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No Signboard's pivot to Western tourist market backfires, but it is making adjustments

Jeffrey Tan
Jeffrey Tan • 7 min read
No Signboard's pivot to Western tourist market backfires, but it is making adjustments
SINGAPORE (July 23): With its signature white pepper crab — a standout dish compared to the typical black pepper and chilli flavours — No Signboard Holdings enjoyed its best years during the 1990s and 2000s. From a seafood stall at Mattar Road Hawker
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