The Wine and Gourmet Friends (TWGF) was first created to share the joy and knowledge of food, wines and spirits, with as many people as they can. They officially opened on 28 September 2018, tucked away at the corner of Outram Park.

As it was newly established, the main goal was therefore to stabilise the business and increase revenue steadily. Similar to other projects, Market Research was a vital component in laying the foundations for marketing campaigns moving forward.

Market Research

Through Market Research, we were able to understand their target audience well and recognise what is the gap in the market in order to work on improving service standards and drive customer-centric behaviour and subsequently increase revenue. This meant that customer diagnostics was critical to help secure service excellence for TWGF.

Strategic Management

Protegie proposed a strategic customer-centric framework, placing TWGF’s customers at the core of their business. Understanding that the restaurant’s target audience are working professionals who require a place to dine and complete their work, TWGF adjusted their lunch menu to provide a value-for-money lunch set and the restaurant was promoted as a co-working space with charging ports where customers can lunch and work in a comfortable environment. By knowing that this is one of the target audience’s needs, TWGF was able to provide a better dining experience and improve their service levels to cater to their customers’ demands. This strategy saw an increase in working adults dining in at TWGF during lunch at the time of the promotion.

By having a framework in place, it provides a strong base for TWGF to work on moving forward till today.


Revenue has since stabilised to 315% on a monthly average as compared to when we first started
Reduced food cost from 70% to 40%
TripAdvisor Travellers’ Choice Award 2020
TripAdvisor Top 5 Bars in Singapore
#24 out of over 9,000 restaurants in Singapore on TripAdvisor
4.8 star rating on Google based on over 300 & counting reviews