Tuesday, May 7, 2013

Background - Kraze Burgers opens at Plaza Singapura 7 May 2013

Background of Kraze Burgers Korean HQ – The first Kraze Burgers was established in 1998 located at Apgujeong-dong of South Korea – that revolutionizes the  consumption of hamburgers by providing a restaurant that specializes in premium gourmet hamburgers using the finest  and freshest  ingredients. With the mindset to creating the best gourmet burgers for Kraze Burgers’ customers, the entire team at Kraze Burgers has continuously dedicated their time into research  and development of new burger recipes and flavors. 

In April 1999, Kraze Burgers expanded its menu to include Salad, Pasta, Rice and Steak to existing Kraze Burgers and launched Kraze Diner. Since 1998, Kraze Burgers have focused its business on Quality Standard, Service Standard and Customer Satisfaction. The effort has since paid off and Kraze Burgers became the Number 1 Premium Burger House in Korea. 

In Dec 2010, Kraze Burgers opens its 91st store at Marina Bay Sands Singapore , and in Nov 2011, Kraze Burgers opens its 111st store at Liang Court. To date it has opened its 3rd outlet at Plaza Singapura on 7 May 2013. 

There are 4 aspects to the KRAZE’s Philosophy :

Before you take that bite into a Kraze Burger, there are Key Points to note concerning the ingredients to making the Kraze Burger :


Kraze Burger patties are made daily with the finest Australian whole chucks to enhance the freshness and tenderness of the meat.
Kraze uses only Korean chicken certified by HACCP.


Kraze have developed its own bakery, with finest ingredients producing the unique buns that exudes superior taste, texture and flavour. The buns are delivered daily to maintain their freshness.


Unique special sauces used at Kraze are the results of much  research, testing and development by Kraze Chefs.


Only the finest ingredients are used in KRAZE products, which are delivered daily to each location to maintain freshness.

Background of Kraze Burgers Singapore - The Master Franchise for Kraze Burgers in Singapore is owned by Indonesian Businessman Mr Ahmad Bibi Yoga Biyanto, (who holds Singapore PR  status) under his company More Fortune Holdings Group - an investment holding company with diverse business interests in various industries including the F&B industry. The Kraze Burger is not the only F & B venture for the More Fortune Group, the Group has business interests in another Restaurant Brand in Jarkarta called Hangoga, with 2 outlets newly open. Hangoga  is also part of Kraze International Inc. More Fortune Holdings holds the Master Franchise for  Kraze Singapore for 10 years from 2010 -2020, and is renewable.

Management of Kraze Burgers Singapore - The Master Franchise for Kraze in Singapore is managed by Harvest Management Partners Pte Ltd, a subsidiary under the More Fortune Group.  Mr Emmanuel Paul handles Finance, Operations  for Harvest Management Partners Pte Ltd. Mr Ahmad Bibi Yoga Biyanto  is the Boss for Harvest & More Fortune.
Paul brings with him many fruitful years of experience in the F&B Industry and is indeed a veteran in the F&B Industry. He started in his teens working at Dennis restaurant for 5 years  and eventually rose to become one of its shareholder during the years 1988- 1993. Paul took a hiatus of 2 years to serve NS, then advance to work at Harry’s Bar at Boat Quay for a good 8 years, actively involved in the bar-tending business  as well as customer service at Harry’s Bar. 

He left soon Harry’s Bar to join IndoChine for a good 4 years before moving on to One Rochester Group, then to Fauchon (A French retail brand serving caviars in  fine dining setting  targeting at High End crowd)  for a good 6months in Singapore at Changi Airport  before they exit the Singapore market.  He advance to join Kraze Burgers and is currently 2 years old with the company.

Back in 2009 Paul (age 39 years old) was the Restaurant Manager for Kraze, managing Kraze Burgers at Marina Bay Sands. After its 3 months opening at MBS, Mr Yoga wanted to open Kraze Burger at Liang Court, and Paul was assigned to Liang Court to assist in its opening. After 6 months, Paul’s portfolio expanded to include Operations, Franchising, Marketing and Finance for the Kraze Brand in Singapore, and today he is the right hand man of Mr Yoga. Paul  currently hold key position at Harvest and is the in charge for Costing, Operations, Marketing, Recruitment  and Investor  Relations.

Expansion Plans - The target is to open 10 Kraze Burgers restaurant  with casual dining concept in Singapore for the next 10 years, with possibility to extend to include other concepts : Kraze Express, Kraze Bar Concept  apart from the restaurant casual dining concept.

Target  Markets (in the near future) - China, though there exist challenges such as language barrier.

Target  Audience  -  PMEB , shoppers, tourists.

Pricing Adjustments for Kraze Burgers – Pricing of Kraze Burgers will be adjusted to cater to malls outside of the CBD.

Menu Planning  - Currently planned at Kraze Burgers HQ level. There are total at least 50 items on the Kraze Burgers menu.

Menu Expansion  - done on a six monthly basis. Some menu items at HQ e.g. Baked rice are not yet available in Singapore.

Training - At the first outlet opening at MBS, Kraze Burgers HQ sent its  own Chef to Singapore to  train the new chefs and kitchen staff  for 1 month.  Service staff  - trained locally - straight forward. There are continual training whenever there is new menu launches. Kraze Burgers HQ sends its Head Chef to do audit check  at Franchisee outlets once a year.

Central Kitchen - Currently Kraze Burgers Singapore does not have a central kitchen. When there are substantial outlets opened in the future, there would be a  central kitchen  to standardise the procedures.

Food Source - 30% of the food ingredient are imported from Korea, 40% e.g. chilled fresh meat cuts , are sourced from local suppliers.

Kraze patties are all hand-made at  the in-house outlet.

Kraze buns are freshly made every day. At end of day, unused buns are given away to staff or thrown away. Kraze Burgers buns do not keep overnight, once air goes in,  it changes the taste of the buns.

The flour for the dough are from Korea. So too is the Bulgogi sauce imported from Korea. Kraze Burgers has its own plant in Korea that makes the sauces, spices, condiments. Every 6 months, the  sauces, spices, seasonings, condiments are imported from Korea.

The fresh vegetables are sourced from local vegetables suppliers. The vegetables are freshly prepared at the outlet’s kitchen – no MSG, no preservatives.

Booking for Functions – Kraze Burgers do allow bookings for diners looking to celebrate their Birthdays with Birthday parties at the outlets. In fact, Kraze Burgers  did host a  BBX.com Corporate Function recently.

The outlet at Marina Bay Sands can cater for a party of about 150 people – special occasions such as Birthday parties,  Anniversary Celebrations. Kraze can also provide customised menu for special functions.

Current Ongoing Promotions -  www.Deals.com, www.Groupon.com, Promotion with AAS members offering 10% discount for members, 20% Discount  for AAS members celebrating their Birthday. In the pipeline – promotion for  SAFRA, NTUC Members  

Catering & Takeaways  - Kraze Burgers provide food delivery service for catering with 2 Food Delivery Companies : Food Panda, Singapore Dice.

Ordering : Kraze offers Table Service

Payment : Post Paid Concept applies at Kraze Burgers

Seating  Capacity : 60 inside, 20 Al Fresco at Liang Court,  MBS & Plaza Singapura totals  : 160 seating.

Slogan for Kraze Burgers: American Gourmet Healthy Burger with a touch of Korean Flavour

Restaurant :  is Not Halal  as they serve bacon at Kraze Burgers.

Merchandise on Sale at Outlet – (e.g. Salt Shakers, Mugs, Umbrellas? ) Currently not available yet in Singapore, but Kraze Burgers HQ does have umbrella on sale.
On Sundays : mostly Japanese crowd at LC.

Marketing Activities : in the pipeline kitchen tours when the group grows big enough to warrant the setting up of central kitchen.

New Outlet Openings - Kraze Burgers at Plaza Singapura  opened  on 7 May 2013.  Cheryl Fox graced the opening of Kraze  Burger at Liang Court.

Currently there are two Kraze Burgers outlets  in Singapore :

1.   Marina Bay Sands @ The Shoppes

Address: 2 Bayfront Ave, #B2-54/55, Marina Bay Sands, Singapore 018956. 

Tel: +65 6688 7844 (For reservations)
Fax: +65 6688 7944

2.   Plaza Singapura @ The Atrium (newly opened on 7 May 2013)

Address: 68 Orchard Road #04-63 & 67 Plaza Singapura Singapore 238839
Tel: +65 6333 5389 (For Reservations)
Fax: +65 6333 5329

Signature Burgers on its latest Menu include :
        Kraze Burger  Original
        The Matiz
        The Mega Bite Burger
        Kraze Semi – Nude Burger
        Kraze Crab Burger
        Kraze Italiano Burger
        Kraze Secret  Burger
        Garlic Idaho
        Cajun Chicken Salad

River JOrdan and JOrdan being groovy on the disco floor !

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