A passion for good food and the need for a lifestyle change is what motivated Sky Chiew to make the switch from the entertainment industry to donuts. “The reason why I went into the doughnut business is because I’ve always had a passion for the food and beverage industry. My parents were in the F&B business and I fell in love with donuts as a child,” Sky Chiew fondly remembers.
“People queued for hours for those donuts and I was inspired to set up a similar chain in Singapore.” And from what started as a small experimental outlet, emerged Singapore’s largest doughnut chain, Donut Empire.
Today, Chiew, CEO, Donut Empire, owns 13 outlets island wide and several other stores across the region. “We solved our turnover problem by hiring foreign workers from China, Indonesia and Malaysia,” Chiew says.
Hiring the right talent, Sky Chiew recruits people who are experienced and talented in their field of expertise to be heads of departments, particularly when it comes to the important research and development fields.
“We hire elderly workers who are more willing to work and commit SOPs the service industry. We have also improved our, and made them more detailed in order for our staff to understand why we have created those procedures, sothey are more willing to cooperate with us.” Managing the brand and maintaining the Donut Empire brand is an important part of Sky Chiew’s overall strategy, but itcan be difficult when the chain enters new markets.
The Donut Empire training team will head to the host country to ensure consistency of standards.
“We have to accommodate our training pace according to different nationalities,” Chiew notes, adding that flexibility and adaptability are two important traits of the entire business.
“We have to adapt ourselves constantly if we wish to expand overseas. We have to get used to different mentalities and different service standards available in other countries, and adapt ourselves accordingly. Donut Empire is rapidly expanding locally and overseas, hence we have to restructure our company once every six months.”