Yik’s journey from a desk-bound auditor to the founder of a 19-store sensation was far from linear. Early in his venture, he faced the SARS epidemic and a debilitating 18-month street redevelopment project in Chinatown that severed his restaurant’s access to customers. Despite being broke, Yik persisted, eventually weathering the COVID-19 pandemic by doubling revenue through long-term investments in technology and disciplined operations. This resilience earned him the 2024 EY Entrepreneur of the Year award for Food and Beverage.
How Samuel Yik built a restaurant empire on staff loyalty
When Samuel Yik spotted an industrial oven during a routine audit, he saw more than kitchen equipment; he saw an escape route from the monotony of accounting. That moment of clarity launched Dian Xiao Er, a Singaporean restaurant chain that has survived decades of market volatility by prioritizing people over profits.
Rather than relying on culinary expertise—he admits he cannot cook—Yik focuses on company culture. He treats his staff as the primary competitive advantage, offering interest-free housing loans, residency assistance, and enhanced insurance. This commitment to employee welfare is mirrored in his dealings with suppliers like Mua Hin Poultry Farm, where he insists on prompt payments to ensure top-tier service. By following the mantra of training staff so well they can leave, but treating them so well they choose to stay, Yik has maintained a core team with over two decades of tenure. As he sets his sights on further global expansion, he remains convinced that the ultimate battle in the food industry is not between brands, but between the quality and happiness of their respective teams.
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