34 years, 6 brands, 98 outlets: Swee Heng Bakery’s second gen leader on growing the F&B biz

In 1989, a bakery by the name of Swee Heng Bakery was launched in Jurong Estate by founders Mr Ng Chai Huat and his wife Madam Ong Chu Eng. It was a humble store, where the team would churn out pastries for the neighbourhood by hand.

“The outlet wasn’t big but we have almost everything in place. We had a dream,” their website reads.

Now 75 and 66 years old respectively, the founding couple seem to have realised that dream. Through 34 years of hard work, Swee Heng has become a bakery that caters to all in the community.

The company also has over 98 outlets across five different brands—Swee Heng Bakery, Swee Heng 1989 Classic, Crolo, San.Wich, Bae.Gal, and Toast & Roll.

Now at the helm is Eric Ng and his siblings. Together, they co-manage Swee Heng Bakery, sharing leadership responsibilities while their parents continue to oversee the business.

Speaking to Vulcan Post, Eric emphasised, “Rather than fully taking over the company, I play a crucial role in the daily operations and strategic development.”

Rising and adapting

When Swee Heng Bakery first started in 1989, the target market had primarily been the local neighbourhood crowd.

This included school children, homemakers, and residents who frequented the bakery for fresh bread, pastries, and affordable baked goods.

“As Swee Heng Bakery expanded and opened new outlets across Singapore, the target market naturally shifted and broadened,” Eric explained. “Our bakery adapted to the changing landscape of Singapore’s growing population, evolving consumer tastes, and new locations.”

Adapting is something that’s easy to say but hard to execute, though. Singapore’s F&B industry is fast-paced and ever-evolving. There’s always some new viral food or drink, and there’s always new up-and-coming businesses.

But Swee Heng uses this to their advantage, keeping a pulse on modern trends and leveraging their own expertise to introduce new brands. These brands are then able to innovate products, from “crorolls” (croissant rolls) to bagels.

Clearly, a key strategy for the business’ growth lies in product diversification. The team continually identifies spaces in their market to tap into, and creates a brand centred on the product.

Aside from that, Swee Heng also develops new products based on lifestyles, such as bread for health-conscious individuals.

Another thing that has helped the business grow is its halal certification—something that the family is rather proud of.

“From the beginning, Swee Heng prioritised inclusivity, making our products halal-certified to cater to the diverse population in Singapore,” Eric said. “This strategic decision helped the brand appeal to a broader demographic, including the Muslim community, further contributing to our growth.”

A family of brands

But why create new brands, rather than just sell under the umbrella of Swee Heng Bakery?

“The rationale to creating separate brands rather than expanding our offers is to approach and target specific market segments and address evolving consumer preferences such as the younger and trend-conscious consumers,” Eric said.

As such, each brand under the group has its own unique identity and vision, allowing the group to clearly communicate the unique value propositions of each offering. Each brand has its own social media presence as well.  

These brands also appear to be quite replicable, with some having multiple outlets across the island. But interestingly, Eric said that the company does not have any plans to expand to other countries for now.

“We feel that it is more important to take care of our own territory,” he said.

Balancing traditions with modernity

While the bakery industry in Singapore has grown increasingly competitive, Swee Heng has strived to stand out with its blend of heritage, quality, innovation, and community engagement.

“Balancing the traditional values of Swee Heng Bakery while introducing new ideas and products is a delicate yet rewarding process,” Eric admitted. “As the new generation at the helm, it’s important to honour our heritage while also embracing innovation.”

He believes that by focusing on their core values and embracing new trends and technologies, the group creates a unique brand identity that resonates with customers and fosters long-lasting loyalty.

That loyalty is something that even spans generations, with entire families being returning patrons of Swee Heng.

“Innovation and tradition can coexist beautifully in family-run businesses,” Eric assured. “By understanding your core values, fostering a culture of innovation, engaging with your community, and leveraging the strengths of your family, you can create a path that honours your heritage while embracing the future.”

Featured Image Credit: Swee Heng Corporate