“Before moving to Hong Kong, I could not bake even the simplest bread,” Jane Lee Richard, the founder of Park Bäckerei, confided.
The former air stewardess for Singapore Airlines didn’t have much interest in the craft either. Not until the COVID-19 lockdowns happened and she was desperate for good sourdough bread and authentic German pretzels.
Prior to that, she’d usually visit at least once a year to the homeland of her German husband, Dennis Von Berlepsch. But travel restrictions then made that impossible.
What was she to do but roll up her sleeves and get into the kitchen? The first few attempts weren’t the best; the texture wasn’t right, the crust wasn’t shiny, and the taste just wasn’t satisfactory. She could have admitted defeat at that point.
But as Dennis could vouch for, Jane’s stubbornness got the better of her.
After picking a few recipes that made sense, mashing and tweaking them, she finally created pretzels that satiated them. It’s a little softer and chewier than the traditional German pretzels, but it appeals to the Asian palate.
So much so that the local demand in Singapore for them has enabled Jane to set up two physical bakeries: one in Icon Village, and another in Marina Bay Link Mall.
From Hong Kong to Singapore
When Park Bäckerei started, it was a small business based out of the couple’s Hong Kong home. German pretzels were baked on a made-to-order basis to avoid wastage.
Their customers were mainly neighbours around the area. It wasn’t long before word got out and more people began asking for their treats.
Sharing with Vulcan Post, Jane explained that the community at Park Island (which was where they resided) was very supportive. This gave them the confidence to go bigger, moving operations to a shared kitchen space and catering to a larger crowd.
The couple opened up orders beyond Park Island all the way to the central district and even participated in events. By then, Park Bäckerei was already a brand that people recognised. They were even gearing up to set up their first walk-in bakery.
Fate is pretty funny, though. It was at that moment they got news that prompted them to relocate back to Singapore.
“When we got back to Singapore, we knew we didn’t want to stop what we had created in Hong Kong. So we did some market research and felt that it could work in Singapore,” Jane disclosed.
To be safe, they tested out the theory for six months at a shared kitchen space in Bukit Batok. And the reviews were just as encouraging as they had been back in Hong Kong.
To be the “go-to” place for German pretzels
At either of Park Bäckerei’s two outlets, you’ll find people queuing up for a taste of their German pretzels.
Why? Because there’s one ingredient that sets them apart from the other pretzels you’re used to—lye. It’s what gives German pretzels their distinctive brown shade and caramelised flavour.
Before being baked in a dry oven, the pretzel doughs are proofed in a lye bath. This is how they achieve their soft and fluffy inside, while still maintaining a crispy crust on the outside.
The plain pretzels (S$4.20) pair well with butter and happen to be Jane’s favourite. Alternatively, you could also try them with Obatzda, a Bavarian cheese spread that’s available in-store too.
If you’re feeling more adventurous, you could opt for the pretzel bagels (from S$8.10). These come in an array of sweet and savoury flavours, like Caprese Pesto and Speculoos Apple. Another in-house staple is their hearty pretzel sandwiches (from S$14.90), which will also satisfy your cravings.
All of these are baked in-house by Park Bäckerei’s team of 10.
“Our goal is to be the go-to place for German pretzel products,” Jane stated. “We want people in Singapore, and eventually internationally, to think of Park Bäckerei when they hear the word ‘pretzel’.”
Building a team with the right personality
Jane left her career at a recruitment firm following their move back to Singapore for the business, and Dennis followed suit not long after.
“We have a master plan that projects our growth until the end of the decade, covers six countries, and an enterprise-wide revenue target in the double-digit millions,” she shared with us.
“In order to execute that, we will both need to take a step back from the operative business once in a while to focus on business development and partnership deals.”
So they’ve been working on building up a strong team.
But the team isn’t composed of people with the most impressive resumes or work experiences, though. The couple are looking for talents with the right personality that would fit well to build a respectful and trust-based work culture.
In terms of finances, they keep it simple by saving wherever possible to make expansion easier in the long run. In her own words, every little bit counts, from eliminating paying third-party services for things they can do themselves to reducing utility bills.
The short-term plan is to open three more Park Bäckerei outlets in Singapore, one in the central area, another in the west, and the last in the east. Only then will they focus on growing the business abroad.
But who knows? If the opportunity presents itself, Jane and Dennis might consider going international sooner rather than later.
- Learn more about Park Bäckerei here.
- Read other articles we’ve written about Singaporean startups here.
Featured Image Credit: Park Bäckerei