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

Donovan Wong, a 33-year-old former bank relationship manager, has ventured into the hawker scene with Ate Cookies, a stall at Golden Mile Food Centre specializing in hefty New York-style cookies. The stall, which opened on June 14, offers cookies with dense, chewy centers, inspired by the famous Levain Bakery in New York.

This is Wong's second food and beverage business in the same food center. He previously opened Wen Li Taiwanese Food in 2021, serving Taiwanese dishes. While his business partner handles the cooking at the Taiwanese stall, Wong manages its administration, finances, marketing, and human resources.

“

I was too hasty in my first venture. We attempted expansion in our first year and failed miserably.

Wong invested S$40,000 into his solo cookie venture. He transitioned from a banking career, where he held a Banking and Finance degree from the University of London. During a break from his corporate job, he gained kitchen experience at Five Guys, where he met his former business partner.

Despite the financial stability and benefits of his banking career, including annual and medical leave, Wong found workplace dynamics challenging. He admits his F&B income has yet to surpass his previous banking salary, which saw a pay cut of about S$2,000. However, he expresses no regrets about leaving banking, stating he is working towards improving his business's earnings.

“

It has never been higher than what I got at my [previous] job yet, but I’m working on it.