By Alvin Foo

A PASSION for food and fine wines runs in Mr Thomas Chiam's veins.

It has been a long love affair, and three years ago, Mr Chiam sacrificed a well-paying job as regional director of a top multinational company in the information technology industry to start a restaurant.

His wife, Jane, also quit her job as a marketing and communications manager.

The 38-year-old told The Straits Times: "My wife and I were fortunate to be able to walk away from comfortable jobs to do what we like to do. We wanted to try something on our own before we grow too old."

The rest is history.

With $400,000 in start-up capital, Friends Restaurants & Catering Group has grown into a food and beverage enterprise boasting a catering arm, a new franchise and an annual "seven- figure" turnover.

From posh wine dinner parties which "cost more than a car" to $3.80-a-packet chicken rice takeaways, Mr Chiam's clientele is varied to say the least, and his business strategy is diversified.

His most recent venture is a chicken rice franchise - simply named The Chicken Rice Company.

Mr Chiam has bold ambitions for the ubiquitous, uniquely Singaporean dish.

Two outlets sprang up at Lau Pa Sat and Newton Circus a few months ago.

"We want to grow the franchise and expand into the major heartland areas," said the MBA holder.

He is planning to extend the franchise, with the Ang Mo Kio, Toa Payoh and Jurong areas as possible targets.

Mr Chiam charges $20,000 in franchise fees for a five-year lease. So for less than $50,000, a budding entrepreneur is able to set up a chicken rice stall in a prime location, he estimates.

So how do they intend to make their chicken rice stand out in a crowded market? In an increasingly health-conscious market, they are promoting a healthy version of the dish.

Only Sakura chickens are used - renowned for their succulent meat and minimal fat.

These chickens are bred in Malaysia using Japanese farming methods.

Antibiotics, growth promoters and chemicals are not used. Instead, they are fed with Japanese lacto - similar to the bacteria found in Yakult - soya bean and corn.

Joining the competitive and saturated F&B industry is not just about the ability to cook well. What's vital: Sustainability, cash flow and the ability to manage suppliers, customers and staff.

Mr Chiam said: "Cooking for a party of 50 at home and cooking for a 50-seater restaurant every day - it's a totally different ball game altogether."

He also has an eye on the future. He has worked out Plan B should bird flu break out. But he is not disclosing details, except to say that, perhaps unsurprisingly, it's "totally unrelated to chicken".

Diversification is key to survival in a tough sector.

He added: "You need multiple revenue streams - this is what causes most F&B start-ups to fail. You've to make money with the same resources from multiple angles."

Mr Chiam is not afraid to be different. He offers a chicken rice party service - ideal for office lunches, boardroom meetings, celebrations and house gatherings.

In some instances, he has even hired a concert pianist or a clown to go with his food service at the client's request.

He added: "We're in the 'making people happy' business. It's all about the total dining experience."

A love for wines and food has always been part of Mr Chiam's life.

He worked as a seafood and vegetable supplier during his college days in Canada, and goes with his wife on wine-buying holidays.

In 2005, the couple took the plunge, opening their first Friends outlet in Serangoon Gardens offering modern European cuisine. Another outlet has since been set up at Jelita on Holland Road last year.

Mrs Chiam said of her husband: "He has sharp taste buds ... enjoys good food, and likes to eat."

He added: "I've turned my hobby into a full-time job. Wine collection has been something we've been doing since we got married. All our vacations have been wine-centred.

"Wine investment is the only investment we've made that we've never lost money on."

His most prized possession in his wine collection is a bottle of 1947 Cheval Blanc retailing for $14,999.

Being his own boss in a highly competitive sector also means 16-hour workdays and little time for rest.

He said: "This business doesn't allow you to have a structured rest time. You must enjoy what you're doing."

Mr Chiam summed up the secret of his success candidly: "Blood, sweat and tears."

Then he added: "You need to be able to take knocks ... in case of Sars, bird flu, economic downturns."

This article was first published in The Straits Times on Aug 6, 2008.

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