Summary
Leaving behind a stable five-year career in finance, Daren Oliveiro took a calculated risk to enter the volatile world of F&B by opening Butternut, a Western fusion hawker stall in Taman Jurong. However, the reality of the trade hit hard when he was allocated a stall tucked away in a quiet back alley of the food centre. With almost zero footfall and no walk-in customers, the business struggled during its infancy.
Despite the financial strain and the temptation to close shop, Daren and his wife refused to give up. Realising they couldn't rely on traditional passersby, they pivoted their strategy to focus on social media marketing, catering for private events, and targeting the influx of young families moving into nearby Built-To-Order (BTO) flats. By specialising in unique items like thin-crust halal pizza — a rarity in traditional hawker centres — they managed to differentiate themselves from the competition.
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