{"id":11444,"date":"2016-12-09T10:57:53","date_gmt":"2016-12-09T10:57:53","guid":{"rendered":"http:\/\/halalke:8888\/?p=11444"},"modified":"2019-02-06T01:49:14","modified_gmt":"2019-02-06T01:49:14","slug":"11444","status":"publish","type":"post","link":"https:\/\/halalke.com\/index.php\/2016\/12\/09\/11444\/","title":{"rendered":"Hail\u2019s Storming Through Town with Oh-So-Soft Serves!"},"content":{"rendered":"
\"Hail's
Hail’s founders Jason Chong and Jess Au proudly stands in front of their Uptown Damansara soft serve joint.<\/figcaption><\/figure>\n

When Hail\u2019s hit (Up)town in November 2015, founders Jason Chong and Jess Au were in for a rollercoaster ride serving up scrumptious soft serves. In the first month, orders poured in. Subsequent months, Hail\u2019s was hit with a plateau in sales. Having previously worked in a caf\u00e9, the founders quickly adapted on their feet and innovated to stay relevant in the unpredictable food and beverage market.<\/p>\n

The coffee industry is no stranger to Jason where he currently owns a string of coffee chains. Under his care, Jason also\u00a0took\u00a0Hail’s in stride to grow the ice cream joint. Jess graduated with a degree in economics and finance from Monash University before furthering her studies in Deakin University for a Master\u2019s degree. Though the education earned her a good position in a bank, Jess said the job bored her to wits. \u201cI got to a point where I abhorred coming to work because I would be sitting in front of the computer every day. I didn\u2019t want to wake up for work!\u201d<\/p>\n

Then something unexpected happened. A suggestion to work in a caf\u00e9 owned by her friends in bustling Melbourne, Australia greatly piqued Jess\u2019s interest. A self-confessed foodie who loved trying desserts, Jess jumped at the opportunity. Struggling to keep up with the pace at the busy cafe, Jess kept her nose up and learnt as much as she could about baking and working in the dessert joint.<\/p>\n

\"Hail's
Hail’s Berry Pom Pom soft serve topped with popcorns and pink peppercorn seeds makes a splash of colour and flavour in a mouthful.<\/figcaption><\/figure>\n

\u201cOn the first day, I didn\u2019t even know what a spatula was! But my friends were kind enough to teach me everything from scratch like beating an egg white to making cakes and pastries.\u201d<\/p>\n

Through peak hours, Jess grit her teeth to gain \u201cinvaluable first-hand experience\u201d at becoming a pastry chef. \u201c12 hours spent every day at the caf\u00e9 was simply refreshing. Right there and then, running a cafe was something I wanted to pursue for good.\u201d<\/p>\n

Jess returned home where she started her own cake and events venture, a small side business to kick-start the sweet dream. Her cakes which included strawberry rose and lemon cheesecake were requested for weddings and birthdays. Through word-of-mouth and strategic marketing, her cakes became an overnight hit as customers flocked to Facebook and Instagram to place orders.<\/p>\n

An all-rounder at baking fine cakes coupled with the experience in business management, Jess bagged all the expertise needed to step up her game. With blessings from her family and friends, Jess started Hail\u2019s soft serve parlour at Uptown Damansara. Right from the start, Jess fronted the business.\u00a0<\/strong><\/p>\n

\"Hail's
Hail’s first started out with Osaka Black Sesame ice cream where its sesame seeds were sourced from Japan.<\/figcaption><\/figure>\n

Whipping Up Perfect <\/strong><\/p>\n

With two invested partners, Jess and Jason coughed up the initial start-up capital where most of the funds pumped into the caf\u00e9\u2019s renovations and machineries. However, it was not all easy from the beginning, as Jess professed. \u201cI thought that I could intuitively capitalise on my baking skills to produce soft serve. Boy, I was so wrong!\u201d<\/p>\n

Designing, flavouring and baking cakes required a lot of preparation which Jess thought she could do away with making soft serves. What she learnt whipping up the perfect ice cream required more than just experimenting with fresh ingredients. A lot of time and effort were spent getting the right technique to master the right proportions of ingredients.<\/p>\n

\u201cToo much or too little of something churned out at the wrong temperature would be completely disastrous.<\/p>\n

\u201cAs it turned out, making soft serve is not easy feat. If I got it wrong (which I often did), I would have to start over.\u201d<\/p>\n

Hail\u2019s Lemon Cheesecake<\/em> flavour, for instance, took nearly a month to perfect. Several attempts ended up much in frustration as the flavour and consistency fell flat. At any standards, the ice cream was unpalatable as it was too cheesy and lemony. One time, the ice cream dough was too solid for the machine to beat evenly.<\/p>\n

Until the ice cream tasted exactly \u201cor at least 90 per cent close\u201d to what Jess had in mind, the perfectionist would shut herself in the kitchen to work at refining the ice cream.<\/p>\n

The toughest attempt yet so far finally paid off when Lemon Cheesecake<\/em> became a popular choice for the delectable crowd.<\/p>\n

Success Is Sweet-aaahh! <\/strong><\/p>\n

Of course, the Lemon Cheesecake<\/em> soft serve was not the only one that delivered its promise of fun flavours. Since its inception, Jess has gone on many experimental adventures by putting her taste-bud to the test. Taking inspiration from life that breathes a kaleidoscope of surprises and flavour, Jess concocts funky and exquisite tastes of soft serves in Hail\u2019s kitchen. With new flavours introduced every month, Jess continues to please the crowd with many unexpected swirls and twists to her soft serves. Even common flavours like chocolate was infused with a dash of earl grey, just like creamy Bandung Syrup Soda<\/em>.<\/p>\n

The secret to producing great flavours lies in the fresh and unique ingredients used. Not only are these ingredients sourced from local Halal suppliers but internationally. Seeds for seasonal flavours Osaka Black Sesame<\/em> and Pink Peppercorn<\/em> were sourced from Japan and Peru respectively while Hail\u2019s latest creation of Roasted Teh Tarik<\/em> sourced its tea leaves within Malaysia. The same is said about another signature flavour,\u00a0Gula Melaka Blue<\/em> where the\u00a0Nyonya-<\/em>inspired creation took off with\u00a0the wonderfully-sweet\u00a0Gula Melaka\u00a0<\/em>infused with\u00a0Bunga Telang\u00a0<\/em>or Blue pea flowers.<\/p>\n

\"Jess
Jess ensures that the fine tea leaves are roasted well to give the ice cream the right texture and aroma to the Roasted Teh Tarik soft serve<\/figcaption><\/figure>\n

Getting everyone to try out Hail\u2019s soft serves was essentially the vision. The use of Halal ingredients made \u201cperfect sense\u201d to cater to the large Halal market. Where many have asked if alcohol were served on the premises, Jess made it clear that no alcohol or meats are used as ingredients.<\/p>\n

Hail\u2019s has a strict policy in food management where Jess reinforces the word to the team that its cutlery and utensils are only used solely in its kitchens. This practice is part of Hail’s standard operating procedures.<\/p>\n

\u201cI understand that Halal is not just about the ingredients used in the recipes but also the assurance that the place is to be kept clean and away from other outside food. The SOP helps to iterate this point such that we do not even want to risk having the oil from outside food to be in\u00a0contact with Hail’s\u00a0premises.\u201d<\/p>\n

As far as Hail\u2019s future is concerned, Jess has no plans to experiment with alcohol in its soft serves creations. With new flavours already in mind, the excitable Jess squealed in delight, adding she simply cannot wait to share it with the world.<\/p>\n

\n
Hail’s Soft Serve\u00a0<\/span><\/strong><\/div>\n
28, Jalan SS21\/58, Damansara Utama<\/span><\/div>\n
Damansara, Kuala Lumpur, Malaysia<\/span><\/div>\n

 <\/p>\n<\/div>\nHail's<\/a>hail's uptown<\/a>halal hail's<\/a>Halal Ice Cream<\/a>ice cream<\/a>Jason Chong<\/a>Jess Au<\/a>soft serves<\/a>uptown damansara<\/a><\/span>","protected":false},"excerpt":{"rendered":"

When Hail\u2019s hit (Up)town in November 2015, founders Jason Chong and Jess Au were in for a rollercoaster ride serving up scrumptious soft serves. In the first month, orders poured in. Subsequent months, Hail\u2019s was hit with a plateau in sales. Having previously worked in a caf\u00e9, the founders quickly adapted on their feet and […]<\/p>\n","protected":false},"author":1,"featured_media":11476,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[150,118,117,149],"tags":[120,778,777,121,122,123,124,125,151],"class_list":["post-11444","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alcohol-free","category-halal-supplied","category-ice-cream","category-pork-free","tag-hails","tag-hails-uptown","tag-halal-hails","tag-halal-ice-cream","tag-ice-cream","tag-jason-chong","tag-jess-au","tag-soft-serves","tag-uptown-damansara"],"yoast_head":"\nHail\u2019s Storming Through Town with Oh-So-Soft Serves! - Halal Ke | The prettiest halal directory<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/halalke.com\/index.php\/2016\/12\/09\/11444\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hail\u2019s Storming Through Town with Oh-So-Soft Serves! - Halal Ke | The prettiest halal directory\" \/>\n<meta property=\"og:description\" content=\"When Hail\u2019s hit (Up)town in November 2015, founders Jason Chong and Jess Au were in for a rollercoaster ride serving up scrumptious soft serves. 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