Wolf Burger’s Alpha Serene Chua on Her Business and Babies

For #girlboss Serene Chua, Wolf Burger is more than just a premium burger restaurant — it’s her childhood dream come true. 

The pack leader fantasised about having an F&B empire as a kid. Ever since she was 10 years old, she was extremely passionate about food, harbouring ambitions of opening different restaurants, cafes and even an ice cream parlour.

But it was only after working various jobs in the media and finance sector that all the stars began to align and her dream took flight. 

“About four years ago, I had a friend — now my business partner — he wanted to give up his private equity business and to go into F&B full-time. Everything came together and we started a meat-centric restaurant along East Coast Road called Carvers & Co.,” she fondly recalls. While Carvers was known for their meat dishes, one particular dish stood out.

The General Burger was created with the intention to serve gourmet burgers with quality ingredients. It was a huge hit amongst the locals and sold out nearly every day. It even won a burger challenge, being crowned one of the best burgers in Asia. 

Little did Chua know, this simple (but delicious) burger was the beginning of the now-successful Wolf Burger franchise. 

Wolf Burger

Co-Founder Serene Chua at Wolf Burger’s newest Funan mall outlet. Photo: Tung Pham

“With the General Burger, we were thinking: what if we could do something that is quality and gourmet but at a $10 price point? We wanted it to be affordable for the mass market.” And so, Wolf Burger was created with this simple philosophy in mind. 

Coming from a finance background, Chua analysed market trends and noticed that there was a gap for S$10 affordable burgers with premium ingredients. We are talking about homemade patties, sauces, buns, and fresh vegetables — nothing is frozen or pre-made. 

“There’s a lot of love going into it,” Chua says smiling. 

There are currently nine burgers on the menu. In picture: King Salmon Burger (S$14.90). Photo: Tung Pham

And love you can taste in every bite. Each burger is made-to-order and assembled by hand by a meticulous kitchen crew. The buns are fluffy and soft, patties are cooked just right and fresh, crisp lettuce provides a balanced mouthful for every bite.

Even though everything is handmade, you can still expect to receive your meal quickly. In fact, Wolf Burger has a mandate to deliver your food within 10 minutes, otherwise you can let them know and receive something on the house! “Our system is all about quality, speed, innovation and delivering the best customer experience,” Chua confidently says. 

Sweet and Sour Fish Sliders (S$10.90) and Fortune “Fries” (S$8). Photo: Tung Pham
Wolf Burger also serves a selection of thick and creamy milkshakes. Pictured: Oreo Hero (S$6.90). Photo: Tung Pham

Three years on, Wolf Burger currently has three “lairs” in Singapore and a winter pop-up in Niseko, Japan that just launched last year. “We wanted to start small and slowly scale up,” Chua explains.

So what’s next? At the end of the year, Chua and her partner are planning to open a permanent steakhouse in Niseko under the Carvers brand. All the fresh produce and meat will be sourced locally and even the staff are Japanese. 

The 3 B’s

A prime example of the modern business woman, Chua wears many hats. On top of managing Wolf Burger, she’s also a private banker. “I have three Bs: Burgers, Banking and Babies,” Chua remarks.

With only 24 hours in a day, how does she manage to allocate enough time for everything?

“For my babies, I usually have breakfast with them in the morning and spend time with them when they come back home from school. For banking, that’s the main part of the day as it’s a 9 to 5 job. For burgers, it’ll probably be either lunch or after work,” she explains.

Chua considers good time management and the ability to designate tasks the two qualities that help to keep everything running smoothly. “It’s about prioritising what’s important. If you know your priorities, everything will fall into place nicely,” she advises. 

Ultimately, Chua still regards her babies as her number one priority.

“Family always comes first.”

Photo: Tung Pham

Wolf Burger currently has three outlets — Funan #01-05, Suntec City Pasarbella 455-456 / 459-461 and Changi City Point #01-43.