How to market your food brand (advice from a MasterChef) - with Aaron Wong

Have you ever thought of starting your own home-based food business? Or maybe even set up your own hawker stall or restaurant? If you secretly say yes, you MUST listen to this episode twice.

My guest today was one of the top five finalists in the MasterChef series here in Singapore. Last year during the COVID pandemic, launched his very first hawker stall selling mee hoon kuay and it became a hawker sensation. Long queues, food sells out by 1-2pm, and raving reviews from top local food bloggers.

As of this interview, he has already opened four stalls (with two more on the way), so there’s a lot we can learn from him on how we market our food brand.

Also, listen out for Aaron's answers to the following questions:

1. If you were to describe yourself as a dish, what would you choose? - 1:57

2. You joined Season 1 of MasterChef. How did it happen? Did you always know you’d join MasterChef one day? - 5:05

3. What were the memorable moments for you on the show? - 16:13

4. MasterChef was in 2018 and you started your first hawker stall in 2020. What did you do in the gap between? - 20:49

5. Tell us about your hawker stall Jiak Song. When can we find them? - 28:34

6. What’s happening in the Hawker scene now? - 40:53

7. What are some of the frustrations of the local food scene? - 51:34

8. Have you passions of underwater photography and diving played a part in your culinary success? - 1:11:15

9. How about your passion for sharks. You’re a pioneer and ambassador for an anti-shark finning campaign with people like Jackie Chan and Maggie Q. Tell us about it - 1:15:10

10. Everything you touch seems to grow. Your photography, featured in BBC. Your shark campaign grew to a global phenomenon, then you cooking got you into MasterChef and now you have 6 stores. Is there one thing that you have that allows you to have that midas touch? - 1:27:13

If you want to keep in touch with Aaron, you can reach him on Instagram at @aaronwong.sg.You can also reach Aaron's hawker stall Jiak Song on Instagram @jiak_song.

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Intro: (0:00)
If Aaron Had To Describe Himself With A Dish: (1:57)
How Aaron Ended Up On MasterChef: (5:05)
Memorable Moments From MasterChef: (16:13)
Aaron After MasterChef: (20:49)
Aaron's Hawker Stalls - Jiak Song: (28:34)
What's Happening In The Hawker Scene?: (40:53)
Frustrations With The Local Food Scene: (51:34)
Aaron's Passions & Their Impact On His Culinary Success: (1:11:15)
The Secret To Aaron's Midas Touch: (1:27:13)
Key Takeaways: (1:30:28)
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