Insights from Crystal Jade’s Chairman and CEO Ip Yiu Tung

In the restaurant-eat-restaurant world of the F&B industry, few local brands have stood out as clearly as Crystal Jade, one of the market leaders in Singapore. Celebrating its 20th anniversary last year with a refreshing of its identity that involves extensive refurbishments at its restaurants, Crystal Jade enjoyed a turnover of S$240M (US$189M) in 2010.

Over the last three years, it has expanded aggressively, investing S$25M (together with partners) to open 39 new outlets across Asia. This year, the F&B group will sink in a further S$17M to open 17 new outlets across eight cities. These efforts helped it to achieve a targeted 10 percent to 15 percent yearly growth in sales.

Beginning from a single outlet in Cairnhill in 1991 — which was closed and reopened with a Kitchen outlet in Shaw Plaza and a Palace outlet in Ngee Ann City – the group now has more than 100 outlets sprawled across 18 cities in nine countries. Half of these are in Singapore while the other 50 are in China, Hong Kong, Indonesia, Thailand, Malaysia and more.

To find out more about Crystal Jade’s longevity in the hypercompetitive F&B market, I had the pleasure of speaking to Mr Ip Yiu Tung, its Group Chairman and CEO. Joining the company in 1992, he was responsible for the group’s sterling performance in the last two decades. With a passion for pianos, the former engineer by training is surprisingly soft spoken with a gentle demeanour despite being the chieftain of such a large enterprise.

Three Keys to Success

Keeping things simple and straightforward, Mr Ip’s business philosophy is embodied in three basic principles:

1) Offering great food;

2) Providing attractive service; and

3) Caring about the dining ambiance.

While innovation is part and parcel of Crystal Jade’s strategy, the group has not veered away from its core competence in traditional Chinese and East Asian cuisine. To ensure that every dimension of the business runs like clockwork, Mr Ip travels extensively to his outlets around the region. He also has his pulse on the business, knowing its ins-and-outs down to the nitty gritty details.

Sourcing and Buying Fresh