Shake Shack and A&W: Jewel Changi's secret weapons to lure in customers?

Shake Shack and A&W are tipped to be among the list of tenants at the upcoming Jewel Changi development, which is slated for launch in 2019. This was according to sources from The Straits Times, which also quoted Shaw Theatres and seafood joint Jumbo as other potential tenants.

When contacted by Marketing, Changi did not confirm details surrounding the tenant mix, except for the fact that it was “progressing well on the leasing front”.

This is not the first time both Shake Shack and A&W have garnered media attention for their entry into the Singapore market. In March this year, lifestyle magazine 8Days reported that Shake Shack was tipped to have awarded licensing rights to Korean F&B conglomerate SPC Group to set up the burger brand in Singapore, which did not confirm the move. Meanwhile, an A&W spokesperson confirmed to Marketing last year that it would make a return to Singapore in the third quarter of this year.

But the news has surely gotten locals excited. Hung Jean, CEO, Jewel Changi Airport Devt, said in a statement that the mall, at the end of the day, aims to be a “multi-dimensional lifestyle destination that will be a game-changer” for Changi Airport. This is amidst intensifying competition on the global airports landscape. As such, the commercial offerings will have a “premium positioning” that complements that of Changi Airport, and looks to target both international travellers as well as local visitors.

“These combined offerings will ultimately enhance the overall shopping experience at Changi Airport and strengthen its position as a leading international air hub,” Hung explained.

The organisation also hopes for Jewel to be a strong tourist product that captures tourism mind share, offering a myriad of lifestyle offerings, including unique attractions, shopping and dining experience. Retail offerings will span across seven floors, housing over 280 shops with a retail mix of 70% retail and 30% F&B.

Jewel Changi is a joint venture between Changi Airport Group and CapitaLand. Earlier this year, the firm appointed Ogilvy as its creative agency partner to conceptualise and execute integrated marketing and communications campaigns. It later picked Ninemer Public Relations to handle PR duties.