Turning a Hate for Vegetables into a $21 Million Empire

In a stunning twist of fate, Fu Yong Hong, who once despised vegetables, has become the face of Singapore’s largest plant-based restaurant chain, Greendot. At just 36, he now oversees a booming enterprise that rakes in an impressive $21 million annually from 15 outlets, with a 16th set to open soon.

A Unique Partnership Born from Friendship

In 2011, Fu partnered with his high school buddy, Justin Chou, to launch Greendot, starting with a humble vegetarian stall. Despite Fu’s inclination for meat, he was eager to put his business studies at the National University of Singapore into practice. Justin’s family provided a lifeline, offering resources from their vegetarian food manufacturing background.

The Road to Success Was Anything But Smooth

Initially, running the stall was tough. Fu recalls, "I couldn’t even bear the taste of vegetables. If my burger had lettuce, I’d toss it aside." The first three months were a crash course in culinary challenges, but persistence and a keen desire to improve led to new recipes and a flourishing business model.

Innovating to Attract All Kinds of Diners

Unlike many vegetarian outlets, Greendot aimed to cater not just to vegetarians but also to meat-lovers, steering clear of guilt-inducing marketing strategies. Their signage skillfully avoids vegetarian labels, offering tantalizing dishes like crispy beancurd skin instead of “vegetarian chicken rice.”