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ASTONS (Singapore) Set for International Franchise Expansion

25 Apr 2017 - Singapore most popular steakhouse chain, ASTONS unveils plan for expansion in South East Asia and the Middle East

ASTONS SPECIALITIES, Singapore’s most popular steakhouse chain is gearing up for overseas expansion through franchising internationally with initial focus on Southeast Asia and the Middle East. ASTONS SPECIALITIES™ has appointed World Franchise Associates to support their recruitment and development efforts in these regions.

“Over the last 12 years since opening in 2005, our successful ‘casual and value for money’ dining concept, which provides high quality Western meals in a revolutionary way has continued to grow in Singapore. By 2017, We have grown to 25 stores and more are on the way in 2018. We are operationally proven and our ready to roll out concept is hassle-free whereby no real chefs are needed. We believe the time is right for us to grow our international footprint first in the Southeast Asian and Middle East regions with carefully chosen partners. We have appointed World Franchise Associates to promote ASTONS SPECIALITIES™ and help us identify secure qualified and capable investors and entrepreneurs who are committed to quality products, excellent customer service and long-term brand development” said Mr Aston Soon, ASTONS founder and Chief Executive Officer.

Mr Aston Soon also added “Our business model which includes our menu range, recipes, store design, ambience and service standards are tested and proven over the decade. Our experienced and competent team are dedicated to support our international franchise partners”.


The company was established in the year 2005 by Mr Aston Soon who saw tremendous value in providing good value Western meals in a revolutionary way. Then, Western food service providers at the hawker centres in Singapore do not pay much attention to the Brand value in terms of uniform, menu and food presentation. Customers in this region prefer to have things better without having to pay disproportionately more. Hence, the seeds thoughts were planted to start a business offering quality Western cuisine at affordable prices.

For more information on international development opportunities with ASTONS please contact Troy Franklin of World Franchise Associates at or at +60192101909.

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