Chua Lam feels that the quality of pizza (in Asia) has been ruined by fast food companies that first introduced the item to Asian palates. He believes that pizza is one item where the artisanal approach will eventually defeat the fast food outlets. That may be true for a minority of discerning customers with deep pockets, but restaurants like this one will probably not appeal to the masses.
The most interesting part of this Italian restaurant has to be their sleek and sanitary indoor garden where they grow a variety of herbs and vegetables. Every pragmatic Singaporean will be able to tell that it’s not cost effective. Depending on the number of fans they can attract, this unconventional business model depends on having enough customers with an unconventional mindset.