The Competitive Chicken Rice Market
Let’s face it, it isn’t easy to make a big splash in the current chicken rice market. The barriers to entry are low, and almost everyone knows how to make reasonably good chicken rice. If you don’t, you only need to look it up on YouTube. So it takes a lot to stand out in today’s competitive market.
Chicken rice has become such a commodity that most people already have a go-to spot near their place. It is not easy for any new player to create a chicken rice that would go viral, much less attract the attention of a potential influencer.
Master Chicken Rice is Back in Town
What Master Chicken Rice has going for it is that it isn’t a brand-new entrant to the chicken rice scene. Jason made a bit of a splash in 2018 when he appeared on Buzzing Cashier, after which his stall in Toa Payoh Lorong 7 became quite well-known in some foodie circles. Unfortunately, the buzz from Buzzing Cashier eventually dwindled to a barely audible hum, and the stall ultimately shuttered.
Downhearted, Jason, a veteran in the chicken rice industry who had been cooking chicken rice for almost three decades, retreated from the spotlight. He continued to serve his chicken rice at Northlight School for the next three years.
Recently, he has made a comeback to the chicken rice scene, taking over the stall vacated by the short-lived Sin Kee Chicken Rice at the Recess Time canteen, just opposite the Ubi Driving Centre. This is the same canteen that houses Mui Siong I wrote about earlier.
A Good Chicken Rice
The chicken rice is very competent. The chicken is silky smooth with the requisite jelly under the skin. I felt the sauce was very good but could do with a bit more fragrant oil.
The rice was nicely cooked with each grain nice and distinct. It wasn’t as oily as I would like, but should appeal to most consumers.
What sets Master’s chicken rice apart is the fresh ginger and scallion sauce which should remind you of the one served with Samsui chicken. Aside from that, they also provide achar as well as cucumbers. 4.25/5
Conclusion
A chicken rice that is well worth checking out if you are in the Ubi area. If you are working around the area, this could well be your new go to chicken rice!
