Vending machines are ubiquitous in Singapore today, dispensing drinks, snacks, newspapers, and now even cars.
However, the landscape was not this vibrant from the start. Before Chef-in-Box entered the scene in 2008, vending machines here rarely offered more than quick bites, and certainly not full hot meals—that meant limited options for late-night diners.
However, Chef-in-Box set out to redefine what those machines could do with Singapore’s first hot meal vending solution.
Today, the company operates over 500 machines serving hot meals, from local favourites like seafood hor fun to mac and cheese and Japanese chicken curry, alongside snacks and drinks, including freshly brewed coffee.
At its helm is 58-year-old Jocelyn Chng, an entrepreneur with over three decades of experience in the F&B space. I sat down with her sometime in late August to find out more about her journey, and even tried out a meal myself.
Convenient, tasty & affordable
I headed down to interview Jocelyn at Anchorvale, where the company has set up a vendcafe—clusters of three or more vending machines serving hot meals, drinks, and snacks.
There are 50 such concepts scattered across Singapore.
At Anchorvale, there were tables where customers could stand or gather to eat. There, I tried two hot meals: butter chicken with cumin rice and chicken lasagna, both priced at S$7.50. The butter chicken was rich and creamy, with fragrant, fluffy rice and gravy that complemented the grains perfectly.
Meanwhile, the lasagna delivered what I expected: generous layers of cheese with a satisfying cheese pull, though the pasta was slightly soggy for my taste.
I also indulged in a bag of Hunter’s Gourmet Black Truffle Potato Chips, one of many snack options at Chef-in-Box’s vendcafé outlets.
To round off the meal, I brewed a latte from the machine, selecting both the strength and sugar level. At just S$2.50, it was a simple, no-frills cup of coffee, but exactly what I needed.
Overall, the experience was incredibly convenient. Ordering took just a few taps, and the food was ready in a matter of minutes.
The meals also delivered on taste, especially considering their price point. Jocelyn shared that hot meals range from S$5 to S$8, making Chef-in-Box an affordable option that’s available any time of day or night.
A clear gap in the market
During my chat with Jocelyn, she shared that her motivation to start Chef-in-Box was deeply personal. She had seen her children struggle to find decent food during late-night study sessions on campus, and at the same time, noticed a broader societal shift unfolding.
With more dual-income families and women entering the workforce, fewer households had time to cook. More people would rather go out to eat or buy food for a quick meal solution. Convenience was no longer a luxury but a growing necessity, and Jocelyn saw it upon herself to meet that need.
Hence, she intially introduced Chef-in-Box as ready-to-eat bento meals in 2005, which were sold in supermarkets as microwaveable frozen packs. However, Jocelyn wanted to push the boundaries even further and thus, ventured into the smart vending of hot meals.
With most vending machines offering limited options and F&B establishments often crowded at peak hours or closed by night, she spotted a clear gap in the market: people needed quick, nutritious, round-the-clock meal options.
This is especially so in hospitals, where healthcare workers and visitors had few options for a proper meal. So, in 2008, she launched Singapore’s first hot-meal vending machine at KK Women’s and Children’s Hospital.
Jocelyn also saw an opportunity to serve underserved neighbourhoods like Anchorvale and Pasir Ris, where dining options were limited, making hot, affordable bento meals accessible 24/7.
Leveraging technology to revolutionise vending machines
To kickstart Chef-in-Box, Jocelyn leveraged technology from JR Group, the parent company she founded in 2001 together with her late husband.
The company is a pioneer in cook-chill and cook-freeze technology, having launched the JIAYEN brand of frozen ready-to-eat dishes the same year, which became well-known for its Herbal Chicken and house-made Yam Paste.
Through JR Group’s technology, Jocelyn highlighted that Chef-in-Box’s offerings are able to retain both flavour and nutrition, and do not contrain any preservatives as well. Automation at JR Group’s 30,000 sq ft central kitchen, staffed by chefs and nutritionists, ensures consistency and efficiency while preparing Chef-in-Box’s meals.
However, at the time, no vending machine had successfully delivered hot meals to consumers without human involvement. Traditional machines also couldn’t track stock or troubleshoot issues remotely, a limitation that often led to significant food wastage at low-traffic locations.
To overcome these challenges, the company collects and analyses data from every machine, tracking consumption patterns, preferences, and peak hours. This enables them to anticipate demand and design meals that resonate with customers.
We need to know what our customers prefer in various places. Do they want more soupy stuff, more gravy, or more fried stuff? How can we understand our customers? It’s only through the data that we can churn so that we can do it better and better each day.
Chef-in-Box has also streamlined and refined everything from the brand’s packaging to the software that customers interact with on the vending machine screens, to ensure that the experience is seamless and as convenient as possible.
To address concerns about hygiene and freshness, all machines are cleaned and sanitised daily. Built-in sensors monitor temperature and stock, while safety shut-offs prevent meals from being dispensed during power outages.
Bringing Chef-in-Box’s hot meal vending machines overseas
By combining technology, data-driven insights, and a commitment to quality, Chef-in-Box has filled a gap in the market, providing quick, nutritious meals to residents across the island.
Eventually, the company’s technology had caught the eye of government agencies like Enterprise Singapore and the Ministry of Trade and Industry (MTI), which led to their endorsement and awarding of government innovation grants.
In 2016, with support from Enterprise Singapore and HDB, Jocelyn brought the vendcafe concept to life. Since then, both the hot-meal vending machines and vendcafés have proven popular.
Today, after serving over 10 million meals, Chef-in-Box has established its staying power. And with plans to bring Chef-in-Box overseas, Jocelyn’s vision of accessible, hot meals at any hour may soon extend beyond Singapore’s shores.
In particular, the company is looking to launch in Japan, a country renowned for its vending machine culture.
Jocelyn’s vision shows that even something as familiar as a vending machine can be reimagined, and brought to greater heights.
Featured Image Credit: Vulcan Post