Zouk Group braves an already saturated market to bring in the famed franchise as part of its expansion plans

Following the recent opening of Shake Shack, A&W and London’s Burger & Lobster at Jewel Changi, burger aficionados and fast food fans alike are in for yet another treat, as popular American fast food chain Five Guys confirms the opening of its first outlet in Singapore before the end of the year.

It will be in partnership with the Zouk Group, which currently owns and manages the Zouk clubs in Singapore and Genting, Malaysia, as well as social gaming bar RedTail Bar. Says chief executive officer Andrew Li, the move is “a big step towards diversifying our F&B offerings”.

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“We have been very cautious when it comes to curating our lifestyle portfolio, in the sense that the brands we take on must share a similar synergy with the Zouk brand,” Li adds, affirming that burger joint’s vision and commitment are in line with what they’re looking for. 

The cult brand, which was started by the Murrell family in Virginia in 1986, is also famous for its selection of hotdogs including the cheese dog, bacon dog and bacon cheese dog, and hand-cut fries, but most notably, its customisable burgers.

"While the menu is simple, the options to customise your burger are immense, so that you never have to eat the same burger twice. With up to 15 toppings to choose from, you will never get bored of the flavours because there will always be different amalgamations," says Li. 

Customers can choose from a wide range of options, including hamburger, cheeseburger, bacon burger and bacon cheeseburger. But the best part is they can have their choice of toppings at no additional cost, whether it’s grilled onions, pickles, tomatoes or jalapeño peppers they prefer. Sauces include mayo, hot sauce, "bar-b-que" sauce and ketchup.

Even more impresive is the fact that the brand follows the ethos of no freezers and no microwave, ensuring the freshness and quality of its offerings.

Paul Reynish, president and CEO of Five Guys International, said that the partnership with the Zouk Group is a continuation of the chain’s expansion plans in Asia-Pacific. Currently, it has over 1,600 outlets across North America, Europe, the Middle East and Asia.