At Golden Mile Food Centre, amid the rich aromas of local hawker fare, a new stall named Ate Cookies draws attention with its freshly baked, chunky New York-style cookies. The founder, ex-banker Donovan Wong, has invested heavily and embraced a hands-on approach to realize his sweet dream.
- Ex-banker invests S$40,000 into single-handed cookie venture
- Sells thick Levain-style cookies at Golden Mile Food Centre
- Balances two food businesses with family commitments
What happened
Donovan Wong opened Ate Cookies in June 2026 at Golden Mile Food Centre, offering hefty, chewy New York-style Levain cookies priced at S$7 each. This new stall follows his earlier F&B venture, Wen Li Taiwanese Food, launched in 2021 at the same venue. Wong transitioned from a career in banking to food and beverage about five years ago, beginning with a part-time role at an American burger chain before partnering with a former chef to start his first hawker stall.
Wong invested roughly S$40,000 into creating this solo cookie business, handling most of the operation and relying on his parents for occasional help. The focus was to build a manageable concept he could run independently, choosing cookies as his passion project after lessons learned in previous business attempts including challenges with rental costs and expansion setbacks.
Why it feels good
Wong finds satisfaction in pursuing a business that, while more physically demanding and less financially predictable than his banking career, aligns more closely with his personal interests in F&B. Despite the intensity of running a one-man operation, he values the independence and creative control it allows. The slower, more hands-on pace contrasts with the corporate pressures he left behind, offering a fulfilling new chapter.
His family’s support, though mixed initially given the risks and hard work involved, provides important encouragement. His wife and parents understand the significance of his career change, which has brought its own rewards beyond steady income, including the chance to build a brand and directly connect with customers passionate about quality cookies.
What to enjoy or watch next
Visitors to Golden Mile Food Centre can now enjoy the unique offering of Ate Cookies, sinking their teeth into thick, chewy Levain-style cookies that stand out among traditional hawker fare. Wong is focused on continuing to build his cookie brand, aiming to stabilize his income and perhaps expand thoughtfully after refining this solo-run venture.
Food enthusiasts should keep an eye on Wong’s progress as he balances life as a father and entrepreneur. His journey highlights how passion-driven pivots can lead to rewarding new business paths, even if they come with challenges. For now, those craving a comforting, well-crafted cookie have a sweet destination to discover in Singapore’s vibrant hawker scene.