EAT. was introduced in 2006 to capitalise on the success of Fei Siong Group, which was fast cementing its reputation as a purveyor of local food in the F&B business scene.

Conveniently located in suburban and city centre malls, EAT. is one of the first local F&B brands to take hawker food out of hawker centres and venture into shopping centres as a standalone specialty outlet, instead. Its cosy, eat-and-go concept appeals to diners seeking quick and fuss-free meals at affordable prices. Here, customers can savour local traditional fare, such as bak chor mee (minced pork noodles), fishball noodles, laksa, and an array of fried snacks.