Fresh St Grocer Brings Offline Success Online

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The day-to-day business of running a grocery store is not a bed of roses, yet Tiffany Ong is doing so well despite the challenges that she was able to envision many more stores under the name Fresh St Grocer.

“We actually want to grow and expand into a chain of physical stores in suburban areas” she says.

Tiffany Ong left the airline industry after 8 years to become a successful entrepreneur. In 2018, she was given the convenience store space within her in-laws’ petrol station in Cheras to start her business, offering premium imported products and fresh produce to attract a different target market.

The business evolved into the first Fresh St Grocer branch, successfully providing high-quality goods to residents in the area who were seeking and exploring a taste for upper and middle-range products. It also provided deliveries, partnering with HappyFresh for customers’ convenience.

“We actually want to grow and expand into a chain of physical stores in suburban areas”

When the pandemic hit, she said she was not prepared, but because Fresh St Grocer was considered essential goods, they could still open for customers. During that time, she had to engage additional delivery partners like Grab and food panda to cater to higher delivery demands which boosted sales during the pandemic.