FairPrice Group’s Food Folks blends food retail and dining

Soo-Eng Tan
Senior Retail Analyst
@RetailAnalysis

Date : 27 November 2020

Located at the well-known Lau Pa Sat hawker centre in Singapore, Food Folks is the first locally-focused concept that blends retail and dining under a historical monument. Food Folks brings together FairPrice Group’s business philosophies of “Everything Food Made Easy”, “Customer First”, and “Better Value for All”.

Source: IGD Research

 

All things local in food

Both retail and F&B brands will benefit from year-long marketing and brand storytelling opportunities. The space is designed as a launch pad for new brands and help them increase brand awareness for growth. Food Folks’ retail space has a selection of more than 800 products. About 70% of the brands are local and not commonly found in major supermarkets.

Source: IGD Research

 

10 F&B brands with diverse options

The local food stalls include four-year consecutive Michelin Bib Gourmand recipient and heritage brand Shi Hui Yuan. The food stall created a Ultimate Plant-based Combo Rice that will only be available at Lau Pa Sat. Crème and Cone is another local brand that makes ice cream that is low in fat and sugar with no artificial flavourings. Previously available as part of a bakery café, this is the first dedicated ice cream shop by the retail chain.

Source: IGD Research


Runes roast their own beans and focus on providing specialty coffee and tea. At this location, the founders work on brewing the coffee at speed without compromising on consistency and quality.

Source: IGD Research

 

Exclusive products

The retailer has also partnered with three Singaporean brands to launch co-branded food-related merchandise. Fossa chocolate created Lychee Chocolate Fruit bar with dark chocolate for retail exclusively at Food Folks. A unique Food Folks Lemongrass pale lager by a local brewing company  is also available.

Source: IGD Research

 

Something for everyone

There are five retail zones to cater to different consumer profiles, ranging from healthy grain bowls, popular local noodles stalls to local snacks and international range:

  • Grab & Go: for the busy professionals to take a quick bite
  • Love healthy: for the health conscious, there are nuts, gluten free, vegan and multi-grain rice
  • Love Singapore: for nostalgic locals and tourists with an array of local favourites
  • Local delights: innovative made-in-Singapore snacks and traditional childhood delights
  • World Favourites: regular must-haves
Source: IGD Research