The Rise of Butter Town: A Culinary Journey from Hawker Stall to Collaboration with Hvala
September 27, 2024, 5:47 am
In the bustling food scene of Singapore, where culinary innovation meets tradition, Butter Town has emerged as a beacon of creativity. This hawker stall, run by sisters Serene and Danielle Tan, has transformed the humble shio pan into a sensation. Their journey is a testament to resilience, risk, and the sweet taste of success.
Butter Town began its story in May 2023 at Holland Drive Food Centre. With an initial investment of S$24,000, the sisters embarked on a mission to introduce their unique take on shio pan—a crescent-shaped roll with a salted crust and a buttery center. The concept was simple yet effective. They filled these rolls with flavors that danced on the palate, from chocolate to savory mushroom. The response was electric. Lines formed, and their bakes sold out by mid-morning.
But success came with its own set of challenges. The sisters quickly realized their small kitchen couldn’t keep pace with demand. They were caught in a whirlwind, needing to bake faster and more efficiently. The initial thrill of long queues turned into a race against time. They faced a dilemma: expand or risk losing their newfound popularity.
In August 2023, just two months after opening, they made a bold decision. They invested another S$50,000 into a commercial kitchen at CT Hub 2 in Lavender Street. This was a leap of faith. They hadn’t even broken even from their hawker stall yet. Most of the funding came from their savings, supplemented by support from friends and family.
The new kitchen allowed them to scale up production and cater to corporate clients. They began fulfilling breakfast orders for office events, a significant step forward. Yet, the sisters remained grounded. They acknowledged that their earnings were a fraction of what they could have made in their previous marketing careers. They were not climbing a corporate ladder; they were building their own.
Butter Town’s unique flavors set them apart. While traditional shio pan is often plain, the sisters infused creativity into their offerings. Maple bacon and Belgian chocolate became crowd favorites. However, as their popularity soared, so did competition. Other bakeries began to offer their versions of shio pan, including big names like Bread Talk and Four Leaves. The sisters felt the pressure but viewed it as a natural evolution. They knew they had to innovate continuously to stay ahead.
A significant milestone in their journey was the collaboration with Hvala, a Japanese-style café chain. This partnership was a dream come true for Danielle, who had been a fan of Hvala for years. Initially, Hvala approached them to supply shio pan for their cafes. However, due to production limitations, the conversation shifted to a full collaboration. Together, they crafted a customized menu for Hvala’s newest outlet in Raffles Specialist Centre, which opened on September 16, 2024.
This collaboration marked a new chapter for Butter Town. It allowed them to showcase their creations in a different setting, reaching a broader audience. The menu featured heartier shio pan sandwiches, priced higher than those at the hawker stall. The Devilled Egg Mayo Shio Pan and Chuck Wagyu Beef Shio Pan became highlights, showcasing the sisters’ commitment to quality and flavor.
The collaboration also included dessert variants, such as Tsuki Matcha Cream Shio Pan and Milk Cream Shio Pan. However, fans of Butter Town’s other offerings, like their curry and sourdough mantou, would need to visit the original stall for those treats.
As they juggled three locations, the sisters relied on a small team to help manage the Hvala outlet. Yet, they remained hands-on. Danielle spent her days in the commercial kitchen, while Serene managed the hawker stall. After closing, they would often assist each other at the café. Their dedication was palpable.
The journey hasn’t been without its hurdles. The sisters faced the reality of a competitive market. They acknowledged that larger businesses could flood the market faster than they could. Yet, they remained undeterred. Their focus was on maintaining quality and innovating their flavors.
Butter Town’s story is one of grit and determination. The sisters have embraced the challenges of being hawkerpreneurs. They have learned to navigate the complexities of the food industry while staying true to their vision. Their journey is a reminder that success is not just about financial gain; it’s about passion, creativity, and the joy of sharing good food with others.
As Butter Town continues to grow, the sisters remain committed to their craft. They are not just bakers; they are creators, innovators, and storytellers. Their shio pan is more than just a roll; it’s a symbol of their journey, a testament to their hard work, and a delicious treat for all who queue up at their stall.
In a world where trends come and go, Butter Town stands firm. They are not just riding the wave; they are shaping it. With each shio pan they bake, they are crafting a legacy, one buttery bite at a time.
Butter Town began its story in May 2023 at Holland Drive Food Centre. With an initial investment of S$24,000, the sisters embarked on a mission to introduce their unique take on shio pan—a crescent-shaped roll with a salted crust and a buttery center. The concept was simple yet effective. They filled these rolls with flavors that danced on the palate, from chocolate to savory mushroom. The response was electric. Lines formed, and their bakes sold out by mid-morning.
But success came with its own set of challenges. The sisters quickly realized their small kitchen couldn’t keep pace with demand. They were caught in a whirlwind, needing to bake faster and more efficiently. The initial thrill of long queues turned into a race against time. They faced a dilemma: expand or risk losing their newfound popularity.
In August 2023, just two months after opening, they made a bold decision. They invested another S$50,000 into a commercial kitchen at CT Hub 2 in Lavender Street. This was a leap of faith. They hadn’t even broken even from their hawker stall yet. Most of the funding came from their savings, supplemented by support from friends and family.
The new kitchen allowed them to scale up production and cater to corporate clients. They began fulfilling breakfast orders for office events, a significant step forward. Yet, the sisters remained grounded. They acknowledged that their earnings were a fraction of what they could have made in their previous marketing careers. They were not climbing a corporate ladder; they were building their own.
Butter Town’s unique flavors set them apart. While traditional shio pan is often plain, the sisters infused creativity into their offerings. Maple bacon and Belgian chocolate became crowd favorites. However, as their popularity soared, so did competition. Other bakeries began to offer their versions of shio pan, including big names like Bread Talk and Four Leaves. The sisters felt the pressure but viewed it as a natural evolution. They knew they had to innovate continuously to stay ahead.
A significant milestone in their journey was the collaboration with Hvala, a Japanese-style café chain. This partnership was a dream come true for Danielle, who had been a fan of Hvala for years. Initially, Hvala approached them to supply shio pan for their cafes. However, due to production limitations, the conversation shifted to a full collaboration. Together, they crafted a customized menu for Hvala’s newest outlet in Raffles Specialist Centre, which opened on September 16, 2024.
This collaboration marked a new chapter for Butter Town. It allowed them to showcase their creations in a different setting, reaching a broader audience. The menu featured heartier shio pan sandwiches, priced higher than those at the hawker stall. The Devilled Egg Mayo Shio Pan and Chuck Wagyu Beef Shio Pan became highlights, showcasing the sisters’ commitment to quality and flavor.
The collaboration also included dessert variants, such as Tsuki Matcha Cream Shio Pan and Milk Cream Shio Pan. However, fans of Butter Town’s other offerings, like their curry and sourdough mantou, would need to visit the original stall for those treats.
As they juggled three locations, the sisters relied on a small team to help manage the Hvala outlet. Yet, they remained hands-on. Danielle spent her days in the commercial kitchen, while Serene managed the hawker stall. After closing, they would often assist each other at the café. Their dedication was palpable.
The journey hasn’t been without its hurdles. The sisters faced the reality of a competitive market. They acknowledged that larger businesses could flood the market faster than they could. Yet, they remained undeterred. Their focus was on maintaining quality and innovating their flavors.
Butter Town’s story is one of grit and determination. The sisters have embraced the challenges of being hawkerpreneurs. They have learned to navigate the complexities of the food industry while staying true to their vision. Their journey is a reminder that success is not just about financial gain; it’s about passion, creativity, and the joy of sharing good food with others.
As Butter Town continues to grow, the sisters remain committed to their craft. They are not just bakers; they are creators, innovators, and storytellers. Their shio pan is more than just a roll; it’s a symbol of their journey, a testament to their hard work, and a delicious treat for all who queue up at their stall.
In a world where trends come and go, Butter Town stands firm. They are not just riding the wave; they are shaping it. With each shio pan they bake, they are crafting a legacy, one buttery bite at a time.