Introduction
Nestled in the vibrant Toa Payoh neighborhood, LEGEND FOOD PTE. LTD. (UEN: 199206322Z) operates Kelly Jie Seafood, a cherished seafood restaurant that has become a cornerstone of Singapore’s dining scene. Originally known as TPY Mellben, the restaurant rebranded in 2017 to honor its iconic manager, Kelly Jie, who has been at the helm since 2006. With a history tracing back to a humble stall in 1988, Kelly Jie Seafood is celebrated for its fresh, high-quality seafood and signature dishes like Claypot Crab Thick Bee Hoon Soup. Recently, Kelly’s daughters, Zara and Rachel Lim, took over, infusing the business with modern innovations while preserving its warm, family-run charm. From long queues to celebrity visits, Kelly Jie Seafood continues to delight diners with its authentic Singaporean flavors.
Summary of Services/Products
Kelly Jie Seafood offers a diverse menu centered on fresh seafood, prepared with a blend of traditional and innovative techniques. Key offerings include:
- Signature Dishes: The Claypot Crab Thick Bee Hoon Soup, featuring sweet crab meat and bee hoon in a rich, milky broth, is a crowd favorite. Other highlights include Chilli Crab, Salted Egg Yolk Crab, Wasabi Mayo Prawn, and Cereal Prawns.
- Additional Menu Items: Seafood soups, stews, fried rice, and dishes like Coffee Pork Ribs cater to varied tastes.
- Dining Options: Customers can dine in at the Toa Payoh location, book tables via platforms like Chope, or order online for pickup and islandwide delivery through their ordering platform (Kelly Jie Seafood Order).
- Promotions: Discounts like $4 off for a $50 spend or $10 off for a $100 spend are available for online orders until December 31, 2025.
The restaurant’s commitment to fresh ingredients and versatile dining options makes it a go-to for seafood enthusiasts across Singapore.
Unique Value Propositions
Kelly Jie Seafood distinguishes itself in Singapore’s competitive dining landscape through several key strengths:
- Fresh, High-Quality Seafood: The restaurant prioritizes sourcing fresh ingredients, ensuring every dish bursts with flavor and quality.
- Iconic Signature Dishes: The Claypot Crab Thick Bee Hoon Soup and Chilli Crab are renowned, drawing diners from across the island and even international visitors.
- Family-Run Legacy: The transition to second-generation owners Zara and Rachel Lim adds a personal touch, blending tradition with modern innovations like air-conditioning and new menu items.
- Cozy and Welcoming Ambiance: Described as a simple Chinese restaurant with a homey feel, it’s ideal for family gatherings, casual meals, or special occasions.
- Modern Conveniences: Online ordering, delivery, and booking options cater to Singapore’s fast-paced lifestyle, while their social media presence engages younger audiences.
- Community Connection: The restaurant’s history and Kelly Jie’s iconic status foster a sense of familiarity, with regulars affectionately calling her “jie” (sister).
Standout Features/Reviews
Kelly Jie Seafood has garnered widespread acclaim for its food, service, and atmosphere, as evidenced by reviews across multiple platforms:
- Chope: A 4.4/5 rating from 319 reviews, with food rated 4.3, service 4.2, and atmosphere 3.8. Diners frequently recommend the Claypot Crab Thick Bee Hoon Soup (80 votes), Salted Egg Yolk Crab (16 votes), and Wasabi Mayo Prawn (14 votes). Recent 5-star reviews from customers like Colin and Frank praise the consistent quality (Chope).
- Tripadvisor: Rated 3.7/5 from 504 reviews, with numerous 5-star testimonials. A January 2025 review by Wine Dine n Vacay noted, “Authentic Singaporean Chinese food, fresh seafood, good service, reasonable prices,” while another from August 2023 praised the “yummy” signature soup crab meehoon (Tripadvisor).
- Burpple: With 114 reviews and 227 wishlists, the community recommends the Crab Bee Hoon and Chilli Crab, highlighting their popularity (Burpple).
- FoodAdvisor: Described as a warm, inviting restaurant with excellent service and fresh, flavorful dishes, it has been serving seafood for over 20 years (FoodAdvisor).
Customers consistently highlight the freshness of the seafood, the attentive service, and the nostalgic, family-friendly vibe, making Kelly Jie Seafood a standout dining destination.
| Platform | Rating | Number of Reviews | Notable Comments |
|---|---|---|---|
| Chope | 4.4/5 | 319 | “Claypot Crab Thick Bee Hoon Soup is a must-try!” |
| Tripadvisor | 3.7/5 | 504 | “Fresh seafood, great service, reasonable prices.” |
| Burpple | N/A | 114 | “Crab Bee Hoon and Chilli Crab are highly recommended.” |
| FoodAdvisor | N/A | 22 | “Warm atmosphere, excellent service, fresh ingredients.” |
Areas of Singapore Served
Kelly Jie Seafood is located at Block 211 Toa Payoh Lorong 8 #01-11/15, Singapore 310211, making it a convenient dining spot for residents and visitors in Toa Payoh. Its central location in this bustling neighborhood attracts a diverse clientele, from families to food enthusiasts. Through their online ordering platform, the restaurant offers islandwide delivery, ensuring that customers across Singapore, from Jurong to Tampines, can enjoy their fresh seafood dishes at home.
How Kelly Jie Seafood Meets Singapore’s Needs
Kelly Jie Seafood aligns perfectly with Singapore’s vibrant food culture, where seafood is a cherished part of the culinary landscape. By offering authentic dishes like Claypot Crab Thick Bee Hoon Soup and Chilli Crab, the restaurant caters to Singaporeans’ love for bold, traditional flavors prepared with fresh ingredients. Its family-run nature and cozy ambiance reflect the community spirit valued in Singapore, creating a welcoming space for gatherings and celebrations. The second-generation owners’ innovations, such as new dishes and a strong social media presence on platforms like Instagram and TikTok, appeal to younger diners while retaining loyal customers. The addition of online ordering and islandwide delivery addresses the modern Singaporean need for convenience, making Kelly Jie Seafood a versatile choice in a fast-paced city. By maintaining high standards and adapting to contemporary trends, the restaurant contributes to Singapore’s reputation as a global food hub.
Contact Information and Social Media
- Legal Name: LEGEND FOOD PTE. LTD.
- UEN Number: 199206322Z
- Address: Block 211 Toa Payoh Lorong 8 #01-11/15, Singapore 310211
- Phone Number: +65 6353 3120 (for reservations)
- WhatsApp: +65 8123 4156
- Email: Not publicly available
- Operating Hours: Monday to Sunday, 12:00 PM–2:30 PM, 4:30 PM–10:30 PM
- Social Media:
- Instagram: Kelly Jie Seafood
- Facebook: Kelly Jie Seafood – TPY Mellben 龍海鲜螃蟹王
Customer Review Pages
- Chope: Kelly Jie Seafood on Chope
- Tripadvisor: Kelly Jie Seafood on Tripadvisor
- Burpple: Kelly Jie Seafood on Burpple
- FoodAdvisor: Kelly Jie Seafood on FoodAdvisor
Summary
Kelly Jie Seafood is a shining example of Singapore’s rich culinary heritage, offering fresh, flavorful seafood dishes that capture the heart of local cuisine. From its iconic Claypot Crab Thick Bee Hoon Soup to its warm, family-friendly atmosphere, the restaurant has earned its place as a Toa Payoh favorite. With the second-generation owners bringing new energy through innovative dishes and a vibrant social media presence, Kelly Jie Seafood continues to evolve while staying true to its roots. Whether you’re dining in at their Toa Payoh location or enjoying their dishes at home through islandwide delivery, Kelly Jie Seafood promises a memorable and delicious experience. Book a table or place an order today to savor the taste of Singapore’s seafood excellence.
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.