JUMBO Teaching Video 4b: Internationalisation and Franchise Strategy

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 face mask regulations implemented during the pandemic, the Group experienced substantial losses.

The case captures the challenges faced by JUMBO during the pandemic. It offers readers an opportunity to reflect on the reasoning behind JUMBO’s decision 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. It provides a comprehensive overview of how a traditionally labour-intensive business can successfully incorporate digital technologies to enhance labour productivity and transition into a data-driven smart business. The case explores the potential implications of how such digital capability could empower JUMBO to scale and pursue further expansion in the region.

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.