[Feature] Jekyll & Hyde to Aloha Poké: The Singaporean Side-Hustle Blueprint

The Corporate Snapshot

In the bustling heart of Singapore's F&B and lifestyle scene, two distinct brands have carved out a loyal following, not as the sole focus of their founders, but as ambitious side projects. Jekyll & Hyde, a speakeasy-style cocktail bar known for its literary-themed concoctions and hidden entrance, and Aloha Poké, a vibrant fast-casual chain bringing fresh Hawaiian poké bowls to the masses, share a unique origin story. They are the brainchildren of professionals who dared to build businesses while holding down demanding full-time jobs.

• 🏢 Entity: Jekyll & Hyde / Aloha Poké (Operated under separate business entities by the same founding group)
• 🎯 Area of Expertise: Food & Beverage (Lifestyle Hospitality & Fast-Casual Dining)
• 📍 Market Status: Niche Challenger / Established Market Player

The Scoop: What's New?

The narrative isn't about a new funding round or a massive expansion. The news is the validation of a dual-track career model in high-cost, competitive Singapore. While many talk about the 'gig economy', these founders have systematically scaled passion projects into reputable, profitable ventures without quitting their day jobs. Jekyll & Hyde has become an institution in the cocktail circuit, while Aloha Poké has grown to multiple outlets, demonstrating that side-hustles can evolve into serious commercial enterprises.

Executive Insights: The Conversation

Speaking with the founders—who prefer to keep their corporate identities separate from their F&B personas—reveals a mindset of extreme discipline and strategic synergy. They describe their full-time roles not as a burden, but as a 'business school that pays you'. The operational rigor, financial acumen, and stakeholder management skills honed in the corporate world are directly applied to running their bars and restaurants.

"The 9-to-5 isn't the enemy of entrepreneurship; it can be its best training ground," one founder shared, reflecting on the genesis of Jekyll & Hyde. The concept was born from a desire to create a third space—neither home nor office—for professionals like themselves. For Aloha Poké, the insight was market-driven: identifying a gap for healthy, fast, and Instagrammable food that suited Singapore's pace. They leveraged their corporate networks for reliable suppliers and applied project management principles to launch their first outlet, treating it like a new product rollout.

When asked about the relentless schedule, they emphasize 'integration over balance.' Weekdays are for planning, logistics, and remote management. Nights and weekends are for being on the ground, refining customer experience, and training their dedicated teams. Trust and delegation, they insist, are the non-negotiable pillars that make this model sustainable.

Professional Highlights & Track Record

• From Concept to Cult Status: Successfully launched and scaled two diametrically different F&B brands (a premium cocktail bar and a scalable QSR chain) in Singapore's saturated market.
• Hybrid Leadership Model: Demonstrated that core business expertise from finance, marketing, and operations can be cross-applied to successfully bootstrap and grow a consumer-facing venture.
• Sustainable Scaling: Grew Aloha Poké from a single outlet to a multi-location chain, proving the replicability of the model and operational systems built on nights and weekends.
• Brand Differentiation: Established Jekyll & Hyde as a top-tier destination in regional bar awards, competing with establishments run by full-time veterans.
• Talent Development: Built and retained capable management teams to ensure day-to-day excellence, enabling the founders' 'absentee-owner-by-weekday' approach.

The Verdict

This case study is less about F&B and more about modern career architecture. It challenges the romanticized 'all-in' startup narrative and presents a pragmatic, lower-risk pathway to entrepreneurship that is highly relevant for risk-averse yet ambitious professionals in Malaysia and similar markets. The model's success hinges on exceptional personal discipline, the strategic application of corporate skills, and the ability to build systems, not just work in them.

• 📈 Market Impact: 8/10 (Provides a proven, alternative blueprint for aspiring entrepreneurs)
• 💡 Innovation Level: 7/10 (Innovative in career model, though not in industry)
• 🚀 Growth Potential: 9/10 (The model is highly replicable across sectors and borders)

"The future of entrepreneurship may not be in quitting your job, but in using it as the ultimate launchpad."