Awfully Chocolate

Business Profile
23rd December 2010
 Awfully Chocolate
• Date & Place of Incorporation : 1998, Singapore

• Nature of Business : Chocolate Cakes and Ice Creams Shop

• Owner Details : Lyn Lee, Singapore (Ex legal professional)

• No of Locations : 24 locations in 5 Asian Countries
Including (17 franchises)

• Ownership : Privately Owned

• Store Format: Minimalistic , without product display

Varies from site to site

• Average Shop Size : 40 sq.mt to 100 sq.mt

• Current Expansion Plans : Open to Expansion into UAE, Japan & Australia in 18 months
 Awfully Chocolate – PRODUC TS
CHOCOLATE ICE CREAMS &
CHOCOLATE CAKES TRUFFLES
 PRODUCT PRICING
CAKES, ICE CREAMS & TRUFFLES
CAKES 6 ” Singapore $25.8 to $ 29.6 AED 72 to 83
CAKES 8 “ Singapore $ 51.6 to $59.2 AED 145 to 162
ICE CREAM Pint Singapore $11.8 AED 33
ICE CREAM 1 SCOOP Singapore $ 3.8 AED 11
ICE CREAM 2 SCOOP Singapore $ 6.2 AED 17
CUPCAKES Singapore $ 4.9 AED 14
SUPERSTACKED CAKE 100 gn Singapore $ 6.5 AED 18
COLD POACHED CHOCOLATE Singapore $ 5.6 AED 16
DARK CHOCOLATE TRUFFLES 100 gm Singapore $ 13 AED 34
KAHLUA BAR TRUFFLES 100 gm Singapore $ 15 AED 42
WHITE CHOCLOATE BAR 100 gm Singapore $ 6.5 AED 18
CHRISTMAS LOG CAKES 8” Singapore $ 60 to $ 74 AED 168 to 208
CHRISTMAS TRUFFLES Singapore $ 14.8 AED 42
CHRISTMAS CAKE 350 gm Singapore $ 32 AED 90
CHRISTMAS HAMPER Singapore $ 198 AED 556
 STORE LAYOUT AND FORMAT
DESIGN PRINCIPLES
• Not a typical cake shop layout
• Mix of Black and White
• Minimalistic and uncluttered
• No two stores are identical
• Concealed equipments
• Concealed machinery
• Concealed fit out
• No cake or Ice Cream on Display
AVERAGE STORE SIZE
• 40 sq meter to 100 sq meter
PRODUCT DETAILS
• Only pure chocolate, natural sugar, real eggs
• No artificial preservatives or flavourings
STORE FORMATS - MINIMALISTIC
 AWFULLY CHOCOLATE - LOCATIONS

• TOTAL 24 LOCATIONS
• SINGAPORE 9 LOCATIONS

• SHANGHAI,CHINA 2 LOCATIONS

• HONG KONG 4 LOCATIONS

• TAIWAN/TAIPEI 3 LOCATIONS

• BEIJING, CHINA 2 LOCATIONS

• JAKARTA, INDONESIA 2 LOCATIONS

• DALIAN, CHINA 1 LOCATION

• GUANGZHOU, CHINA 1 LOCATION