Zouk pushes lifestyle positioning bringing burger joint FIVE GUYS to SG

Zouk Group has further pushed into the F&B industry bringing to Singapore popular American burger joint, FIVE GUYS. The move is part of Zouk's strategy to diversify its F&B offerings and curate a lifestyle portfolio that "share a similar synergy" with its brand, according to a press release.

With plans to further strengthen its position as a lifestyle brand, Zouk Group has been expanding its offerings in Asia.Along with FIVE GUYS in Singapore, Zouk Group will also also be launching a new vibe dining concept at Resorts World Genting – FUHU Restaurant & Bar, a contemporary bistro offering traditional Chinese fare with a modern spin. In 2018, Resorts World Genting added the hip-hop themed club Empire by Zouk, and most recently in May 2019, the new Zouk Genting.

According to Zouk, the establishment was selected for its dedication to customer experience, through an ethos of no freezers, no microwaves and no timers to deliver premium quality food.

"FIVE GUYS, quite simply, ticks all the boxes – customer-centric, true to its vision and a commitment to providing only the best. The introduction of FIVE GUYS marks the first of many exciting announcements to come, as we look forward to introducing more fan-favourite F&B concepts to the region in the coming year,” added Andrew Li, chief executive officer of Zouk Group.

Slated to open in Singapore in the fourth quarter of 2019, FIVE GUYS is a cult-favourite known for its fresh-to-order burgers and customisable toppings. It currently has over 1,600 restaurants worldwide across North America, Europe, Middle East and Asia, with the largest presence in the United States and United Kingdom.

“We are delighted to be working with Zouk Group as we continue the FIVE GUYS expansion in Asia Pacific. Zouk Group’s consumer-centric mindset and commitment to quality are in sync with FIVE GUYS values,” said Paul Reynish, president and CEO of FIVE GUYS International.