This ex-auditor shakes up S’pore’s F&B scene with its snack chain | Honor Tech



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Cassie Zhang famous that prospects as of late favor to have customizable meals. As such, she got here up with a enterprise concept that allowed prospects to do precisely that, however with the added enjoyable expertise of ‘shaking’ the meals.

That is what finally led to the institution of its Shake Shake In A Tub halal-certified meals and beverage enterprise in 2019, which options an interactive snack idea.

Prospects can select from a wide range of staple and seasonal flavors so as to add to their French fries and popcorn hen, and shake them up in a bath.

In accordance with Cassie, greater than S$1 million was spent to begin the enterprise, financed by the corporate’s shareholders, and it managed to interrupt even in three years regardless of the pandemic.

Constructing the enterprise through the pandemic

Cassie Zhang, co-founder of Shake Shake In A Tub / Picture Credit score: Shake Shake In a Tub

Cassie, who has a grasp’s diploma in banking and finance in addition to skilled accounting, used to work as an auditor earlier than beginning Shake Shake In A Tub as her first enterprise enterprise.

With no earlier F&B expertise, he needed to study as he went and confronted a number of challenges alongside the way in which, particularly as they have been constructing the enterprise through the peak of the pandemic.

The primary of many points that arose from the pandemic was the impact of COVID restrictions on enterprise. Shake Shake In A Tub determined to undertake new methods, resembling becoming a member of supply platforms in Could 2020 through the lockdown interval, however that in itself raised considerations.

[T]The supply platform fee was additionally one other issue that considerably lowered our revenue. Since we’re a quick meals chain enterprise, [the] the margin may be very skinny. Additionally, with the impression that COVID had globally, it resulted in a dramatic enhance in prices, additional decreasing our margin.

– Cassie Zhang, co-founder of Shake Shake In A Tub

Different points revolved round addressing rental prices and labor points, and these could not have come at a worse time contemplating how they have been within the midst of opening different retailers in Singapore.

It is because labor points weren’t solely a priority for Shake Shake In A Tub, but in addition for his or her contractors, resulting in delays in opening their retailers.

Cassie remembers how badly the pandemic impacted the enterprise. “The market was unhealthy, and a few of our neighboring F&B manufacturers actually walked as much as our level of sale and tried to tear off our employees,” he mentioned, including that he was typically overworking as he needed to go to a number of factors of sale. sale day-after-day to assist. outdoors.

Nonetheless, Shake Shake In A Tub managed to get by these powerful instances by introducing a wide range of employees welfare schemes to construct a powerful and constant operations crew. Administration additionally made an effort to go to retailers ceaselessly to encourage employees and acquire their suggestions.

Cassie believes this was a crucial step, as she feels having a powerful, united and well-cared crew was the important thing to serving to Shake Shake In A Tub climate storms like this one.

It takes as much as six months to create a brand new taste.

Whisk Whisk In A Tub
Shake Shake In A Tub Fries / Picture Credit score: Shake Shake In A Tub

Shake Shake In A Tub managed to maintain their enterprise going with common creations of various seasonal flavors like curry and laksa, and it takes at the very least three to 6 months for the crew to create these flavors.

It additionally conducts market analysis and surveys which led to the creation of different flavors resembling Butter Corn and Seaweed.

“We’ve an R&D crew that may provide you with new merchandise and concepts. They are going to then undergo rounds of tastings with administration for suggestions and changes previous to launch,” says Cassie.

With its flavors successful the hearts of its prospects, Shake Shake In A Tub appears to be heading in the right direction. Nonetheless, Cassie factors out that it takes much more behind-the-scenes effort to get these flavors to the lots.

Since we have been a brand new model, we would have liked to spend so much on advertising efforts to lift public consciousness. We additionally needed to assist our central kitchen and R&D crew, so overhead was additionally an enormous problem.

– Cassie Zhang, co-founder of Shake Shake In A Tub

He provides that they’re all the time in search of attainable collaborations with related manufacturers and merchandise. When the precise alternative presents itself, Shake Shake In A Tub is fast to grab the chance and benefit from it to additional enhance its vary.

In the end, Cassie all the time makes positive that Shake Shake In A Tub meets its core objectives first: high quality meals and high quality buyer expertise. To realize this, Shake Shake In A Tub makes use of their very own home hen sauce that is freed from preservatives, MSG, and colorants.

Shake Shake In A Personal Tub
Shake Shake In A Tub Workers / Picture Credit score: Shake Shake In A Tub

Incentives are additionally put in place to encourage employees to supply high quality customer support. From having “Star of the Month” awards to offering enhanced insurance coverage for workers, Shake Shake In A Tub has obtained the Work-Life Concord certificates from Tripartite Requirements.

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This 12 months, to have fun Shake Shake In A Tub’s third birthday, two new mainstays: the Shake Shake Cheeky Rooster Burger which is obtainable solely at its newly opened 111 Somerset Flagship Café, and the Shake It Up! Potato balls have been thrown.

Shake Shake Cheeky Chicken Burger
Shake Shake Cheeky Rooster Burger / Picture Credit score: Shake Shake In A Tub

As well as, additionally they launched a seasonal merchandise that can be obtainable by the top of the month in collaboration with Dancing Chef known as Dancing Sizzling Korean Spicy Rooster with Shake Shake Rooster topped with Dancing Chef’s new Korean Spicy Rooster Sauce.

Shake Shake In A Tub at present has 9 retailers in Singapore.

“We simply began our franchise mannequin in Indonesia as nicely,” says Cassie, including that 90 franchise retailers have opened there. The aim is to make Shake Shake In A Tub a world model with a franchise mannequin.

“Our aim is to convey this model from Singapore to all elements of the world,” says Cassie, who believes Shake Shake In A Tub can do it, as a result of whereas tasty and scrumptious snacks are on the forefront of any meals firm and drinks as of late, being enjoyable may be very a lot the secret for them.

Featured Picture Credit score: Shake Shake In A Tub

Additionally Learn: This Third-Era Seafood Restaurant Began As A Avenue Vendor, Now Featured On Michelin, Netflix


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This ex-auditor shakes up S’pore’s F&B scene with its snack chain