STORM: Why has the Timbre concept proven to be a success?
LOONG: I think it’s the good mix of live music performances by our fantastic bands, both local resident bands and other artists visiting us once every month for different shows, the natural setting and the popularity of our pizzas which contributed to the success.
Timbre at Substation alone churns out up to 200 pizzas on a weekend night and our most popular topping — roasted duck in hoisin sauce — is a hit with our mostly local patrons.
The personal stories of both co-founders also attracted media attention and helped propel the Timbre brand in the early years. We have worked hard to be consistent and maintain the Timbre standard and that has helped keep us relevant and still attractive to consumers. Edward and I also benefitted from the support, partnerships and collaborations with agencies such as Singapore Tourism Board which has helped us tremendously in our journey. In 2010, STB awarded us “Tourism Entreprenuer Of The Year 2010”.