When it comes to Malaysians who have truly made it big through authentic marketing, Claire Tan, the visionary owner and founder of Grumpy Bagels, is a name that stands out. A former Emirates flight attendant, Claire has demonstrated how harnessing the power of social media can propel a business to incredible heights. Through her social media platforms, Claire has not only shared the behind-the-scenes of her café’s rise but continues to give her loyal fan base a glimpse into her life as a passionate business owner. In this exclusive interview with Top 10 of Asia, Claire opens up about her upbringing, the story behind Grumpy Bagels and the challenges she overcame. She also shares her motivation for success, her future aspirations and valuable advice for aspiring entrepreneurs looking to follow in her footsteps.
1. Could you share with us briefly about yourself?
I worked as a flight attendant with Emirates for five years, which gave me the opportunity to travel the world and experience different cultures, especially when it came to food. This is where my passion for bagels grew. Growing up, I always loved baking, but it wasn’t until the MCO in Dubai that I decided to take it more seriously. I started a home-based baking business during the lockdown, experimenting with different recipes and later went back to college to enroll in a diploma in patisserie to improve my skills after I got retrenched. This hands-on experience led to the creation of Grumpy Bagels.
2. Can you tell us about your upbringing and how it shaped who you are today?
I grew up in a family where food played an important role, and I always found comfort in baking. However, growing up in a traditional environment, I never thought of baking as a career until much later. My time with Emirates helped shape my understanding of customer service and the hospitality industry, teaching me how to manage high-pressure situations, and work with a diverse group of people. These lessons, along with the entrepreneurial drive I developed during the pandemic, ultimately helped me transform my passion for baking into a business.
3. Can you describe a pivotal moment in your career?
A pivotal moment in my career was during the MCO in Dubai when all flights were grounded due to the pandemic. With a lot of free time, I began exploring baking more seriously, experimenting with recipes, and started selling them online. The positive feedback from them, together with my husband’s constant encouragement, helped me realise that I could turn my love for baking into a real business. This was the turning point when I decided to pursue the dream of opening Grumpy Bagels.
4. What are the biggest challenges you’ve faced in your field, and how did you overcome them?
One of the biggest challenges has been managing manpower issues, which is a common challenge in the F&B industry. There were many times in the beginning when we didn’t have enough staff or ingredients, and we had to close the shop for a few days to catch up on orders or restock supplies. Managing the overwhelming crowd in the early days was also tricky—we didn’t expect the number of customers, and we had to quickly implement a queue system to keep things organized. Each of these challenges taught us something valuable and helped us grow.
Another challenge was how to stand out in a crowded market like Kuala Lumpur, especially with the limited resources we had in the beginning. But focusing on authenticity, quality and creating a welcoming atmosphere allowed us to carve out our niche.
5. How do you stay inspired and motivated in your work?
I stay inspired through the positive feedback and encouragement from our customers. The sense of community we’ve built through social media and word of mouth has been incredibly motivating. Seeing customers enjoy our food and share their experiences on social media keeps me excited about what we’re doing. I also find inspiration in overcoming challenges, which forces me to keep learning and evolving.
Additionally, sharing our journey online has kept us connected with our customers. Social media has given us the opportunity to show not just our products but the behind-the-scenes efforts, from the renovations to the growth of the brand. This sense of community we’ve built online has been invaluable.
6. What values or principles guide your work and decisions?
At the core of Grumpy Bagels is quality. We hand-roll all our bagels using the finest ingredients, and we bake everything fresh daily. Authenticity is another guiding value—we started from humble beginnings, and I believe our story resonates with our customers. We’re committed to creating a welcoming atmosphere for everyone who walks through our doors, making them feel at home. Finally, adaptability is essential in running a business, as things rarely go as planned, and we’ve had to pivot and adjust many times along the way.
7. How do you define success for yourself?
For me, success is not just about financial growth; it’s about creating something meaningful. Success is seeing the smiles of customers who love our bagels and knowing that we’re fulfilling a need in the market. It’s also about building a community and staying true to the values we started with. Being able to maintain work-life balance while continuing to grow as a person and entrepreneur is also a big part of how I define success.
8. Is there a project or dream you haven’t yet pursued?
One dream I still have is expansion, but I want to do it carefully and strategically. We’ve had several offers for expansion, but right now, our main focus is on refining our current operations and ensuring that we can handle growth without compromising on the quality of food and service. We would love to grow, but we want to do so in a way that stays true to our brand and values.
9. What are your goals for the next few years?
In the next few years, my primary goal is to refine our systems and operations, ensuring we maintain our high standards and efficiency. We want to strengthen our team and continue to improve our customer service. While we’re not actively seeking expansion, we are keeping an eye on future opportunities, but for now, the goal is to focus on growing from within.
We also want to keep innovating and introducing new items to our menu while staying true to what makes Grumpy Bagels special. Our social media presence will continue to be a priority as we continue to grow and build our community.
10. What advice would you give to someone starting in your field?
My advice would be to start small and stay authentic. The journey isn’t always easy, but every challenge is an opportunity to learn and grow. Take the time to refine your skills and always listen to your customers—they can teach you a lot about what works and what doesn’t. Stay adaptable and resilient, and don’t be afraid to share your story. People connect with real, relatable experiences, and that’s what helps to build a strong brand. Lastly, don’t rush into things; take the time to build a solid foundation before expanding.