Brunch Hawker Stall In Kovan Reopens In Jewel Serving Fried Chicken Waffle & Rosti ‘Burgers’
Launched in July 2022, Breadfirst Everyday quickly gained a following for affordable all-day brunch dishes like fried chicken and waffles, rosti and localised Western breakfast sets in a Kovan kopitiam. The hawker stall was started by pals Chua Keng Ling, 36, (right in pic, standing), who goes by the nickname Bear because of his lanky build, Lex Loi, 41, (left in pic, sitting) and Zen Neo, 36, (right in pic, sitting). They also hired Michelle Tan, 30, (left in pic, standing), to help run the stall. Now married to Bear, she has since left the biz.
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Hawker stall plagued by manpower issues
Despite its popularity, the stall faced persistent manpower issues. Bear, the head chef, was dividing his time between Breadfirst and Qi Xiang Hotpot, a steamboat restaurant in Boon Lay that Lex and Zen also owned. “Our other staff were shuttling between the outlets as well,” shares Zen.
The challenges mounted as nearby public car park redevelopment led to a noticeable drop in foot traffic. The team decided to close the stall in mid-2023 to concentrate their resources on the hotpot restaurant. Earlier this year, they also shuttered Qi Xiang Hotpot when its lease expired.
During its one-year run, Breadfirst Everyday made only a modest profit. “I believe it was in the range of a thousand. Our use of freshly made ingredients kept costs high,” recalls Zen.
Starts new chapter as takeaway kiosk in Jewel Changi Airport
After closing their Kovan outlet, the Breadfirst Everyday owners kept busy with pop-up stalls at events. They also launched a food truck selling sliders at Marina Bay Sands earlier this year. Positive feedback from customers gave them the confidence to pivot to a burger-focused concept.
When a space became available at Jewel, the partners saw an opportunity to evolve their brand. “We brainstormed ways to offer a menu that’s easier for customers to grab and go. That’s how we came up with the rosti ‘burger’. People also get to mix and match their preferred fillings and sauces to build their burgers,” says Zen.
Zen contributed the majority of a “high five-figure sum” to open the Jewel kiosk. While he declined to share details on rental costs, Zen is confident that the location’s high foot traffic and tourist appeal make it a worthwhile investment. The new outlet, which opened in early October, features a modern, polished decor – an upgrade from their no-frills Kovan stall.
No more brunch items; new fusion menu has waffle & rosti ‘burgers’
Breadfirst Everyday’s Jewel kiosk marks a departure from its original brunch-focused menu at Kovan, where items like scrambled eggs and sausages were served alongside rosti and waffles.
At the new outlet, their popular crispy, fluffy waffles and signature rosti are now reimagined as burger ‘buns’. Customers can choose from fillings like fried chicken, fish, or stir-fried beef, with regular sliders on traditional buns also available. Each burger is served with a side of tater tots, with prices starting at $7.90 – which is in a similar price range to their previous menu at Kovan.
Another highlight of the revamped menu is the house-made Thai-inspired sauces, a nod to Bear’s culinary background (he was the head chef of now-defunct Thai diner Nara Thai Cuisine). These include Thai spicy salad (a fish sauce-based condiment with lime, chilli, coriander and red onion), yellow curry, and sweet chilli, alongside more classic options like cheesy mayo and garlic aioli.
Just like at their Kovan stall, the waffles and rosti are made to order, ensuring quality despite the switch to a more high-traffic location. And even though they’ve upgraded to Jewel, Breadfirst Everyday has managed to keep their prices affordable, albeit with smaller portions. “We are still new, so for now we want to go for volume instead of a higher margin,” Zen explains.
Attracting more diverse customers
Zen reports that business has been “so far, so good”. The Jewel location has attracted a more diverse crowd, including an increasing number of tourists. “In the first week, we’ve already noticed more foreigners trying our food,” he adds. The team is also working toward halal certification to cater to an even wider audience.
Looking ahead, the team has ambitious plans. “Of course, we want to open more outlets after ironing out the kinks at our Jewel location. We’re not restricting ourselves to malls or hawker centres – where we open depends on the opportunities we get,” says Zen.
Breadfirst Everyday is at #B2-257 Jewel Changi Airport, 78 Airport Blvd, S819666. Open daily 10am – 10pm. More info via Facebook & Instagram.
Photos: Kelvin Chia & Breadfirst Everyday
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