Scarlett Supermarket & Food Hall Analysis
Scarlett Supermarket Main Offerings
Product Range
- Chinese Groceries: Focus on Chinese products, including popular snacks and kitchen essentials
- Core Items: Drinks, instant noodles, sauces, and other kitchen items arranged in neat rows
- Value Positioning: Emphasis on “good value” pricing for Chinese products
- Target Market: Chinese diaspora and locals seeking authentic Chinese ingredients
Strengths
- Established Chain: 30+ outlets across Singapore since October 2020
- Strategic Location: Prime basement location in Paya Lebar Square
- Hybrid Concept: Innovative combination of supermarket + food hall
- Space Utilisation: Maximised the former Giant Supermarket space effectively
- Accessibility: Convenient 9am-11pm operating hours
Food Hall Analysis
Bao’s Pastry (鲍师傅) – Most Popular Outlet
Signature Offerings:
- Xiao Bei Crispy Seaweed Floss Cake (signature item)
- Butter mochi buns
- Pineapple cakes
- Egg tarts
- Various Chinese pastries
Analysis: Premium Chinese bakery chain with strong brand recognition. Typically employs traditional techniques with a modern presentation.
Steamed Liu’s – Health-Conscious Option
Menu Focus:
- Freshly made steamed dishes (healthier cooking method)
- Balanced meat and vegetarian options
- Rice noodles with free refills (value proposition)
Cooking Method: Steam cooking preserves nutrients and reduces oil usage, appealing to health-conscious diners.
Tastea (真好喝) – Beverage & Dessert
Offerings:
- Fresh fruit teas
- Bubble tea variations
- Mochi desserts
- Various dessert bowls
Target Demographic: Young adults and teens seeking Instagram-worthy beverages and desserts.
Kang Ji Sugar Coated Fruits
Speciality: Tanghulu (Chinese candied fruits) Ingredients: Fresh fruits coated in melted sugar Appeal: Nostalgic Chinese street food with visual appeal
DoughMagic (扑面而来)
Product Range:
- Wide variety of buns
- Dumplings
- Chinese pastries
Likely Ingredients: Traditional Chinese dough-based items made with wheat flour and various fillings.
Mao Master – Sichuan Specialist
Signature: 冒菜 (Mao Cai) – individual hot pot Cooking Style: Chengdu-style hot pot with authentic Sichuan spices Target: Diners seeking authentic spicy Sichuan flavours
Sichuan Braised Delights
Focus: “Ma La” (numbing and spicy) Sichuan cuisine Cooking Method: Traditional braising techniques with Sichuan peppercorns and chilli
Nan Yang Jiang Kee
Offerings:
- Dumplings with a variety of fillings
- Wontons
- Buns and noodles
Style: Nanyang (Southeast Asian Chinese) interpretation of traditional Chinese dishes
Ambience & Dining Experience
Physical Environment
- Seating Area: Large dedicated dining space with tables and chairs
- Layout: Open food court style within supermarket premises
- Atmosphere: Casual, family-friendly environment
- Integration: Seamless blend of shopping and dining experience
Customer Flow
- Convenience: Shop groceries while the family dines
- Dwell Time: Extended visits due to dual-purpose space
- Social Aspect: Community gathering space for meals
Pricing Analysis
Note: Specific pricing not detailed in source document, but several indicators suggest affordable positioning:
- Steamed Liu’s is described as offering “affordable meals”
- Scarlett’s focus on “good value”
- Free refills at Steamed Liu’s
- Food court positioning typically targets budget-conscious diners
Service & Delivery Options
Limitations in Available Information:
- No specific delivery options are mentioned in the source
- Operating hours: 9am-11pm daily
- Physical location: 60 Paya Lebar Road, #B1/01-05
Individual Vendor Websites Available:
- Bao’s Pastry has a dedicated website
- Tastea has a website presence
- DoughMagic has a website
- May offer individual delivery through third-party platforms
Strategic Strengths
Market Positioning
- Unique Concept: First supermarket-food hall hybrid at this scale
- Cultural Bridge: Serves both authentic Chinese tastes and local preferences
- Convenience Factor: One-stop shopping and dining destination
- Brand Aggregation: Multiple established food brands under one roof
Competitive Advantages
- Location: High-traffic basement level in popular mall
- Variety: 8+ different food concepts cater to diverse tastes
- Price Point: Positioned for everyday accessibility
- Operating Hours: Extended hours accommodate various schedules
- Space Efficiency: Maximises revenue per square foot
Areas for Further Investigation
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