The Cake with Cheesy Stories (Cat and the Fiddle)
By KF Seetoh | Monday, May 05, 2014

It’s not news that he sold his famous former cake and pastry business for a tidy sum a few years ago. He was among the first to cater to those who get no satisfaction from pandan chiffon cakes and kopi and offered lemon meringue pies and gold leaf gilded cakes with designer beverages. He sold that Bakerzin bakery and café business and headed off into the sunset. But the burning question in me was - Why? “Of course we sold it to turn some cash around”, owner Daniel Tay frankly admits, “I am tired of that old business and cowboy-style high rental increases, plus the tight labour situation made me lagi (even more) tired." So after a couple of years out of the rat race and time off to smell the flowers, Daniel came back with a new idea and renewed energies.

“Cheesecake is the way to go, it’s gonna be a hit,” he beams and was all ready to show me the $2 million factory he set up to do just that. But not before I laid it to him gently that, erm, cheesecakes are not new and had been around for yonks and the sun has kind of set on that cake many years ago. He dug deep for a response before the epiphany, “But I sell a more inspiring and funky range, plus I sell them up to 40% cheaper”. Now, to me, that is a strategy. He sells them only online and his cakes averages $20-$30, versus the $35-$55 price range for similar ones in the market. “I don’t have to worry about retail shops and rents and we can concentrate just on making it at the factory and taking orders online. I also don’t have retail manpower shortage problems”. He has fifty skilled staff in his Cat and the Fiddle factory and the place is not fully automated - “just a big bakery with good facilities and no, I will never allow these to be fully made by machines”, Daniel clarifies.

But he took it a step further - by creating a brand and spinning stories behind his creations. They spun tales of how the cow refused to give milk to the cat because it’s no longer a kitten. So the cat milked it while the cow slept, kept it for later and discovered... cheese, and loved it. The rest was their cheesecake history.  Their basic cheesecake, Over the Moon, is their top seller thus far and it’s like any good old American style cheesecake - rich and ooh so cheesy yet light enough. Like how one of his Japanese yuzu (Japanese citrus fruit) inspired flavours came with a manga character called Maneki Neko. His salted caramel cheesecake, Sweet and Smokey Taffy was about how the cat tossed cheese into a volcano that somehow ended with a buttery crust and toffee (don’t ask me how).

But I have to reserve my best comments for that other top seller in their list... Paws of Fury. I’ll spare you the story (sounded quite violent too)... It’s simply a yin/yang (coffee and tea) cheesecake.  It’s a notch better than a cheese chiffon cake with kopi.

There are 11 cakes currently in their repertoire, and this three-week old outfit shifts about 200 cakes a day. “My target is regional market share and to sell 3000 cakes a day." Not impossible at all.

Cat and the Fiddle
(order online at www.catandthefiddle.com)

Self pick and delivery available
171, Kampong Ampat
KA Foodlink, #05-04

Tel: 6287 0077


Recent Seetoh Says
The Difference with Sri Lanka Curries
When you saunter about Tekka hawker centre, it’s hard to tell the various Indian rice stalls apart. They all look... MORE
Why eateries succeed and fail in Covid season
Why do some eateries and hawkers struggle and some are seemingly Covid proof? MORE
8 million meals a day needed
Perhaps 1.5 million amongst us may cook all month and eat at home during this “circuit breaker” MORE
Pink Candy: Korean Hawker and the Great Outdoors
When they brought out the Squid and Pork Belly Bulgogi, this hawker Korean meal was coming in full swing MORE

Most Popular
Recipe: Char Siew
A simple recipe for the “world’s most delicious food”. MORE

Monday 14 October 2013
5 trusted and recommended durian dealer for this durian season MORE

Tuesday 07 July 2015
A Singapore Food Truck Star is born
For someone with no prior food experiences, coming in from star awards to food awards, Cheryl is a role model... MORE

Monday 10 November 2014
Shashlik Restaurant to re-open soon
It is now in the hands of the most appropriate new owners who are of the same culinary DNA MORE

Wednesday 17 February 2016

© 2013 Makansutra (S) Pte Ltd | Privacy Policy | Terms and Conditions | Disclaimer