1. How did the ‘A Poke Theory by day, Alter Ego by night’ concept come about?
Vannessa: When developing the brand identity for A Poke Theory, we didn’t want to adopt a cheesy, faux-Hawaiian identity to it – hence creating a trendy, health food spot specialising in poke bowls instead. It would allow us to be in line with the current health kick in the industry and also include other product offerings like our cold pressed juices, snacks and smoothie bowls.
When Esplanade approached us for a spot by the waterfront, we saw potential for a concept like Alter Ego — spring-boarding off A Poke Theory’s success to create a healthy-by-day, indulgent-by-night concept that would allow us to weave alcohol with our poke bowls in the same space (serving alcohol was a requirement for a waterfront unit with the mall). It was funny because when we were younger, we used to joke about opening a cafe that had a split personality as well (we sheepishly called it our “Heaven & Hell” concept back in the day). I loved my healthy food, and Joey loved his hearty grub. We thought – well, wouldn’t it be awesome because people who are complete opposites like us can sit at a table and enjoy the food they love? It’s hilarious that we actually did wind up turning a whimsical dream into reality!
2. What were the challenges you guys face when starting A Poke Theory?
Joey: Our young age was, and still is, an obstacle that we constantly have to overcome, although lately it’s become more akin to swatting asidean annoying fly. It was our first foray into the F&B on the business management side of things, and we could understand how others were finding it difficult to treat us seriously, though understanding it didn’t mean it made things easier. Finding and convincing full time staff on a bed of verbal promises was a challenge, but as each day went by, our queues spoke for themselves, and the magnitude of the problem has faded away to a shadow of its former self.
Our desire to build everything about the business from the ground up by ourselves also had major backlash in the form of physical exhaustion. We were sapped of all our energy, so hell bent on doing the food, the inventory management, the accounts, the branding, the social media,the human resource, and still be there during lunch slam to lead service. It was a blessing that we managed to find our full time crew while we could still hang in there by ourselves, but before that, every morning was a mountain to climb, and we’d wake up still reeling from the aftereffects of the previous day.
… we seem to be working all the time, but we have such a passion for it that it sometimes doesn’t feel like work at all.Vanessa
3. What are the pros and cons of being business partners as siblings?
Vannessa: When things get tough.. you get to scream at your business partner without having to worry you’ll get kicked out of a partnership after!! Nah, but in all seriousness – I’m usually the emotionally charged one who sets the spark to any heated argument , and Joey is ever the cool, collected rock who puts me back in my place. Working with family is always hard because you put your relationship at risk – but Joey and I have always been really close as siblings, and we’ll never let anyone or anything come in between us. We have unwavering trust in one another, and push each other towards bigger goals each time. You don’t get that level of trust, comfort, or faith in anyone other than family.
I’m not sure what the cons are as of yet. Perhaps that we seem to be working all the time, but we have such a passion for it that it sometimes doesn’t feel like work at all. Moreover, we do so many things together – from chasing after uncles on forklifts for wholesale prices of bananas at 5am in our early days, to managing our finances for both Alter Ego and A Poke Theory now. It’s been a hell of a ride.
4. We would love to try Alter Ego’s pizza fries! What other bizarre (but delicious) food ideas do you guys have up your sleeves?
Joey: We’re looking to work on our weekend brunch real soon, allowing our customers to choose from two types of sets, with the former to be paired with some great coffee, and the latter to be with a seasonal craft beer or cider. It would typically determine what type of weekend afternoon they’d like, and we’d be pairing some delicious creations that we’d love to release for this menu. I’m also keen on tapping into a wider range of desserts; I’d love to take a crack at Momofuku’s “Crack Pie”, which is based on a precise balance of salty-sweet flavours in a gooey filling and a biscuit crust, as well as doing a Banana Cream Pie with overripe bananas and a chocolate crust. Probably a Cookie Dough Pie as well. We’ve had some customers tell us our indulgent desserts aren’t that indulgent, and I’m raring to rectify that issue at the next possible window of chance.
5. What are your guilty pleasures when it comes to food?
Vannessa: POTATO CHIPS! And cheese. I love cheese on anything and everything. Joey also makes the best grilled cheese sandwich for me and no one does it better.
Joey: The indulgent menu of Alter Ego speaks for itself; these are mostly based on my “munchie cravings”, and you just know there’s going to be fried chicken, cheese, and potato in various forms if you were to ask me for the menu on my personal pig-out days. Potato chips are something that my sister and I have an undying passion for, and it would be the best thing ever to be able to manufacture our own range of potato chips too.
Potato chips are something that my sister and I have an undying passion for...Joey
6. Do you guys have an alter ego?
Joey: I guess when it’s time to work, I really mean it, and I can sometimes get a little intense when I’m in the zone. I live by the motto that there’s a time to work and there’s a time to play, so when it’s my designated “break time”, I really do try to set cast work aside (responsibly of course), and maximize the hours that I’ve set aside for myself to let loose and release any pent-up stress from work.
Vannessa: I’m a person of extremes. In food, I eat really healthy, or really unhealthy. At work, I’m really nice but I don’t take a single ounce of b******t from anyone. So people who have worked with me, know that I’m the person you want on your team – and not against. I have no qualms about burning bridges and doing what I have to do when people are just… indecent humans to say the least haha. Don’t mess with my career!
7. What are your wardrobe staples?
Vannessa: I live in Melbourne now, and its sweater weather here most times aside from summer. I can never have enough cosy, oversized knits in my wardrobe. I also pretty much live in distressed denim shorts and sneakers.
Joey: I honestly don’t know, because I technically don’t have any dress codes at work. I could be moving boxes of poke bowls from the warehouse or picking up vegetables from the wholesale centre in the same day when I have meetings with clients or suppliers, so I usually try to find a middle ground with smart-casual shirts and berms, and shoes that I can wear with no-show socks. I know, I’m terrible at describing fashion.
