Make Chicken Rice Great Again.
Singapore is a food nation. We love our char kway tiao, nasi lemak and our very own chicken rice. However, with cafe culture and non-local cuisine becoming increasingly popular among our young, how can our traditional dishes survive till SG100 and beyond?
The answer: sedap marketing.
The Ayam Awakening
Makcik Chicken is a humble chicken rice shop located at Aliwal Street. Like many next generation Singaporeans venturing in F&B, they sell local food (common stuff found in hawker centres) in air-conditioned comfort spaces, paying close attention to the complete dining experience while producing quality food.
While many new F&B managers understand the importance of good design and put some level of effort to beautify their brands, Makcik Chicken is clearly in its own league, obliterating any competition in its way.
First, let's look at Makcik Chicken's solid brand identity.
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| The Great Ayam Experiment (Source) |
The ever so generous Makcik shared a snippet of the brand exploration process on Facebook. From cliche hipster to flag and oriental-inspired designs, these 'could-have-beens' convince me that the final logo they selected was the best of them all.
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| The chicken, the font choice, the colour...wow! (Source) |
Clearly, the designers who worked on this knew what they were going for. The handcrafted font and beautiful tudung green suggests an all natural, straight from the heart plate of chicken rice goodness, just like how your makcik makes it.
But nothing says 'I'm doing this cuz I simply love to make and serve good food' more than the chicken herself.
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| Too cute, can't deal (Source) |
As an F&B brand, it is important that the packaging reflects the branding, which is where Makcik Chicken excels in as well.
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| Heaven in a box (Source) |
This packaging reminds me of the Lee Wee & Brothers' tabao boxes - not a bad comparison at all. Just like Lee Wee & Brothers, Makcik Chicken is using design to their advantage by using outstandingly cute visuals for branding purposes.
My favorite packaging has to be the Jambu Jampi Juice.
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| Green colour also leh (Source) |
Nope, I don't have the slightest clue about what this juice is but I am very interested in finding out how it tastes now. Even if I do not like the drink, I'll convince myself that I love it and finish it anyways, thanks to the packaging.
Unapologetically Singaporean
Social media has been around for close to a decade, so it is understandable why we might feel jaded when we see the same type of tactics used by businesses to hype things up. The main goals are 1) make people aware of your product, 2) convince them that they should buy your product through a boring online campaign and 3) profit. We see through all the PR stunts and pretentious business stuff to know that all they are after is $$$.
But Makcik Chicken isn't a business; it is a person, at least in the online realm.
Makcik's caption game is strong, and she is definitely a Singaporean at heart. Like many of us, she celebrates religious holidays...
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| Caption: A blessed Good Friday to our Christian and Catholic friends! As for our Muslim abang-abang, Makcik wanted us to remind you guys NOT TO PONTENG FRIDAY PRAYERS! (Source) |
recognises national heroes,
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| Our true MVP (Source) |
Practises free speech,
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| The men are wearing tudungs (Source) |
and watches Channel News Ayam.
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| Steven Chia's true identity (Source) |
The logo's rough texture and handwritten wordmark also supports Makcik's persona as a hardworking, down-to-earth cook. I can feel her warm embrace already.
Meme-cik
If you haven't already opened a new tab to check out Makcik Chicken's social media feeds, here's another reason why you should: memes.
Feast your eyes on this wonderful sample platter of pop culture memes.
Memes from certain brands (overly corporate brands) have a tendency to be cringe-worthy, but Makcik knows memes. Probably because they are unlike anything we've seen before, not even from SGAG.
The tudongs, chicken faces, and the blatant sorry-not-sorry inclusion of the delivery boxes only translates to laughter and awe ofthe peeps behind these memes our favourite Makcik.
Students take note, this is marketing at its finest.
Feast your eyes on this wonderful sample platter of pop culture memes.
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| There's more than where that came from (Source) |
Memes from certain brands (overly corporate brands) have a tendency to be cringe-worthy, but Makcik knows memes. Probably because they are unlike anything we've seen before, not even from SGAG.
The tudongs, chicken faces, and the blatant sorry-not-sorry inclusion of the delivery boxes only translates to laughter and awe of
Students take note, this is marketing at its finest.
Makcik isn't Halimah Yacob
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Not sure who thought Halimah Yacob is the Makcik of Makcik Chicken, but they really want you to know that she isn't. Like really.
Makcik isn't Halimah, say it with me. Makcik isn't Halimah.
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| Oh my gawd. (Source) |
Quick, share this before the government censors it: our President is moonlighting!
Just kidding. Our President can do whatever she wants. She is, after all, the President.
However, I prefer to let the food do the talking, like this blockbuster movie trailer. All I need to know about Makcik is that she serves delicious chicken rice and is a lovable character. Confirm steeemmm la.
Just kidding. Our President can do whatever she wants. She is, after all, the President.
However, I prefer to let the food do the talking, like this blockbuster movie trailer. All I need to know about Makcik is that she serves delicious chicken rice and is a lovable character. Confirm steeemmm la.
We as a nation might be divided because of our local politics, but I fully believe with all my heart that Makcik's Chicken can unify us again. Makcik 2023.
Gee, I wished ___ won the presidency
CONVERSATION