Awfully Chocolate

Back in 1998 we decided we would give the boot to fancy french pastries (which were concoctions of everything but cake) that had invaded Singapore and bring the humble cake back to its glory days. We resolved to put the cake back into cake and we would make it chocolate. It was a simple resolve and we didn’t want to complicate it.

So we started a cake shop selling only one cake – a simple dark chocolate cake between layers of dark chocolate fudge. Real cake one could bite into, rich in taste yet moist and light. Not just mouthfuls of mousse or cream. Not overly sweet but something you could eat and not feel disgusted with yourself right after. Something you would find yourself craving for regularly and never tire of.

The next issue for us was how to present or display our product. It was after all only one cake and it seemed a ridiculous notion that we should display 20 pieces of the same thing in a cake counter chiller. So we opted for the obvious solution: We chose not to display the product. We found that instead of limiting our ability to sell, this actually gave us a much greater creative breadth to work on in designing our shops.

Thinking out of the box worked for us. We built a unique business model. The focus is not variety but quality. Our product line is deliberately limited – even today. We don’t advertise (if we have to pay to say we’re good, we’re not that good). And we don’t hard sell. We let you discover Awfully Chocolate your own way.

We have a very bold, tight concept, and that is to be THE chocolate cake and ice cream boutique in Singapore and wherever we choose to go. It is original, unique and impactful.