Singapore’s F&B can be tough, but here’s how these 3 BBQ bizs are silently thriving

When it comes to dining out in Singapore, BBQ isn’t usually top of mind.

Unlike more mainstream favourites like mala, hotpot, or Japanese fare, smoked meats and slow-cooked brisket still occupy a niche space in the local food scene.

Yet, behind the scenes, a number of BBQ businesses are quietly building a strong, loyal following in an F&B landscape known for its high competition and rising costs.

We spoke to three pitmasters to find out what’s fueling their success—and best of all, you don’t even need to visit a restaurant to get a taste.

1. SGBrisketKitchen

Jayce Ho’s smoked meat business has fans camping out online every Tuesday at 10PM, just to secure a slot on the SGBrisketKitchen website.

A former business development manager in the oil and gas industry, Ho has been running SGBrisketKitchen solo since its launch in 2021. That’s on top of her other ventures: SGPolishChickens (where she teaches others how to raise chickens), and DENutrients (which sells natural insecticides).

Jayce first discovered smoked brisket on social media more than 10 years ago and was instantly intrigued—but she never got around to trying it.

Despite being the designated grill-master at family barbecues, it wasn’t until the COVID-19 pandemic hit that she finally took the plunge, after a neighbour gifted her a Weber Smokey Joe Premium 14″ Charcoal Grill.

With just S$500 set aside, Jayce began experimenting with smoking meat at home. She learned the craft by watching YouTube videos of BBQ legend Aaron Franklin, but it took many failed attempts before she finally nailed her first brisket.

After that breakthrough, her business started to pick up—and as demand grew, she moved into a central kitchen and expanded her offerings beyond briskets to include other meats.

In 2024, determined to further hone her skills, Jayce travelled to Texas to train with Snow’s BBQ, which is widely regarded as the best barbecue in Texas, and eventually graduated with a certification in Texas BBQ.

Today, Jayce shared that her offerings often sell out, sometimes even within two minutes of opening orders on her website.

She makes five to six trips a week to her central kitchen, and her mornings often begin as early as 4AM, when she starts smoking her briskets, some of which take over 20 hours. Other meats take between six and 12 hours to smoke.

Each week, Jayce comes up with different menus, based on what she feels like experimenting with and suggestions from her fans.

Her weekly creations have ranged from smoked maple bourbon bone-in pork belly ribs to even smoked lu rou (braised pork belly). Beyond smoked meats, she occasionally offers comfort food favourites such as cookies and mashed potatoes.

“The menu’s just a guide. I cook what I want,” she said. And clearly, her fans are more than happy to come along for the ride.

2. Jett Barbeque

Much like SGBrisketKitchen, Jett Barbeque specialises in Texas-style BBQ, but with a focus on dino ribs, slow-roasted for hours—the undisputed star of its compact menu.

The business was founded by NTU accounting graduate Chua Jett Yong, who launched Jett Barbeque as a home-based venture from his parents’ detached house in June 2021.

Jett has experimented with Texan-style barbecue since he was 14, inspired by a family holiday to the U.S. where he first tasted American smoked meats. Like many self-taught cooks, he turned to YouTube to learn the craft.

The idea for the business only came later, after he noticed growing interest in his beef ribs on his personal cooking Instagram page, where he had been hosting food giveaways.

Word about Jett’s delivery business spread quickly, and just three months after launching, he had his first viral moment when influencer and competitive eater Zermatt Neo ordered a platter weighing over 5kg and costing more than S$600.

Demand has only continued to grow for Jett’s offerings. Less than a year after launching, he took nearly a month off and flew to Texas to sharpen his barbecue skills and connect with potential suppliers—deepening his understanding of the craft at its source.

Today, Jett has moved to a 3,000 sq ft commercial kitchen to scale up production, and now smokes about 2,000 to 3,000 kg of meat each month. Just for Father’s Day alone this year, he smoked 2,000 kg of his signature ribs.

The business is also a familiar face at major food festivals in Singapore, including GastroBeats and Sentosa GrillFest.

3. The Social Outcast

As the name suggests, The Social Outcast doesn’t play by the rules. Founded by Aminurrashid Hasnordin, better known as Chef Mint, and his partner Noelle, the brand defies convention—in both its food and its approach to dining.

The business began as a humble coffee shop stall in Tampines that focused on Muslim-friendly gourmet American burgers as its first product.

But these weren’t just any burgers—think Smoked Dried Chipotle & Guacamole Beef Burgers or 400-Day Grain-Fed Australian Wagyu Burgers, each charcoal-grilled to order. Its unconventional menu and creative flair led to long queues and early sellouts on weekends.

As the business grew, it expanded its menu to include BBQ offerings, something it is well known for today.

Chef Mint changes The Social Outcast’s menu every five to six months, driven by his ideas and inspirations often drawn from his travels.

As a result, the brand’s offerings extend beyond traditional Texan barbecue, incorporating styles from Indonesia, Africa, Japan, and even Korea. “I barbecue anything and everything,” Chef Mint said when we spoke to him recently.

Over the years, The Social Outcast has grown far beyond its humble beginnings, eventually relocating to more upscale spaces—the most recent being in Katong.

While they’ve since shuttered that location, the team isn’t slowing down. They’ve shifted their focus to pop-up events, online projects, and private dining experiences, with new concepts in the works and ambitions to take the brand overseas.

Their next pop-up is an experiential dining series on July 12 an event that’s already sold out two previous runs and is currently still open for bookings.

Featured Image Credit: SGBrisketKitchen, Jett Barbecue, The Social Outcast