Serene Ang, Snackz It! 可口味 | Founder Interview

If you are an aspiring franchise or an entrepreneur in the F&B industry, you can learn a lot from serial entrepreneur, Serene Ang, CEO and founder Snackz It’s - Singapore’s favourite Taiwanese snacks franchise. We spoke to Serene Ang on her trailblazer F&B journey, her charismatic leadership, how she manages multiple leading franchises and plans on expanding the franchise’s footprint.

What inspired the concept of Snackz It? Please tell us where it began and what your big idea was. 

Serene: We started Snackz It! a homegrown Singapore brand, in 2005, and the inspiration came from Taiwan, as my grandfather is from Taiwan. Actually, we were looking for simple concepts. Nothing fancy because I am not a chef.

Taiwanese food, especially the night markets, is famous for its many types of snacks and we thought that since Singapore has quite a large Chinese population, bringing that same taste would do well here. In addition, we felt that the street food in Taipei night markets is perfect for the Singapore shopping mall's kiosk concept. So, that's how we started.  

How did you come up with the name, Snackz It!? 

Serene: It was really very random. That was the first thing I thought about when I had to look for a name urgently. That name came about because it was as simple and clear as the name sounds. 

What makes Snackz It! different from other F&B franchises? 

Serene: Snackz It! is the first concept of its kind, and it's very, very simple. You don't need to be a chef to be able to run a Snackz It! franchise because everything you need to actually run the store is standardised. It's all about SOPs (Standard Operating Procedures). How many grams? The time required? At what temperature will you do that, and all that kinds of parameters are standardised.

So, consistency is what we strive for and make it easy for a franchisee to do it exactly where they are. At Snackz It!, since we do mostly fried snacks, it is easy to have and pack too, so you can take and eat it along the way. 

Every Snackz It! store needs only about two or three people to run it. During peak periods, it is three, and at other times a staff of two can easily run it. As just we have SOPs for the store operation, similarly, design-wise too, all of the outlets are very standardised in aspects of corporate or store identity. 

"You have to dare to dream." - Serene Ang

What is it about Snackz It! that excites you the most?  

Serene: That a Snackz It! outlet can grow very fast, and you don't need to rely on a Chef!!

Many food businesses fail because their main chef leaves their business. But for us, that's not an issue at all. And since at Snackz It! things are prepared on the spot, the wastage is minimised, and you cook it fresh as well.

So, all these little things add up to make it very simple and easy franchise concept for ordinary people to start this kind of business.  

Any exciting marketing gap that you're trying to fill up with Snackz It! 

Serene: Social media has become a big part of life, and although we serve quite a big chunk of regulars, I also think all our regulars have evolved to be more social media savvy. So that's a marketing gap we have, and we're working on it.  

How has Snackz It! set itself apart from its competitors serving Taiwanese Snacks? 

Serene: Taiwanese food is Taiwanese food, so the basis of the menu is almost the same. But what we do is different is in terms of new flavours and service. We come out with new items once in a while. So, doing more innovation sets us apart.  

What trends in Taiwanese snacks do you think are coming up in the food landscape here in Singapore? 

Serene: Covid has slowed everyone down for a while. I just recently returned from a trip to Taipei. Nothing much has happened over the past two years, but from what we are looking at, there's a trend with the economic recession and inflation that people are looking for more staple food, not just what's next or something new.

So, we have, in fact, evolved to include more rice Bento items that can make you feel full. Of course, if you want snacks, we have snacks, but we also have Bentos that otherwise can make you happy for a meal. Yeah. That's what we're trying to do. That's the direction we are moving ahead.  

Has Snackz It! been everything you hoped for in the past year? 

Serene: We did a major image revamp about a year ago, and that really helped us become brighter and younger in terms of colours and overall brand image. However, as I said, consumer behaviour has changed, and they are more towards social media, they're going more for staple food, and they look at value for money stuff. So, we are constantly adapting to that part and re-engineering our menu.  

You also manage the Ah mah! Homemade cakes franchise brand. Please share how the concept of Ah Mah homemade cakes came about?

Serene: We happened to chance upon Ah Mah homemade cake franchise in Malaysia. So, we thought that if it works in Malaysia, it should also work in Singapore because the taste is very similar, and people like fresh stuff, and it's a wholesome cake. 

As master franchise partner for Menya Kokoro, what challenges did you face when you introduced Menya Kokoro to Singapore?  

Serene: It was easy for Menya Kokoro because it was a unique item. There were already a lot of ramen in Singapore, so the major challenge was how to distinguish ourselves from the start. It was easy because Menya Kokoro and especially so Mazesoba are really different from the ramen.

We were confident, and it was a no-brainer for us because when we ate it, we knew it was something that we wouldn't be able to find in Singapore so commonly. The operations, too, seem easy to manage, even for someone who does not have experience in Japanese concepts. 

What excites you the most about the world of franchising?  

Serene: I think franchising is a double-edged sword. It can either be very happy and amicable, or it also can be an unpleasant experience. So, it's important to find the right franchise partner with whom to go into the business. When the details are not spoken and detailed out properly at the start or when the chemistry, the business ethics and values are not aligned, then potentially a lot of conflicts will happen.  

I choose to think there are many potential franchise partners out there whom we hope and wish to work with. We just got to get the terms and all the details sorted out, but it's not all that rosy all the time, so you need to be really very upfront, frank and sincere about whatever the business entails. So, when you get all those bad things upfront and expectations out of your mind, that's a good start to a successful franchise. 

What things do you look for in the right franchisee partner?  

Serene: They must be committed to the quality of food as well as service. And given this present time and the economic situation where the labour crunch is always an issue. The first thing I look at these days is whether my potential partner has a team or not. A one-man show or one-man effort is no longer viable in these times. I'm looking for someone who is very committed to quality and passionate about what he's going to do. And second is that he must have a team.  

Please share some specific examples where you've overcome the roadblocks you met in your epic journey.  

Serene: For Menya Kokora, for example, during the times of COVID, at one point, there was no dining in and dining out. It was all takeaway. And we were not very developed when it came to delivery platforms, so we were at the losing end. During that time, one of the things that we needed to break through was in terms of our thinking. So aside from getting more delivery platforms on board, we started to tie up internally on our brands. For example, because they didn't allow bubble tea at one time, and dine-in too was not allowed.

So, what we did was we tied up one of our bubble tea brands with the ramen because both are from Japan. So, we tied up internally and collaborated with our in-house brands. And it all happened quickly within a week because the ministry announced that there would be no dine-in nor any sweet concepts like bubble tea or cakes allowed to open. So, at that time, since there was no choice, we had to think out of the box.  

What are some of the greatest lessons you've learned while growing these three franchise brands?  

Serene: The biggest lesson is that you have to be very up-front and honest, and very sincere about your business model and number-related information. Being very transparent and getting it all black and white on the contracts, agreements, and everything we are about to embark on is very important.

It is all friendly and hello in front initially, but it often ends up in big fights when these things are not spelt out at the outset. So, the biggest lesson is to be very specific and realistic and detail it all out in written agreements because verbal consensus does not matter. 

What advice would you give to somebody looking to invest in Snackz It? 

Serene: We are looking for a very practical franchisee who may not have much experience in this field. But if you want to start a small business, I think Snackz It! is the perfect one for it. It is because it is easily manageable compared to a restaurant.

So, for people who want to start in the F&B industry but do not have the expertise to with, Snackz It! franchise is a perfect fit. You can actually manage more than one store can you can even remotely monitor the numbers, too, for which we have a team to support you. 

What is the training and support you provide to franchisees?  

Serene: Depending on whether they are an overseas franchisee or a local one, the length is different. Otherwise, the scope is pretty much the same. For overseas franchises, we do want them to come by if they are master franchisees and work at our outlets for two to three weeks to get an overall experience.

Upon that, before the opening, we'll be there with them to do pre-opening research. But once it's open, our team will stay there for seven to ten days as well to support. Because it's never the same, no two stores will have the same layout, so we definitely need to help them get used to the whole workflow and processes. 

If it is a local single unit, it is just as simple and the same thing, training at our outlet and support and care. But it's more straightforward, and we don't need to do as much research as it's already a proven model. 

How long does it take for a franchisee to realise their investment?  

Serene: It depends; for a small kiosk outlet, it can be less than two months. But of course, on average, it takes about 15 to 18 months to recover your ROI.  

Are you looking for international expansion for Snackz It! even beyond Southeast Asia?  

Serene: We are happy to be anywhere that appreciates our food, even beyond Southeast Asia. 

Do you have any mentor or somebody you look up to for inspiration?  

Serene: I started this business on my own, so in terms of a mentor in this area, none. It was a very long process of, you know, as a toddler trying to walk, but you fall down a few times, then you learn to run a little, and you still fall down and suddenly learn to skip and jump. So that's how I did the long process.  

I inherited some of my strongest values from my mom, like being fair, honest, diligent, and hard-working. So, I look up to my mother as my inspiration.  

What do you know now that you wish you had known when you started your business journey? 

Serene: You have to dare to dream, and I really think you also need to take the first step when you are young when you have less to lose. I often think that if I had made the decision to come out as a franchisor ten years later, I would not have persevered as I did. And, if I have the chance, I could buy franchises more than setting up brands myself.

See, when you buy a franchise, you often already buy over a proven formula. When I started Snackz It!, it was a truly tedious process, where I built it brick by brick and then pieced them together. Sometimes they don't work, and you have to demolish and build again. So, if I have a chance, I may take a different route and choose a reliable franchise brand and start it.  

What are the three things one needs to be an Entrepreneur? 

Serene: Knowing your business is very important, so hands-on hard work. It's all about being hard-working and diligent. If you don't know your business, you really can't manage it. The second is determination, and I think F&B entrepreneurship requires a lot of hard work, especially more so if you don't have a mentor. But you have to really try, try and try.  

Thirdly, learn to give up when you know it is not going to work, but at The same time, don't just give up on the sense of a known potential failure. And then lastly, a positive mindset is important. You need to look at the bright side of things, not to the extent where you keep yourself into thinking that a situation is perfectly okay, but looking at positive things and seeing opportunities in every crisis. I think that's important because when something happens, it always happens for a reason. So, you must take the positive things out of the lessons every time.  

What are the three top tips you use to stay productive?  

Serene: I am an early riser, and being disciplined on that part helps. I haven't been, you know, lazying in bed since I graduated from university. So, being disciplined is very important, and so is setting routines and having checklists. 

What is one key lesson in leadership you've learned leading so many different brands, companies and people?  

Serene: One thing I have realised is that respect needs to be earned, and people only respect you when you are able to exercise fairness and know your business. So, when you know your business, you know every single detail, so much so that your staff knows that my boss knows everything. So, getting respect first is foremost.

And apart from that, a lot of other words will come along with it, like trust it. It has to be built through effort. It doesn't come just because you are a boss. Therefore, you have to have some hands-on, you need to know your business, and with all that in place, trust and respect will come along with it. 

If you were to give the top three tips to somebody looking to invest in a franchise or start their own business, what would be those three tips?  

Serene: One thing is to look for franchisors or brands that are a good fit. It seems like a very generic statement, but when I say good fit, I'm looking at sometthing where it is aligned with, it can be your budget, your interest, or whether you have some expertise in it. I mean, if you have none of these three, it probably isn't the one.

But if you have at least two of them, I think that's important; if you have neither the passion nor the budget or you have neither the budget nor the expertise, then it's going to be a very forced investment. That's one. So Good fit – that's what I refer to when I say good fit.  

Secondly, be prepared to slog it out yourself as well. Of course, you'll be thinking of hiring people to run it, but as I said, knowing a business means you must have done it before. So be prepared to get your hands dirty because that's very important. 

Thirdly, you should be prepared to make a little sacrifice here and there. Entrepreneurship is about bearing full responsibility and owning the responsibility of the business entirely. You no longer have a boss that sends you a salary every end of the month. You no longer have someone who makes sure that you are well taken care of.

So, in a way, you have to own that responsibility. And to own it means you may have to make sacrifices when times are bad and mentally be prepared that you have to weather some bad conditions.