A DIFFERENT CUT

The Proper Concepts Group has gone from strength to strength, expanding its repertoire of restaurants even during the pandemic. Cofounder and managing director Sheen Jet Leong reveals the secrets to its success.

- NIDA SEAH

The feather blade is a lesser known cut from the shoulder region of the cattle. The reason why it is not being commonly used is because it is not easy to prepare, with layers of sinew (the tough tissue in between the muscles) that need to be carefully removed. It happens to be the name of Sheen Jet Leong's first concept which began as a humble pop-up before becoming a proper steakhouse in 2019. The Feather Blade serves, you guessed it, only this one particular steak cut.

"There was a gap in the market not just for alternative cuts but affordable steak. I wanted to offer Singapore something other than the usual ribeyes and sirloins that you see way too often," says the co-founder and managing director of Proper Concepts Group. What began as a side hustle by Leong (he was then working full-time in the fintech industry) has since expanded to include Japanese handroll bar Rappu, Japanese-Mexican taco bar Mezcla and the newly opened Goho. We find out how he gets his ideas and the motivation to create unusual concepts that appeal to the masses.

Your F&B concepts are quite unusual. Where do you get your ideas from?

My business partners and I get our ideas from everywhere. When we travel, we make sure to try as much food and drinks as we can and see what could potentially work in Singapore. We also keep an eye out for memorable dining experiences and concepts which are not found in Singapore.