Ya Kun Kaya’s Adrin Loi

Superman flies around rescuing people, which is good,” says 62-year-old Adrin Loi Boon Sim, executive chair of Singaporean food group Ya Kun International, known for its delicious toast and coffee not just in the island nation but in several countries, including the Philippines.

“But Batman comes along and starts competing with Superman, which is ultimately better for both of them. A good competitor keeps you fit, and together they defeat Luthor.

“To entrepreneurs who have a great idea but who fear competition, I say: don’t be afraid. If you don’t have any competition, it means that your product is probably not needed, or it is extremely unique. If you come up with a good product, you will likely have competitors. It’s how business is.”

How does Ya Kun treat its several competitors?

“We are all friends. We know each other. Singapore is not a very big place, but there is room for all. My personal rule is to not build any café within one kilometer of a competitor’s place. We treat our competition as friends, because one day, you also never know when you might need them.”

“Ya Kun tends not to compete aggressively, and prefers to avoid head-on competition with other players,” NUS Business School professor William Koh says in his book The Top Toast.

“Whilst Ya Kun remains very much aware of competitor tactics, through consumer feedback or market surveys, it chooses not to imitate the tactics of competitors, but rather pursues its own product and promotional strategies,” Koh says.

For instance, when Ya Kun opened an outlet in a mall’s food court, the other existing coffee stall immediately lowered its prices in order to compete. Ya Kun refused to engage, and did not adjust prices.

Kindness

Ya Kun is also a reflection of its extremely kind and agreeable boss.

During our meeting, Loi dressed smartly but simply, quietly taking the empty seat across from me, appearing like any other diner. The myriad customers who packed the Clarke Quay outlet did not recognize him, though his employees did.

Loi quietly greeted me, and afterwards, I was impressed he paid for my kaya and coffee, instead of taking them as freebies.

For me, Loi’s humility is rare for such an accomplished person. According to Koh, however, Loi believes his nonassertiveness may sometimes be a disadvantage.

Loi cites an instance where a certain fish ball stall had a logo that closely mimicked that of Ya Kun’s. Loi was extremely reluctant to confront the owners, and only after much thought did he finally request them to remove their logo.

Loi is also known for his self-control. Even if he is worried about an issue, he tries to disguise this from others so as not to discourage everyone. Even if he has a bad day, he still greets his workers cheerfully, knowing that any bad mood would affect them adversely.

Loi had the ultimate role model: his father Ah Koon, who was kindness personified.

Origins

In 1926, a teenager named Loi Ah Koon sailed in a junk from Hainan Island in China to Singapore, and became an apprentice at a coffee stall. Soon, Ah Koon partnered with friends to put up a stall at Telok Ayer Basin, but when they left, he decided to strike out on his own in 1944.

Food choices were not extensive, but Ah Koon served great coffee, eggs, tea, toast to one and all.

He returned to China, got married, and soon his wife Neam Kia Shai joined him in the stall business. It was she who suggested cutting toast in half and use her special concoction of homemade kaya (coconut milk, egg, pandan, sugar) as spread, a perfect accompaniment to her husband’s special coffee blend, roasted with margarine and sugar.

The stall became famous, but the couple still persevered. Ah Koon slept on the wooden countertop so he could serve hungry customers at dawn (and to ensure the safety of the stall).

Patient and humble, people flocked to him.

(To be continued)