In 1979, this 'atas' ice cream joint was where Singaporeans went on dates

CNA Lifestyle

In 1979, this 'atas' ice cream articulation was where Singaporeans went on dates

Swensen's was a party staple for Singaporean kids in the 80s and 90s. And the Firehouse Happy Birthday treat is still matter 40 years later after its Thomson Plaza debut.

In 1979, this 'atas' ice cream joint was where Singaporeans went on dates — Swensen's celebrates forty years in Singapore. (Photograph: Swensen's)

Earthquake. Sticky Chewy Chocolate ice cream. Banana split. Baked rice. Clam chowder in a bread bowl. And oh, that Firehouse Happy Birthday treat for that special day.

If you lot grew up as a kid in the 1980s and 1990s in Singapore, chances are, you celebrated a birthday political party at Swensen's. Whether it was your special 24-hour interval or a friend'due south, jubilant at the Thomson Plaza or Changi Drome Terminal 1 outlet, information technology definitely involved a fair amount of brain-freeze.

READ: Remembering Changi Airdrome Terminal 1'due south debut 38 years agone

It was a place of fond childhood memories: Of finally getting a chance to indulge in fancy ice cream that wasn't Paddle Pop, Wall's or Magnolia; of pooling together articulation schoolhouse allowances just and then you and your friends can afford that mammoth Earthquake sundae; of first dates and schoolhouse reunions.

For many Singaporeans, it was the affordable place to celebrate life's little milestones growing up. Xl years on, it still is.

Swensen's Convulsion sundae, named after the 1906 Great San Francisco convulsion. (Photograph: Swensen's)

IN INTRODUCTION TO 'ATAS' ICE Cream

Back in 1979, Swensen'south arrived at Thomson Plaza with its berth seats and trademark Tiffany lamps. It was a strictly old-fashioned ice cream parlour right out of Americana movies that somehow found itself on Singapore's shores.

Swensen'due south iconic lampshades at the Singapore Changi Airport Terminal i branch in the early 1980s. (Photo: Swensen's)

It might have been a long way from San Francisco, where its founder Earle Swensen opened his first ice cream shop in 1948, simply it has since go a place synonymous with kids' parties in Singapore – and arguably the country's introduction to atas or "loftier class" ice cream.

Yes kids, before in that location were Ben & Jerry'south and Haagen-Dazs, at that place was Swensen'due south ice cream.

Swensen's Thomson Plaza outlet in 1989. (Photo: Swensen'due south)

Eric Tay, 56, remembers his first political party at the Thomson Plaza outlet fondly.

"It was of my parents celebrating my birthday with me. Information technology was known first and foremost for its water ice cream. And it was such a treat, specially dorsum in those days," recalled the longtime customer.

It was as well where he brought his girlfriend on their starting time date.

"Information technology was a special 24-hour interval as information technology was likewise her birthday," he said. "So we were treated to the Firehouse Happy Birthday sundae. And I also ordered an Earthquake. At that place was a lot of ice cream."

Swensen's complimentary Firehouse Happy Birthday special. (Photograph: Swensen's)

These days, his piece of nostalgia is still a regular family affair for Tay and his parents. "Nosotros dine at a Swensen'due south at least three times a calendar week," he said, calculation that he also arranges for work meetings with colleagues and clients there.

RETRO FANS AND LOYAL STAFF

This "multi-generational" kind of experience is something that accounts for the chain's longevity, reckoned Teo Tong Loong, a representative of ABR Holdings, which runs the restaurant chain in Singapore.

"A father might bring his son to our eating place considering he as well had great memories celebrating his birthdays with us every bit a kid," he said.

Swensen's at Changi Airport Terminal i in the early 1980s. (Photo: Swensen's)

And this kind of loyalty isn't reserved just for diners. "Many of our staff have also been with us for more than 10 or even 20 years," he added.

One of their longest serving staff is 54-twelvemonth-old Raymond Soong, who began working with the make but 2 years later it opened in Singapore.

The banana operations manager has been with the chain for 38 years and had slowly worked his way up the ranks. "I began equally a junior service staff. Promotion didn't come up like shooting fish in a barrel dorsum and then," he said.

Back so, his favourite memories of onetime outlets were the ceiling fans with rattan blades and the pocket-size lamps fitted nether these. "We don't see these fans anymore."

Swensen'southward opened its first outlet in Singapore at Thomson Plaza in 1979 (Photograph: Swensen'due south)

What he does see however, are regular customers. "I have a couple who come dorsum to the same outlet every year to gloat their nuptials anniversary," he shared.

Every bit for the favourite thing on the menu, it's obviously a no-brainer. "I love the Firehouse Happy Altogether sundae," he said. "Every time we serve this, it's celebration time again."