I have no way of verifying this but I'm wondering if OCK charged different prices for their products at different outlet. I'm saying this becos I'm sure I have paid different price for their curry puff at different outlets. Or maybe it was just a crossover in the increase of their price. But if they are able to practice price differential at different outlets, then effectively they can pass some of their overhead to consumers. I rem they have an outlet along Orchard Rd (not sure if still there or not). I'm sure the overhead for that place cannot be cheaper than some of their sub-urban mall outlets. (Scratch that. I guess the price is standardise since it clearly listed on their
website )
The best thing that OCK is doing well is that they have been able to maintain the consistency and quality of their products despite opening so many outlets. That is very important because I expect all OCK puffs to taste the same regardless of where I bought them. Sadly when good food start branching out, the quality drops. eg.高记酿豆è…é¢ (Gao Ji Yong Tau Fu)
They have also shown creativity in coming out with new flavours (sardine, chicken mushroom, black pepper - my favourite but not selling anymore) and promotions (giant fishballs to tie in with world cup). I also noticed that the outlet at Compass Point doing roaring business in the morning selling mee siam, nasi lemak, and other assorted kuehs. I dun know if this is standard for all other outlets.
There are rooms for improvement. Everything I see a Mr Bean outlet next to OCK, I keep wondering to myself why the two owners dun work something out to create a synergy between the 2 businesses. In fact Mr Bean soyabean drink is a perfect compliment for OCK snacks. It does not stretch the imagination for a Value Add Menu to be worked out (ala Macdonalds).