TABs the Abang Burg

TABs the Abang Burg by Shariel Wahid entered Singapore's competitive burger scene in November 2020 as a partnership venture specializing in cooked food through stalls and mobile hawking. Operating from BizHub28, this Muslim-owned burger operation aimed to carve out its niche in a market dominated by both international chains and local burger innovators, focusing on flavors and preparations that resonate with local Muslim diners.

The "Abang Burg" name suggests a friendly, approachable brand identity – "abang" being a Malay term of endearment for an older brother figure, implying familiar comfort food prepared by someone you trust. This positioning differentiates them from high-end gourmet burger joints and fast-food chains, instead targeting customers seeking quality burgers with local sensibilities and halal certification. The business model encompassed stall operations at food courts alongside mobile food hawking flexibility, allowing them to reach customers at different locations and events.

The venture partnered with delivery platforms like Foodpanda to extend their reach beyond physical locations, recognizing that Singapore's F&B landscape increasingly depends on delivery services for volume and visibility. However, Halal Tag Singapore lists the business as closed, suggesting that like many food ventures launched during the uncertain 2020-2021 period, TABs the Abang Burg faced challenges in building sustainable traction. The competitive burger market, operational complexities of mobile hawking, and pandemic-era restrictions likely contributed to difficulties in establishing the consistent customer base needed for long-term viability in Singapore's demanding F&B environment.