Twelve Cupcakes
 Logo of Twelve Cupcakes | |
| Private company | |
| Industry | Food and Beverage |
| Founded | 2011, United Sqaure Shopping Mall, Novena, Singapore |
| Founder |
Daniel Ong Jaime Teo |
| Headquarters | Singapore |
Number of locations | 41 |
Area served | Hong Kong, Indonesia, Malaysia, Singapore, Taiwan, Philippines |
Key people |
Daniel Ong Jamie Teo |
| Products | Cupcake |
| Website |
www |
Twelve Cupcakes is a Singapore based chain cupcakeries selling cupcakes. Founded in 2011, it is one of the largest cupcakeries in Singapore. There are currently 41 stores in 6 different countries, with 15 located in Singapore.[1]
History
In 2011, Daniel Ong and Jamie Teo started Twelve Cupcakes with Jamie having created the recipes of all the cupcakes sold in the stores. The cupcakes sold were made to suit to the Asian palate, which are less sweet compared to western cupcakes.[2] The first outlet of Twelve Cupcakes was opened at United Square Shopping Mall, in Novena.[3] The chain cupcakery currently has 41 stores located in Hong Kong, Indonesia, Malaysia, Singapore, Taiwan, Philippines and in 2014, it was announced that 2 more stores are in the works which will be located in Japan and China.[4]
Dulce and Sucre
In 2014, Twelve Cupcakes started a new dessert cafe known as Dulce and Sucre by Twelve Cupcakes, where it sells sells freshly baked loaves, whoopie pies, push up cakes, parfaits, puddings, tiramisus, crunchies and other desserts.[4][5]
Controversy
Singapore Press Holdings
In 2012, Singapore Press Holdings (SPH) demanded payment from the cupcakery for reproducing it's articles online. The cupcakery put up articles written about their business on Facebook, Twitter and the company’s website, which infringes the copyright of SPH and violates copyright law in Singapore.[6]
Exploitation of foreign workers
In 2013, Twelve Cupcakes was alleged of exploiting foreign workers, where the allegations stated foreign workers are only earning $3 an hour while Singaporean workers earn more and has shorter working hours.[7] The allegations has since been proven untrue by founder, Daniel Ong, who stated in an interview with Yahoo Singapore that his company is “employee-oriented”, citing examples of an incentive programme which rewards all employees with S$150 a month each if no one took MCs or was late for the month. Employees are invited for company functions, such as bowling, prawn fishing and company dinners.[8]
References
- ↑ "Dulce And Sucre – Twelve Cupcakes Opens A New Dessert Cafe". OMY Singapore. 2 May 2014. Retrieved 18 December 2014.
- ↑ "Jamie Teo and the Magical story of Mr Handsome's Twelve Cupcakes". Guardian Feeling. January 2012. Retrieved 18 December 2014.
- ↑ "[Interview] Cupcake Queen Jaime Teo". Poached Mag. March 30, 2013. Retrieved December 18, 2014.
- ↑ 4.0 4.1 "Dulce and Sucre Opens + F&B Entrepreneurship Lessons With Daniel Ong". Yahoo Singapore. July 4, 2014. Retrieved December 18, 2014.
- ↑ "Dulce And Sucre – Twelve Cupcakes Opens A New Dessert Cafe". Daniel Food Diary. May 2, 2014. Retrieved December 18, 2014.
- ↑ "Twelve Cupcakes displays articles about itself on website; SPH demands payment". Tech in Asia. Jul 6, 2012. Retrieved Dec 18, 2014.
- ↑ ""TWELVE CUPCAKES" OPENED BY LOCAL DJS ALLEGEDLY EXPLOITS FOREIGN WORKERS". The Real Singapore. 25 Nov 2013. Retrieved 18 Dec 2014.
- ↑ "Ex-DJ Daniel Ong dismisses allegations of Twelve Cupcakes exploiting foreign workers". Yahoo Singapore. November 25, 2013. Retrieved December 18, 2014.