SINGAPORE—In 2005, Mr. Aston Soon took a bold step by opening Astons Specialities in a small corner coffee shop on East Coast Road. He felt an urgent need to succeed as his wife was six months pregnant with their first child, adding a sense of immediacy to his venture.
At the age of 33, Mr. Soon was at a crossroads in his career. He had previously worked at a dog breeding farm and had also assisted a friend in setting up a cafe. Despite these experiences, none of these roles resonated with him or sparked his passion.
Determined to find fulfilment and provide for his growing family, Mr. Soon decided to embark on his culinary journey. Specialities became his canvas, where he could pour his energy and creativity into crafting dishes that would delight customers.
The decision to open the eatery was not just about business; it was about finding a purpose that aligned with his aspirations. Mr. Soon hoped that this new chapter would not only support his family but also bring him personal satisfaction and joy.
Mr. Soon, who left school after completing Secondary 5, began working at a young age. From 17 to 32, he gained valuable experience at two well-known American restaurant chains. He honed his skills at Ponderosa, a steak and salad brand, and at Kenny Rogers, known for its roast chicken.
Driven by his passion for the food industry, Mr. Soon decided to strike out on his own. With $40,000 gathered from personal savings and loans from friends, he launched Astons Specialities. His vision was to offer high-quality steaks at affordable prices, starting at under $10 with sides.
The concept quickly resonated with customers seeking value without compromising on taste. The popularity of Aston’s Specialities soared, leading to long queues as word-of-mouth spread. Demand grew so rapidly that before the initial year-long lease expired, Mr. Soon needed a larger space.
He secured a location just two doors down from his original spot, which allowed him to accommodate the growing number of patrons eager to enjoy his offerings. His journey from a young restaurant worker to a successful entrepreneur showcases his determination and keen understanding of customer desires.
It all began with a single phone call from a local mall. The opportunity was too good to pass up, and soon he found himself opening one restaurant after another. Each new location brought its own set of challenges and triumphs, but his passion for serving quality food never wavered.
Now, as the brand celebrates its 20th anniversary, the journey feels like a whirlwind. At 53, he proudly oversees a thriving empire of 37 restaurants. Astons has become synonymous with well-priced, high-quality steaks, a staple that draws loyal customers time and again.
But the brand is not limited to just steaks. The group has ventured into diverse culinary territories, offering Japanese and Chinese cuisines to tantalise every palate. In Joo Chiat, there’s even a unique spot known as East Treasure Speciality Prawn Noodle, a testament to the brand’s versatility and commitment to flavour.
Each restaurant tells its own story, reflecting its vision and dedication to great food. As he looks back on two decades of growth and innovation, the journey is far from over. The malls may have started calling first, but it’s clear that his passion keeps the doors opening wide.
Mr. Soon’s journey from humble beginnings to owning a five-storey, 50,000-square-foot manufacturing facility in Senoko is nothing short of remarkable. This state-of-the-art facility produces ready-to-eat meals, sauces, and other culinary delights. Alongside it stands Jaz Catering, a testament to his diverse business ventures. All of this sprouted from a single coffee shop stall—a feat many have attempted but few have achieved. When asked about his success, Mr. Soon simply states, “I threw myself in totally.”
From a young age, Mr. Soon exhibited an independent streak. He never found much value in formal education and instead preferred the hands-on experience of working odd jobs. At just seven years old, he began helping his mother sell huat kueh and other steamed cakes near the bustling Old Airport Road Market. This early exposure to the world of commerce ignited a passion that would guide him throughout his life.
Mr. Soon’s determination and willingness to take risks set him apart. While others faltered, he persevered, driven by a vision and a relentless work ethic. His story is one of grit and ambition, proving that with enough dedication, even the smallest ventures can grow into thriving enterprises.
He was the second of five siblings, growing up in a bustling household on Guillemard Road. His father initially owned a construction firm but eventually transitioned into driving a taxi, while his mother dedicated herself to being a homemaker, keeping the family running smoothly.
From a young age, he embraced the opportunity to work, relishing the chance to meet diverse people and acquire new skills. “Working let me meet a lot of people and learn a lot of things,” he recalls with a sense of adventure. I enjoyed this freedom to decide what I wanted to do.”
His journey through odd jobs was varied and colourful. He spent time in a coffee factory, served kopi at local stalls, worked at a duck rice stall, and even ventured door-to-door selling Christmas cards. Each job offered a new experience and a story to tell.
By the time he reached Secondary Five at Chung Cheng High School (Branch), textbooks had taken a backseat in his life. “I stopped buying textbooks,” he admits with a chuckle. Instead, his school bag was filled with his pager and work uniform.
Mornings were reserved for classes, but his entrepreneurial spirit couldn’t be contained. Often, he would slip away during recess, heading off to whatever job awaited him that day. This balancing act between school and work became his norm, shaping the person he was becoming.
He was in disbelief when he heard the news. Somehow, without understanding how, he had scored five credits in his O-level exams. He hadn’t even bothered to collect his results and only learned of his success through a friend’s casual remark. “I couldn’t believe my eyes,” he recalled, still surprised by the unexpected achievement.
Despite this academic success, his applications to several polytechnics were rejected. Attempts to pursue private school courses in interior design and computing also failed to ignite any passion or commitment. Feeling directionless, he decided to apply for early enlistment in national service, which he completed by 1991.
At just 17, he took a part-time job at Ponderosa, which soon turned into a full-time opportunity. Starting as a waiter, he diligently worked his way up, mastering roles as a dishwasher and broiler cook. His dedication did not go unnoticed, and he was promoted first to supervisor and then to manager.
His career took a new turn when he joined Kenny Rogers as a restaurant manager. He dedicated himself to the role until deciding to leave in 2003, marking the end of a significant chapter in his life.
After leaving his previous job, he found himself immersed in the world of dogs, working diligently at a dog breeding farm. His days were filled with the hustle and bustle of caring for the animals and learning the nuances of breeding. In addition to this, he played a pivotal role in helping his friend establish a cosy little cafe, bringing his knack for business to the table.
Life took a romantic turn when he married LiLi Ng, a former colleague. At 32, he exchanged vows with LiLi, who was then 45. Their shared history and mutual respect laid the foundation for a strong partnership.
In 2005, Mr. Soon embarked on a new venture by opening Astons in a quaint East Coast coffee shop. The stall was modest, equipped with second-hand appliances like a fridge, fryer, griddle, and char broiler. Despite these humble beginnings, Mr. Soon’s passion for cooking shone through as he took charge of the kitchen.
His experience with suppliers at Ponderosa and Kenny Rogers proved invaluable. With determination and savvy negotiation skills, he convinced Indoguna, a major company, to provide him with high-quality meat from Australia and New Zealand. This partnership was instrumental in elevating the quality of his offerings.
The same coffee shop would later become the birthplace of the renowned Saveur brand in 2011. Through perseverance and resourcefulness, Mr. Soon’s culinary journey continued to flourish, supported by the reliable supply chain he had established. Today, Indoguna remains a steadfast supplier to his group, a testament to his enduring legacy in the food industry.
Mr. Soon had a vision that set him apart from the typical Western food stalls in hawker centres. Unlike the usual offerings of thin pork chops and baked beans, he wanted to offer something more refined and satisfying. At Astons, he introduced a 180g striploin steak sourced from New Zealand, priced at just $9.50, making it accessible yet luxurious.
The menu was designed with choice and quality in mind. Customers could select from an array of side dishes to complement their meal. Options included crispy fries, golden potato wedges, creamy mashed potatoes, and sweet corn on the cob. For those seeking something lighter, there were fresh vegetables, tangy coleslaw, and a refreshing pasta salad.
Mr. Soon’s goal was to deliver restaurant-quality Western cuisine within the casual setting of a coffee shop. This unique approach resonated with diners, who appreciated the elevated experience at an affordable price. “This proved to be good for us,” he reflected with pride.
Astons quickly gained a reputation for being different, a place where quality and variety went hand in hand. Mr. Soon’s determination to stand out brought a new level of dining to the local scene, drawing in crowds eager to taste the difference.
Lamb chops from Australia, known for their tender T-bone cut, are $14.90 per serving. This price tag once caught the attention of a curious uncle. “One day, he approached me and remarked on how expensive it seemed,” he recalls with a smile. I offered to cook it for him, suggesting that if he enjoyed the meal, he could pay me.” The uncle savoured every bite and willingly handed over the $14.90, satisfied with the experience.
But his first customer was another story altogether. She racked up a bill of $76.80. That customer was none other than Ms. Lyn Lee, the visionary behind the Awfully Chocolate brand. At 51, Ms. Lee reminisces about those early days. Her Awfully Chocolate store stood proudly across from where the I12 Katong Mall now stands.
She vividly remembers Mr. Soon introducing himself before his grand opening. “We wanted to ensure we were there to support him on his big day,” she shares warmly. And indeed, they were there, marking the beginning of what would become a treasured culinary journey for many.
“So, we made sure we were there to support him on opening day,” she recalls with a warm smile. To show their encouragement, she proudly displayed a copy of his menu in the store, inviting her staff to order meals from Astons. Every meal came with a personal touch, as he, despite his busy schedule, would deliver them himself.
“He’s the nicest, most humble, down-to-earth person,” she continues, admiration evident in her voice. “We have nothing but praise for him and are immensely proud of his achievements.”
Those early days were gruelling. He managed the kitchen with remarkable dedication, cooking tirelessly alongside his wife. His mother-in-law and sisters-in-law were also by his side, each contributing their efforts to make the venture a success.
Despite the challenges, his industrious nature shone through. His hard work and determination laid the foundation for what Aston would become. Their support was unwavering, fueled by their genuine respect for him.
As she reminisces, a warm smile spreads across her face. She recalls how they ensured their presence to back him on his first day. To express their support, she took great pride in showcasing his menu at her store, encouraging her staff to try meals from Astons. Each meal was delivered with a personal touch, as he, despite his packed schedule, insisted on bringing them himself.
“He truly is the kindest, most humble, and down-to-earth person,” she adds, her voice filled with admiration. “We hold him in the highest regard and are incredibly proud of everything he has accomplished.”
In those early days, the journey was far from easy. He managed the kitchen with unwavering dedication, working tirelessly alongside his wife. His mother-in-law and sisters-in-law were also there, each lending their hand to ensure the venture’s success.
Despite the hurdles, his industrious spirit never wavered. His relentless effort and determination laid the groundwork for what Aston would eventually become. Their support never faltered, driven by the deep respect they held for him.
A Surge in Success
In a bustling coffee shop, most of the tables were occupied by his loyal patrons, much to the dismay of other vendors. Sensing the need for expansion, he stumbled upon a more spacious venue just two doors away for Astons.
“When I saw it, I felt it was meant for me. I knew I had to move quickly,” he recalls. “I immediately contacted the agent, inquired about the rent, and arranged to hand over the cheque.”
By June 2006, the restaurant welcomed its first guests. The 1,500-square-foot establishment accommodated 40 diners and remained open until the wee hours of 2 a.m. Within eight months, the opportunity arose to expand into a neighbouring unit, increasing seating capacity. “We would still have a full house at 1 a.m.,” he notes. Everyone knew we stayed open late.”
The transformation from a coffee shop to a fully-fledged restaurant sparked curiosity and admiration. Astons’ relocation drew long lines of eager customers. His 180g striploins, priced attractively at around $11, caught the eye of several landlords, including Cathay Organisation, who envisioned Astons at their Handy Road location, The Cathay.
Mr. Soon reflects, “I was deeply honoured. Orchard Road seemed like a distant dream, but I shared with my team that the rent seemed out of reach. Fortunately, they returned with an offer that made it feasible for us. I am truly grateful for their generosity.”
Thus, in 2007, his inaugural city restaurant came to life. “We took over a cafe on the fourth floor. Initially, it felt deserted. I was anxious. But to our surprise, queues formed, and security frequently reminded people not to obstruct the escalator.”
His venture continued to flourish with more openings, each funded by reinvested earnings and support from his father-in-law. His wife stepped up as the operations manager, steering the growing group towards new horizons.
Once upon a time in the bustling world of culinary ventures, Mr. Soon embarked on a journey to redefine dining experiences at his collection of steakhouses. In his mind, he envisioned them as akin to the classes of aeroplanes seating, each offering a distinct level of luxury and comfort. For those seeking an affordable yet satisfying experience, Aston’s Specialities stood as the economy class with its eleven thriving locations. Meanwhile, Aston’s Prime, which opened its doors in 2007 on Joo Chiat Road, offered a taste of premium economy with its singular establishment.
In 2018, The Ranch Steakhouse & Bar made its debut on Purvis Street, inviting patrons to indulge in business-class elegance. The secret to maintaining reasonable prices across these diverse offerings lay in the economies of scale that Mr. Soon skillfully harnessed. At Astons Specialities, for instance, diners could savour a 180-g Prime Sirloin Steak accompanied by two side dishes for just $20.90.
The facade of Aston’s Prime gleamed under the May sun in 2025, a testament to its enduring allure. Yet, Mr. Soon’s empire didn’t stop there. In 2015, he introduced the more laid-back Astons Steak & Salad, which now boasts three locations. A year later, the halal Andes by Astons was born, expanding to nine restaurants to cater to a broader audience.
Sourcing only the finest beef from Australia, New Zealand, Argentina, the United States, and Japan, Mr. Soon’s establishments import approximately 150 tonnes annually. Among his prized possessions is the Bizen Okayama Wagyu Steakhouse, launched in 2018 and featuring three outlets, including one nestled in Bugis Village. These steakhouses are renowned for importing entire carcasses to showcase the richness of Japanese secondary cuts. Diners can relish a 150g steak (round cut) for $20.50 or indulge in a tenderloin for $40.50, each accompanied by two side dishes.
In addition to his restaurants, Mr. Soon has ventured into the world of butcheries with Ginkakuji Onishi in Tembeling Road and West Coast Plaza. This joint venture with a respected Kyoto-based beef supplier brings quality cuts to discerning customers.
Not one to limit himself to steaks alone, Mr. Soon ventured into the realm of fried chicken in 2014 with the creation of Chic.A.Boo. Driven by a desire to craft the perfect fried chicken, he developed a recipe using fresh Malaysian birds that are brought live to Singapore. These chickens are processed locally to ensure unparalleled freshness. With three Chic.A.Boo outlets, including one at Sembawang Shopping Centre, Mr. Soon delights in serving juicy and tender fried chicken that is always served hot.
Reflecting on his culinary journey, Mr. Soon shares his commitment: “I strive to offer the juiciest and most tender chicken imaginable.” His unwavering dedication to quality and innovation
ever-growing gastronomic empire.
Describing Mr. Soon as understated is almost an exaggeration in itself. When he arrived for his interview at Astons Prime on Joo Chiat Road, he was dressed simply in a dark grey polo shirt and matching khakis. There wasn’t a flashy watch to be seen on his wrist. Before the interview began, he was busy assisting his staff with setting up a wine barrel and a cow prop outside the restaurant for some photos he would feature in.
Mr. Soon, his wife, and their three children, who are 14, 17, and 19 years old, live in a semi-detached house in Loyang.
After the interview wrapped up, Mr. Soon extended an invitation to this reporter for a late lunch of prawn noodles at his East Treasure Speciality Prawn Noodle, conveniently located just a short stroll from the steakhouse. This is how he likes to dine—on chicken rice, fishball noodles, chye png or economy rice, accompanied by a cup of kopi. “I seldom dine at upscale restaurants. Most of the time, I enjoy local dishes at coffee shops,” he shared.
When asked about playing golf, he chuckled. “Golf? I don’t have time for that,” he replied. “I prefer spending my free moments with my family and cooking.”
At home, cooking steak is one of his joys, particularly the zabuton cut, also known as the chuck flap, which is valued for its tenderness and rich flavour. However, his culinary skills extend beyond steaks to include curry, noodles, and stir-fried dishes. Cooking has been a passion for him since childhood, when he would delve into cookbooks to prepare meals like steamed fish.
Yet, his commitment to the future of thAstonns Martin brand is what truly occupies much of his time.
Together, he and his wife spearhead the company’s operations. She manages the factory operations and administrative duties, such as human resources and finance, while he focuses on business development and restaurant management. “I’m the striker, she’s the goalkeeper,” he remarked.
Mr. Soon is eager to expand the ready-to-eat meals and catering segments of his business. He is aiming for a broader international footprint with plans to launch in Thailand, Vietnam, Cambodia, and Brunei. The brand already boasts eight franchised Astons Specialities abroad—two in Myanmar, three in Malaysia, three in the Philippines—and an East Treasure outlet that opened in 2024 in Osaka as part of a joint venture with Kyoto beef supplier Ginkakuji Onishi.
In 2015, Mr. Soon embarked on a culinary adventure in Foshan, Guangdong province, by opening a steakhouse. Unfortunately, this endeavour resulted in significant financial losses totalling $2.2 million, and the restaurant shuttered its doors just two years later. Despite this setback, Mr. Soon remains open to the possibility of launching more dining establishments in China, provided he finds a trustworthy partner.
Reflecting on his experience, he admits, “I underestimated the intricacies of the local culture, business environment, and lifestyle. Each city in China is as unique as a separate country. It was an enlightening experience; things happen at lightning speed there. The question isn’t about right or wrong.”
He recalls an interesting incident in which his restaurant’s practice of flambéing steaks with Jack Daniel’s bourbon caught on, and soon, other eateries were replicating it using baijiu instead.
Mr. Soon is also focusing on building stronger connections with his workforce, which comprises around 600 full- and part-time employees. He seeks to comprehend their needs and support them, drawing from his journey of working hard to make ends meet. When he visits his restaurants and encounters issues, he addresses them directly and even provides some guidance to his team.
“It’s my duty,” he emphasises. “I strive to grasp their expectations while conveying ours. I firmly believe we share common goals – to earn a living, to gain recognition, to find happiness, and to feel secure.”
He is committed to transparency regarding what can be done to fulfil these expectations. “If hiring new staff becomes challenging, we must focus on retaining our current team,” he asserts.
Mr. Soon has travelled a remarkable path from his days as a rebellious youngster who skipped school to work, to quitting a stable job as a restaurant manager to embrace the unknown. To those aspiring entrepreneurs eager to transform a humble hawker stall into a thriving restaurant empire, he offers sage advice: “Can you afford to fail? What would be the consequences of such a failure? It’s crucial to have an exit strategy.”
Delivery Considerations for Food
Whyq Specialised Service: Whyq specifically focuses on hawker food delivery and may have better coverage for specific centres
- Delivery Fees: Typically range from $3-8 SGD, depending on distance and platform
- Food Quality Concerns: Some hawker dishes don’t transport well (soup noodles, crispy items)
- Bundle Orders: Some platforms allow ordering from multiple stalls in the same hawker centre
- Delivery Timing: Peak meal hours may see longer delivery times from popular hawker centres
- Minimum Order Requirements: Some hawker stalls have minimum order amounts for delivery
- In-Person Experience: Many food enthusiasts believe the authentic hawker experience requires dining in person
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