At Fragrance, we are proud of our heritage and the traditions that have made us one of the fastest growing chains in the region.

Our story begins with Madam Ong, who set up her first bak kwa stall in 1969, inspired by the newly independent Singapore's fervour and optimism.

With hard work, she developed a winning formula, and the heavenly scent of her barbecued meat attracted customers from all walks of life to share in this tradition.

The brand name, in Chinese, means "Fragrance," after the natural aroma of the barbecued meat.

Today, Madam Ong's descendants, the Tan family, continue to champion the indomitable spirit of a post-independent Singapore with their irresistible barbecued selections and traditional Singaporean snacks.

Our passion for preserving Singapore's gastronomic traditions has driven us to become leaders in barbecued meats and an essential part of every Singaporean's pride.

Come and experience the passion and enthusiasm of Madam Ong and our traditional favourites at Fragrance.