Speech by SMS Low Yen Ling at the 30th RAS EXSA Presentation Ceremony

Mr Benjamin Boh, President of Restaurant Association of Singapore 

 Distinguished Guests, 

Ladies and Gentlemen

1. Good afternoon, everyone. 

Celebrating the 30th Excellent Service Award in Food Services

2. I am delighted to be at the 30th Excellent Service Award (EXSA) organised by RAS. This prestigious award celebrates and honours the best of the best service staff in the food services sector. 

3. The RAS received over 3,200 nominations this year, the largest since the award’s inception. This keen response reflects an increasing recognition of service excellence in Food Services and a strong commitment to high standards. This is a proud moment for everyone in the industry, showcasing our resilience and progress despite a challenging environment.

Making a Difference through Service Excellence 

4. Service excellence is vital in a highly competitive sector like food services. Today, with over 800 brands and 5000 outlets in Singapore, customers are spoilt for choice. Apart from the quality of food, good service and a positive dining experience set a restaurant apart. This, in turn, builds customer loyalty and encourages repeat visits. 

5. Let me share a few examples. The 2023 EXSA Superstar Award winner, Mr Kamble Meet Shrirang of Commonwealth Concepts, never fails to impress with his impeccable professionalism and enthusiasm. With eight years of experience as a Senior Supervisor at Bedrock Origins in Oasis Sentosa under his belt, he pays attention to every detail from the moment the guests arrive at the restaurant. From tending to their coat/jacket, explaining the menu, to helping them take pictures to capture the moments. His attentiveness creates memorable guest experiences for diners.

6. Ms Josephine Zuniga Dela Cruz, assistant manager of McDonald’s Singapore, is another EXSA Superstar award winner. Previously a Guest Experience Leader, she was known for her dedication towards customer care. When McDonald’s rolled out the self-order kiosks, some older customers were unfamiliar with the process, yet they were hesitant to seek assistance. Upon noticing, she stepped forward to help them place their orders. Now, as a manager, she mentors future leaders and imparts her insights and expertise to inspire staff to go the extra mile.

Supporting Our Workforce and Attracting New Talent 

7. To continue delivering quality service in the Food Services sector, we must maintain a well-trained and motivated workforce. As employers, this means investing in your employees through training, reskilling, and fostering a culture that values continuous improvement.

8. Last year, we launched the Jobs Transformation Map (JTM) for the Food Services sector to help companies and workers adapt, upskill and remain competitive amidst industry changes and technological advancements. Companies like McDonald’s, AC Concepts, and Jigger & Pony have already redesigned jobs to meet their needs and stay competitive. I encourage more companies to take similar steps as the sector evolves. 

9. At Restaurant Asia 2024, RAS launched FABjobs, a job portal tailored specifically for the Food Services sector. The platform enables job seekers to search for roles that suit their needs – whether full-time or part-time or by location. Through FABjobs, we aim to attract more talent to join the Food Services sector. I encourage all stakeholders to use this innovative job portal to meet evolving manpower needs.

10. RAS is embarking on a sector-wide rebranding campaign to strengthen our workforce and position Food Services as a rewarding and desirable career choice. This initiative aims to build a positive perception and attractive proposition to attract the best and brightest talents.

Leveraging Technology to Enhance Service Quality

11. Besides delivering excellent service, companies can incorporate technology to transform their businesses and ensure continual service quality. For example, technology can improve operational efficiency and help staff provide better customer experiences. In the case of Song Fa Bak Kut Teh, the restaurant introduced digital ordering, which allowed its customers to place their orders online. This move enabled Song Fa to streamline processes and reduce waiting time. The reduced workload also allowed Song Fa’s staff to dedicate more time and attention to serve customers better. 

12. I am glad that food service companies have started harnessing AI to improve their processes. AI can analyse customer data to deliver tailored recommendations and create a more personalised and curated customer experience. Grain, an online food catering and delivery company, for example, deploys an AI-powered chatbot to respond to customers’ queries around the clock. The use of AI has also cut the time required for Grain to generate a quotation from 10 min to just 10 seconds. This means Grain saves at least hundreds of hours each month. This example shows how technology can personalise and elevate the customer experience.

Conclusion- Looking ahead

13. Today, as we celebrate the achievements of our EXSA nominees and winners, we also look ahead to a bright future for the food services sector. The prospects for growth and excellent service will continue to rise as we uphold theaspirations and standards for Singapore to excel as a food capital and gastronomic paradise.

14. Congratulations to all our nominees and winners! Thank you for flying the SG flag of excellence high in your service and contributions to our culinary success.