Celebrating 15 Years of Andy's Pie

Fifteen years. When I baked my first apple pie for sale in 2010, I never imagined that 15 years later, we’d be operating four locations, employing over 30 people, and serving thousands of customers every week. Today, I want to share this journey with you - the good, the challenging, and the delicious.

The Beginning: 2010

Andy’s Pie started in my home kitchen. I was working a corporate job I didn’t love, spending weekends baking pies as a hobby. Friends and family kept saying, “You should sell these!” - that encouragement that everyone hears but few act on.

In April 2010, I took a leap. I quit my job, rented a tiny commercial kitchen space in Jurong (barely 300 square feet), and started Andy’s Pie. My business plan was written on 5 pages. My “marketing strategy” was word-of-mouth and a Facebook page. I had enough savings to last 6 months.

First Week Sales: 12 pies First Week Revenue: $268 First Week Emotions: Pure terror mixed with excitement

Those first few months were brutal. I woke at 4 AM to bake, delivered pies myself on my motorcycle, handled all orders and inquiries, did the bookkeeping, cleaned the kitchen, and repeated it all the next day. I lost 8 kilograms from stress and long hours.

But something magical was happening: customers were coming back. And they were bringing friends.

The Growth Years: 2011-2015

By year two, demand outpaced what I could produce alone. I hired my first employee, then my second. We moved to a larger kitchen space. I learned that being a good baker doesn’t automatically make you a good business owner - that required its own learning curve.

Key Milestones:

2011: Hired first two employees. Made first profit.

2012: Launched wholesale program supplying cafes and restaurants. Revenue tripled.

2013: Opened first retail outlet at Tampines Mall. Scary but exciting.

2014: Introduced our now-famous chicken pot pie. It was an instant hit.

2015: Won “Best Artisan Bakery” at Singapore Food Awards. Validation that we were doing something right.

Those years taught me invaluable lessons:

• Quality over quantity, always
• Take care of your team, and they’ll take care of your customers
• Listen to feedback, but stay true to your vision
• Cash flow is king
• Sleep is not optional (learned that one the hard way)

The Expansion: 2016-2020

With one successful outlet under our belt, we took the plunge and opened three more locations between 2016 and 2018:

• Orchard Central (2016)
• Marina Bay (2017)
• Jurong Point (2018)

Each opening was terrifying. More staff, more rent, more responsibility. But each location found its community and thrived.

We also upgraded our central bakery, investing in better equipment and more space. We could now produce 300+ pies daily while maintaining quality.

The Challenges:

2018 brought our biggest challenge: a competitor opened next door to our Tampines location, directly copying our recipes and branding. It was frustrating and hurtful. Legal action was considered but ultimately, we decided to focus on what we do best: making great pies and serving our customers with genuine care.

Within a year, that competitor closed. We’re still here. The lesson? Authenticity and quality win in the long run. You can copy a recipe, but you can’t copy passion and dedication.

The Pandemic Years: 2020-2021

COVID-19 hit us hard. Overnight, foot traffic disappeared. Events were cancelled. Catering orders vanished. We faced a real possibility of closing.

But the Singapore community showed up for us in ways I never expected. When we launched online ordering and island-wide delivery, orders poured in. People were stuck at home and craving comfort - and apparently, that comfort was Andy’s Pie.

We pivoted quickly:

• Launched DIY pie kits (you finish baking at home)
• Started Zoom baking classes
• Introduced family meal packages
• Began delivering to frontline workers

Most Memorable Moment: A group of customers organized a “Save Andy’s Pie” campaign, ordering hundreds of pies to support us and donating them to healthcare workers. I cried reading those messages.

We survived. More than survived - we came out stronger, with deeper connections to our community and newfound resilience.

Today: 2025

Fifteen years in, Andy’s Pie looks very different from that tiny kitchen in Jurong. But in the ways that matter, we haven’t changed at all.

By the Numbers:

• 4 retail locations
• 1 central bakery
• 32 team members
• 200+ pies produced daily
• 15+ pie varieties (rotating seasonal offerings)
• Thousands of happy customers

But Here’s What Really Matters:

• We still make everything by hand, from scratch, daily
• We still use the same apple pie recipe from day one
• We still source quality ingredients, even when cheaper options exist
• We still care about every single pie that leaves our kitchen
• We still listen to our customers and adapt

The People Who Made This Possible

I need to acknowledge the people who made these 15 years possible:

My Family: My wife believed in me when this was just a crazy idea. My parents provided that initial loan (now paid back with interest!). My kids have been incredibly patient with a dad who smells like butter and cinnamon.

The Team: From Michelle, our head baker who’s been with us for 11 years, to our newest hire who started last month - every team member is essential. We’re not just colleagues; we’re a family.

Our Suppliers: Relationships with ingredient suppliers, equipment providers, and partners who’ve supported us through thick and thin.

Most Importantly, YOU: Our customers. Every purchase, every review, every recommendation to a friend, every social media post - you made this possible. Andy’s Pie exists because you kept showing up, kept believing in what we do, and kept spreading the word.

Lessons from 15 Years

If I could go back and give 2010-Andy advice, I’d say:

1. Trust your instincts: When everyone said I was crazy to quit my job and start a pie business, my gut said “do it.” Listen to that voice.

2. Quality is non-negotiable: Cutting corners might save money short-term but costs you reputation long-term. Never compromise.

3. Take care of your people: Happy, fairly-treated employees create happy customers. This isn’t optional; it’s foundational.

4. Stay humble: Success can make you arrogant. Remember where you started and never lose that humility.

5. Adapt without compromising: The market changes, technologies evolve, customer preferences shift. Adapt to these changes without compromising your core values.

6. Community matters: We’re not just a business; we’re part of the community. Support local, give back, be present.

7. Celebrate small wins: Don’t wait for huge milestones. Celebrate every positive review, every happy customer, every successful bake.

Looking Ahead

So what’s next for Andy’s Pie?

Short-term (2025):

• Launching our online baking school with video tutorials
• Introducing more vegan and dietary-restriction-friendly options
• Expanding our catering services

Long-term Vision:

• Opening a flagship location with a teaching kitchen
• Writing the Andy’s Pie cookbook
• Starting an apprenticeship program for young bakers
• Exploring sustainable, eco-friendly packaging options

But honestly? The real goal is simple: keep making great pies, keep serving our community, and keep doing what we love for another 15 years.

Thank You

To everyone who’s been part of this journey - whether you bought one pie once or come in every week - thank you. You’re not just customers; you’re the reason Andy’s Pie exists.

Here’s to 15 years of pies, growth, community, and love.

Here’s to the next 15.

With immense gratitude,

Andy Tan Founder, Andy’s Pie Singapore

P.S. To celebrate our 15th anniversary, we’re offering 15% off all purchases throughout November with code ANDY15. Come celebrate with us!