Celebrity Couple Celebrates 10 Years of Churros Success with Chulop

In Singapore’s competitive food and beverage landscape, one couple has successfully navigated the challenges of entrepreneurship for a decade. Ahmad Syarif, a singer and actor, and his wife Malaque Mahdaly, a singer and social media personality, founded Chulop in 2015, focusing exclusively on churros. Their journey from entertainers to business partners showcases their commitment to creating a niche but beloved product.

Syarif and Malaque first crossed paths when Syarif interned at Mediacorp’s Channel 5 and Malaque was a contestant on Singapore Idol 3. After marrying in 2014, they decided to embark on a business venture together. The couple’s vision materialized in a small shop located in East Village, Bedok, where they invested S$30,000 to kick-start their journey.

Modest Beginnings and Strategic Growth

The couple chose to specialize in churros after recognizing a gap in the market. “Cookies, pretzels, and donuts have strong global brands, but churros lack a dominant player,” noted Syarif. Their menu features freshly made churros with a variety of artisanal dips, including Spanish Caramel and Mexican Chocolate, appealing to a wide demographic.

Their initial investment quickly paid off, with the couple recovering their costs within six months. Although their celebrity status provided initial visibility, Syarif emphasized the importance of product quality in sustaining customer loyalty. “Singapore customers aren’t celebrity worshippers like in Malaysia. They’ll support you, but the product has to speak for itself,” he said.

With a focus on organic growth, the couple chose not to rush into aggressive expansion. Instead, they leveraged their online following to enhance brand visibility. Syarif opted for horizontal expansion, which included catering services and live stations for corporate events rather than opening multiple outlets all at once.

Lessons from Challenges and Setbacks

The path to success was not without its challenges. A significant setback occurred when a family member invested in a second outlet at JCube mall. Despite initial success, foot traffic dwindled, leading to the outlet’s closure after two years. Syarif reflected, “We didn’t do enough market research to realize that people in the West usually don’t stay in the West on weekends.” This experience reinforced their cautious approach to expansion.

In 2022, they launched a café specializing in grilled sandwiches, but again faced challenges when borders reopened, leading to the café’s closure after just six months. “Closing a business doesn’t mean you’ve failed. Sometimes you’re saving yourself or your other ventures,” Syarif explained, emphasizing the importance of making pragmatic decisions in entrepreneurship.

Despite these setbacks, the couple regards failures as a necessary part of their growth. “Every failure is a rite of passage,” Syarif asserted. “We wouldn’t have learned these lessons any other way.”

A Decade of Success and Future Aspirations

Today, Chulop boasts a loyal customer base, with its East Village outlet thriving. In August 2023, the couple opened a second Singapore location in Haji Lane, followed by the launch of two outlets in Kuala Lumpur, Malaysia, in early 2024. Syarif described Malaysia as a natural choice for expansion, citing cultural similarities and a vibrant food scene.

The couple envisions Chulop as a global brand for churros, akin to how Krispy Kreme is recognized for donuts. They prioritize maintaining quality and a premium experience as they grow. As parents of two, they have developed a strong partnership that balances creativity and business strategy. Malaque serves as the “flavour builder,” focusing on product development, while Syarif handles branding, marketing, and operational systems.

Looking ahead, Syarif acknowledged the uncertainties faced by the F&B industry. “Every day, I hear news of businesses closing due to high rents. There are many macro factors beyond your control,” he said. Yet, he remains committed to taking calculated risks.

Reflecting on their decade-long journey, Syarif understands the emotional aspect of their product. “Churros are not essential food; they are emotional food,” he stated. By connecting churros with life’s celebrations, they aim to embed the snack into customers’ cherished memories.

Ultimately, Syarif emphasizes the need to maintain one’s identity outside of business. “Your business does not define you,” he advised. For aspiring entrepreneurs, he encouraged belief in oneself: “If you have the belief, just go for it. Whether you succeed or not is not for anyone else to judge but yourself.”