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Milestones

Milestones

  • 1998

    NTUC FairPrice launched a new store format - Cheers, a 24-hour convenience chainstore aimed at appealing to the younger generation. Three Cheers stores were in place; one located on the campus of Nanyang Polytechnic, another in NTUC Pasir Ris Resort and the third in Bukit Batok housing estate.

  • 22-June-2000

    Staying in tune with emerging market trends, Cheers Convenience Stores was officially launched by NTUC president Mr John De Payva in conjunction with the official opening of FairPrice Shaw Plaza Branch. The vibrant and upbeat Cheers stores were primed to the young and trendy.

    09-November-2000

    An official contract signing ceremony sealed Cheers Holdings' strategic partnership with SMRT Investment on the joint development of Cheers convenience stores at the SMRT stations.

  • 27-October-2001

    The first 3 Cheers Convenience Stores at SMRT stations, namely Ang Mo Kio, Admiralty and Tampines were officially opened.

  • 22-October-2002

    Cheers presented its first Cheers Franchisee and revealed details on its franchise programme at a Cheers Media Event.

  • 21-October-2003

    FairPrice signed an agreement with ExxonMobil Asia Pacific to form an alliance to convert all Esso and Mobil service stations in Singapore to either FairPrice Xpress or Cheers convenience stores. It also manages the fuel pumps, which continues to be branded by Esso.

  • 08-January-2004

    Dr Vivian Balakrishnan, Minister of State for National Development and Trade & Industry graced the official opening of the ExxonMobil-FairPrice alliance sites. In conjunction with the grand opening of ExxonMobil-FairPrice alliance sites, FairPrice and ExxonMobil donated more than $18,000 worth of FairPrice and fuel vouchers to 5 selected charities.

    18-March-2004

    Cheers was the official title sponsor of the Singapore Badminton Association's Badminton Championships, a series of five tournaments which ran from March to December 2004. Cheers, together with its partners, pumped in a total of S$300,000 to support this series.

  • 18-March-2005

    Cheers, a wholly-owned subsidiary of FairPrice, was the official carrier bag sponsor of The New Paper Big Walk 2005.

    13-September-2005

    ExxonMobil and NTUC FairPrice announced the rollout of their service station retail alliance to all Esso service in Singapore, converting all the petrol marts into FairPrice Xpress and Cheers stores.

  • 05-July-2006

    58 Cheers staff members graduated with a Certificate of Performance in Convenience Store Operations. The graduation ceremony, held at Singapore Polytechnic, was witnessed by guests from Singapore Workforce Development Agency, Cheers, NTUC FairPrice, FairPrice Training Institute and Singapore Polytechnic. Mr Tan Kian Chew, Group CEO of NTUC FairPrice and Chairman of Cheers, presented awards to top participants from each of the three graduating batches.

    28-August-2006

    Cheers was proud to be the title sponsors of the Cheers Asian Satellite Championships 2006. After six days of exhuasting matches in the Toa Payoh Sports Hall, Indonesia swept the board and won all five titles of the competition.

  • 02-January-2007

    Cheers opened its 100th store making a double-digit growth compared to the year before.

    01-August-2007

    ExxonMobil and FairPrice Xpress celebrated the completion of their alliance, which has FairPrice Xpress and Cheers outlets located at all Esso and Mobil service stations around Singapore.

  • 02-February-2008

    Cheers took the lead rallying support from the community for Singapore's bid to host the 2010 Youth Olympics Games. Painting the town yellow, Cheers organised a huge rally that started from Cathay Cineleisure Orchard and spanned across Orchard Road enabling the public to declare their support for the bid.

    21-February-2008

    Fairprice and Cheers celebrated with the nation when Singapore was named the host nation for the inaugural 2010 Youth Olympic Games.





  • Wash For a Cause
    23-August-2014

    Cheers, the convenience store arm of NTUC FairPrice's (FairPrice), together with the support of ExxonMobil Asia Pacific Pte Ltd embarked on a charity carwash drive on Saturday, 23 August, 2014. The event was an effort to impact the community at large and make a meaningful difference in the lives of young Singaporeans. Held at the Esso Service Station along Ang Mo Kio Avenue 8, drivers had their cars washed with a minimum of $10 donated. Donations raised went to Children-At-Risk Empowerment Association (CARE Singapore), a charity that helps vulnerable youth find direction, hope and success. NTUC FairPrice CEO, Mr. Seah Kian Peng and several volunteers and beneficiaries from CARE Singapore were present to assist in washing the cars.








    Celebrating A Fresh Milestone
    27-September-2014

    Cheers celebrated its 16th anniversary with the return of the Cheers Challenge. Held on 27 September 2014, the Cheers Challenge was a nationwide race across 6 Cheers outlets throughout the island, with challenges and obstacles at each stage. 9 teams of 4 competed for $10,000 in cash prizes and FairPrice vouchers. This year, Cheers marked a special milestone by unveiling its new logo at a special launch at Kallang Wave Mall. Combined with a new tagline "Adds more to life", Cheers sought to keep up with the changing times. The new logo and tagline reflect an attitude for challenging convention and passion in making a difference. In the spirit of philanthropy, Cheers announced a community initiative, inviting members of the public to contribute ideas on how to benefit less fortunate children in Singapore. Cheers pledged its support for the initiative by setting aside $15,000 to implement the winning idea.













    Spreading Yuletide Cheer
    13-December-2014

    In celebration of Christmas, Cheers brought the festive joy to Jurong Point. Customers were treated to an outdoor movie marathon, screening the films Despicable Me 2 and Blended. Fun and interactive games were also held with attractive prizes including $200 FairPrice Gift Vouchers, Universal Studios Singapore Day Passes, a staycation at Resorts World Sentosa, iPad Mini 2 and Samsung Galaxy Tab 4 Lite. Cheers also snapped its way into the Singapore Book of Records with a record of 1,072 "wefies" taken in 4 hours. To do its bid for charity, Cheers spread the Christmas joy to the children of the Children's Cancer Foundation by gathering words of well wishes and support from the public.

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