JUMBO Group: Transformation recipe for building and scaling a smart F&B business

• Main Authors: GENG, Xuesong, CHIN, Andrew, LIM, Thomas
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2023
• Subjects: Data-Driven Decision-Making; Digital Transformation; business expansion; Analytics and Data Science; project management; Customer-Centricity; Databases and Information Systems; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/469; https://cmp.smu.edu.sg/case/5926
• Institution: Singapore Management University

It has been a bumpy few years since 2020 for JUMBO Group CEO and Executive Director Ang Kiam Meng. JUMBO Group, like many other firms in the food and beverage (F&B) industry, faced significant challenges during the COVID-19 pandemic from 2020 to 2022. Prior to the pandemic, it had established itself as an iconic seafood restaurant chain in Singapore, attracting a large customer base of regular patrons including tourists from around the world, particularly from China. However, due to strict border controls and other regulations implemented during the pandemic, the Group experienced substantial losses. The case captures the challenges faced by JUMBO during the pandemic, while offering readers an opportunity to reflect on its reasoning to reposition its brand in the local Singapore market while also exploring expansion opportunities in overseas markets. Additionally, the case provides a detailed account of JUMBO’s digital transformation journey prior to and during the pandemic. The case concludes by examining the strategic priorities and potential roadmaps for JUMBO’s future growth. It sets the stage for a discussion on the broader impact of digital transformation within the F&B industry, both in Singapore and beyond. Through the case discussion, students will learn about strategic change and digital transformation strategies in the F&B industry. In particular, the case can help students analyse the strategic challenges faced by the F&B industry due to major crises, evaluate the strategic decisions in regional expansion and product proliferation, identify the reasons for the success and failure of digital transformation, and develop strategic options to create competitive advantage using digital technologies.