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 :
PATTY
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.
BURGER BREAD
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.
SAUCE
Unique special sauces used at Kraze are the results of
much research, testing and development
by Kraze Chefs.
INGREDIENTS
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
•
Carbonara
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