A chicken rice stall at Block 704 Ang Mo Kio Avenue 8 offers plates at $1.90 and whole soy chickens for $8.80. Nguan Express 88 now serves 500 plates daily since dropping their prices.
According to a 2023 “Makan Index 2.0” survey by the Singapore Policy Research Institute, chicken rice in Singapore averaged $3.80 per plate.
The owner operates three branches. Their first location in Jurong has been operating for over a decade, with the Ang Mo Kio location being their third outlet.
Branch manager Lin Yixing told Sin Ming Daily News that they previously operated in AMK Hub in late 2023 but relocated to their current heartland location due to high rental costs.
“We sold chicken rice at $3.80 originally,” Lin said. They reduced prices to $1.90 for both soy chicken rice and roasted chicken rice two weeks ago. Daily sales jumped from 200 plates to 500 plates following the price change.
Customers who purchase a whole soy chicken at $8.80 also receive two complimentary cans of Coke.
Lin explained their low pricing strategy: The owner’s primary business is meat importing, which gives them direct access to chicken supplies without intermediaries. Their move from AMK Hub also cut rental costs by nearly half.
“We believe in small profits, quick returns,” Lin said. “These prices aren’t about crushing competition or making a killing. We just want folks to fill their bellies for under $2.”
About 70% of their customers are seniors living nearby, with students and office workers making up the remainder of their clientele.
