Coconut Shake Shop Boss Who Sold “Very Few Cups A Day" During Covid Pandemic Bounces Back With Plans For 10 Outlets By 2023
Super Coconut’s first Orchard outlet sold “very few cups a day” after opening shortly before the Delta variant outbreak. How did its owner turn the biz around within a year?
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Homegrown coconut shake chain Super Coconut founder Clement Poh, 33, faced an immediate challenge when he opened his first outlet in Orchard last August during Phase 2 (Heightened Alert) measures. “[The] Delta [variant outbreak] came less than a month after I opened the store. The mall was very empty and we sold very few cups a day during the worst period, around the end of September to October," he shares.
In the following months, he revamped his business model and embraced delivery platforms such as GrabFood and participated in online campaigns. “Business recovered a little over the next couple of months, as Covid conditions started to improve and we also needed some time to grow the brand. It took about three months to start seeing more delivery orders [after joining GrabFood last October]. At first, it was only a few cups a day.” From January to July this year, Super Coconut tripled its sales and the chain’s third outlet will open at Admiralty Place next month.
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Le Cordon Bleu-trained chef turned coco shake founder
Before launching Super Coconut, Clement was a Le Cordon Bleu Australia-trained chef who worked in Sydney for five years, including a sous chef stint at the now-defunct Waterman’s Lobster Co. Potts Point, a casual seafood restaurant. He co-owns and runs Zen House, a plant-based Japanese restaurant chain that has two outlets in Kuala Lumpur.
When the pandemic struck, the homesick chef decided to return to Singapore in 2020. “I started experimenting with coconut shakes during the Circuit Breaker after noticing the trend. I felt that I could create something that’s healthier than what’s out there and still tastes great,” he says.
He spent about half a year doing R&D at home to refine his secret recipe, focusing on more wholesome ingredients such as fresh fruit juice and house-made syrups to create healthier shakes. Clement’s high standard for produce, a trait that was inculcated during his time in Australia, also led him to personally source for coconut suppliers in Singapore and overseas.
With his culinary background, Clement is especially adept at R&D. “I believe this is our edge over competitors. I can do R&D on my own and we can release new products very quickly according to market needs instead of having to hire a team.” Super Coconut offers more than 30 types of coconut-based beverages and desserts, including popular localised flavours like taro, cempedak and chendol.
Deliveries make up half of the chain’s daily sales
Two months after its opening, the Orchard outlet joined GrabFood and the entrepreneur quickly saw the benefits of offering delivery. “It was a good way to introduce my brand to more customers since walk-in business was slow due to the pandemic,” he shares.
Bolstered by the increase in sales, the entrepreneur did not hesitate when enrolling his newer outlets in Hougang and Kent Ridge onto the platform when they opened in November last year. Today, GrabFood accounts for about half of his chain’s daily sales.
Continuous growth
Clement also signed up for personalised business review sessions at the GrabMerchant Centre (GMC), which was launched by the tech company as a dedicated point of engagement for its small-medium merchant-partners. Services to support their business growth include strategic consultations during business reviews, operational support and networking opportunities. “I learned how to analyse customer ordering patterns, like why they leave items in the cart without checking out,” he says.
Super Coconut is now one of the top ten fastest growing brands on GrabFood – not surprising, as coconut shake is the most-ordered beverage of the year according to the platform’s annual trend report. The entrepreneur plans to continue integrating its campaigns as well as insights from GMC sessions into his business plan. “When planning expansion, we look at areas where GrabFood has a higher traffic. Campaigns will continue to be a priority. For the upcoming Huatever Chinese New Year promo, we’re offering Grab-exclusive flavours like peach blossom and strawberry coconut shakes.”
More expansion to come
“The target is to open seven more outlets by the end of next year through franchising. We’re also looking to open stores in neighbouring countries such as Malaysia that we will operate on our own,” says Clement.
While the chain is forging ahead with expansion, it is not doing so blindly. “ Currently, the chain has outlets at heartland mall Hougang 1 (its flagship store) and One@Kent Ridge, a retail wing of National University Hospital Medical Centre. Its third outlet will open at Admiralty Place next month.
The R&D-focused founder plans to keep expanding the menu as well. Recent non-shake additions include chendol, which features ice shavings made from pure coconut juice. “Some customers have asked for hot drinks, so we’ll be introducing coconut-based teas soon,” he says.
Interested merchants can sign up for GrabMerchant Centre here, or contact the team at gmc.enquiries [at] grabtaxi.com.
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