Delifrance: past its used-by date?

I go to Novena Square a lot: partly becuase it’s near my home; partly because the parking there is cheaper than many other places and lastly, especially in recent weeks, because the old mother is unwell and we are frequent visitors to TTSH quite against our inclinations. And for the uninitiated, TTSH is across the road from Novena Square and Square 2.

When getting out of the carpark in Novena Sq, one can easily get into Velocity (which is the rather droll name for the N Sq extension), if one took the office tower lift.It takes one to the 2nd floor — which is actually the 1st or street level floor, if one took the lift that goes directly into the shopping mall in NSq itself.

Such are the mysteries of how Uniquely Singapore’s floor levels are numbered that from one door it may be considered street or 1st floor and from another door, it’s actually the 2nd floor. Furthermore, this isn’t unique to this complex.

TTSH itself isn’t any better. The A&E department is on the street level but within the hospital complex it is actually B1. And where the Phamarcy is, it is considered B2 from the inside but it’s also on the street level from the outside.

Don’t ask me why. Probably everything on both sides of the street are built into a hill that has long since disappeared.

As usual, I digress. I began by planning to write about Delifrance in Velocity. It’s a Bistro, quite large and, being an open-concept, one can see at a glance how crowded or quiet it is.

The sad fact is that I’ve passed it often over the past two years since its opening, at various times throughout the week, except Friday or Saturday nites: it has invariably been what the Chinese call “hitting at flies”.

It can’t be the prices since competing cafes in and around Velocity are more or less charging similar level prices or even more: Spinelli downstairs and Cedele in Novena Sq, also downstairs; both less than two minutes walk away. Then there’s Mingles right next door. I’ve seen them all more packed than Delifrance.

It doesn’t seem to be the quality of the food either. Mingles serves food that leaves much to be desired with service that’s erratic, tho I say this from only one experience more than a year ago. It was so trying that I’ve never been there to eat again, not even when one of its supes is scrumptous to look at. Well, I can’t eat him, can I? 

I think back to the time when I discovered the first Delifrance cafe in Clifford Centre, o heck, some 30 years ago. I was so thrilled to bite into a real butter croissant and crusty crunch French bread, tuna melt, egg mayonnaise and so on. Then there was the coffee: freshly brewed. Why there was even cappuccino. I thought I had found paradise.

(Ciabatta and foccacia breads were to arrive later, when Coffee Bean and Tea Leaf cafes hit this island but that’s another story for another time)

I was so over the moon about Delifrance that I positvely became its evangelist, without even realising it. I even persuaded a friend who was PA to the then chairman of OCBC bank, Tan Chin Tuan, to suggest to her boss to have Delifrance fare for lunch on the days when they lunched in, instead of buying take-away from his usual hawker joints at Mosque Street or Market Street.

He took up her suggestion but from what I gathered it was thumb’s down for those hard sandwiches. The old man didn’t see any merit in eating dry as dust bread that demanded much teeth and jaw work but didn’t yield any returns for his taste buds.

For a while, mayb even years, it looked as tho more people thought like me than the old man. Delifrance prospered and grew till Sembawang Corp bought it over, tho what for I don’t know, other than perhaps it’s a homegrown brand, it has franchise and it is/was in the lifestyle business.

It wasn’t an unqualified success as a investment for Sembcorp. In the meantime, the market/demand created by Delifrance soon saw the foreign likes of Starbucks, Spinelli, Coffee Bean et al coming to these shores, providing the coffe, sandwich and cakes fraternity here with more, even better, choices.

Then there are the home-grown competitors like Cedele and Marmalade Pantry which in many ways bettered everything that Delifrance or its foreign competitors did. Both incorporate the tastiest of the foreign with a twist of the local.

So much for first movers’ advantage. In Delifrance’s case, it was more like the Chinese adage in which, “the pioneer plants the trees, the late-comers harvest the fruits”. 

Now every time I pass a location where there once was a Delifrance and where there is no longer one or at best a shrunken version, I wonder whether every business, especially food business, has a sell-by date? And simply re-inventing or remaining relevant will tickle taste buds as much as cotton buds in the mouth of a gourmet.


3 thoughts on “Delifrance: past its used-by date?

  1. Gone were those days when I can eat DeliFrance fare days on end . That must have been 20 years ago. It wasn’t the fact that more new outlets came along and distracted me. It started with the feeling of NOT good-value-for-money. For the longest time , I felt that they were really stingy with the fillings especially were what was charged. Then, when they introduced hot meals – it comes with a caveat that it would take at least 20 mins- wonder why they bother at all.
    And, for a long time too , they had really poor service across most outlets. It was only in recent year or so, that they are beginning to show improvement. I might go there more often now if they sustain their improvements- service and otherwise.

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