All casual dining belongs under the umbrella of "Les Amis" as a main company. Customers are also aware of it so the trust from customer is well retained. 　

Mr. Lim Said "Les Amis does not highlight chef's name as their strength, they emphasis more on the food and wines they offer because chef is often not the owner of the restaurant. As for Aoki, Aoki is a small owner so his name had used accordingly.  Company has clear concept to highlight the name if chef is the owner if not, they will not put focus on the chef's branding."

"Customer used to keep coming even price is high. But today the market became much more competitive."

"We set the restaurants in between vertical and horizontal extension. Vertical line stands for price range. Horizontal line is kinds of dishes to be served. We covered all except Chinese cuisine which we find it difficult to maintain. We want to propose wide variety of dishes and let same customers to come back to each restaurant under our group. "

Group invests aggressively on employee training programs. Let employees transfer to other countries to experience and study foreign restaurants. That will help us to develop employee's loyalty towards company.

Group is targeting to branch out from Singapore to South East Asia. They have recently launched French cuisine "CEPAGE" in Hong Kong. New restaurant managed under "Les Amis" became a hot topic locally. Group is intending to make buffet style restaurant in Vietnam next year. 

"The company is well recognized in Singapore and starting to get adopted in neighborhood countries as well. We want to develop our restaurant business into Indonesia and Vietnam.  Market in other countries still has space to polish up. Different concept from Singapore needs to be introduced."   　

"We are opening buffet style restaurant in one of the hotel in Ho Chi Min city, Vietnam next year. They offer international cuisines such as seafood, pasta and Sushi. Sophisticated interior design is applied"

Group also managed fine Vietnam restaurant "Annam" in Singapore.　

　"There are many low priced Vietnam restaurants. Ours are at higher price point. Our trend is South East Asia. Thai food is very popular over here and Vietnam food is catching up as well.  We are setting up fine Vietnam cuisine which uses same concept as French Les Amis."

"Our next concept is a noodle bar which offers casual Pho noodle restaurant. We try to create something like stylish Ramen bar. We are opening 2 branches in October, this year. It is casual and fast. Many of competitor Pho noodle restaurants are cheap and popular but there is no style in there. They would place plastic chairs as their interior. We want to sell same Pho packaged in nice stylish concept."

"Pho noodle will be sold at S$8. Japanese food can be priced high but not for South East Asian foods. Our target will be concentrated towards locals and Americans. Americans would feel Vietnam cuisine as exotic experience"

About French restaurant future:　

"Italian cuisine has bigger market but French is often used for business dinner because there is formal atmosphere in it. Italian gives the feeling of busy which is too casual for business use. There are many casual bistros coming up in the market instead of authentic French cuisine. There is yet to have small portion for fine dining but modern molecular cuisine is doing well. I still think historical classic French cuisine is important though."

　

Some of restaurants of Les Amis group located themselves next to each other at Shaw canter 1st floor on Orchard road. The building is owned by group owner's father in law. He is the owner of Shaw brothers who created Bruce Lee movie. Family business consists of Property business and Les Amis restaurant business. It is necessary for retaining fine dining by having investing system without concerning about property rental contracting period.

Singapore still has space for improvement on high quality and good service. Foodrink hopes Les Amis to bring local F&B industry to next stage.