A former banker has opened a specialized cookie stall at the Golden Mile Food Centre in Singapore selling oversized New York-style treats.
The venture represents a significant career pivot from the financial sector to the hawker trade, blending high-end American baking trends with local food center culture.
Operating under the name Ate Cookies, the business focuses on Levain-inspired cookies. The owner, a self-taught baker, sells the oversized cookies for approximately S$7 [2] each.
The transition from banking to baking required a personal investment of S$40,000 [1] to launch the solo venture. This capital funded the establishment of the stall, which first opened its doors on June 14 [3].
Levain-style cookies are characterized by their substantial size and specific texture, mimicking the famous bakery style found in the U.S. By bringing these to a hawker setting, the owner aims to provide a premium dessert option within a traditional public eating space.
The owner manages the operations independently, handling both the baking and the sales. This shift from a corporate banking environment to a hands-on culinary role marks a complete change in professional trajectory—moving from managing capital to managing dough.
The stall continues to operate at the Golden Mile Food Centre, contributing to the diversity of offerings available at the venue.
“A former banker invested S$40,000 to launch a solo venture offering New York-style cookies.”
The emergence of premium, niche desserts like Levain-style cookies in traditional hawker centers suggests a shifting demographic in Singapore's street food scene. As entrepreneurs move from corporate roles into the food and beverage sector, the introduction of higher price points—such as S$7 for a single cookie—tests the willingness of local consumers to pay for 'specialty' items in environments typically known for affordability.
