Fei Siong Group

What Fei Siong Group does

Fei Siong Group is a privately held Singapore-based multi-format food and beverage operator founded by Tan Kim Siong in 1995, growing from a single fishball noodle hawker stall into a 20-brand, 205+ outlet portfolio serving mass-market Singaporean consumers seeking affordable, authentic local and regional hawker cuisine. The group's operations span six distinct formats — hawker centres (managed under its Fei Siong Social Enterprise subsidiary), food atriums (Malaysia Boleh!, Boleh Boleh!, SG Hawker, Malaysia Chiak!), QSR (exclusively franchised Popeyes outlets), food shops (EAT, Encik Tan, 85 Redhill, Sabai Sabai, Let's Eat), coffee shop stalls (Ding Ji, Huang Chao Teochew Noodle House), and food kiosks (Nam Kee Pau, Hong Kong Egglet) — covering Teochew, Singaporean, Malaysian, Thai, Halal-certified Chinese, and international fried-chicken cuisines.

The underlying operating platform rests on three pillars: (1) centralized production via the 2023-commissioned kitchen at the 11 Enterprise Road headquarters; (2) the FSSE hawker-management model and Entrepreneurship Programme, which links aspiring young hawkers with retiring veterans to safeguard hawker continuity; and (3) a brand-licensing architecture that enables rapid concept launches in shopping malls, integrated developments, and community sites. Technology deployments are non-AI and limited to operational sustainability (Eco-Safe Digester at Ci Yuan) and workforce training (ArcLab mobile learning platform).

Revenue is generated almost entirely through direct food and beverage retail sales across company-owned Singapore outlets (DTC), supplemented by QSR transaction revenues from the exclusive Popeyes franchise. Pricing is value-tiered — for example, all stalls at Bukit Batok West offer value meals at S$3.20 or below — targeting mass-market consumers, Muslim diners (via Halal-certified brands), and neighbourhood residents served by FSSE-managed community hawker centres. The group reports over 1,600 employees (January 2021, Shin Min) and approximately S$150M annual revenue (same source), making it one of Singapore's largest homegrown F&B operators.

Name

Fei Siong Group

Legal name

Fei Siong Group

Website

https://feisionggroup.com.sg

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Fei Siong Group is a privately held, Singapore-based multi-format food and beverage operator running 20 brands and over 205 outlets across hawker centres, food atriums, QSR, food shops, coffee shop stalls, and food kiosks, serving mass-market Singaporean consumers affordable authentic local, regional, and Halal-certified hawker cuisine.

Ownership category

akta.pro rank

Product category

Food Service & Casual Dining

NAICS

Specialty Food Retailers (4452), Grocery and Convenience Retailers (4451)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Asian Fast Casual (Pan-Asian, Chinese, Japanese, Thai, Korean) (THAFABAE)

akta.pro secondary industries

Street Stalls & Hawker Stands (THAFAHAD), Asian QSR (Chinese/Thai/Japanese/Korean) (THAFAAAF)

Keywords

• Hawker centre management
• Food and beverage retail
• Quick service restaurants
• Halal-certified dining
• Hawker culture preservation

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Food and Beverage Retail Sales: Fei Siong Group generates revenue through direct food and beverage sales across its 20+ brands operating over 205 outlets including hawker centres, food atriums, quick service restaurants, coffee shop stalls, food kiosks, and food shops throughout Singapore.
2. Popeyes Franchise Operations: Revenue from operating Popeyes quick service restaurant outlets in Singapore under an exclusive franchise agreement with Restaurant Brands International / Popeyes Louisiana Kitchen Asia-Pacific, first venture into QSR sector in 2022.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Fei Siong Group operates a multi-brand food and beverage retail business in Singapore through 20 brands and over 205 outlets spanning hawker centres, food atriums, food shops, coffee shop stalls, food kiosks, and quick-service restaurants (including a Popeyes franchise). The group sells authentic, affordable hawker cuisine across Singaporean, Malaysian, Thai, Halal-certified Chinese, and international QSR formats, and also runs socially-conscious hawker centre management through its FSSE subsidiary.

Product overview

Fei Siong Group is a Singapore-based food and beverage company operating a diverse portfolio of 20 brands across multiple food service formats including hawker centres, food atriums, food shops, food kiosks, coffee shop stalls, and quick service restaurants. The company's offerings span local Singaporean hawker fare (EAT, Ding Ji, Huang Chao Teochew Noodle House, 85 Redhill, SG Hawker), Malaysian cuisine (Malaysia Boleh!, Malaysia Chiak!), Thai cuisine (Sabai Sabai), international brands (Popeyes), specialty concepts (Hong Kong Egglet, Nam Kee Pau), and halal-certified options (Encik Tan, Boleh Boleh). Through its Fei Siong Social Enterprise subsidiary, the company also manages hawker centres (Ci Yuan, Buangkok, Woodleigh Village, Bukit Batok West) with a social mission to preserve Singapore's hawker heritage.

Differentiator

Problem solved

Functional benefit

Products and services

• EAT A standalone hawker-style food outlet serving local traditional fare such as Bak Chor Mee, Fishball Noodle, and Laksa in shopping malls with an eat-and-go concept, targeted at mall shoppers and general consumers seeking authentic local food.
• Encik Tan A Halal-certified mini food atrium offering authentic Chinese hawker fare including Hainanese Curry Rice, Fishball Noodles, Wanton Noodles, and Claypot Rice using Halal ingredients, targeted at Muslim customers seeking Chinese hawker food.
• Nam Kee Pau A traditional steamed bun specialty brand from Malaysia with over 40 outlets across Singapore, featuring paus crafted daily using an exclusive secret recipe along with hand-torn noodles such as Mee Hoon Kueh and Ke Kou Mian, targeted at general consumers and snack buyers.
• Popeyes An exclusive franchise partnership with Popeyes Louisiana Kitchen Asia-Pacific (Restaurant Brands International) to operate fried chicken quick-service restaurants in Singapore, serving fresh chicken marinated for 12 hours with hand-battered and breaded preparation, targeted at general consumers seeking QSR fried chicken.
• Malaysia Boleh! A thematic food atrium featuring Malaysian street hawker specialties including Penang Prawn Noodles, Petaling Street Claypot Rice, and Klang Bak Kut Teh, serving authentic Malaysian flavors under one roof with vintage pushcart decorations, targeted at general consumers seeking Malaysian cuisine variety.
• Boleh Boleh A 10,000 square feet food atrium at Clementi Mall celebrating Singapore's multicultural identity with over 100 local and regional hawker selections including Halal-certified stalls featuring Singapore Hokkien Prawn Mee, Penang Char Kway Teow, and Vietnamese Pho, targeted at general consumers and families.
• 85 Redhill A heritage Teochew fishball noodle brand started by the Chairman's Grandfather at Redhill Close with over 8 outlets, known for light and bouncy Yellowtail Fishball with robust traditional taste, targeted at general consumers seeking heritage Teochew food.
• SG Hawker A modernized kopitiam concept with local street food offerings featuring heritage recipes like Chicken Rice, Char Kway Teow, and Fishball Noodles in a hip and comfortable ambience, targeted at general consumers seeking modernized local dining.
• Malaysia Chiak! A scaled-down sister brand of Malaysia Boleh! offering hearty Malaysian street hawker food themed to the golden era of 1960s at City Square Mall and Singpost Centre, targeted at general consumers.
• Let's Eat A fast-casual self-service establishment positioned as a one-stop shop for authentic Singaporean and Malaysian hawker fare featuring curated selection of stalls offering best-selling dishes from Fei Siong Group's brands, targeted at general consumers.
• Sabai Sabai Thai Private Kitchen A Thai private kitchen offering cosy, intimate dining inspired by private home dining, showcasing rich aromatic Thai flavors with authentic ingredients and traditional techniques at Valley Point, Tampines Mall, and Marina One, targeted at general consumers seeking Thai cuisine.
• Hong Kong Egglet A popular street food chain specializing in freshly made Gai Daan Zai (Egg Waffles) using a traditional secret recipe from Hong Kong, known for crispy exterior and fluffy texture with unique creative variations, targeted at general consumers and snack buyers.
• Ding Ji A household name in Singapore operating over 50 stalls in coffeeshops islandwide, specializing in Teochew-style Fishball Noodle and signature Bak Chor Mee typically served with Mee Kia or Mee Pok, targeted at general consumers and coffee shop diners.
• Huang Chao Teochew Noodle House A culinary haven celebrated for authentic and traditional Teochew-style Fishball Noodle and Fish Soup with perfectly cooked noodles in clear broths and fresh ingredients, targeted at general consumers seeking Teochew heritage cuisine.
• Fei Siong Social Enterprise (FSSE) A socially-conscious enterprise in hawker management developing hawker centres into national heritage cultural centres, offering quality hawker food at affordable value in an inclusive environment through the Entrepreneurship Programme, targeted at community residents and aspiring hawker entrepreneurs.
• Ci Yuan Hawker Centre A first-of-its-kind new generation hawker centre located within Ci Yuan Community Club featuring 40 cooked food stalls and 640 seats in a modern, spacious setting, targeted at community residents in the Hougang area.
• Buangkok Hawker Centre A hawker centre nestled within Sengkang Grand Mall featuring 38 diverse food stalls and ample seating in a tranquil setting with scenic nature and waterways, targeted at community residents in the Sengkang/Buangkok area.
• Woodleigh Village Hawker Centre A hawker centre themed 'Kampong Nostalgia' featuring 39 diverse food stalls showcasing local and regional cuisines, located next to The Woodleigh Mall and Woodleigh MRT, targeted at community residents.
• Bukit Batok West Hawker Centre A community hawker centre located on the ground floor of Harmony Village @ Bukit Batok featuring 22 stalls, over 80 tables and 400 seats offering value meals at $3.20 and below from every stall, targeted at community residents in Bukit Batok seeking affordable meals.

Quantifiable outcome

• 20 brands and over 205 outlets as of current date
• +6 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered minor.

• Tourism MalaysiaminorGTM or Marketing Partner · 1 January 2017Malaysia Boleh! was named Honorary Partner by Tourism Malaysia in 2017, serving as Tourism Malaysia's F&B partner for promoting Malaysia through hawker food and flavours.
• The Food Bank SingaporeminorOthersFei Siong Group collaborated with The Food Bank Singapore for the Feed the City 3.0 initiative, supporting beneficiaries with halal and non-halal food options redeemable at outlets islandwide.
• ACMI SingaporeminorOthersPopeyes Singapore partnered with ACMI Singapore over three weekends to provide food donations to migrant workers living in dormitories, recognizing their hard work on essential projects such as HDB BTO developments.
• Association of Muslim Professionals (AMP) SingaporeminorOthersPopeyes Singapore provided food donations to AMP Singapore's Ramadan Recharge Event, demonstrating commitment to the community during the holy month of Ramadan.
• Daughters Of TomorrowminorOthersPopeyes Singapore partnered with Daughters Of Tomorrow to support their mission of empowering underprivileged women, providing donated meals for their events.
• Ministry of Education (MOE) SingaporeminorOthersFei Siong Group participated in the MOE 'Go Out & Learn' programme, hosting learning journeys for Anglo Chinese School (Junior) Primary 6 students featuring presentations, factory tours, and hands-on pau-making sessions.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• RE&S Holdings: Singapore-listed F&B group operating multiple Japanese and Asian casual dining brands. Comparable as a multi-brand Singapore F&B operator targeting mass-market price points, with a similar brand-factory model.
• BreadTalk Group: Singapore-listed F&B group operating bakery, casual dining, and food retail brands. Comparable as a multi-brand Singapore F&B operator with a portfolio of differentiated consumer-facing food concepts.
• Koufu Group: Singapore-listed multi-format F&B operator running food courts, coffee shops, QSR, and casual dining brands — the most directly comparable peer to Fei Siong's hawker/food atrium/QSR portfolio. Both compete for the same hawker centre management tenders and mall food atrium slots in Singapore.
• Old Chang Kee: Singapore-listed heritage QSR chain specialising in curry puffs and snack foods. Comparable in heritage brand depth, Singapore mass-market focus, and QSR operational model.
• Tung Lok Group: Established Singapore Chinese restaurant chain group with multiple brands and banquet/casual dining formats. Comparable as a multi-brand, multi-format Asian F&B operator based in Singapore.
• ABR Holdings: Singapore-listed F&B company with a multi-brand portfolio including restaurants and food retail. Comparable in size, Singapore focus, and multi-brand casual dining strategy.
• JUMBO Group: Singapore-listed seafood restaurant chain with both local and regional footprint. Comparable as a Singapore-headquartered, publicly-listed multi-brand F&B operator, though with a more premium positioning.
• Tim Ho Wan: Hong Kong-origin Asian fast casual chain (dim sum) with Singapore presence. Comparable as a multi-format Asian fast casual / casual dining brand competing for similar mall and hawker-adjacent real estate.

Broad incumbents

• McDonald's Singapore (Hanbaobao Pte Ltd): Master franchisee and operator of the McDonald's QSR brand in Singapore. Comparable as a QSR competitor overlapping with Fei Siong's Popeyes franchise for share of Singapore fried chicken / QSR spending.

Others

• So Good Pte Ltd / Commonwealth Capital: Singapore-based F&B holding group with interests in bakery, casual dining, and food retail. An adjacent Singapore F&B platform relevant for portfolio strategy and capital structure comparisons.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/feisionggroup
• Instagraminstagram.com/feisionggroup
• TikToktiktok.com/@feisionggroup

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fei Siong Group