SINGAPORE – Indomie, Bulgogi Beef and Curry Cauliflower Wraps, these are some of the latest unique food choices that Singapore’s office workers in the central business district can enjoy this February with the launch of Wrap Bstrd, Singapore’s first F&B brand and dark kitchen driven by Artificial Intelligence and analytics.
A partnership between leading technology-driven food & beverage company Ebb & Flow Group and AI solutions company, SQREEM, Wrap Bstrd combines SQREEM’s world-leading advanced behavioural data capabilities and pattern analysis with the combined expertise of the analysts, chefs, creatives and branding experts within Ebb & Flow Group’s Dark Kitchen Lab, creating both an exciting concept and delicious recipes sure to excite the palate.
Based on SQREEM’s evaluation of over 200,000 individual data points to map behaviours and trends of distinct consumer groups in Singapore, the concept development team from Ebb & Flow Group’s Dark Kitchen Lab was able to analyse customer journeys, predict demand, and map behavioural intent to purchase. Studying flavours, ingredients, consumer preferences and trends, they were able to pinpoint the meals that office workers in the CBD wanted.
“SQREEM is one of the most advanced AI-driven analytics engines in the world. We can extract anonymised behavioural footprints across 3 billion consumers globally and identify links and associations among vast, unstructured digital activities across any platform web, mobile, social, location, video, satellite, transaction, and audio in any format and in any language and determine macro behavioural normalcy versus micro behavioural abnormality,” said Ian Chapman-Banks, CEO of SQREEM Technologies.
He added, “We are excited to bring these advanced capabilities to the dynamic and fast-moving food & beverage sector to identify and understand consumers’ food and dining preferences. This enables us to create highly customised and on-demand concepts targeted at consumers who want them.”
The concept development team found that target customers like flavours from local comfort food such as hawker dishes and that they care about health trends. Customers also prefer to consume their food in a convenient, fuss-free manner. Arising from these insights – Wrap Bstrd was born – an exclusively delivery-only menu which is readily available to hungry customers while reducing costs – providing excellent value and delicious food that is delivered quickly.
“Wrap Bstrd is the first brand to come out of our Dark Kitchen Lab,” Philipp K. Helfried, Chief Investment Officer, Ebb & Flow Group, said, “Consumer behaviour and preferences are changing rapidly and this is the driving force behind our need to use technology and digital products in the F&B industry.”
“Wrap Bstrd is the first concept of its kind to take these insights and create a hyper-focused product that stands out from the rest, and the branding also reflects that. Our Dark Kitchen Lab is unique in that it consists of analysts, chefs, creatives and branding experts that look at data points and develop concepts, giving Ebb & Flow Group a unique position in the market.”
AI-Crafted Recipes Sure To Satisfy Local Taste Buds
- Spicy Chicken Indomie wrap $8.80
Tender chicken breast and pan-fried Indomie on fresh romaine lettuce with a runny sunny side up egg, topped with crispy wonton skin, mayonnaise and ABC garlic chilli sauce, packed in tortilla flour wrap and toasted. This is Indonesian comfort food at its finest.
- Cheesy Bulgogi Beef wrap $12.80
Sliced beef with a house special Bulgogi sauce on a bed of fresh romaine lettuce and jasmine rice, finished with mayonnaise, mozzarella cheese and tangy Korean kimchi, packed in tortilla flour wrap and toasted. A medley of sweet, tangy and savoury flavours to satisfy any hunger craving. Inspired by Bulgogi and modern Korean cheese dishes.
- Cauliflower Butter Curry wrap $8.80
Inspired by Aloo Gobi and Butter Chicken, this delicious wrap combines daily roasted cauliflower chunks cooked in a house special butter curry, crisp romaine lettuce, golden fried tater tots, topped with mayonnaise and coriander, packed in tortilla flour wrap and toasted. A vegetarian guilty pleasure.
- Char Siew Rice wrap $10.00
Succulent slices of honey roasted char siew on jasmine rice and fresh romaine lettuce, served with a runny sunny side up egg, topped with mayonnaise, crispy wonton skin and a dash of ABC garlic chilli sauce, packed in tortilla flour wrap and toasted. A Singapore national favourite in the palm of your hands.
- Chicken Satay Rice wrap $9.90
Juicy chicken breast chunks with a mouthwatering homemade satay sauce on a bed of fresh romaine lettuce and jasmine rice, finished with mayonnaise, red onions and crispy wonton skin, packed in tortilla flour wrap and toasted. Enjoy this smoky, savoury local favourite without a fuss!
- Smoked Salmon Cream Cheese wrap $12.50
Smoked salmon slices and a dollop of cream cheese to ease off the savoury flavours, fresh romaine lettuce, finished with crispy fried wonton skin, red onion slices and tangy capers, packed in tortilla flour wrap and toasted. The perfect combination for a sweet and savoury seafood wrap.
- Beef Rendang Rice wrap $10.80
Marinated beef cubes in a special home-made Rendang Sauce with a runny, sunny side up egg, on a bed of jasmine rice and romaine lettuce, topped with coriander and fried shallots. Immense flavours loaded into a handheld package.
How to get your hands on some
Wrap Bstrd is available on Deliveroo and GrabFood with prices starting from $8.80. It will be available from 12 to 3pm on weekdays in the central business district, with a progressive roll-out to more locations soon.
High resolution images are available at this link. Wrap Bstrd’s Facebook page can be found here, and the brand’s Instagram handle can be found here.
