If you walk along a container food park at Timbre+ One-North, Singapore, don’t be surprised if you spot veteran local celebrities Tay Ping Hui and Ix Shen casually hanging around a nasi lemak stall.
That’s because this isn’t just any food stall—it’s Straits Club, founded by their long-time friend James Ong and his wife.
This venture is a heartfelt mission to preserve Singapore’s local food culture with the trio’s deep-rooted friendship.
The power of friendship
The trio first met in the 1990s and quickly bonded over shared interests. Tay and Ix have been pillars of support for James throughout his journey.
“They’ve been with me from the beginning,” James shared. “We met over 30 years ago as models on the job, and they’ve been like family ever since.”
They offered valuable feedback during the R&D process for Straits Club, provided moral support during tough times, and shared the joy of seeing the venture come to life earlier this year.
Their support highlights a key aspect of Straits Club’s brand—community. For James, it’s not just about serving food; it’s about creating a meaningful experience for both customers and the people behind the scenes.
From corporate desk to hawker stall
Before Straits Club, James had a successful corporate career in IT transformation and client solutions, but he felt an increasing disconnect between his job and what truly made him happy.
“I found myself yearning for something more hands-on,” James recalled. “The idea for Straits Club had been brewing for some time.”
Cooking had always been a passion for James. His love for hosting family and friends naturally translated into the idea of running a nasi lemak stall. But more than personal ambition, James was driven by a growing concern for the fading heritage of Singaporean food.
“It’s a key part of our identity,” he told Vulcan Post. Preserving this cultural heritage for future generations became a mission for him.
Crafting the perfect dish
Choosing to sell nasi lemak was as personal as it was practical for James. Nasi lemak had always been a go-to supper for him and his close friends, a dish that sparked late-night conversations and brought people together.
“Food has always been a significant part of our friendship,” James shared, remembering those nostalgic moments shared over plates of this iconic dish with his friends.
Inspired by this personal history, James wanted to create his version of nasi lemak—one that preserved traditional flavours while adding a modern twist.
And his experience at Village Park, a nasi lemak shop in Malaysia, cemented this vision. “Their berempah (a Malay term to say coated with spices) fried chicken was mind-blowing, and the texture and spices left a lasting impact on me. That feeling is something I want to replicate for my customers,” he recalled.
Unlike the usual fried chicken, Straits Club’s berempah fried chicken is a labour of love. “We use a blend of 10 different spices,” James explained, “And it’s highly sensitive to heat, requiring considerable skill.”
Getting the balance just right is tricky, but it’s this attention to detail that sets Straits Club apart from its competitors.
And it’s not just the chicken. Every element of the dish, from the freshly prepared pandan coconut rice to the spice mix, is crafted with care, he said.
James refuses to compromise on quality. “We change our oil daily to keep our chicken fresh, and our recipe uses less salt. Even our drinks are lower in sugar, so people can enjoy good food without sacrificing their health,” he added.
But achieving this balance wasn’t easy. Menu development took about eight months of trial and error, refining recipes with the help of friends, customers, and personal taste tests.
“The most challenging part was scaling up without losing quality,” James admitted. “But the end result was worth it.”
Building a business from the ground up
Transitioning from a corporate desk job to the physical demands of running an F&B business was no small feat. “It’s a major adjustment,” James said with a smile. “The physical strain is intense compared to office work.”
To cope, he’s incorporated boxing and gym sessions into his routine, not only to build physical stamina but also to stay mentally sharp.
This shift also came with practical challenges. James quickly realised that scaling up would require operational efficiency and strategic sourcing.
“We work closely with suppliers to secure the best deals without compromising on quality,” he explained.
By streamlining processes, Straits Club manages to keep costs in check while maintaining high standards, all while offering a reasonable price point for customers.
Throughout his journey, James has learnt that adaptability is key. “No matter how well you plan, things can go wrong—whether it’s equipment breaking down or ingredient shortages,” he explains. “Being able to adapt quickly is essential.”
Equally important is listening to customer feedback. “It’s about striking a balance,” he said.
“You can’t please everyone, but you have to remain flexible enough to adapt when necessary.” At the end of the day, James trusts his instincts and stays true to the brand’s vision.
The next chapter
James and his wife are already looking ahead. “Straits Club is definitely a long-term commitment for us,” he said confidently.
“We’re in it for the long haul, and I don’t see myself stepping away any time soon.”
Their goal is to expand Straits Club into a chain, and they’ve already started laying the groundwork.
Detailed Standard Operating Procedures (SOPs) ensure consistency as they scale up, and plans for new dishes, like Malay satay and laksa, are in the works.
The team is also looking into bulk corporate orders and island-wide delivery to make their food more accessible.
“We want to show our kids that there are many paths to success,” James said. For him and his wife, Straits Club isn’t just a business—it’s a retirement plan, a legacy, and an opportunity to inspire future generations.
From reconnecting with his passion for cooking to building a brand that preserves Singapore’s local food culture, James Ong has poured his heart into Straits Club.
As Straits Club continues to grow, one thing is clear: James is in it for the long haul. And with every plate of nasi lemak served, he’s not just feeding his customers—he’s feeding his dreams.
- You can learn more about Straits Club here.
- Read other articles we’ve written about Singaporean startups here.
Featured Image Credit: Straits Club