simplified chinese chain mass market retro selling products notably soft boiled eggs coffee founded remained small family run stall decades expanded rapidly youngest son headed business outlets countries cultural icon known traditional brand identity conservative people centric corporate culture history emigrated singapore worked coffee stall assistant started stall selling coffee basin immigrants later dropped leaving run stall married visiting relatives wife settled singapore suggested cutting slice bread half combining created signature registered pinyin stall gradually developed reputation delicious friendly service couple children seven families lived storey road stands children grew helped stir run bread eventually manage stall moved high renovation sparked return stall continued attract customers came day far woodlands market closed stall relocated renamed following year died youngest son took business determined father legacy going realising lot goodwill potential decided expand business family opened second store began brand incorporated launched overseas outlet indonesia expanded menu adding ice cream won product award regional brands award products stores outlets half thirty overseas outlets seven countries china indonesia japan south_korea taiwan philippines plan expand india malaysia thailand future stores retro wooden tables chinese company posters history traditional methods preparing food customer service reflecting chinese family values unlike main competitors limited menu revolves core product cheese butter ice cream alternative spreads thin brown bread appeal wider demographic sell french asian alternative set meals combine type soft boiled eggs usually coffee prices local stores slightly higher lower prices comparable products western chains operating singapore food overseas outlets relatively expensive outlets obtain ingredients suppliers ingredients notably coffee powder factory recipes family know chain widely regarded institution good cultural icon promoted tourist attraction review praised hard burnt fresh review described evenly right texture eggs cooked perfection sweet management comprises companies manages factory corporate outlets oversees chain outlets activities percent share younger brother percent share members family actively involved daily activities fully owned corporate culture conservative people centric emphasis preserving brand identity commitment promise customers sustainable growth actively pursuing new opportunities family like relationships staff fire workers avoiding aggressive conflict competitors publicly disclose financial figures article estimated company annual revenue million article star stated employees cited literature learning asia isbn
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