Retrenched Meta Manager Spends $300K To Open Café Inspired By Famous Tokyo Bakery With 18 Toasters

From tech projects to baking bread

Freddie’s baking journey began during Covid, while he was between jobs — moving from PayPal, where he was also a programme manager (basically coordinating complex projects), to his next job. He holds a bachelor's degree in computer science and a Master of Business Administration from the University of Western Australia. 

With him and his wife’s shared love for freshly baked bread, he decided to give baking a shot. “I started out with zero experience baking, I just wanted to try it out,” he shares. “When I randomly started selling bread online, I didn’t know I had a little talent. It was trial and error, but the bread actually turned out quite nice.”

Job at Meta was “chill and relaxing” compared to life as a baker

“Corporate life was so different, my past job at Meta was so chill and relaxing, and I just had to work during office hours. I had a really good work life balance. Now, I have zero,” Freddie laughs. “In this bread business, I have to wake up at 3am, come to my café, bake and bake, and by the time I go home and have dinner, I sleep around 9pm or 10pm. And then I repeat it all the next day." 

Although he admits running a bread business is more hectic than being in corporate life, he says both jobs are fulfilling in different ways. “In corporate life, you see multi billion dollar projects and once they’re completed, you’re happy. But now, it’s about the small things like someone saying my bread is nice. That’s the kind of encouragement that keeps me [motivated to] improve and make my bread better.”

He started experimenting using a Thermomix, what he jokingly calls “an idiot-proof machine” since it does everything from measuring and mixing to providing step-by-step recipes. “I just did it for fun for friends and family at first,” Freddie says. “But then someone suggested that I sell it. I always wanted to sell something online so this was an opportunity to start a small business.” 

He started small, selling to friends on his WhatsApp list at low prices with free delivery, just to get feedback. “The response was overwhelming. Everyone said it was nice,” he smiles.

“Disappointed” when laid off at Meta as job “was perfect” for him

When Covid restrictions were lifted in 2021, Freddie returned to corporate life at Meta where he was a programme manager as well, but his baking side quest stayed in the back of his mind. “During Covid, I realised baking bread was super hard work — literally sleepless nights. I couldn’t do this while working full-time,” he admits.

The layoff from Meta came as a complete surprise to Freddie. “I was kind of disappointed when I was laid off because I felt the job at Meta was perfect for me,” he tells 8days.sg. 

“I was making roughly $180,000 annually at Meta, and now I’m taking more than a 100% pay cut,” he chuckles. “This business is very gradual, I’m only now slowly realising business is picking up but it has been a big challenge and a big hole in my pocket since day one.” 

With enough money saved up to retire at 56 if he “didn’t splurge”, Freddie eased into semi-retirement for eight to ten months after being laid off, happily spending his time relaxing and travelling. However, he soon realised he didn’t want to just do nothing. 

“I remembered the bread I made during Covid that people liked, so I thought — why not try that again?” 

Started out with a central kitchen

Through the lady who sold him his Thermomix, Freddie got connected to a network of bakers, including Huang Tzung-Chen, pastry chef of Taiwan’s WUMAI Bakery. With their advice, he refined his recipes and learned the ropes of running a business. 

He started by renting a unit offering shared kitchen space for small F&B businesses. But as demand grew, so did the need for space. “I wanted to expand my biz but the kitchen was too small. So I moved to my current space in Ang Mo Kio, which is four times bigger,” he says. “Since I had extra room, I turned part of it into a café.” Freddie lives nearby. 

Spent “all” his retirement savings of $300K to set up café

The Toast Story opened in July 2025. The 16-seat space has a slightly eclectic yet modern vibe. While the table setup feels clean and restaurant-like, the wall of toasters and neon green signage add a playful touch. 

Freddie spent around $300K setting up the café. Each of his three ovens cost between $20K to $30K — two of which are combi ovens that can bake and steam simultaneously, a feature he prefers since he steam-bakes his bread. 

Why splurge $300K on the biz when he initially had just enough to retire? “Yes — that’s basically all my retirement money. It’s a risk I took. Honestly, it was a divine kick in the butt,” he laughs. “I don’t usually take risks, so pouring money into a business was never on my mind until God gave me so many hints that he wanted me to do it.”

Freddie isn’t turning a profit yet — what if things don’t work out? “Then I’ll go back to corporate life,” he shares. “I think it should be okay [to find a job], I actually turned down a few job offers recently,” he adds.

Choose from 18 toasters 

Freddie wanted to offer more than just bread, he wanted to create an experience for his customers. Inspired by the popular Centre The Bakery café in Tokyo, where customers pick their own toasters from a shelf of many, he set up a similar concept at Toast Story. You can choose from a range of 18 stylish toasters to toast your choice of bread exactly how you like it, along with an option of spreads or cheese. 

Step 1: Choose your set, from $15

First, choose your fighter (aka your toaster), and you get to bring it right to your table. Then, pick between the Spread Set or the Cheese Set. Sets usually range from $15 to $20 plus, depending on your choice of set, the number of spreads, and your coffee or tea.

The Spread Set (two slices of toast with a drink) starts with your choice of artisanal jam from award-winning Bernadette de Lavernette from Madagascar — flavours include lychee and orange flower, rose petals, and pineapple vanilla rosemary. Next, pick a spread from German brand Braun’s Kranfil’s range — chocolate, mocca, or passion mango. You’ll also get Nutella and your choice of French Lescure butter or Hokkaido Yotsuba butter. Freddie recommends at least three to four spreads, but if more catch your eye, go ahead and indulge.

Prefer something savoury? The Cheese Set comes with French mozzarella and Hokkaido cheddar melted over toasted bread.

If you like what you tried, you can also buy the Bernadette de Lavernette jam ($15.80 a jar) or the Kranfil’s spread ($18.80 a tub) home.

Step 2: Choose your bread 

You can choose between Hokkaido Milk Bread and Black Sesame Hokkaido Milk Bread. The Hokkaido Milk Bread is pillowy and slightly sweet, developing a light crust when toasted while remaining airy inside. The black sesame version, on the other hand, has a rich, nutty, and deep roasted flavour that leans savoury. 

If you’d like to take some bread home, you can buy a whole loaf of the Hokkaido Milk Bread ($9.90) or Black Sesame Hokkaido Milk Bread ($11.80). There are also Mini Hokkaido Milk Buns ($5.50 for eight pcs), Mini Sea Salt Butter Buns ($9.60 for eight pcs), and Mini Black Sesame Sea Salt Butter Buns ($10.60 for eight pcs).

The Mini Sea Salt Butter Buns are relatively crusty on the outside and soft yet slightly chewy inside, with each bite delivering a rich, buttery flavour well balanced with a hint of salt. This 8days.sg writer, however, wouldn’t have minded a little more butter seeping through and a crustier exterior. 

Step 3: Choose your beverage 

Freddie serves Taiwan’s Coffeeland brews, ranging from nutty blends to citrus roasts from $7.50 a cup. If tea’s more your thing, he carries five Blooming Tea Singapore blends like peach mango, lychee, and pandan coconut, $8 a flavour. He tells 8days.sg that two new tea flavours, osmanthus and pineapple, will be added to the menu soon. 

What if someone spoils a toaster? “I’ll put you inside and then I’ll toast the bread,” he laughs. 

The Toast Story is located at 7 Ang Mo Kio St 66, Flora Vista, #01-02, S567708. Open Tue to Sun 10am-6pm; Sat 10am-2pm. Closed Mon. More info via The Toast Story. 

Photos: The Toast Story, Glyn Seah

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