Salt-baked chicken is a cherished dish with deep roots in Hakka tradition. However, Salt-N-Bake, established by Amir Esa and Nor Suhir, has put a new spin on this traditional dish. This Singapore-based brand, launched on July 7, 2022, has rapidly gained a dedicated following by offering fresh Salt-baked chicken with a unique flair. Committed to quality and community engagement, Salt-N-Bake is steadily leaving its mark in the local food scene.
A Journey of Freshness
Salt-N-Bake was founded with a specific mission: to provide the freshest Salt-baked chicken using a recipe that is over 80 years old. This recipe, which was shared by the grandmother of a friend from Ipoh, Malaysia, has been carefully preserved and perfected over the years. Amir and Nor directly source their ingredients from Malaysia, ensuring that only live, kampung chickens are imported to Singapore. Despite the challenges of bringing live chickens across the border, they are dedicated to maintaining the highest level of freshness and quality for their customers.
The founders remain dedicated to this approach, believing that the quality of the chicken directly impacts the taste and satisfaction of their customers. However, the journey was not without its hurdles. One of the significant challenges the founders faced was the fluctuating prices of fresh chicken, which created instability in their supply chain.
Additionally, as Salt-baked chicken is traditionally a Chinese dish, the non-Chinese founders had to overcome cultural barriers. They needed to educate both non-Chinese and Chinese customers about their unique take on the dish. Through perseverance and a focus on quality, Salt-N-Bake has managed to build trust and a growing customer base.
Community Connection and Challenges
Staying connected with the community, both online and offline, has been crucial to Salt-N-Bake’s success. The founders have employed various strategies to build their brand presence. They started by optimizing their SEO and leveraging social media, particularly TikTok, to reach a wider audience. Offline, they actively participate in pop-up events, malls, schools, and conferences to engage with customers directly.
One of the main challenges they faced was introducing salt-baked chicken to non-Chinese customers and overcoming skepticism from Chinese customers who doubted their take on a traditional Chinese dish. Amir and Nor addressed this by emphasizing the quality and flavor of their chicken, believing that “Tasting is Believing”. Their efforts paid off, as customers who tried their chicken often return for more, with many becoming brand advocates, spreading the brand name with others by word-of-mouth.
Expanding Flavors and Customer Satisfaction
Salt-N-Bake is experiencing growth, and the founders are enthusiastic about the brand’s future. They plan to add more flavors to their menu, building on the success of their original Salt-baked chicken recipe. Currently, they offer seven flavors and are looking to expand this selection to cater to more tastes.
Customer satisfaction remains a top priority for Salt-N-Bake. The founders are committed to maintaining the freshness and quality of their products. They actively seek feedback from customers and use it to refine their offerings. In addition to their traditional salt-baked chicken, they are exploring healthier menu options that align with customer preferences.
The brand’s dedication to research and development ensures that they stay ahead of trends while keeping their core product consistent. Salt-N-Bake’s journey is a testament to the power of perseverance, community engagement, and a commitment to quality. With exciting plans on the horizon, the brand is well-positioned to continue delighting customers and expanding its presence in Singapore’s culinary landscape.
To know more visit- https://www.instagram.com/saltnbake
And https://www.tiktok.com/@saltnbake
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