Banker-turned-hawker sells S$7 NYC Levain-style cookies at Golden Mile Food Centre

A former banker-turned-self-taught baker has opened a stall selling S$7 New York-style cookies at Golden Mile Food Centre in Singapore. Donovan Wong, 33, invested S$40,000 into his solo venture, Ate Cookies, and has been operating the stall for two months. Although new, Wong is no stranger to the hawker trade, having previously run a Taiwanese hawker stall named Wen Li Taiwanese Food in the same food centre.

Before entering the food and beverage (F&B) industry, Wong worked in banking as a relationship manager and holds a Banking and Finance degree from the University of London. After leaving banking five years ago, Wong discovered his passion for F&B, having previously worked part-time in the kitchen at American burger chain Five Guys.

The concept for Ate Cookies came while Wong was eating a Subway cookie, which he found lacking in thickness and flavor. He aimed to create a denser, chewier version inspired by New York's Levain Bakery, whose cookies he studied through online videos and images. Despite his financial background, Wong could not find success in expanding Wen Li Taiwanese Food; hence, he chose a smaller scale concept for Ate Cookies.