Saladworks Has Its Sights Set On Singapore Market

Saladworks' international expansion and development starts with Singapore. As announced earlier this summer, Saladworks expanded into Singapore with Master Franchisee Lee Chong How, more commonly known as Amos Lee. Under the agreement, the first Saladworks store will be built this year in the last quarter, and another two units will open by the end of 2013.

Lee has a strong managerial background in food product logistics," says Paul Steck, Saladworks' president, also noting that two site selections have already been made against the three-store schedule for next year. The Singapore Master Franchisee for Saladworks will open 15 units over 10 years, focusing on enclosed malls, business & industry channels like the Central Business District, and medical complexes.

Of the two identified sites, one is in the Central Business District and the other is in a mall. Steck is confident about the local prospects of the Conshohocken, Penn.-based salad chain, although Saladworks will compete against several salad concepts already there, like Salad Stop and Munch. "Because of our proprietary dressings and salad recipes, we feel comfortable that Saladworks will be greatly appreciated in Singapore." In the United States, Saladworks has used menu innovations to keep its salads light and appealing to guests. Most of its salads weigh in under 300 calories. Its extensive salad toppings and creative recipes have won a strong following. The chain has leveraged Facebook to interact with its most loyal guests and gain new salad recipes and ideas from fans.

"One of the things we found is that eating great food is the national pastime of Singapore. It is an incredibly diverse population... many different cultures," says Steck. As an example, it is common to see someone eating a fiery Malaysian curry noodle dish being washed down with a Coca Cola." Steck is also confident with the amount of research and analysis that Saladworks undertook prior to landing the Singapore deal. Saladworks executives expect that its variety of toppings, including 52 toppings and 14 dressings, will strike a balance of choice and taste with Singaporeans. Interesting factoid: Although nearly all of the salad quick-serve's ingredients are commonly available and can be sourced in the Singapore wholesale markets, Granny Smith apples and Honey Barbecued Chicken cannot.

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