Introduction to the Brand
Beng Who Cooks Pte. Ltd. was a pioneer in offering protein bowls that catered to health-conscious diners without breaking the bank. The business was born out of Jason Chua’s passion for cooking, inspired by his childhood helping at his parents’ fruit shop and his culinary arts education. Initially operating as a hawker stall, it later transformed into a restaurant, showcasing the brand’s evolution and ambition. The name “Beng Who Cooks” playfully referenced Chua’s nickname, “Ah Beng,” given by his friends, but the brand was anything but ordinary—it was innovative, community-driven, and deeply rooted in Singapore’s food culture.
Summary of Services/Products
Beng Who Cooks specializes in protein bowls, a customizable meal option that allows customers to mix and match carbs, proteins, sides, and sauces. The Hawker Bowl (S$6) included one complex carb, one protein, two sides, one add-on, and one sauce, while the Towkay Bowl (S$9) offered more generous portions with two proteins and four sides. When the business expanded to a restaurant, it introduced a dinner menu with more elaborate dishes, such as “Wanton with Caviar” and “Underlying Balls,” a fusion of marinated mozzarella pearls, serrano ham, cherry tomatoes, and pesto sauce. The lunch menu focused on rice and salad bowls, catering to the office crowd and gym-goers looking for quick, healthy options.
Unique Value Propositions or Benefits
What set Beng Who Cooks apart was its commitment to making healthy eating accessible and affordable, especially in the CBD area where such options can often be expensive. The brand’s protein bowls were not only nutritious but also customizable, allowing customers to tailor their meals to their preferences. Additionally, Beng Who Cooks demonstrated a strong sense of social responsibility. During the COVID-19 pandemic, founders Jason Chua and Hung Zhen Long initiated a program to provide free meals to those in need, shared via their Instagram (@bengwhocooks). This initiative highlighted their dedication to supporting the community during challenging times, earning them recognition from platforms like the National Volunteer and Philanthropy Centre (NVPC).
Standout Features or Reviews
While specific customer reviews are limited due to the business’s closure, Beng Who Cooks received positive mentions in several food blogs and articles. For instance, Seth Lui praised the brand for its affordable and healthy options (Seth Lui), while Vulcan Post highlighted Jason Chua’s journey from a hawker stall to a restaurant, emphasizing his passion for cooking and innovation (Vulcan Post). The brand’s creative dishes, such as the “Beng Bowls” with unique sauces like salted egg yolk, were noted for their flavor and originality. The Burpple page for Beng Who Cooks lists 18 reviews (Burpple), though the business is marked as permanently closed, reflecting its current status. A Google Business Profile review mentioned crispy tater tots and well-seasoned charred broccolini, praising the quality and service (Google Business).
Areas of Singapore Served
Beng Who Cooks initially operated at Hong Lim Market & Food Centre, a popular hawker center near Chinatown, making it accessible to office workers and locals in the area. Later, it moved to a restaurant on Neil Road in Tanjong Pagar, expanding its reach to diners in the Outram area. These locations positioned the brand in bustling parts of Singapore, where there was a high demand for convenient and healthy dining options.
How Does the Brand Meet Singapore’s Needs?
Beng Who Cooks addressed several key needs in Singapore’s dining landscape. Firstly, it catered to the growing demand for healthy, convenient, and affordable food, particularly among busy professionals and fitness enthusiasts. The customizable protein bowls were a perfect fit for those looking to maintain a balanced diet without compromising on taste or budget. Secondly, the brand’s community initiatives, such as providing free meals during the pandemic, demonstrated its commitment to social responsibility, aligning with Singapore’s values of unity and support during crises. Lastly, by starting as a hawker stall and later expanding to a restaurant, Beng Who Cooks showcased the entrepreneurial spirit and resilience that are hallmarks of Singapore’s F&B industry.
Contact Information and Social Media
| Beng Who Cooks | |
| @bengwhocooks |
Summary
BENG WHO COOKS PTE. LTD. was more than just a food business—it was a reflection of Singapore’s vibrant culinary scene and its spirit of innovation. From its roots as a hawker stall to its brief stint as a restaurant, the brand championed healthy eating, affordability, and community support.
Disclaimer: All information provided here has been compiled from publicly available sources. While we have made every effort to ensure accuracy, we do not guarantee that the information is complete or error-free. We disclaim any liability for inaccuracies or omissions. If you find any errors or have concerns about the content, please let us know so we can address them promptly.