Tandem Collective is the holding group, under which Alter Ego and the first restaurant A Poke Theory’s started on. It was founded by Joey and Vanessa Lee from Singapore. Here’s a short interview about how it started and the new food items in store for Chinese New Year:
TF: When did you start and what’s the inspiration behind your business?
Joey Lee: We started our first day of operations with A Poke Theory on 25th July 2016, but the entire build-up to that first actual step into the industry was quite a long time coming. I began cooking when I dropped out of junior college at the age of 17, and ventured into food journalism a little later when I was studying Mass Communication in Ngee Ann Polytechnic. My exposure to food was immense; I was spending any time out of school attending food tastings, cooking for family and friends, and watching every food programme that I could YouTube. My sister and I soon tested out running a small cookie business with nothing but our tiny oven at home, which gave us confidence that we could work together, and a rough sensing of the numbers we’d have to deal with. When I left to go Los Angeles for a six month internship, I explored the food scene there and had a lot of opportunities to practice new recipes, as well as cook for bigger groups of people (I stayed in a massive hostel, and ended up cooking for many of my housemates). Somewhere along the way while experiencing life as a journalist in Hollywood, I decided that I didn’t really want to pursue journalism as a career, and turned my focus towards the recipes I had garnered, and what I could do with them. Poke happened to be something I tasted at Venice Beach in L.A, and the familiar yet tasty flavours of that poke bowl I tasted, ended up inspiring our first concept of A Poke Theory.
With regards to the inspiration behind Tandem Collective as a whole, I’ve always been charmed by food in general, and how it brought people together, almost always creating beautiful memories when, or if, the food was good. To be able to turn my biggest hobby and passion into a career, has been such a blessing, and I hope to always appreciate it.
TF: What sets you apart from other businesses? Do you have a motto or creed that you follow?
Joey Lee: We really try to strike a balance with both the food and branding aspect of matters. It’s always a pity if you see a place with amazing food but really sloppy marketing, and a big letdown if they have terrific marketing but food that doesn’t live up to it. As much as possible, our team is always working on being well-rounded with the business, spreading our efforts as evenly as we can.
TF: What are the best selling items in the menu?
Joey Lee: Speaking for Alter Ego, our Southern Fried Chicken Skins have been a hit with people looking for a bar snack with their beers, while the Pizza Fries and Grilled Cheese with Braised Shortrib have been the two items that have been running riot on Instagram and Snapchat. Over at A Poke Theory, our Avocado Miso salmon poke bowls have been as popular as always, although our new Wasabi Ponzu Swordfish flavour has been steadily growing in popularity ever since we started it up.
TF: Do you have plans to expand outside Singapore?
Joey Lee: Definitely. We, at Tandem Collective, have always aimed to grow into a group that can provide those experiences with food to as many people as we possibly can reach out to, and that doesn’t limit it to just Singapore, although we’re take our steps forward with precaution. Currently we have franchise proposals to a few countries overseas, and we’re ensuring that we do the necessary homework before we make our next move.
TF: What will be the new items in your menu in the next 6 months?
Joey Lee: Alter Ego is about to push out some new mains, including a Juicy Lucy — a beef burger with molten cheese inside the patty — as well as a Cornflake Encrusted French Toast, which is stuffed with a salted dark and white chocolate ganache, served with butterscotch bananas and macerated berries. A Poke Theory is always looking to rotate our seasonal specials, with the Wasabi Ponzu swordfish flavour having just been released a week back, and we’re looking at adding mandarin oranges to our regular toppings for the CNY week!
Alter Ego by A Poke Theory is located at Esplanade Mall, #01-13D, 8 Raffles Avenue, Singapore. They are open everyday from
11 am to 1 am (Mondays to Thursdays), 11 am to 2 am (Fridays), 10 am to 2 am (Saturdays) and 10 am to 1 am (Sundays).
You can check out their social media pages:
Instagram: apoketheory / alteregosg
Facebook: A Poke Theory / Alter Ego SG
Website: www.apoketheory.com / www.alterego.sg
The verdict: It’s an ACE!
The Tennis Foodie’s favorite: Pizza Fries, Buffalo Wings and Grilled Cheese Sandwich
Photo Credits to Nobelle Liew, Brand & Marketing of Tandem Collective.
42 thoughts on “The Tennis Foodie Exclusive: Alter Ego and A Poke Theory Interview”
Looking at the pictures of some of the good stuff this joint offers I cannot be less than “EGO”istic about being a long time visitor and a loyal customer.
Great looking pictures! The grilled cheese sandwiches sound amazing. Too bad it’s not yet here in the States. Keep ’em coming.
Yum, well now I’m hungry after reading this. What a great interview! I feel like I need to eat now 😉
I like the idea of Cornflake Encrusted French Toast, I mean how amazing it would be. Your food shots are glamourous.
The bar food is mouth watering and I really want some. I hope that they have plans to expand r Canada too. I’ll be waiting for the chicken with a beer in my hand.
Oh wow what a great sounding place to get something to eat and I love the fact you got to speak to the people behind it and hear a bit about what is up and coming.
Loving how the alter ego looks inside and outside! and the food looks fantastic! great interview!
Oh wow this all looks amazing! Grilled cheese and short rib sounds like my kind of meal!
The interior is gorgeous and when I see such a a stunning dining area I would expect nothing less of high quality, delicious food. Those chicken skins sound good. The dessert looks good too! Are those edible bowls?
What amazing stylised photos! If I am ever in Singapore, I will be sure to check it out!
These pictures makes my mouth water. Great interview and introduction to this restaurant. Thanks for sharing.
Those dishes look stunning and delicious! Great interview. Wish I was near by.
The food looks awesome, and that dessert, yumm!!! I hope you’ll expand to Brussels, Belgium!
They look like a really great place! I would love to make it there some day.
This food looks soooo delicious!!! I am so thrilled I stumbled upon this! You are absolutely amazing.
Wow such a fascinating interview! I love hearing the passion and how Poke Theory came to be. Would love to try it.
I am drooling over this post!! This place AMMMMAZING. The place looks super trendy and modernized but the food looks even better. I’m all for the sweets.
Delicious looking dishes! I wish they will have a branch in Manila soon!
I love the interview and getting to know the chef behind things. I would love to try out that burger with the molten cheese inside. It sounds too amazing.
I loved the interview and the food is amazing! I am not sure which was one was my favorite meal! They all sounded great!
Great interview. Next time I am in Singapore I will visit. The food looks amazing – cant make a decision what to order.
yummy post after read your blog i am going so eat something like this but yes shortly i will have this same thanks for sharing this pictures which are making me hungry
Thank you for sharing this interview! It was really interesting reading up on the history behind A Poke Theory, and learning more about its founders. What a great read! 🙂
This gastronomic paradise looks a charming place to be at with such range of delicious looking food on offer and the options available.
All that food looks SO good. I would love to give them a try if I could! I tried a place with the same name in Rome but it was pizza.
Poke bowls are becoming popular here now, it sounds like a flavorful menu. The Pizza Fries and Grilled Cheese with Braised Shortrib sound so good!
Nnniiiccceeeeee….having read this dialogue, I believe this is a great place to visit!
This is an informative and inspiring interview. I learned so much about poke theory. I would love to read so much more!
I would love to check out their restaurant! The Southern Fried Chicken Skins sound delicious! I love learning about other people and their businesses.
The Grilled Cheese with Braised Short Rib looks to die for! This place is not one that has typical bar food. Would love to eat here!
Firstly, looks super yummy. Secondly, they’ve got that right about the balance between food and marketing!
Awesome interview with tons of details. Those photos all look amazing and it’s making me hungry since their food are so mouth-watering.
Love the interview. The photos look amazing. Like they really make me want to visit.
Great interview. The food you featured looks amazing! Mouth watering.
What a great interview and the food, oh my, it looks delicious! Thanks for sharing this!
excellent pictures!! i would love to try the grilled cheese and braised short rib sometime.
Okay now ready to chow down. Sounds like a great concept for a chain! Best of luck. R
OK, can we talk about those grilled cheeses? They look delish- my fave!
the pictures were taken really good. so much things to learn from Joey Lee. thank you for sharing this to us!
Thanks for the interview and it’s inspiring. interesting to know about how ideas are formed and realized, please keep it up! – Knycx Journeying
Interesting interview and beautiful photography. I still consider Singapore to be a foodie haven, so I’m excited for my first visit to the city-state.
Very interesting interview! I’ve been to Singapore and have tried their foods too, all are amazingly delicious. Can’t even forget how it tastes.
Comments are closed.