To be the best quick service concept providing fresh, healthy, and quality products in a fuss-free and convenient manner to the consumers.

To be known as a brand that promotes healthy lifestyle and eco-friendly practices

To focus on freshly-made, high quality foods that are fuss-free, easy to eat and affordably priced

To demonstrate a high level of customer service in a fast and efficient manner

To inspire trust in our stakeholders

To be conveniently located all over Singapore

To be a globally known brand adopting localized strategies