Awfully Chocolate

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Awfully Chocolate's logo.

Awfully Chocolate was launched on 16 November 1998 by Lyn Lee and her husband, John Yap, alongside a group of friends.[1] The homegrown brand has been in operations for more than 21 years as of 2019. The confectionery first opened in Joo Chiat with a single menu item - the Dark Chocolate layered cake.[2] Awfully Chocolate’s classic 6-inch chocolate fudge cake gained popularity over the years. In 2019, the cake was ranked #2 on 8days’ list of best Lana-style cakes in Singapore.[3]

Background

Founding

Lyn Lee pictured with her signature chocolate cake. Photo from The Ridge Magazine.

Lyn Lee graduated from National University of Singapore (NUS) with a Bachelor of Law.[4] She and her husband, John Yap, were practising lawyers before starting their confectionery business. After leaving their law careers, the couple travelled around France for more than 2 months. There, they had observed and experienced French confectioneries.[5] Upon their return to Singapore, the couple decided to set up a cake shop in Joo Chiat.[6]


Lyn and John reportedly spent over a year perfecting Awfully Chocolate’s classic chocolate fudge cake.[7] Lynn was inspired to create her ideal chocolate cake after realising that aesthetically pleasing chocolate cakes generally have underwhelming flavours.[8]

Popularity

In 2002, a Chinese variety television program titled “City Beat (城人杂志)” featured Awfully Chocolate in one of its episodes. After the broadcast, the cakes were reportedly sold out even before the store officially opened.[9] Over the years, Awfully Chocolate's products have been covered on many Singaporean food and lifestyle sites like DanielFoodDiary,[10] Miss Tam Chiak,[11] Eatbook.sg[12] and TheSmartLocal.[13]

Partnerships & outreach

Awfully Chocolate has become a name brand in Singapore, having been featured on local radio stations[14] and 8 Days Magazine multiple times.[15][16][17] Over the years, they have partnered with known brands like the following:

Year Partner Details Refs.
2018 Canon Awfully Chocolate partnered with Canon, providing photo services for customers who bought their Mother’s Day celebration cake. [18]
2016 Ninethirty by Awfully Chocolate hosted a Valentine’s Day Food photography workshop for couples. [19]
2015 Ninethirty by Awfully Chocolate hosted Canon EOS World Singapore for a 3-hour workshop on food styling and photography. [20]
2015 UNIQLO Awfully Chocolate designed a T-shirt - "Awfully Sexy hor!" - in collaboration with UNIQLO's SG50 x UTMe! campaign. All proceeds were donated to Community Chest. [21][22]
2007 Solution Details (business processes provider) Awfully Chocolate integrated its retail and logistics processes with technology for more efficiency. [23]

Locations (Singapore)

Flagship store (Joo Chiat)

Awfully Chocolate's signature cake. Photo from Awfully Chocolate.

The Awfully Chocolate flagship store was relocated twice within Joo Chiat. As of 2019, the store is located at the cross junction of East Coast and Joo Chiat Road.[24] For more than 10 years since 1998, the store only sold the Chocolate Fudge Cake. Since then, the Joo Chiat store has been transformed into a bistro called Ninethirty by Awfully Chocolate, offering a wide selection of food and desserts.[25]

Islandwide stores

Lyn opened the second Awfully Chocolate store in 2004.[26] As of January 2020, there are 14 Awfully Chocolate outlets islandwide, including the Joo Chiat bistro.[27]

Cafes Outlets
Greenwich V ION Orchard
Star Vista Raffles City
Jem Great World City
Vivocity Tampines 1
McCallum Street Square 2
313@Somerset
Suntec City
Marina Bay Link Mall

Business franchise & ventures

Sister brands (2009 - 2013)

The shopfront of one of Sinpopo's outlets. Photo from TripAdvisor.

Awfully Chocolate launched Everything with Fries (EWF) in 2009,[28] JooJoo in 2010 and Loola’s Restaurant in 2011[29] selling a wide variety of F&B products ranging from burgers and fries to seafood and poultry.[30] However, these brands are now defunct. While some of its local ventures were short-lived, the Sinpopo Brand by Awfully Chocolate has seen some success.


The Sinpopo restaurant was first open for business in 2013 at Joo Chiat.[31] Since then, the brand has 4 outlets islandwide[32] each serving different menu items ranging from local Peranakan food to coffee, tea and pastries.[33][34]

Taiwan (2006 - 2013)

In 2006, singer Stella Ng worked with Awfully Chocolate to open a flagship store in Taiwan. A year later, there was a legal conflict between Stella Ng and the company, resulting in her departure from the collaboration. In 2008, Stella started her own Taiwan-based confectionary store titled “Black As Chocolate” which also specialises in chocolate cakes. Due to rising rental costs and competition, Awfully Chocolate closed its Taiwan store in August 2013.[35]

Hong Kong (2008)

In 2008, Awfully Chocolate opened its flagship store in Hong Kong at Hysan Avenue. Inspired by the Lee Theatre, the store has a cinema-inspired theme, incorporating classic light bulbs and theatre seats. It was later relocated to Hysan Place.[36] The Hong Kong store is no longer in operation.

China (2007 - present day)

Awfully Chocolate opened its first flagship store in Shanghai in 2007. As of 2019, there are stores in Shanghai, Guangzhou, Hangzhou, Wuhan, Haikou, Suzhou, Chongqing, Qingdao, Nanning, Zhengzhou and Chengdu.[37] There is also a manufacturing site and office in China.[38]

Product innovations

Awfully Chocolate had 1 type of cake to offer when it first opened in 1998. Over the years, the brand developed 2 more classic cake flavours - the Bananas Over Chocolate Cake and Chocolate Rum and Cherry Cake.[39] Since 2010, Awfully Chocolate began to offer more than just their 3 signature cakes.[40][41] The brand also launches special limited edition products during festive seasons. The following are some speciality confectionaries offered by Awfully Chocolate.

Product Image Notes
Creme Brulee Cake Awfully Chocolate Creme Brulee Cake.jpg This cake made with layers of white chocolate custard, fresh cream, cake and crumble and a thin caramelized top.
Dark Chocolate S’more Awfully Chocolate Smores.jpg A Ninethirty exclusive dessert served with dark chocolate ice cream enclosed with torched marshmallow layer.
Awfully Chocolate Truffles
Awfully Chocolate Truffles.jpg
 The truffles come in 6 flavours: Dark Chocolate, Champagne, Double Espresso, Hazelnut, Caramel Brittle and Rum & Raisin.

References / Citations

  1. ↑ “Awfully chocolate”. Solution Details. Accessed on 5 March 2019.
  2. ↑ The Story Exchange. “Passion, Business and Chocolate”. Youtube. October 28, 2011. Accessed 30 December 2019.
  3. ↑ Fong, Florence, Tan, Annette and Yip, Jie Ying. “10 Lana-Style Chocolate Fudge Cakes, Ranked From Worst To Best”. 8 Days. April 4, 2019. Accessed 30 December 2019.
  4. ↑ Wong, Velda. “Interview with Lyn Lee: Founder of Awfully Chocolate”. The Ridge Magazine. June 28, 2018. Accessed on 5 March 2019.
  5. ↑ “Awfully chocolate, IBM Business Partner case Study”. Solution Details. Accessed 30 December 2019.
  6. ↑ “How Awfully Chocolate’s founder went from connoisseur to entrepreneur”. BBC News. November 8, 2010. Accessed 30 December 2019.
  7. ↑ “How Awfully Chocolate’s founder went from connoisseur to entrepreneur”. BBC News. November 8, 2010. Accessed 30 December 2019.
  8. ↑ “How Awfully Chocolate’s founder went from connoisseur to entrepreneur”. BBC News. November 8, 2010. Accessed on 5 March 2019.
  9. ↑ “Awfully chocolate, IBM Business Partner case Study”. Solution Details. Accessed 30 December 2019.
  10. ↑ DanielFoodDiary. “10 Unique Chinese New Year Snacks & Goodies In Singapore, From Nasi Lemak Cookies, Ondeh Ondeh Cookies To Purple Sweet Potato Pineapple Tarts”. January 12, 2019. Accessed on 5 March 2019.
  11. ↑ Team Tam Chiak. “ION Orchard - 8 Best Eats in Singapore’s Food Haven!”. Miss Tam Chiak. July 4, 2018. Accessed on 5 March 2019.
  12. ↑ Eatbook. “BEST CHOCOLATE CAKE IN SG | Taste Testers | EP 59”. June 14, 2018. Accessed on 5 March 2019. YouTube.
  13. ↑ Ng, Tze Yen. “14 Drool-Worthy Chocolate Desserts Below $15 To Fix All Your Problems In Life”. TheSmartLocal. July 29, 2016. Accessed on 5 March 2019.
  14. ↑ Awfully Chocolate Singapore. Facebook. May 1, 2019. Accessed January 3, 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/2843827998966313
  15. ↑ Fong, Florence, Tan, Annette and Yip, Jie Ying. “10 Lana-Style Chocolate Fudge Cakes, Ranked From Worst To Best”. 8 Days. April 4, 2019. Accessed 30 December 2019.
  16. ↑ Awfully Chocolate SG. Instagram. March 14, 2014. Accessed January 3, 2020. Retrieved from: https://www.instagram.com/p/ld_07qpkus/
  17. ↑ Awfully Chocolate Singapore. Facebook. October 4, 2018. Accessed January 3, 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/awfully-chocolate-was-proud-to-gift-8-days-a-giant-chocolate-cake-to-mark-the-la/2449609221721528/
  18. ↑ Awfully Chocolate Singapore. Instagram. April 26, 2018. Accessed January 3, 2020. Retrieved from: https://www.instagram.com/p/BiB8YDHHiPP/
  19. ↑ “SValentine’s Day Food Photography workshop for couples”. EOS World Singapore. Accessed January 3, 2020.
  20. ↑ “SG50 Food Styling Workshop”. EOS World Singapore. Accessed January 3, 2019.
  21. ↑ Awfully Chocolate SG. Instagram. July 3, 2015. Accessed January 3, 2020. Retrieved from: https://www.instagram.com/p/4rZt-Tpkrq/
  22. ↑ Zhu, Kathleen. “UNIQLO CELEBRATES SG50 WITH UNIQLO STREET TALES & THEMATIC APPAREL FOR THE ENTIRE FAMILY!”. Asia Style. July 17, 2015. Accessed January 3, 2020.
  23. ↑ “Awfully chocolate, IBM Business Partner case Study”. Solution Details. Accessed 30 December 2019.
  24. ↑ The Star Online. “Sweet success with Awfully Chocolates Lyn Lee - Part 1”. YouTube. July 21, 2011. Accessed 30 December 2019.
  25. ↑ “East coast (Ninethirty by Awfully Chocolate)”. Awfully Chocolate. Accessed 30 December 2019.
  26. ↑ “How Awfully Chocolate’s founder went from connoisseur to entrepreneur”. BBC News. November 8, 2010. Accessed on 5 March 2019.
  27. ↑ “Locate us - Singapore”. Awfully Chocolate. Accessed 30 December 2019.
  28. ↑ “Everything with Fries (Closed)”. Open Rice. Accessed 30 December 2019.
  29. ↑ Wong, Ah Yoke. “Sweet Start for Loola’s”. The Straits Times. November 27, 2011. Accessed January 2, 2020. Retrieved from NewspaperSG.
  30. ↑ Tan, Annette. “Grown-up grub ; With Loola’s, the Awfully Chocolate group takes on a more sophisticated market” TODAY. December 16, 2011. Accessed January 2, 2020. Retrieved from NewspaperSG.
  31. ↑ Wohoo. “Sinpopo Cafe @ Joo chiat”. Youtube. November 22, 2017. Accessed January 2, 2020.
  32. ↑ “Locate us”. Sinpopo Brand. Accessed January 2, 2020.
  33. ↑ Sinpopo Brand. “About”. Facebook. Accessed January 2, 2020.
  34. ↑ “Singapore’s Best Brands”. Sinpopo Brand. Accessed January 2, 2020.
  35. ↑ Formosa TV General Channel. “不敵競爭 星國巧克力蛋糕撤出台－民視新聞”. YouTube. August 30, 2013. Accessed on 5 March 2019.
  36. ↑ Awfully Chocolate (Hong Kong). Facebook. August 18, 2015. Accessed on 5 March 2019. Retrieved from: https://www.facebook.com/awfullychocolatehk/
  37. ↑ "LOCATE US - OVERSEAS". Awfully Chocolate. Accessed on 6 January 2020.
  38. ↑ “How Awfully Chocolate went from shop to successful regional franchise”. Singtel. Accessed on 5 March 2019.
  39. ↑ “Loco for local: Delva into the bittersweet story of Awfully Chocolate”. Changi Airport. November 8, 2018. Accessed 30 December 2019.
  40. ↑ The Star Online. “Sweet success with Awfully Chocolates Lyn Lee - Part 1”. YouTube. July 21, 2011. Accessed 30 December 2019.
  41. ↑ The Story Exchange. “Passion, Business and Chocolate”. YouTube. October 28, 2011. Accessed 30 December 2019.
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