Interview Part 1 with Sarge Sargeant - BLooiE's Roadhouse at The Aquarius, Science Park 2

For the love of a Beloved Basset Hound Called BLooiE

The Background & Beginnings of the Restaurant  : Fiona Lee graduated from university 14 years ago, and together with her husband Sarge Sargeant, started a Bubble Tea business Brand called Easyway - with 8 outlets. The business was profitable, and they sold the business licence back to the Taiwanese for a tidy sum.

Fiona and Sarge then set up the first BLooiE's Roadhouse. Sarge used to be from the offshore business whilst Fiona was from the financial industry having working for major banks. Sarge decide to do a Roadhouse - a place where people can socialize with cold beer. Sarge hails from Southern Ontario, Canada. 

He missed the atmosphere of the Roadhouse back in his hometown in South Ontario, Canada, so he decided to do a rustic style Roadhouse and named it BLooiE's after his beloved Basset Hound who had passed away. 
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A Roadhouse in the USA and Canada, usually refers to a local inn or restaurant that serves meals especially in the evenings, with a bar serving beer or hard liquor, features music and dancing for entertainment. Most Roadhouses are located along highways or roads in rural areas or outskirts of towns. The early roadhouses offer lodgings for travellers, few offer rooms now due to the establishment of motels in early 20th century. 
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Restaurant Concept : BLooiE's is a casual family oriented dining concept, serving home-cooked style food, and is a cross between a diner and a pub. At BLooiE's, soccer matches as well as Ice hockey matches are played on the large screen indoors when the season is in. BLooiE's is a place to relax and enjoy, and diners can come in flip flops and shorts.

Franchising the Business : Sarge did consider Franchisee agreement, in fact they did a Licence Agreement in Indonesia. Currently, BLooiE's is trademarked only in Singapore. Sarge was from Offshore Deepsea diving business, and came to Singapore back in 1979, working in diving business until he retired in 2006. Whilst Fiona runs their F&B business, Sarge started to help Fiona right after his retirement from the diving business. Sarge has total of 14 years F&B Business. Currently the business is family owned. 

Other F&B Brands : Apart from BLooiE's, Sarge and Fiona has another F&B Brand under a Taiwanese concept known as Lee's Taiwanese with outlets in The Star Vista and a second one which just open in JEM in June 2013. The Holding company Sargeant Lee Holdings owns the two brands.

Expansion plans for BLooiE's : Much as Sarge and Fiona would like to expand their two brands, due to staff shortage, it is indeed difficult to expand aggressively. 

Menu Planning : by Fiona who is the brains behind the recipes. Fiona has a keen sense of taste The recipes are fine tuned regularly, and they try to keep the recipes authentic to Canadian style. 

BLooiE's Roadhouse can be found at the following 4 locations : 

1. 21, Science Park Road #01-01 The Aquarius (Science Park II), S(117628). Tel : 67750046
2. 49, Jalan Tua Kong (Upp East Coast) Siglap, S(457249). Tel : 64420030
3. Rail Mall, 426/428 Upp Bukit Timah Road, S(678053). Tel : 67661588
4. 100 Faber Drive, Faber Hills, S(129406). Tel : 67783459