Alexandre Pini - Founder of Braseiro - Steak Frites

French engineer Alexandre Pini traveled the world before realising his dream and opening a restaurant in Singapore.

What’s your story?

I’m Alex. I’m graduated as an engineer in France but after a yearlong trip around the world, I decided to use my engineering training to make my dream come true: open a restaurant.

I settled down in Singapore and Braseiro – Steak Frites was born, where we provide great meat at affordable prices. After 5 years of business and 2 children, I have opened a second outlet, called Burger Frites, located just opposite Braseiro, to offer gourmet burgers and delicious homemade fries with a neighbourhood and family ambiance, where authentic French food and service are served in Peranakan shophouse style.

What excites you most about your industry?

F&B is from people to people. We work with passion to serve guests and offer them a good time. There is no social barrier, generational, or religious. We meet all kind of people and create friendships.

What drives you in business to push beyond what other people consider normal?

Competition is hard. But value for money is the key. We don’t cheat. We provide good food, good service, and take care of our guests as we would want to be served elsewhere.

What have been the most useful skills you have learnt and applied in your journey?

Culture: Westerners want to receive the food all together whereas Asians want first ready first served. So Asians scold us for being so slow while Westerners complain when they don’t receive all the food at once.

Taste: my palate can’t take spicy food but my restaurants are not for me, so you can feel the fire in our spicy sauces.

Business: don’t waste, don’t loose time or space, organise your process and manage your team.

Love: don’t cheat. Love what you do and your guests will love it.

What’s the best piece of advice you ever received?

1) try. You won’t regret trying.
2) fail, so you can learn from it
3) succeed and give back.

Who inspires you?

Sofiane Pamart, born to be an artist. Join the piano revolution.

Valérian Desjours, self-made serial-entrepreneur, from St-Nazaire to Los Angeles.

What have you learnt recently that blew you away?

COVID has killed half of the businesses and made rich the second half. Take all events as opportunities.

If you had your time again, what would you do differently?

Nothing. I would do the same again.