The VivoCity outlet will be its third location and its first bistro, marking a shift from its two full-service restaurants, the company said in a statement.
Greenwood Fish Market currently has two outlets: its original location on Greenwood Avenue in Bukit Timah and its Quayside Isle restaurant in Sentosa, which opened in 2015.
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Greenwood Fish Market’s restaurant at Sentosa Cove, Singapore. Photo courtesy of the company |
Founder David Lee, 70, told AsiaOne that the decision to open in a shopping mall rather than another destination location was intended to make the brand more convenient for existing customers.
The bistro format will also allow Greenwood Fish Market to offer a broader seafood selection at better value, helping it reach new customers.
Around 50% of the bistro’s menu will feature Greenwood Fish Market’s signature dishes, he said.
Lee also sees the move as a step toward overseas expansion. “This will be a test bed for global franchising,” he said, adding that he expects the global economy to improve eventually and is carefully preparing to seize the opportunity when it comes.
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Food served at an outlet of Greenwood Fish Market. Photo courtesy of the company |
Greenwood Fish Market incorporates three businesses: operating restaurants, importing directly for retail sales to consumers, and wholesaling to hotels and other restaurants.
Lee believes this vertically integrated model has helped sustain the business. “Since I started 23 years ago, I’ve maintained that there should be no middleman,” he said.
Asked what has kept the business going over the years, Lee said he remains focused on survival.
“I would not call Greenwood Fish Market a success. As with all F&B, it’s regularly up and down, and I’m constantly tweaking and fine-tuning.”
“We celebrate being around and doing a good job. I am old school. I do not shoot for profits but survival.”