A Winning Formula Takes Root

A Winning Formula Takes Root

by Cuiyin Zhang

Singapore Restaurant & Lounge is located next to Twin City Mall in Fitchburg, Massachusetts. The owner, Wallance Chung opened this 400-seat restaurant eighteen years ago. Upon its opening, it became the largest Chinese dine-in eatery in Fitchburg.

Even though Wallance is an experienced restaurateur who first entered the industry thirty years ago, it still took him almost two years of hard work to pull up business since the location was mismanaged by the previous proprietor. “I redecorated the restaurant, upgraded the service, and improved the recipes,” Wallance recalls. It gives him great satisfaction that his efforts have not been wasted. Singapore Restaurant has become the most popular Chinese dining destination in the area, and has enjoyed a large base of loyal customers who have stuck with the restaurant over the years.

With 9,000 square-feet of space, Singapore Restaurant has an alluring appearance envied by all of its competitors. In addition to the main dining room, there are also two function rooms and a large bar area with a dance floor and stage where bands perform every Friday and Saturday night.

The décor focuses on peaceful, bold colors accented by Chinese lanterns and the antique Chinese glass paintings adorning the walls. Traditional mahogany screens are set up to separate one of the more elegant functional areas from the others. The layouts for each different area resemble the decorative configurations that were common in ancient China. Tables and chairs are arranged to maximize open space, and booths are provided for additional privacy. In the lounge bar you’ll find Peking Opera props and pillars covered with exquisite Chinese-style dragon patterns.

Flavors the Locals Request

Having run restaurants for decades, Wallance has formed his own philosophy about how to operate a restaurant. He firmly insists on always stocking the freshest ingredients of the highest quality. “Even the most talented chef can’t turn stale ingredients into a delicacy,” Wallance says, “never try to add something to stimulate or cover the flavor, because the truth can’t be kept from a seasoned food expert.”

Wallance loves to incorporate Chinese culinary arts into the dishes, so in addition to tasting good, they look good as well. “My goal is to help Americans understand and enjoy Chinese cuisine,” Wallance explains. He’s also very happy to explain the background of dishes when customers are curious about the origin of a specific item like Kung Po Chicken.

It is no exaggeration that every dish at Singapore Restaurant is delicious and well received by the public. Some of the signature dishes at Singapore are General Tso's Chicken, Peking Duck, Orange Peel Chicken, and Yeung Chow Fried Rice, Singapore Mai Fun, and Lo Mein as well as some original dishes such as Hong Kong Style Stir-fried Clam and Hong Kong Steak.

Wallance himself personally prepares the sauces everyday to ensure that the taste of his restaurant’s offering always remain consistent. There are outstanding fifteen chefs altogether, with many of them possessing over ten years of cooking experience.

The restaurant’s popularity comes from word of mouth. Wallance has introduced a menu with a wealth of traditional Chinese/Cantonese choices including a wide range of seafood. “Many typical Chinese dishes, I mean those served in Chinatown, may sometimes confuse guests,” he says. Instead, he keeps the popular dishes on the menu and replaces slow-moving offerings with new items. Recipes are also adjusted to keep in tune with ever changing customer preferences. Chefs will also adjust cooking methods and ingredients to meet the dietary restrictions of diners. “Our chefs are prepared to cook tofu, vegetable-inspired dishes, or entrees with less oil when dieters request for them to do so.”

Work Together As a Team

The restaurant’s motto is: come happy, leave happy. To live up to its motto, Singapore Restaurant puts emphasis on customer service standards. “I believe that only a complete team can run a restaurant well,” Wallance says. Each staff member is equipped with a sense of team work, helping each other when needed.

Stepping into Singapore Restaurant, you will see there are many awards hung up on the walls behind the counter. However, Wallance believes that not resting on one’s laurels is the best way to progress in life. “I can’t say there is any great difference compared to other similar establishments except the decorations and the fact that we really get to know our customers,” Wallance says. He implores the staff to always be friendly and try to understand the people around them. From the smiles on the faces of the customers it seems that they have been listening.

Wallance also thinks that another formula for a successful restaurant is proper pricing. Especially given the current financial crisis, it is important for restaurants to not overburden their customers. The price can’t be too high or low and must strike a balance to both allow for profits and for the customers to want to return. Thus, despite the competition, the restaurant has thrived.

More about Wallance…

Wallance does a lot during his limited free time. He likes photography and traveling, and taking long walks.

Location: 170 Whalon St. Fitchburg, MA 01420

Capacity: 400

Offers: Dine-in, Lounge Bar, Take-out