Hong Kong born dim sum brand Tim Ho Wan is sharpening its focus on customer satisfaction and product quality as it navigates rising operating costs and labour shortages in Singapore.
Sheng Lee, CEO of Tim Ho Wan, said the operating environment in the market has become more challenging with higher rents, staffing constraints and softer consumer demand. Instead of responding with aggressive expansion or heavy discounting, the brand is prioritising guest experience to encourage repeat visits.
“What really matters the most in a challenging environment is to make sure that every single guest that steps out of a store is happy,” Lee said.
According to Lee, repeat business and word of mouth are driven primarily by the quality of the dining experience. Ensuring that food standards remain high is central to the brand’s strategy. “A joyful customer really goes back to ensuring that the quality of products that are actually being served would actually wow them,” he said.
The company also believes value for customers does not simply mean the lowest price. Instead, it focuses on delivering a strong value proposition through product quality, service and overall dining experience. “Value for Singapore consumers is not really about the cheapest product. It is really what am I getting for what am I paying for,” Lee said, adding that the brand’s foundation continues to be “quality of products, good service and great value.”
To maintain consistency across its international network, Tim Ho Wan has invested in training programmes and operational systems. The company has introduced an expert chef programme where global chefs visit different markets to train local teams and standardise preparation methods, ensuring quality can be replicated across outlets.
Founded in 2009 in Hong Kong by chefs Mak Kwai pui and Leung Fai keung, Tim Ho Wan rose to international fame after earning a Michelin star and gaining recognition as one of the world’s most affordable Michelin starred restaurants.
Presently, the brand operates about 85 outlets across 11 markets worldwide, including Hong Kong, Singapore, China, Japan, the Philippines, Vietnam, Australia and the United States, with a number of locations run by franchise partners. Tim Ho Wan is owned by Jollibee Foods Corporation, which completed the full acquisition of the brand in 2025 as part of its strategy to expand its global Chinese cuisine portfolio.
Despite its international footprint, Lee said the company is taking a measured approach to expansion. “For every single store that we open, we want to ensure consistency,” he said.
