For decades, Greenview Cafe has been a popular dining destination in town, known for its affordable prices.

Now, after 43 years, the eatery is further reducing its prices as it moves from Far East Plaza to a coffee shop in Ang Mo Kio.

At the new location, rebranded as Greenview Handmade Mee Hoon Kueh, the Minced Meat Mee Hoon Kueh will be priced at $4.90, down from $6.90, while the beloved Mala Mee Hoon Kueh will see a drop from $10.90 to $7.50.

In an interview with AsiaOne, sisters Lyn and Eve Bong, who have managed the cafe since 2019, revealed that most dishes will see a price reduction of about 20 to 30 percent.

"We wanted to attract older diners by making our prices more affordable," Lyn, 40, explained during an interview on April 15.

The sisters also pointed out that other stalls in their new coffee shop sell dishes at an average price of $4, necessitating competitive pricing.

Initially, the sisters considered closing Greenview Cafe altogether as their lease at Far East Plaza expired, with the landlord proposing a rent increase to over $10,000 per month. Despite marketing efforts, foot traffic was low, according to Eve, 45.

The previous owner, Patty Pang, expressed her support for whatever decision the sisters made, understanding the challenging circumstances.

"We weren't sure about continuing the business until March," Lyn shared. "From late December until then, we debated whether to shut down or carry on." They had not actively sought a new location, focusing instead on informing the landlord of their decision.

The sisters observed that many diners prefer eating in residential areas or the Central Business District.

Over time, business at Far East Plaza had declined, especially after several popular tenants left. Despite this, they felt a strong desire to continue the business due to their pride in their food.

"That's why we decided to relocate to an area with a more consistent crowd for meals throughout the day," Lyn explained.

During their search for a new location, the sisters ruled out Orchard Road due to high rental costs in shopping malls and food courts, opting instead for a coffee shop stall with a rental that is 30 percent lower than their previous location.

Transitioning from a shopping mall to a coffee shop required adjustments in their business model, including reducing the menu items and streamlining costs.

However, they also saved money on staffing since diners will be self-serving, and the coffee shop handles table cleaning.

As they searched for a new location, Lyn targeted areas with new housing developments or dense populations, factoring in availability, budget, and competition.

"Since our goal was to reduce costs, we needed a location that fit our budget," Lyn said, adding that Greenview Cafe specializes in ban mian and mee hoon kueh—dishes commonly found in coffee shops.

They eventually secured a stall in Ang Mo Kio, situated near a supermarket, bakery, and car park, which also facilitates food delivery, broadening their customer reach.

As Greenview Cafe moves from Far East Plaza to Greenview Handmade Mee Hoon Kueh in Ang Mo Kio, there will be a transition period. The mall location will continue operations until June 30, while the new coffee shop stall opens on May 1.

This has been a busy time for the sisters as it marks their first experience launching a food and beverage business from scratch. "At Far East Plaza, everything was already set up. Now, we have to make new purchases, which is stressful," Lyn noted.

While both sisters oversee operations, they have distinct roles: Lyn manages branding and marketing, while Eve, who excels in numbers, handles finances and administration.

From Customers to Friends

Greenview Cafe was established in 1983 by Patty and her husband. Lyn and Eve, who own a chain of hair salons called Empire Charme, were regular customers for over 20 years, even having an outlet in Far East Plaza. Patty often remarked that the sisters had the capability to take over the business due to their experience.

One day, Patty approached them with a serious proposal about taking over. She wanted to sell the business because she was "not emotionally ready" to manage it after her husband's passing and needed knee surgery.

"It was very difficult for her to run the business, both emotionally and physically," Lyn revealed.

Despite the challenges posed by the Covid-19 pandemic, the sisters believed it would be a shame for Greenview Cafe to close. They were also comfortable taking over since their hair salon business was stable.

"This was a personal decision. If it were purely financial, shutting down would have been more sensible," Lyn stated.

Thus, they acquired the eatery for around $60,000, which they felt was reasonable as it included the brand, furnishings, kitchen equipment, and a trained staff willing to stay.

Not Closing, But Moving

After news broke about Greenview Cafe leaving Far East Plaza, some customers mistakenly believed it was closing permanently, leading to long queues as people wished to dine there "one last time."

"Many reached out to ask why we were closing, and we had to clarify that we are moving," Lyn recounted.

The sisters were surprised by the outpouring of support, realizing the strong brand loyalty they had developed over the years.

While they will be able to reconnect with regular customers at the new stall, they will miss the community of fellow business owners at Far East Plaza.

"We'll miss our neighbors. We've known many of them for years, and we all grew together," Lyn reflected.

When they informed the other mall tenants about their move, there was a mix of sadness and excitement, as many felt that the shopping center was becoming quieter and recognized the courage it took to relocate.

melissateo@asiaone.com