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New look for Jack’s Place

SINGAPORE — Jack’s Place is celebrating 49 years in the food and beverage business with a makeover.

Jack's Place gets a new look. Photo: Jack's Place.

Jack's Place gets a new look. Photo: Jack's Place.

SINGAPORE — Jack’s Place is celebrating 49 years in the food and beverage business with a makeover.

The homegrown chain’s brand reinvention will see changes to the decor and ambience for all its 17 restaurants, as well as a progressive update of the menu, starting with its latest outlet at the newly opened Paya Lebar Square.

For a more modern look, the familiar motif of the green and white checkered table mat was silk-screened on tailor-made wooden tables, and the traditional white tablecloth removed. This was done to capture a younger market while maintaining its appeal with families.

“Throughout this two-year revamp at the restaurant outlets, the food will be the main focus, hence we will be looking into taste, presentation, quality and service, to keep our customers well-engaged and coming back for more,” revealed the JP Pepperdine Group in a statement.

The company, which is now led by a team comprising of second- and third-generation family members, has also found a way to look forward while honouring its humble beginnings with a brand extension called Cola Cafe.

It is a nod to the Cola Restaurant and Bar, the first restaurant set up in 1967 by Say Lip Hai, who played a pivotal role in the emergence of Jack’s Place. He had previously been a Hainanese cookboy who honed his skills cooking for British troops in Sembawang. In 1968, he was encouraged by a British housewife to start a catering business at her husband’s pub in Killiney Road. Said husband’s name was Jack Hunt, who would later sell the business to Say in 1974.

The new cafe will feature quick lunch and dinner options, cakes, pastries and desserts, and will be done in collaboration with popular homegrown brands Udders ice-cream and Smitten Coffee. On offer will be Jack’s Place’s marinated steaks and pre-packed sauces, spices and rubs, as well as boutique wines, craft beers, ice-cream, coffee, among others.

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