Joe & Dough and Chef At Work’s close working relationship goes all the way back to both brands’ early years, where we worked closely to support Joe & Dough in its early stages. Since then, they have been one of Chef At Work’s recurring clients for injecting fresh new elements into their concept.

Naturally, we reentered the picture when Joe & Dough decided to introduce a new lineup of wholesome pizzas to its menu. Already established in the Central Business District for sandwiches and handcrafted coffee, the client wanted to craft out a new segment of providing delicious and filling pizzas that can be paired with a fragrant cup of joe for any time of the day.

Under this project, Chef At Work was entrusted with menu creation, research and development, food styling, ingredient costing, and staff training.

Through the course of our involvement, we decided to create innovative pizzas with a unique dough while retaining both classical and contemporary flavours that cater to the evolving local flavour profiles. This ranged from the all-time classic Hawaiian Aloha Oi! and Pepperoni Yours, to new signatures like the aromatic Truffle Shuffle and Korean-inspired Gangnam Style.

Using quality and fresh ingredients, our recipe required the dough to be hand-kneaded and baked fresh at the pizzeria. Each slice is filling and scrumptious while remaining affordable for the masses and pairs easily with the store’s beverages and other items. This led us to strike a good balance while doing up the food costing and R&D. Our recipe also required us to train and equip existing staff to be able to serve up the pizzas consistent in quality and freshness.

The new line-up was first rolled out at Junction 8 in Bishan while being selectively rolled out at other outlets islandwide and has been a popular staple on the menu.