The Challenge


The brief in itself was near to impossible.

“I want to merge three of our restaurant concepts into one new place, reducing the space by 30% without alienating any of our existing customers… and I want all that with a 10% increase in turnover. “

 But hey, we thrive on challenges. Being used to the innovative bunch the founders of the Soup Spoon are, and having done several projects with them before, NBDA researched, conceptualized and helped to design the first Soup Spoon Union at Raffles City mall: a merger of 3 of their restaurant concepts.

To ensure success, we included in our project the construction of a 7-meter-long rapid prototype of the ordering and kitchen counter. Upon opening, the restaurant attracted new customers and saw an increase in average spending per bill, proving to be an instant success.

Services Provided

  • Customer insights discovery
  • Brand DNA definition
  • Design support
  • Full scale Prototyping
  • Service and service flow design
  • Staff training
  • Launch & optimization support