In terms of eating out in Singapore, BBQ isn’t normally high of thoughts.
Not like extra mainstream favourites like mala, hotpot, or Japanese fare, smoked meats and slow-cooked brisket nonetheless occupy a distinct segment house within the native meals scene.
But, behind the scenes, a lot of BBQ companies are quietly constructing a powerful, loyal following in an F&B panorama recognized for its excessive competitors and rising prices.
We spoke to 3 pitmasters to search out out what’s fueling their success—and better of all, you don’t even want to go to a restaurant to get a style.
1. SGBrisketKitchen
Jayce Ho’s smoked meat enterprise has followers tenting out on-line each Tuesday at 10PM, simply to safe a slot on the SGBrisketKitchen web site.
A former enterprise improvement supervisor within the oil and gasoline business, Ho has been working SGBrisketKitchen solo since its launch in 2021. That’s on high of her different ventures: SGPolishChickens (the place she teaches others how you can elevate chickens), and DENutrients (which sells pure pesticides).
Jayce first found smoked brisket on social media greater than 10 years in the past and was immediately intrigued—however she by no means obtained round to making an attempt it.
Regardless of being the designated grill-master at household barbecues, it wasn’t till the COVID-19 pandemic hit that she lastly took the plunge, after a neighbour gifted her a Weber Smokey Joe Premium 14″ Charcoal Grill.
With simply S$500 put aside, Jayce started experimenting with smoking meat at dwelling. She realized the craft by watching YouTube movies of BBQ legend Aaron Franklin, however it took many failed makes an attempt earlier than she lastly nailed her first brisket.
After that breakthrough, her enterprise began to choose up—and as demand grew, she moved right into a central kitchen and expanded her choices past briskets to incorporate different meats.
In 2024, decided to additional hone her expertise, Jayce travelled to Texas to coach with Snow’s BBQ, which is broadly thought to be one of the best barbecue in Texas, and finally graduated with a certification in Texas BBQ.
In the present day, Jayce shared that her choices usually promote out, typically even inside two minutes of opening orders on her web site.
She makes 5 to 6 journeys per week to her central kitchen, and her mornings usually start as early as 4AM, when she begins smoking her briskets, a few of which take over 20 hours. Different meats take between six and 12 hours to smoke.
Every week, Jayce comes up with completely different menus, based mostly on what she appears like experimenting with and strategies from her followers.
Her weekly creations have ranged from smoked maple bourbon bone-in pork stomach ribs to even smoked lu rou (braised pork stomach). Past smoked meats, she often provides consolation meals favourites similar to cookies and mashed potatoes.
“The menu’s only a information. I prepare dinner what I need,” she stated. And clearly, her followers are more than pleased to return alongside for the journey.
2. Jett Barbeque
Very similar to SGBrisketKitchen, Jett Barbeque specialises in Texas-style BBQ, however with a concentrate on dino ribs, slow-roasted for hours—the undisputed star of its compact menu.
The enterprise was based by NTU accounting graduate Chua Jett Yong, who launched Jett Barbeque as a home-based enterprise from his dad and mom’ indifferent home in June 2021.
Jett has experimented with Texan-style barbecue since he was 14, impressed by a household vacation to the U.S. the place he first tasted American smoked meats. Like many self-taught cooks, he turned to YouTube to be taught the craft.
The concept for the enterprise solely got here later, after he seen rising curiosity in his beef ribs on his private cooking Instagram web page, the place he had been internet hosting meals giveaways.
Phrase about Jett’s supply enterprise unfold rapidly, and simply three months after launching, he had his first viral second when influencer and aggressive eater Zermatt Neo ordered a platter weighing over 5kg and costing greater than S$600.
Demand has solely continued to develop for Jett’s choices. Lower than a 12 months after launching, he took almost a month off and flew to Texas to sharpen his barbecue expertise and join with potential suppliers—deepening his understanding of the craft at its supply.
In the present day, Jett has moved to a 3,000 sq ft business kitchen to scale up manufacturing, and now smokes about 2,000 to three,000 kg of meat every month. Only for Father’s Day alone this 12 months, he smoked 2,000 kg of his signature ribs.
The enterprise can be a well-recognized face at main meals festivals in Singapore, together with GastroBeats and Sentosa GrillFest.
3. The Social Outcast
Because the identify suggests, The Social Outcast doesn’t play by the foundations. Based by Aminurrashid Hasnordin, higher often known as Chef Mint, and his associate Noelle, the model defies conference—in each its meals and its strategy to eating.
The enterprise started as a humble espresso store stall in Tampines that centered on Muslim-friendly connoisseur American burgers as its first product.
However these weren’t simply any burgers—assume Smoked Dried Chipotle & Guacamole Beef Burgers or 400-Day Grain-Fed Australian Wagyu Burgers, every charcoal-grilled to order. Its unconventional menu and artistic aptitude led to lengthy queues and early sellouts on weekends.
Because the enterprise grew, it expanded its menu to incorporate BBQ choices, one thing it’s well-known for in the present day.
Chef Mint modifications The Social Outcast’s menu each 5 to 6 months, pushed by his concepts and inspirations usually drawn from his travels.
Because of this, the model’s choices prolong past conventional Texan barbecue, incorporating types from Indonesia, Africa, Japan, and even Korea. “I barbecue something and all the things,” Chef Mint stated once we spoke to him just lately.
Through the years, The Social Outcast has grown far past its humble beginnings, finally relocating to extra upscale areas—the newest being in Katong.
Whereas they’ve since shuttered that location, the group isn’t slowing down. They’ve shifted their focus to pop-up occasions, on-line tasks, and personal eating experiences, with new ideas within the works and ambitions to take the model abroad.
Their subsequent pop-up is an experiential eating sequence on July 12 an occasion that’s already bought out two earlier runs and is presently nonetheless open for bookings.
- Learn different articles we’ve written about Singaporean startups right here.
Featured Picture Credit score: SGBrisketKitchen, Jett Barbecue, The Social Outcast
