On-demand essentials delivery service, TADA Fresh Market is bringing local delicacies, cooked food and fresh products straight to Singaporeans’ doorsteps. With their recently launched partnership with the Iconic Chinatown Complex Wet Market, Singaporean customers can expect easy access to delicious offerings from food stalls such as the popular Chinatown Yong Tau Foo, Jia Rong Egg Stall, and many more.
AFBR recently interviewed Dixie Sng, Head of Operations for Tada Fresh Market to find out more on the company’s future plans. According to Dixie, Tada Fresh Market was started in 2020 as a response to the pandemic challenge, but seeing how positively customers have responded to shopping from local wet markets online, the company is set to grow Tada Fresh Market as a long-term undertaking with the belief that gaining the trust of an increasingly discerning generation of home cooks would be the key to its success.
Dixie said, “Customers typically shop at wet markets not because they enjoy waking up early to jostle in the crowds but because they know that the wet markets have the freshest and most value-for-money buys. For the aspiring home cooks, the wet market is also where they can find rare ingredients that are hard to come by at the supermarkets. However, not many have the privilege of shopping at wet markets since wet market stalls reputedly sell out after just a few hours of business in the early mornings. As a result, most working adults turn to supermarkets which have longer operation hours. Buying groceries online is the next alternative but what usually deters ardent market-goers from shopping online is that they lose the freedom to pick their own ingredients and a lot of trust have to be placed with the grocery provider to deliver only their freshest picks.”
Tada Fresh Market ensures that only the freshest ingredients are picked from the wet markets and delivered to customers on the very same day. Dixie added, “With just a minimum spend of S$50 (US$37), we provide a free island-wide delivery service as well. Customers who have experienced Tada Fresh Market usually return for bigger purchases. Hence, we believe that the concept of Tada Fresh Market will continue to thrive even in an ‘endemic’, because of the value that we bring to our customers.”
Tada Fresh Market was launched in May 2020 during the strict lockdown period, however as the economy opens up, wet market stalls saw their customers coming back. Despite this, they continue to maintain online presence via Tada Fresh Market, and this additional sales channel contributed 10-30% to their overall earnings now.
The future of Tada Fresh Market remains bright. According to Dixie, he observed a trend where household sizes are decreasing and this may deter home-cooking. “To cater to such customers, we will move towards “right-sizing” smaller portions of groceries to reduce possible wastage when ingredients don’t get used in time. For example, by creating smaller portions of vegetables and selling cooking essentials like spices and herbs in individually-portioned sizes for one-time use.”
The company also saw an increasing trend in customers preferring ready-to-cook meal kits, some of which even allows customers to whip up a 3-course meal in the comfort of their homes within a short time. Rather than takeouts, ready-to-cook meal kits provides the best of both worlds as they are quick and easy to prepare, yet they can be equally healthy and hearty as a home-cooked meal.
In 2022, customers can expect to see more offerings from Tada Fresh Market (tadafresh.com)