Fans of The Meatmen Channel can now taste their creations in real life at their new eatery Rice., which officially opened at Republic Plaza on Thursday (March 26).
Despite serving up dishes to the public, the folks at The Meatmen Channel and The Wolfpack told AsiaOne that they don’t consider Rice. as a F&B establishment.
“We’re trying to disrupt the F&B space,” said Stanley Phua, CEO of The Meatmen Group. “What we are trying to do is to build a community space where everyone can come and try our food.”
Toh Jin Wei, group CEO of The Wolfpack, chimed in to say that Rice. is not a pop-up either, describing it as more of a concept.
“We believe that this is the future of F&B. Collectively, we’re trying to deliver this… to let people come to a place they can keep coming back to,” he explained.
“The food is just a topic, something that drives people with common interests to come together. But ultimately, it’s what they recognise The Meatmen for — the content.”
The team also intends to switch up the menu every three months, and incorporate elements from what’s seen on the YouTube channel into Rice.’s menu, as well as tweak their offerings based on diners’ feedback.
“The idea is to hear from the community — what they enjoy, what they like, and which recipes pique their interest,” Jin Wei explained.
While the menu items will vary, rice will remain a constant feature. All the dishes served will have some form of connection to the staple.
“It doesn’t have to be rice grains, it can be rice flour,” project manager Grace Lee told us.
Apart from enjoying the food and the vibes, diners will also get the opportunity to interact with familiar faces from The Meatmen Channel, who will occasionally appear at Rice. during community events.
Rice, rice, baby
During Rice.’s opening, AsiaOne got to sample some of the food.
The menu’s research and development (R&D) was intense as the team spent months perfecting the dishes.
“It’s easy to create dishes that have rice in them, but to give these dishes that element of ‘home’… that was the hard part,” said Jin Wei.
