SINGAPORE, July 8 - A Singaporean restaurant is trying to break
into the competitive brunch scene by tapping into the wild side of
this conservative city-state, hosting pyjama parties and
cross-dressing events for Sunday breakfast.
The six-month old Oomphatico's, which describes itself as a
health-conscious eatery, offers its customers an extensive menu and
sofas to relax on, as well as the chance to show up in clothes they
normally wouldn't be seen in on the streets.
Last month, it was the pyjama brunch, where patrons were invited
to turn up in their sleeping finery. As if to lead by example, the
staff wore loungewear while owner Jay Hequet took orders in a
pyjama top, a sleep mask pulled back into her hair.
Other themes on the calendar include a latino brunch, a skating
boarding event and a pirate breakfast.
Hequet says holding themed parties is aimed at giving
Oomphatico's an edge in a crowded market -- and having fun.
"As competitive as brunch may be, people still move towards
concepts that they are familiar with," she told Reuters. "They will
come because of what they like at Oomphatico's. The entertainment
is a part of what they get to experience."
Eating out, whether at the ubiquitous hawker centres that cook
up budget meals or gourmet restaurants, is an integral part of life
in this small island where food -- and shopping -- are considered
the national pastimes.
Sunday brunches are popular, especially with the legions of
expatriates, as a form of weekend entertainment in a country where
the heat, humidity and frequent tropical downpours drive many
people into the air-conditioning indoors.
All major hotels and scores of cafes and restaurants offer them
and there are also at least two websites,
www.singaporesundaybrunch.com and http://brunchclub.meetup.com,
that are dedicated to showcasing what's on offer.
Champagne brunches, with their all-you-can-eat-and-drink
buffets, are sought-after and bookings must be made long in
advance. Healthier options, such as those offered by Oomphatico's
and other eateries, also draw the crowds.
Oomphatico's, located at a shopping mall frequented by
expatriates, gets its share of patrons, but on the pyjama-themed
Sunday, hardly any one dressed down for the occasion.
But Hequet remains undeterred, saying it may take time for
customers to move off the sidelines.
"Our guests may not wear their pyjamas, but they love to be a
part of what we do," she explained.
"My team members are conservative too. Even if they start off
doing things like this because they've been asked to, eventually,
they start to throw away their inhibitions."
Oomphatico's
01-35/36 Tanglin Mall
163 Tanglin Road, Singapore.
www.oomphaticos.com