In 1991, Mr Gurcharan Singh left the Singapore Armed Forces to help his wife with her hawker stall at Tanjong Pagar. There, the couple sold a small variety of Northern Indian favourites.
As the store grew in popularity, customers made requests for other dishes which helped the couple expand their menu. “This helped us understand and cater to customer demand, making our brand a household name within the community,” recalls Singh. “During this period, I also attended and completed various F&B training courses, which enhanced my management knowledge and confidence.”
Today Jaggi’s is a household name for lovers of Indian cuisine. However, when the COVID-19 pandemic struck, severely crippling the F&B industry, Singh’s adaptability and willingness to learn showed itself again with the establishment moving beyond its brick-and-mortar outlet into the digital sphere, achieved by working together with foodpanda.
SMEhorizon speaks with Gurcharan Singh about Jaggi’s online foray and their partnership with foodpanda, the benefits this has brought the business and his customers, and how other traditional F&B businesses can also go digital successfully.
Why did Jaggi’s choose to build a digital presence?
The Covid-19 pandemic was the biggest factor that pushed us to build our digital presence. When the circuit breaker in Singapore took effect in 2020, dining out was suspended for a period of time, which impacted our operations greatly.
As such, going digital was the only way we could continue reaching our customers. We had to quickly adapt, which we achieved by establishing a social media presence and joining delivery platforms.
Furthermore, with the rise of digitalisation, we hoped to expand our reach to attract customers from various demographics, specifically the younger generation, through developing a social media presence for Jaggi’s.
How did you begin working with foodpanda?
When the pandemic hit, we were requested by Enterprise Singapore to join food-delivery platforms so that we could provide our services to customers nationwide. One of our very regular customers, Sumer, works at foodpanda and he shared more about the platform and helped us come onboard. That is how we got started with foodpanda.
How has this partnership changed your operations?
Partnering with foodpanda has brought in more customers, especially from younger demographics. We’re able to meet the needs of tech-savvy consumers who prefer to order food online instead of dining in.
Moreover, being on foodpanda has made us accessible to those who do not have time to dine in, such as busy professionals, who can easily enjoy our food by ordering on foodpanda. As a result, our daily orders have increased.
Were there any technical challenges Jaggi’s encountered during the initial phases of working with foodpanda?
As with any new implementation, there will inevitably be some hiccups or challenges along the way. In the case of foodpanda, most of our staff were new to the idea of accepting and processing food orders using a tablet.
While our operations were not as efficient in the beginning, over time with practice, we got the hang of it and now manage orders smoothly using the foodpanda platform.
Are there any other technology your restaurant is keen to explore to take your business further?
We are always keen to experiment with new technologies to improve and grow our business, from automated kitchen machinery to delivery robots that serve food from the counter to the tables. Some innovations work well, others don’t, but we believe in trying out new tools.
Most recently, we’ve been trialling QR code table ordering and are in the midst of improving implementation. We’re always on the lookout for new technological solutions that can enhance our operations and the customer experience.
What advice do you have for other traditional F&B businesses that want to go digital?
I would say – do not be afraid to step into the digital world. While it may seem unfamiliar or intimidating to many of us at first, technology can definitely benefit businesses. We live in a highly advanced world, and to stay competitive, we have to leverage technology.
Though it might be difficult to understand the digital world in the beginning, with patience and the right guidance, the efforts will pay off and help people grow their businesses.
