With outlets in Singapore, Jakarta, Taipei, Kuala Lumpur, and Hong Kong, Twelve Cupcakes is no foreigner in the F&B sector. Started by Daniel and his wife, the first outlet was opened in July 2001 at United Square and the first 10, 000 cupcakes were all by the owners themselves.
Twelve in Twelve Cupcakes is more than just a good number. Daniel, who was a radio DJ, is a bowling enthusiast and he shares that 12 strikes makes a game. There are also 12 months in a year, 12 zodiac signs, 12 numbers on a clock, and 12 holes in a baking tray. Coincidentally, 12 outlets have mushroomed across Singapore in just two and a half years!
Daniel said that while the couple’s “celebrity status, helps to get the word out, people don’t come back if the products are not good.” Repeat purchase from customers stems from the brand’s strong promise to only deliver handmade cupcakes fresh from the oven. That paired with high-grade gourmet ingredients, makes Twelve Cupcakes the perfect place to satisfy the Asian foodie’s desert cravings.
With such a successful business, Daniel humbly admits that his beginnings were tough. As a kid, his family was not very well to do. That inspired him to think of ways to make extra pocket money. With a mischievous smile on his face, he recalls selling erasers to his friends, tripling the original price if the eraser had a unique design. From selling erasers to emceeing events, he has done it all. Hence, it was no surprise when he reveled that he was the master designer for the stall’s clean interior layout and the cute graphic cupcake logo.
When asked what was the secret to his success, Daniel says that it is to strive to be the best at whatever one chooses to do; ”Even a char kway teow stall owner can drive home in his Mercedez Benz if he is the best at selling char kway teow!”