Stephanie had worked for advertising company, JW Thompson. After New York she went to Bangkok and then came to Singapore according to transfer of the Asian headquarter. Her husband, married in New York, has much experience in F&B. He worked for hotels and restaurants as manager. Stephanie built WILD HONEY in 2009. She is the owner and her husband is on floor everyday as operator.

 "Three years ago Singapore was still developing country. As cafés, PS café and THE MARMALADE PANTRY were famous but expensive. We did think and think and think. Nothing in mid-price market. All Day Breakfast was nothing. We are the pioneer in the market. Very clear positioning and very clear concept. Branding was strong. I knew Big idea. Open this one! When we say WILD HONEY, everybody knows what it is." Stephanie says.

Very cute Interior 

"Now many restaurants offer breakfast, though All Day long we have only one menu. Breakfast, lunch and dinner are only one menu. Besides breakfast, we offer some sandwiches and salads. We offer All Day Breakfast by countries with different culture and different tradition. We serve to vegetarian and non-vegetarian. We still better than anybody else and also continue to develop menu obviously. Research is very important. Our breakfast is very sophisticated and has been never experienced before. Now we have a lot of followers in Singapore and other countries."

17 kinds of international breakfasts at Scotts Square

European 19SGD within top 3, eggs Benedict

Caribbean 20SGD, coconut waffle & tropical fruits

First shop established in Nov. 2009, is at shopping mall, Mandarin Gallery. Second one was opened at Scotts Square in Nov. 2011. Mandarin Gallery outlet has 10 turnovers in weekend. 2000 people come to the 2 outlets during Saturday & Sunday, from 9:00 to 22:00. Primarily 75 to 80% customers are Singaporean."

"We need a place has a lot of traffic to gain more turnover. We do not want beautiful house like PS café. At first we do not advertise. Lots of PR and mouth to mouth communication make people come."

"I am in charge of design and creative job. My husband is on floor everyday. We are investor & operator. This is unusual. At first outlet timing was very good because of economic crisis. We got competitive rental price. Timing was fantastic. We charge 30SGD in total, though PS café charges 40SGD for only main course. Some people feel expensive but very small percentage.

"Mutual beneficial relationship between land owner, people and us, works favorable. For 3 years we have no price increasing. And two months ago we increased very small. Value is entire experience, which are environment, portion size, presentation, and quality of food. Chefs are Singaporean. It is also very unusual.

"We think WILD HONEY gain very excellent positioning in South East Asia and Middle East. Concept like this is very difficult in Japan and Hong Kong. There are higher competition, labor cost and raw materials. It is harder. Easier one is for developing countries. Desire for international experience is very high. Appetite for Fashion is very high. These markets offer great opportunity. We target local female aged 20 to 35. Vietnam, Thailand, Indonesia, Malaysia, these market are quite attractive."

"Many offers come but not serious. We want serious partner with background in F&B. Not financial service. Someone with credibility connection with the market. Easy to go into market. Not easy to stay in market. I do not expand quickly from first outlet to second. It took 2 years. We have to get one year to prepare. We are not in a hurry."

Warm like a home

"We may choose not to open in Singapore. Labor market is increasing. Government controls employment competition in very small pool of resource. It is very hard to provide the service level. We do not get into this because we kill ourselves."

Part-time students work enthusiastic but they are not kind of permanent staff. This is fashionable place and quality of guests are high and very polite. Famous people come. But no tip does not attract professional."

"Then I have three clients. Now I have ten thousand clients. Idea is same. Fundamentally both are not different. But you can see here how people like dishes."

Stephanie dares to approach developing countries. There are young women desiring for international experience. With the concept of all day international breakfast and mid-pricing she is attracting them. She has struck an unknown market.