification from Majlis Ugama Islam Singapura (MUIS). The brand has over 70 outlets in Singapore as of June 2020.

Flagship restaurant (2018)

The facade of Old Chang Kee's flagship restaurant. Photo from SG Magazine.

In 2018, Old Chang Kee opened its flagship 50-seater restaurant in Singapore. Old Chang Kee Coffee House @ Rex is located at the site of the first stall owned by Han Keen Juan. Aside from the snacks that are traditionally sold at Old Chang Kee kiosks, the restaurant offers special menu items like curry chicken served with 'Flower Bread' and baked beef stew rice with cheese.[23]

Overseas expansion

In 1993, Old Chang Kee first expanded overseas to Malaysia, Indonesia, China and Japan, with the catchphrase “A Taste of Singapore”.[24] In one and a half years, business in Malaysia and Indonesia respectively generated S$1,700,000 and S$1,000,000 in revenue.[25] As of June 2020, the brand operates in four countries outside of Singapore. The following table provides more details of Old Chang Kees presence in each of these markets.

The storefront of Old Chang Kee's outlet at Covent Garden. Photo from Facebook.
Year Country No. of outlets Refs.
2018 United Kingdom 1 [26]
2012 Australia 1 [27]
1993 Indonesia 20 [28]
Malaysia 2 [29]

Sandra Leong, a London-based Singaporean, manages the Old Chang Kee branch in Covent Garden, London.[30][31] Notable public figures such as actor Ian McKellen and Malaysian artist Tiara Jacquelina have patronised the London eatery.[32]

Branding

When Han Keen Juan acquired Chang Chuan Boon's curry puff stall in 1986, he prompted named the stall to differentiate it from the other curry puff stalls in the vicinity.[33] He had also engaged an advertising agency to develop the branding of the business.

Identity

Old Chang Kee identifies as a heritage brand. According to the marketing consultancy company, Identity Counsel, consumers reportedly identify the brand with authenticity, friendliness and honesty.[34] Identity Counsel has worked with Old Chang Kee in refreshing its brand identity.[35]

Social media presence

As of June 2020, Old Chang Kee Singapore has over 22,000 followers on its Facebook page and over 11,500 followers on Instagram. On its socials, the brand offers promotions and giveaways to its followers aside from other brand-related announcements.

Citations / References

  1. ↑ "Our Awards". Old Chang Kee. Accessed on 11 March 2019.
  2. ↑ "Board Of Directors". Old Chang Kee. Accessed on 18 June 2020.
  3. ↑ "Outlets". Old Chang Kee. Accessed on 18 June 2020.
  4. ↑ Seah, R. “New face at Old Chang Kee”. Today. January 10, 2005. Accessed on 4 February 2019.
  5. ↑ Helmi Yusof. "Han Keen Juan". The Business Times. August 3, 2018. Accessed on 18 June 2020.
  6. ↑ Seah, R. “New face at Old Chang Kee”. Today. January 10, 2005. Accessed on 4 February 2019.  
  7. ↑ Ibid.
  8. ↑ "About Us - Our Heritage". Old Chang Kee. Accessed on 4 February 2019.
  9. ↑ “Two winners raring to go abroad”. The Business Times. June 18, 1992. Accessed on 4 February 2019.
  10. ↑ Tan, Lorna. “Curry puff boss has small appetite for risk”. The Straits Times. September 14, 2008. Accessed  on 4 February 2019.
  11. ↑ Seah, R. “New face at Old Chang Kee”. Today. January 10, 2005. Accessed on 4 February 2019.  
  12. ↑ "CEO PROFILE". Curtin University of Technology. Accessed on 18 June 2020.
  13. ↑ Seah, R. “New face at Old Chang Kee”. Today. January 10, 2005. Accessed on 4 February 2019.
  14. ↑ "About Us - Our Heritage". Old Chang Kee. Accessed on 4 February 2019.
  15. ↑ Neo, Linda. "Curry puffs from old man Chang in Albert Street". The Straits Times. July 12, 1980. Accessed on 18 June 2020.
  16. ↑ Suat Lian, Tan. "Albert Street to lose its flavour next month". The Straits Times. January 28, 1981. Accessed on 11 March 2019.
  17. ↑ "Old Chang Kee’s recipe for success”. The Business Times. December 9, 1991. Accessed on 4 February 2019.
  18. ↑ "Old Chang Kee: From a small stall to a renowned global snack chain through automation". Enterprise Singapore. August 29, 2018. Accessed on 18 June 2020.
  19. ↑ “Old Chang Kee’s recipe for success”. The Business Times. December 9, 1991. Accessed on 4 February 2019.
  20. ↑ "About Us - Our Heritage". Old Chang Kee. Accessed on 4 February 2019.
  21. ↑ “Two winners raring to go abroad”. The Business Times. June 18, 1992. Accessed on 4 February 2019.
  22. ↑ Chow, H. “Want to make money? Work hard, with passion”. The Straits Times. December 4, 2003. Accessed on 7 February 2019.
  23. ↑ Quek, Eunice. “Open For Business: Old Chang Kee Coffee House @ Rex, Clan Cafe and East Manhattan-Bakery Cafe”. The Straits Times. June 3, 2018. Accessed on 7 February 2019.
  24. ↑ Lee, J. “Going global the Singapore way”. The Straits Times. September 25, 1993. Accessed on 4 February 2019.
  25. ↑ Low, Michelle. “S’pore’s Old Chang Kee selling curry puffs in South Africa”. The Business Times. December 12, 1994.
  26. ↑ Quek, Eunice. "Old Chang Kee opens in London's Covent Garden". The Straits Times. June 4, 2018. Accessed on 18 June 2020.
  27. ↑ Old Chang Kee Australia. Instagram. Accessed on 7 February 2019. Retrieved from: https://www.instagram.com/oldchangkeeaus/?hl=en
  28. ↑ "Outlets". Old Chang Kee. Accessed on 18 June 2020.
  29. ↑ Lee, J. “Going global the Singapore way”. The Straits Times. September 25, 1993. Accessed on 4 February 2019.
  30. ↑ Goh, Kenneth. “Old Chang Kee to open in London”. The Straits Times. June 1, 2017. Accessed on 7 February 2019.
  31. ↑ Helmi Yusof. "Han Keen Juan". The Business Times. August 3, 2018. Accessed on 18 June 2020.
  32. ↑ Old Chang Kee UK. Instagram. January 2, 2019. Accessed on 7 February 2019. Retrieved from: https://www.instagram.com/p/BsIMck6F7pu/
  33. ↑ Seah, R. “New face at Old Chang Kee”. Today. January 10, 2005. Accessed on 4 February 2019.  
  34. ↑ "Old Chang Kee". Identity Counsel. Accessed on 18 June 2020.
  35. ↑ IDENTITY COUNSEL Brand Consultants. "Overview". LinkedIn. Accessed on 18 June 2020.
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