Twelve Cupcakes
Logo of Twelve Cupcakes
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| Private company | |
| Industry | Food and Beverage |
| Founded | 2011, Novena, Singapore |
| Founder | Daniel Ong & Jaime Teo |
| Headquarters | 20 Martin Road, Singapore |
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Number of locations
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43 |
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Area served
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| Products |
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| Parent | Dhunseri Group |
| Subsidiaries | Dulce And Sucre |
| Website | www |
Twelve Cupcakes is a Singapore based chain cupcakeries selling cupcakes. Owned by Dhunseri Group, the cupcakery was established in 2011 and is one of the largest in Singapore. The company established a new dine-in cafe, Dulce and Sucre, in 2014 and currently it has 29 stores, in 4 different countries, with 16 located in Singapore.
The number '12' is significant in daily lives as there are 12 months in a year, 12 numbers on a clock and 12 holes in a typical baking tray. Hence the name Twelve Cupcakes.
In 2011, Daniel Ong and Jaime Teo started Twelve Cupcakes with Jaime 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. The first outlet of Twelve Cupcakes was opened at United Square Shopping Mall, in Novena, which started with two service staff. The company then expanded and opened three more outlets during the first year of operations and sold over three million cupcakes in July 2011.
In January 2017, after the divorce of Daniel Ong and Jaime Teo in late 2016, the chain was sold to Dhunseri Group, which acquired it for S$2.5 million.
In 2014, Twelve Cupcakes started a new dessert cafe known as Dulce and Sucre by Twelve Cupcakes, where it sells freshly baked loaves, whoopie pies, push up cakes, parfaits, puddings, tiramisus, crunchies, coffees and other desserts. Currently there is only one outlet located at Orchard Gateway. It converted to a Twelve Cupcakes outlet in 2015.
Twelve Cupcakes features 60 flavours of cupcakes sold in its stores, with a standard '12 Everyday Flavours' and 50 specials sold on a rotational basis. A new flavour of cupcake is also launched monthly. Twelve Cupcakes new dine-in cafe outlet, Dulce and Sucre, offers a wider variety of menu items, with coffees, whoopie pies, push up cakes, parfaits and other baked items.
The stores originally started with display counters made of wood and feature brick wall, but has since re-designed the interiors of newer outlets with a more modern glass display casing as well as a glossy feature wall. The chain cupcakery currently has 29 stores located in 4 different locations with 4 in Hong Kong, 4 in Indonesia, 16 in Singapore, 5 in Taiwan, and in 2014, it was announced that 2 more stores are in the works which will be located in Japan and China.
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Wikipedia