Hjh Maimunah Launches Colour-Coded Pricing for Nasi Padang

A new colour-coded pricing system has been introduced at Hjh Maimunah, a well-known nasi padang brand, to streamline ordering and pricing transparency. This initiative, developed in collaboration with the Consumers Association of Singapore (CASE) and the food court chain Koufu, aims to simplify the often complicated experience of selecting dishes at food stalls. The trial began two weeks ago at Hjh Maimunah’s newest outlet at Parkway Parade.

Hjh Maimunah operates nine ‘mini’ food court stalls, known as Hjh Maimunah Mini, across various food courts, alongside two standalone restaurants. The colour-coded price labels are exclusive to the mini outlets and do not apply to the two restaurants located at Jalan Pisang and Joo Chiat. Each dish is assigned a colour tag indicating its price, which ranges from S$1.50 for vegetables to S$4.50 for premium meat dishes.

The colour scheme is straightforward: green tags are used for vegetarian options, orange for main dishes like chicken, and red for higher-priced items. Side dishes are tagged in purple, while grey tags signal seasonal or promotional items. For instance, the grey tag may appear on dishes priced at S$5.50 or higher, such as mee goreng or grilled fish.

Maria Didih, the operations director and one of the second-generation owners of Hjh Maimunah, notes that the coloured tags serve as an additional tool for customers. “Actually, dishes like mee goreng are already listed on the menu with their price; the tags are just an extra step,” she explains.

The pricing system aims to eliminate confusion, particularly for customers who may mistakenly believe that certain items, such as tofu, are included in the price of a dish. Despite these intentions, initial feedback has been mixed. Some customers appreciate the clarity, while others find the system challenging to navigate.

During a recent visit, customers noted that the A5-sized price chart near the cashier was not immediately visible. The colour distinctions can be subtle under the bright lights of the food display, leading to confusion, particularly between green and grey tags. This situation prompted some customers to ask staff for guidance on the cheapest options available.

The testing of this pricing system comes as Hjh Maimunah continues to expand its reach. The brand plans to implement the colour-coded labels at all eight mini outlets within the coming weeks. Maria Didih acknowledges the varying responses from patrons, stating, “There has been mixed feedback from customers on the new pricing system. While some appreciate the transparency, others think it’s too confusing.”

For example, the price for sayur lodeh is S$1.50, but customers sometimes mistakenly assume that tofu is included, leading to unexpected charges. Maria emphasizes the importance of consistent pricing to foster customer loyalty. “In food and beverage, costs fluctuate regularly, but we aim to maintain fairness,” she says.

Despite the challenges, there have been no reported disputes with customers regarding pricing since the implementation of the colour-coded system. The initiative has reportedly improved internal operations, making it easier for staff to guide customers in selecting their meals.

As for the dishes themselves, a recent tasting revealed a range of flavours. A basic plate featuring two vegetables and one meat option was well-received, highlighting the balance of flavours in the sambal goreng Jawa and the tender beef lung. For those willing to spend a bit more, a more elaborate plate with ayam lemak chilli padi and sotong hitam offered a satisfying culinary experience at a total of S$11.70.

With the potential for confusion remaining, customers are encouraged to explore the new pricing structure at Hjh Maimunah Mini. The colour-coded pricing system might simplify the ordering process, but it also invites further adaptation as customers become accustomed to the changes.

Hjh Maimunah Mini outlets, including the one at Parkway Parade, are open daily from 10:00 to 21:00. This story was originally published in 8Days. For more information, you can visit their website at https://www.8days.sg/.