After tasting success, Rich & Good Cake Shop is now at a crossroads

RICH & Good Cake Shop has been around for nearly three decades, but it was only in the last 10 years that it has modernised and grown – to four outlets today.

For 20 years, the swiss-roll maker operated out of just one small shop on Kandahar Street. Everything was done manually – all cakes and fillings were made by hand, and orders taken with pen and paper.

The business took off in 2014, after it was featured on a local variety programme, but co-founders Lily Liu and her daughter Jeanne Liu felt no urge to expand. This was even as long, snaking queues were fast becoming a common sight outside the store.