The ketogenic (keto) diet - a science-based, low-carbohydrate, moderate-protein and high-fat diet- was introduced by modern physicians as a treatment for diabetes and epilepsy in the 1920s and started gaining popularity in the 1990s. It was only during the past couple of years that the keto diet started to become more mainstream. Keto-friendly bakeries are still relatively uncommon despite the rise of gluten-free and vegan bakeries in Europe.
In our second Founder Story feature, we had the pleasure of chatting with Lin Chong, founder of Lin Switzerland Keto Bakery & Dessert Shop - currently the only online keto bakery in Switzerland.
Meet Lin, the baker-in-charge
Lin Chong was born and raised in Singapore till she moved to Australia at 16 to further her studies. Since then, she has lived in Dubai for a decade before settling in Alpnach Dorf, Switzerland, with her husband and Co-Founder, Oliver Krstic, in 2017.
Leaving the comforts of corporate life to strike out on her own.
In 2012, Lin was working in Dubai as a General Manager in charge of the Middle East at a telecom company. She was at the height of her career when she met Oliver and decided to change the trajectory of her life and pursue other interests.
“Some people think I’m pretty nuts,” she chuckled. “But I didn’t think I was being true to myself if I stayed. Life is short, so I should spend it being more of my authentic self.”
She concluded that she couldn’t stand the idea of working for another company and had to take charge of her life and be her own boss. So the only way she could be true to herself was to be an entrepreneur.
Two peas in a pod
“Oliver was in private banking before making his shift as an Argentine tango dancer and teacher - you can see our similar life trajectories here.”
Inspired by his passion, together, they gave up everything to start a tango school in Dubai. The business took off, and they enjoyed great success until they had to leave for Switzerland in 2017 due to family circumstances. But their passion and dedication to tango remained.
Switching to Plan B during the pandemic
Like many others, their lives turned upside down when the COVID-19 pandemic struck.
“The last thing people would like or could do was dance tango in a close embrace. We didn’t know how long until we could return to normal; hence we had to find another source of income to sustain ourselves until the crisis was over.”
Lin has always had a strong interest in nutrition and wellness. At age 50, her mother passed away from breast cancer. She has since developed an obsession with nutrition, health and how they relate to cancer.
“My own health has prompted me to adopt the ketogenic diet, which has greatly benefited and healed me.” As a result, she decided to pass the time by studying to become a certified ketogenic coach and launch a small business, coaching a few clients.
When asked if she had any regrets about leaving her corporate job to pursue her dreams, she went, “No regrets. Just chuck it all in and be your authentic self. I never looked back. This is where I am meant to be.”
The humble beginnings of Lin’s Bakery
She began baking for her clients to support their transition to a ketogenic lifestyle since they had trouble finding foods that would help them stick to their diet.
“People on the keto diet don’t have easy access to good quality, well-planned keto-friendly food in Switzerland. Plus, there are no restaurants they can go to for keto-friendly cuisines,” she said.
So Lin got cracking - she created a very basic and simple website to showcase her baked goods, and the orders started streaming just three days after she launched! That was the beginning of Lin Switzerland - Keto Bakery. From there, things quickly grew, and they had to treat it seriously - so seriously that they’re now full-time keto bakers while teaching tango on the side.
“Keto baking took over our lives and kitchen!”
Together with Oliver, the pastry chef and food innovator, they created all kinds of keto bread, pastries and desserts - otherwise impossible for those on the keto diet to consume. As Lin Switzerland is the only keto bakery in Switzerland, the customers can’t get enough.
“I feel truly humbled by our customers who love our products and come back for more. So we decided to go all in as we believe in the ketogenic lifestyle and would like to help people in what we do best!”
By the way, Lin’s currently hiring a Bakery Assistant - click here if you’re interested or know someone who might be!
Moving from the online sphere to brick and mortar
Lin’s bakes are currently available online and delivered all over Switzerland. Fellow EU residents, don’t fret; she’s also looking to extend deliveries across Europe soon. Now, she has her eyes set on opening a chain of bakeries, cafes and bistros in the major cities in Switzerland, starting with Zürich, followed by Geneva.
The menu will be keto-friendly and appeal to people with different lifestyles, such as gluten-free, vegan, paleo, and carnivores alike! They will offer delectable meals made with locally sourced ingredients.
“We want a restaurant and bakery for those on a keto diet to enjoy Keto-friendly food with family and friends without explaining anything to anyone.”
Funding - Round 1
Lin Switzerland is seeking CHF 700,000 in equity to build the first flagship Keto Bakery, Cafe and Bistro in Zürich. The funds will be utilised for operational expenses, employee training, marketing, and the buyout of an existing bistro.
In their first year of operations, Lin Switzerland attained revenue of CHF 92,000 with EBITDA of 4.4%. This was achieved with minimal marketing and an English site - in a country that officially speaks German, French and Italian- built on the basic Wix platform. This year, they forecasted revenue of CHF 120,000 with EBITDA of 5%.
What’s currently baking?
The festive season is almost upon us, and Lin and Oliver are hard at work rolling out goodies for Christmas. Thinking of a yummy gift for family and friends? They recommend the Keto Tartlets (any of them!). They are the best-selling item at every pop-up Lin Switzerland has ever organised.
“The remainder of 2022 will be devoted to fulfilling Christmas orders. It’s one of the busiest times of the year for the bakery. On top of that, we’re going full steam ahead with our fundraising efforts, so there’s no time to sit and stare!”
What is the one piece of advice you would give to other SEEA members and aspiring entrepreneurs?
Life is too short to be someone you are not, and go easy on the carbs. :-)
Potential investors can learn more and invest in Lin Switzerland here, email Lin directly, or connect with her on LinkedIn.
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