SING is a casual, modern Asian-inspired restaurant with an emphasis on craveable flavors, fresh and healthy ingredients, sustainable practices and super-fast service.
With a menu spanning Malaysian, Cantonese, Szechuan, Vietnamese, Thai and Indian dishes, SING takes its name and inspiration from the city/state of Singapore, a melting pot of cultures and cuisines. SING will bring a fresh new take on Asian food and dining service to Houston, and eventually the rest of the country.
SING has hosted several pop ups and tastings, testing and showcasing new menu items. (Photo cred: Michelle Carr of Taste & See Life)
The idea for SING was born during founder Jerry Lasco’s travels across Asia. Jerry realized he could meld the sophisticated and exciting flavors of the eastern cuisines he adored with a next generation approach to restaurant service—one better adapted to the modern consumer’s behavior. Having opened and operated over 20 food and beverage enterprises, Jerry knows first-hand how the restaurant industry is evolving and in Cuc Lam, he found a partner perfectly positioned to build a “next-gen” concept.
Cuc, a notable Houston food writer, chef and social media marketing expert has been cooking Asian delicacies for over 20 years and has fed thousands of hungry patrons at her pop-up dinners. She and Jerry both know that today’s diners demand higher quality options. This next generation of eaters is also conscious of environmental concerns and seeks an outstanding experience whether they’re dining in or taking to go. SING will meet and exceed these expectations with the use of environmentally friendly supplies, industry-leading technology and advanced social media marketing to create meaningful connections with current and prospective consumers.
Dine-in customers will find a calming interior space with subtle Asian details, including the textural feel of wood, concrete and glass. A large communal table seats up to 16 people and encourages interactions between guests and there is counter seating for 8 along a glass window. Additionally, guests can opt for the outdoor patio which maximizes the restaurant’s available space for seating. Three parking spots are dedicated to SING’s mobile ordering, grab-and-go or delivery services. Recognizing that today’s diners may prefer to dine in the comfort of their own homes, SING sees a huge opportunity to provide exceptional to-go and delivery service to a wider audience.
The menu offerings feature inspired representations of classic recipes and regional cuisines from across Asia’s diverse culinary landscape in the form of small plates, shareable dishes and full-sized entrees. Ninety percent of the menu is gluten-free. Ingredients are prepped ahead of time, including the house-developed stocks and soups, meaning that service will be incredibly quick thanks to fast wok firing and efficient point-of-sale technology. Wines, teas and Vietnamese Soda Chanh (limeade) are available on tap along with canned local craft brews and sake cocktails.
In addition to the daily service, a core part of SING’s business is the educational and enriching after-hours pop-up dinners hosted by in-house or local chefs looking to build meaningful connections with Houston’s dining community.
Through great food, unique consumer engagements and enhanced guest experiences, SING plans to build a loyal fanbase of adventurous diners.