Monday, September 2, 2013
Interview with Tay Yong Seng and Lemuel Tay - D'zerts Cafe at 30 Jalan Pari Burong
The Beginnings : IT trained Lemuel Tay worked as a chef on board the navy for 4.5 years on a 10 year contract. He sailed together with the navy to many places, serving various cuisines, desserts on board the navy ship. Lemuel has a keen interest in pastry and desserts, and a desire to start his own cafe, serving desserts, tartlets and cakes.
Thus spawn D'zerts Cafe, being six months old (April - Sep 2013 to date), is the first outlet, with father and son team - Lemuel Tay and Tay Yong Seng being the two partners in D'zerts Cafe Trading Pte Ltd. It took them about two months to develop the cafe concept, set up, renovate the cafe till it is ready to open for business.
There are plans in the pipeline to promote the cafe by : conduct baking classes for the residents around the area, and also events management for the companies around the area. When business is right on track, there are plans to grow more outlets.
Menu planning : is done by Pastry Chefs Lemuel & Yvette Chua.
Menu changes : every two weeks to include new items, this means diners are in for a surprise every time they step into D'zerts Cafe. To date there are about 10 to 12 items, of which include 4 cakes and a few variation of tartlets. Yvette and Lemuel are the only two chefs for D'zerts Cafe. There is no central kitchen as this is the only outlet to date.
Food ingredients : are mainly locally sourced. Vendors like Phoon Huat, Euraco supplies the main ingredients.
Mission statement : "The cafe with an ever changing menu" and "There is always room for desserts."
Differentiation : D'zerts Cafe stands out from other cafes in having a much more spacious dining area for dessert lovers, using fresh, good grade, quality ingredients without preservatives in the preparation of delicious desserts and cakes. Innovation, innovation and more innovation to create and re-create desserts you can never find anywhere else.
Ordering : is done at the counter. Diners check out the display of cakes and desserts available for the day at the counter, then place their order.
Payment : is made at the counter and food served later.
Catering : for corporate functions is available, no minimum order.
Booking : D'zerts Cafe offer booking for corporate events.
Take away service : is available, mainly for eastern Singapore area. There is no delivery vendor tie -up yet.
Promotional programs with banks : currently still working out details.
Loyalty Programs : there are plans to develop loyalty programs.
Merchandise : there are plans to sell merchandise down the line.
Target market : families, students around the area.
Seating capacity : 40 pax. No Alfresco seaing available.
Signatures include : Tart of Chocolate, Movie Combo
Restaurant : non halal yet.
Inspiration : Chef Lemuel Tay is inspired by his own grandma's culinary skills that ignited the spark in cooking, leading him to start a cafe business.
D'zerts Cafe is located at 30, Jalan Pari Burong, S(488696)
Opening Hours: 11 am to 11 pm, closed on Mondays