Luke’s Lobster sets date for Singapore debut

The opening, delayed by the pandemic, marks the brand’s first foray into Southeast Asia

Luke’s Lobster, a New York City-based restaurant group and seafood company famed worldwide for its Maine-style lobster rolls and end-to-end seafood supply chain anchored in traceability and sustainability, is set to open its first Singapore outlet on 23 September 2020 – a 23-seater open concept restaurant located within the ground floor of departmental store Isetan Scotts, at the intersection of Singapore’s shopping and entertainment belt.

Adding a milestone to its growing global footprint of 22 food trucks and full-service restaurants across America and ten locations in Japan, the Singapore outlet will mark the first of the brand’s foray into Southeast Asia. This is made possible by a venture between Luke’s Lobster and Caerus Holding, a regional lifestyle company headquartered in Singapore that has been responsible for some of the more notable food trends that have washed ashore over the years – most notably decadent Mille Crepes of celebrated New York cake boutique Lady M. As with all of Caerus Holding’s ventures, it was CEO Vijay K. Pillai’s appetite for bringing popular food brands from overseas into Singapore that provided the spark.

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“We take great care in choosing our partners. After a thorough courting process, it became clear that Vijay and his team share similar core values that align with our brand mission to become the world’s most respected seafood company. Partnering with great people to bring sustainably sourced seafood to an incredible market like Singapore is easy to get excited about. We are looking forward to building this market with Vijay and his team for decades to come, “ shares Luke Holden, Founder & CEO, Luke’s Lobster.

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The 23-seater open-concept restaurant—whittled down to 17 after safe distancing—will be prominently located within the ground floor, greeting customers up ahead as they check-in from the main entrance of Isetan Scotts. It joins its recently opened neighbour Leckerbaer—another concept licensed by Caerus Holding originating from Copenhagen that specialises in contemporary, flavour-driven småkager—in offering shoppers an unlikely oasis of delectable sweet and savoury treats on a floor that’s traditionally dominated by beauty counters.

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“It’s an interesting appointment of space for two brands that already couldn’t be worlds apart, and now they’re in the middle of a departmental store,” shares Pillai, who goes on to explain, “we’re confident that this departure from the norm will inject a new lease of life into the store, and keep a good crowd dining in throughout the day. The success of these two openings, along with our full portfolio of brands, will give us the impetus to forge ahead with regional expansion as a collective food and beverage offering malls and departmental stores can buy into.”

Fans of Luke’s Lobster will not be disappointed, as the interior design and menu will follow its overseas counterparts as close as possible. Custom built to resemble a classic Luke’s Lobster seafood shack, wooden planks in various shades of distress will be instrumental in adding a rustic element to an otherwise contemporary setting.

The opening menu will stay true to the core products of Luke’s Lobster, keeping the focus on what makes them so appealing everywhere else in the world. Maine lobsters and top quality crabs and shrimp—all sustainably sourced and traceable every step of the way from ocean to plate—will be served in Maine-style rolls – chilled, atop a buttered, griddled split-top bun with a swipe of mayo, a dash of lemon butter and a sprinkle of the brand’s Secret Seasoning.

Diners can choose from the signature lobster, shrimp or crab rolls in U.S. size (4 oz) or don’t choose at all with the Luke’s Trio – half of each roll served as a perfect sampler set. A selection of bisque and chowder complete the meal. Wash it all down with draught beers from Little Creatures and Hoegaarden, wines by the glass, canned still and sparkling water and iced teas.

In addition to the safe distancing guidelines as set out by the authorities, Luke’s Lobster Singapore, known to draw snaking queues elsewhere in the world, will circumvent this by immediately offering online pre-orders for takeaway through its own platform, and subsequently rolling out to island wide delivery and third-party food delivery aggregators in phases.

“We’ve pushed the opening as far as we can due to COVID-19 and any implications of opening a brand with Luke’s draw in this climate, but we have also lived through the circuit breaker with our other brands to be mindful not to be complacent,” shares Pillai. “We plan to take every precaution and at the same time have all the necessary procedures set in place should we face another lockdown. Whether we trudge on with the new normal or retract our steps to safeguard our nation, we’ll be ready. That’s the beauty of a brand forged in a pandemic.”

Luke’s Lobster Singapore will open its doors on Wednesday, 23 September at 1.00pm in Isetan Scotts, and daily from 10.00am to 9.00pm (last order 8.30pm) for dine-in (walk-in only) and takeaways. Pre-orders for takeaway can be made via www.lukeslobster.sg from 17 September, 12.00pm.

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Interview opportunities

Vijay K Pillai (Caerus Holding) and Luke Holden (Luke’s Lobster) are available for interviews. Get in touch to set it up.

Media Kit

Download printable press release here. Full suite of images in media kit here.

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bydanieleng
http://www.bydanieleng.com
Freelance publicist, copywriter and digital marketer with a weakness for an unreconciled origin story. I can sell a story as good as I can tell one.

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