Awfully Chocolate

Awfully Chocolate is a bakery chain with locations throughout Asia. It is known for its all chocolate cake and other desserts.[2] It operates 17 locations including shops, cafes, and restaurants.[3]

Awfully Chocolate
TypePrivate limited company
IndustryCafe
FoundedNovember 16, 1998 (1998-11-16) in Katong, Singapore
Founders
  • Lyn Lee
[1]
Headquarters190A Pandan Loop,
Singapore
Areas served
Key people
  • Lyn Lee (director)
Products
Websitewww.awfullychocolate.com

History

Awfully Chocolate was founded by Lyn Lee, who quit her job as an attorney to start the business in 1998. Its first store was in Katong in Singapore. Only one type of cake was sold: a round six-inch chocolate fudge cake called the "All-Chocolate Cake". The store had an unusual minimalist design in dark brown and white, with the cakes not on display.[4]

Awfully Chocolate received early attention for not looking like a typical cake store and its similarly minimalist-looking single product.[5]

Its second store, at Cluny Court, was opened in 2004.[6][4]

By 2007 there were 17 franchise locations in Asia, including China, Taiwan, and Hong Kong.[7]

It later opened a cafe called Ninethirty.[8]

Products

Cakes

The All-Chocolate Cake was Awfully Chocolate's first product. It was sold in whole 6-inch cakes.[9] Half a year later, the Chocolate Banana Cake was introduced, followed by the Chocolate Rum & Cherry Cake for Christmas in December 1999.[10]

Ice Cream

2005 marked the release of Hei Ice Cream, the company's signature dark chocolate ice cream.[11] They were served in containers that resemble American Chinese take-out food boxes, with a Chinese character "Hei" that means dark.

Seasonal Products

Every Christmas, Awfully Chocolate sells log cakes based on their original All-Chocolate Cake.[12]

References
  1. "Awfully Chocolate's Recipe for Success". CNBC. 10 September 2015.
  2. Mahtani, Shibani. "A guide to local favorites in Joo Chiat Singapore". Washington Post.
  3. "Awfully Chocolate". Marina Bay Sands.
  4. "How Awfully Chocolate's founder went from connoisseur to entrepreneur". BBC News. 8 November 2010.
  5. "How Awfully Chocolate went from shop to successful regional franchise". myBusiness Singtel.
  6. "The Obligatory Office Get-Together". I-S Magazine. November 15 – December 5, 2002.
  7. Malcolm Surridge; Andrew Gillespie (28 May 2021). Cambridge International AS & A Level Business Second Edition. Hodder Education. p. 40. ISBN 978-1-398-30819-0.
  8. Parade, Marine (24 January 2014). "Ninethirty by Awfully Chocolate". Time Out.
  9. Tan, Angelica (August 27, 1999). "Get a shot of chocolate at this 'clinic'". City Weekly.
  10. Kapoor, Anita (December 1999). "Awfully Chocolate Cake Shop". Female Magazine.
  11. Sim, Ashleigh (20 January 2005). "Dark Victory". Urban.
  12. "Our Favourite, A Christmas Log". The Straits Times. 17 December 2004.


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