Vanta chef Alvin Leung shares the changing habits of post-COVID elite club member

The exclusive club is set to open by year's end.

Michelin-starred chef Alvin Leung, of reality show The Maverick Academy fame, firmly believes that the nature of a good night out has fundamentally changed since the pandemic, but that is no deterrence to him believing in new concepts. 

“Simply put, club and restaurant goers are drinking less and seeking a culinary experience that is unique but still involves comfort food,” says Leung pragmatically.

A self-proclaimed "showman," Chef Leung remains in the news due to his involvement in Singapore’s hottest new name on the elite club scene, Vanta. The exclusive club – based, say the owners on influence not affluence – is scheduled to go live by year’s end. Occupying two floors of Singapore’s historic McDonald House, the $30m development promises to offer bygone era charm with twists of the future: “But fear not, by future, I am not going to feed members a pill or a deconstructed entrée that you can’t see on the plate,” joked Leung.

No reward without risk
Leung admits there is risk involved. The club — invitation-only and branding itself on a membership base of only the truly influential — is not going to be an easy buy-your-way-in. There are important pros to this but it is a double-edged sword. This small pool of potential members combined with changing consumer values and tastes, even at the high net worth echelon, narrows the margin for the club’s ultimate catchment demographic.

Flashing a Mickey Mouse watch Leung (who is the proud owner of the world’s largest collection) and dressed in a casual t-shirt and jeans, the self-made chef and slightly eccentric media personality commands respect as he reclines with nothing more than a glass of water in Singapore’s Raffles Hotel speaking with Singapore Business Review. If anyone can spark success it is a serial restaurant entrepreneur. “I like attention — I like people to enjoy my art but I realise this will not be an option without first delivering value.”

Leung abhors the word "fusion" but does concede that great food — comfort food — in this part of the world will naturally meld Asian and western flavours and techniques. "With our very small pool of potential members, there will be no second chances, we need to impress members so that their guests will want to join."

With respect to food, taste is king, and the way to ensure members and guests continue to return is to give them unforgettable dining. In addition, the owners’ vision is to provide an experience, one that is visual and sensual.” Vanta aims to walk a tightrope of stunning, experiential fitout and décor, with an ambiance that is also relaxed and welcoming. 

It’s no easy ambition but Leung believes that is achievable and will make the cut for a population of club members, with differently evolving interests and desires, hankering for an exclusive and meaningful experience.

Fundamental industry shifts
So how exactly have consumer values changed post-COVID? “The wealthy are far less showy with their money, nobody is purchasing $20,000 bottles of wine or eating ridiculously priced haute cuisine just because they have the means to do so,” he explained, noting that we have, in a way, very much returned to basics. 

“COVID was a world war. We were locked down repeatedly and spent far more time with family than ever before. The values or what we want from life has changed. Life is short and the customer is allocated more time on the things that truly matter, and that is quality experiences, not necessarily material success. People now want to treat themselves rather than simply show ostentatious wealth,” he added.

It’s an important realisation that the fabric of enjoying a club setting and nightlife more broadly has shifted. Leung makes the further point that wealth is still present, but the way it is allocated has changed, perhaps forever. “Wealth has not been lost post-COVID. We didn't burn any money, in fact many accumulated wealth. This bodes well for our industry as long as players realise that the new consumer very much understands that luxury now brings a sense of freedom," Leung said.

It’s a strong point, if F&B players, clubs, restaurants, hotels, even perhaps the local café on the corner can combine experience and comfort with a sense of freedom and harness the changing values of the post-COVID F&B and luxury consumer at the Vanta end of the market, then challenges posed by this redefined environment can be met.

Vanta is set to launch in December 2025. Watch this space.