Have prawn mee in a wine shop or chicken rice in a dessert bar under East Coast Road food initiative

SINGAPORE – Fancy having prawn noodles in a wine shop? Or tapas in a dessert bar?

Patrons of a row of restaurants along East Coast Road can now do so after those eateries started allowing diners to order takeaway food from their neighbours and eat it within their premises.

This collaboration – what these eateries are calling the “East Coast Food Strip” – involves eight outlets near the junction of East Coast Road and Telok Kurau Road, and is part of a plan to draw more patrons to the area.

The eight participating eateries, which are located next to one another, are Jag Wine, DJDH Ramen Restaurant (Da Jia Dou Hao), Breakfast Grill, Within The Walls Dessert Bar, Yam’s Treasure, Century Wines, Feng Sheng Kampong Chicken Rice & Steamboat (24hrs), and Beach Road Prawn Noodle House.

The initiative was started by Mr Henry Mok, 57, when he opened his Within The Walls Dessert Bar on June 15, 2024, and wanted to light up the street to create a more welcoming atmosphere.

On the night Mr Mok opened, eateries allowed customers who sat outdoors to order food from other restaurants along the row.

The area’s MP, Mr Edwin Tong, had earlier mooted the idea of creating a food street and pushed for approvals for al fresco dining, Mr Mok told The Straits Times.

Customers quickly took to the idea.

“Jag Wine customers wanted food from Yam’s Treasure, and mine wanted dishes from Jag Wine. I said, ‘Go ahead!’” Mr Mok said. “That night, business boomed for everyone.”

What started as a one-off al fresco experience gradually caught on – and only recently did the eateries allow their indoor diners to order food from their neighbours as well, said Mr Mok.

For instance, this initiative would allow a diner to “tapau” (Cantonese for takeaway) prawn noodles from Beach Road Prawn Noodle House and eat them at Mr Mok’s air-conditioned Within The Walls Dessert Bar.

“I have space, and they’re welcome to eat here. They’ll also order dessert – it’s a win-win for everyone,” said Mr Mok.

Mr John Lee, 61, owner of Beach Road Prawn Noodle House, said the initiative might help eateries stay afloat in a cut-throat food and beverage scene.

Mr Lee, who started his prawn noodle shop in 1987, is the longest-serving food operator in the strip.

“For years, this area was quiet. Many restaurants don’t last more than two years. It’s good to give customers more options,” said Mr Lee, whose shop often has long queues.

While the cross-ordering initiative is not openly advertised – no signs have been put up at the eateries – it has grown through word of mouth among customers. The eateries’ owners also said the initiative has resulted in a slight increase in business.

Mr Dylan Tan, 28, co-owner of Breakfast Grill, said letting customers cross-order makes them feel comfortable dining there, making them more likely to return.

Mr Sebastian Neo, 40, co-owner of Feng Sheng Kampong Chicken Rice & Steamboat (24hrs), who started his business on March 20, saw an immediate benefit.

“Jag Wine customers ordered my chicken and hotpot to pair with their wine.

“Some of my customers also got dessert from Within The Walls,” he said.

The initiative had some initial hiccups – wine glasses between Jag Wine, Century Wines and Within The Walls got mixed up – but the restaurants quickly found solutions.

Customers must take away their orders, so crockery does not get mixed up across restaurants.

Mr Alan Lim, 64, partner at Jag Wine, said the initiative has made the area “livelier at night”.

Associate Professor Lau Kong Cheen, head of the marketing programme at the Singapore University of Social Sciences, said such collaborations between businesses expand customer reach by offering greater variety and increasing foot traffic.

“It will give customers with different diet and taste preferences (the option) to dine together without feeling left out – they don’t have to contend with the preference of the majority in the group,” said Dr Lau.

To sustain long-term success, participating restaurants should offer distinct yet complementary cuisines to avoid competition and ensure fair benefits, he added.

Siglap resident Rajat Khole, a frequent patron of Jag Wine, learnt about the cross-ordering initiative when The Straits Times spoke to him on April 3.

“I used to visit just Jag Wine, but since the chicken rice place opened, I’ve eaten there three times this week,” said the 25-year-old student.

“It’s a great idea – they should advertise it, so people will know.”