A New Twist to an Old Favourite
The PEAK Singapore|October 2021
Olivia Sulaeman, CEO of the Auntie Anne’s franchise in Singapore, on finding new ways to ensure the nostalgic soft pretzel remains a favourite snack for the next generation.
KAREN TEE

When she was a child, Olivia Sulaeman loved going to Auntie Anne’s. Her favourite activity was spelling out her name with different pretzel doughs so that she could feast on the freshly baked snacks in multiple flavours.

It was a privilege Sulaeman and her three siblings enjoyed as the bosses’ children. Her parents discovered the brand’s irresistible soft pretzels while on a work trip to the US in the 90s and immediately knew they had to launch the concept in Singapore. In 1996, their company, Chrisna Jenio, launched Auntie Anne’s as its master franchisee in Singapore.

The young Sulaemans would also jostle to man the cashier, a job they all enjoyed. “I loved serving the customers. They were so smiley and cheerful,” says Sulaeman, now 29 and the second-generation chief executive officer of Chrisna Jenio, strategically leading the chain’s growth.

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