The perfect blend of tough love and incredible dishes that keep Singaporeans coming back
Foodies can’t get enough of Shafiee from Fiie’s Cafe at Lucky Plaza, but Shafiee himself seems to tolerate them only with a raised eyebrow and a grumpy stare. Known as the “rudest nasi ayam goreng seller” in Lucky Plaza, Shafiee explained his tough attitude in a candid (though reluctant) interview with 8days. His frustration, he says, stems from dealing with “idiotic” behavior. “If they want service, go to Jollibee,” he quipped, referring to the fried chicken chain next door.
While Jollibee offers smiles and service, Shafiee serves up something different — fiery fried chicken paired with fiery glares. Customers, often met with sharp instructions or the occasional shout if they break his unspoken rules, have come to accept his no-nonsense approach as part of the experience.
For some, this is perfectly understandable. Shafiee runs a family-owned business that’s been around for over 20 years. With rising rents, a demanding customer base, and a workday that starts before dawn, it’s no surprise his patience sometimes wears thin. Yet, despite his gruff demeanor, his loyal following continues to grow. Among the 1,700-plus comments on his interview, many customers defend his tough-love approach, saying, “He’s actually a nice guy when he’s free” or simply noting that their transaction is straightforward: “Pay, eat, leave.”
Some patrons have even embraced his abrasiveness. One regular shared that she memorizes her order just to avoid his ire. Despite the occasional verbal lashing, she and her colleagues have returned to Fiie’s Cafe for years, proving that the food is well worth enduring a little tough love.
This phenomenon of tough service combined with outstanding food isn’t exclusive to Fiie’s Cafe. Singapore’s hawker scene is rife with similar examples. At Tiong Bahru Lien Fa Shui Jing Bao, brisk orders are met with “constant annoyance,” and at Eng Seng Restaurant, the staff’s brash attitude and habit of ushering customers out at closing time are legendary. Still, these places are loved for their incredible food, and customers keep coming back — perhaps because the rough service only adds to the charm.
But why do we put up with it? Maybe it’s because the food is just too good to ignore. When a hawker’s attitude is unrefined, the food becomes even more cherished. It’s a simple exchange: take the scolding, enjoy the meal, and leave satisfied.
There’s even science to support why we return for more. Matt Johnson, a psychology professor at Hult International Business School, explains that our brains release dopamine when we experience pleasant surprises. A rude hawker gives us low expectations, and when their food surpasses those expectations, it creates a pleasurable experience that keeps us coming back for more.
For some, the rough service is part of the appeal. It’s the allure of working through the grind to experience something truly special — a unique blend of authenticity, food quality, and a little tough love.
At the end of the day, we tolerate the grumpiness because it’s not just about the food; it’s about the experience. So, next time you’re at a kopitiam, remember: there’s no service charge, but the dopamine hit is still worth it.
