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This S’pore burger joint sells premium gourmand burgers at trustworthy costs


It’s not an understatement to say that Singapore is a nation of foodies. We love our quick meals and plenty of won’t know this, however Atypical Burgers is a homegrown burger joint that goals to serve “premium gourmand burgers at an trustworthy worth.”

Co-creators of the model — How Wei Shen, 29, and Adrian Ang, 38 — beforehand felt that gourmand burgers weren’t available within the suburban areas.

“We felt that there wasn’t a transparent class chief within the premium burger section throughout the suburban areas and therefore, we noticed the chance to enter this section,” stated Wei Shen.

They labored on the analysis and improvement (R&D) for a 12 months earlier than they felt assured sufficient to launch the model in 2018.

Not like many different F&B entrepreneurs, Wei Shen didn’t have any prior trade expertise. After his nationwide service, the IT graduate labored in varied roles throughout the tech sector, which was how he acquired acquainted with Adrian.

“As somebody who’s all the time hands-on and looking for new challenges, I had wished to work on one thing totally different and that was the place I discovered my ardour in meals and began the Atypical Burgers mission.”

Not simply an peculiar burger

“With the launch of Atypical Burgers, the intent was to redefine the which means of an peculiar burger,” defined Wei Shen.

Their burgers are handmade from scratch utilizing high quality elements and are halal-certified to cater to a bigger buyer base.

The fast-casual burger idea operates in a kiosk setting with restricted or no seating space so it may possibly go on the operational price financial savings to the customers.

With a concentrate on providing a value-for-money product, Atypical Burgers has carved out a section that competes successfully with the most important quick-service eating places (QSRs) and restaurant manufacturers.

Signature Traditional Beef burger / Picture Credit score: Atypical Burgers

The worth vary of its ala carte burgers vary between S$5.30 and S$10.20, with Signature Traditional Beef being their greatest vendor.

Wei Shen stated that from day one, their largest problem is to vary individuals’s notion that Atypical Burgers is a quick meals model that sells costly burgers.

Once we first launched the model, individuals had been curious in regards to the product. The hardest problem was to coach our prospects that our merchandise had been freshly made-to-order and therefore, the ready time can be barely longer in comparison with the most important QSR chains.

As a model inside a kiosk setting, individuals typically perceived that the complete buy journey can be fast so there have been some preliminary disgruntlements. Nonetheless, as we’ve an open kitchen format, prospects quickly noticed and realised that the efforts required to construct a burger from scratch and thus turned extra understanding.

– How Wei Shen, co-creator of Atypical Burgers

Furthermore, as soon as prospects realise the distinction in product high quality as in comparison with QSR manufacturers, that’s when the mindset shifts — to at least one that sells gourmand burgers at value-for-money costs.

In the event you don’t already know, Atypical Burgers is the sister model of Mexican-Turkish F&B model Stuff’d and smoothie joint Widespread Heroes. Though Atypical Burgers shares some shared company sources with Widespread Heroes, Wei Shen harassed that it operates primarily as an impartial incubator mission.

It doesn’t interact in promotions or any advertising and marketing initiatives, and primarily market via word-of-mouth.

“We strongly imagine {that a} good product will promote itself and therefore our focus has all the time been on guaranteeing the standard and consistency, and sourcing for the very best elements on the most affordable costs,” stated Wei Shen.

Surviving the aggressive F&B trade amid Covid-19

Atypical Burgers outlet at Metropolis Sq. Mall / Picture Credit score: Atypical Burgers

Immediately, Atypical Burgers has two shops in Singapore — in Metropolis Sq. Mall and Ang Mo Kio Hub.

Regardless of its development through the years, Wei Shen stated that it has not been a simple journey. Like many different F&B companies, it has been going through manpower scarcity, particularly with the present border closures.

“It’s a bullet that we have to chunk so our workers work longer shifts to cowl a few of the gaps in labour,” he lamented.

Like most F&B companies, the Covid-19 pandemic over the previous 12 months has impacted our gross sales. When the lockdown was introduced final 12 months, we needed to pivot fairly rapidly to incorporate supply choices. We’ve learnt from that have and at the moment are in a greater place to function effectively on this unsure surroundings.

We’ve additionally taken the Covid-19 downtime to additional enhance our techniques and merchandise and are at present taking a look at additional growth alternatives to convey our merchandise to extra individuals.

– How Wei Shen, co-creator of Atypical Burgers

When requested how they plan on surviving within the cutthroat F&B trade, Wei Shen stated merely that they should proceed to uphold the product high quality and supply good service in an effort to keep true to the model’s worth proposition.

“Moreover, as an open kitchen idea, there’s full transparency in the complete preparation course of which, in flip, instils better client confidence on meals security and dealing with, that are key components within the post-pandemic world.”

Featured Picture Credit score: Atypical Burgers





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