The Hong Kong burger entrepreneur talks about opening his first overseas outlet in Singapore
It's the beginning of another balmy August in Singapore, but if you take a trip down to the historical Chijmes building, you’ll find snaking queues outside a curious new American diner-like restaurant. With a retro vibe and funky jukebox, burgers here are served in ceramic plates mimicking takeout boxes. If you’ve been following the news on Singapore's food scene, you’ll know that this newest kid on the block is none other than Honbo, a hit burger joint from Hong Kong with a string of awards under its belt.
Founded by Hong Konger Michael Chan in 2017, Honbo opened its first-ever overseas outlet in Singapore on July 28. “Singapore was always my target because it’s very similar to Hong Kong,” the 34 year old says. Speaking in the brightly-lit Singapore outpost as the jukebox hums quietly beside him, Chan lists a number of similarities: socioeconomic status, geographical size, variety of international cuisines, and a strong expatriate presence. Most importantly though, there's a gap in the market that Chan believes Honbo can fill, and that's the lack of mid-priced burger options in Singapore. Besides, he’s confident that Singaporeans will appreciate the “real good burgers” Honbo has to offer. “Singapore has a great food culture,” he says. “You guys know how to eat.”
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Just a good burger
Chan first started Honbo with a focus on bringing the classic American burger back to Hong Kong, which had in 2017, become overrun by unrecognisable patty reinventions, topped with extravagant and unnecessary condiments such as lobster, uni, foie gras, and caviar. In a time when large American chains like Shake Shack and Five Guys had not entered Asia’s markets, Chan decided that his brand would make a name for itself using a “really strong core offering”: a classic American burger, with the time-honoured combination of a simple patty, cheese, and lettuce sandwiched between two buns. “If you want to make a cheeseburger, make a cheeseburger,” he says, and these are the guns that Honbo has stuck to since.
But there isn’t just one type of American burger available at Honbo. Having lived and worked in the United States before starting Honbo, Chan observed a wide range of burger styles being savoured in different parts of the US. This includes a West Coast-style patty that’s thinner and crispier, and an East Coast-style patty that’s thicker and juicier. Honbo offers its own iterations of both of these styles on its menu.
By far the most popular offering is the Honbo 1.5, which includes three crispy patties and two slices of cheese accompanied by pickles and onion, sandwiched between two potato milk buns and slathered in a secret sauce. The clever combination and ratio of condiments on the Honbo 1.5 allows the beefiness of the burger to really shine through, especially in parts when the patty has been deliciously caramelised. But if you’re looking for a classic cheeseburger, “The Gold Standard” features two thicker patties with two slices of cheese, accompanied this time with applewood-smoked bacon, pickles, onion, and lettuce. It’s a burger saved for indulgence, with a welcome hit of saltiness from the bacon and crunch from the lettuce.
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