1996 - Successful entrepreneurs, Keith and Janet Sung, decide to expand their product line. They notice that every island has their own gourmet cookie line except Honolulu—the time is right to introduce a line of gourmet cookies made in Honolulu.

1997-1998 - During an 18-month quest to produce the perfect cookie, Sung searches the world to find the right equipment and ingredients, then plans and constructs the ideal custom bakery. He perfects his recipe, using a precise blend of premium ingredients, resulting in the finest shortbread cookie in the Islands. The crowning touch is the distinctive pineapple shape which reinforces its Hawaiian heritage. Thus Honolulu Cookie Company, developed with a winning formula—make a great cookie, make it unique, and make it right here in Hawaii—is born.

The first four flavors are selected, and simple, yet sophisticated packaging is developed to appeal to both the local and tourist market seeking a distinctive Hawaiian gift. Initially, the cookies are wholesaled to select Hawaiian retailers, focusing on the tourist market. The owners continue develop the brand, concept, packaging and equipment to ensure a premium product and the finest presentation.

2001 - In August, the Sung’s open their first retail store at the Kalihi bakery. Shortly after opening the store, 9/11 occurs and the wholesale business trends down. A logical approach would be to reduce expenses and wait out the downturn. Defying logic, the Sung’s adopt a new business model opting for vertical integration. They now retain full control of their product from production to proprietary retail boutiques, and into the customer’s hands.

2002 - The Ward Warehouse store is opened. The store’s location just outside the main shopping corridor of Waikiki allows them grow their tourist base while expanding their reach to the local customer base.

2003 - The company opens its first Waikiki location at the Hilton Hawaiian Village, targeting the tourist market. This prime location quickly becomes popular, with Japanese customers forming the majority of the customer base. Direct marketing is established with a website and catalog, and a proprietary mailing list is started to maintain contact with customers worldwide. The Aloha Card, a customer loyalty program, is introduced.

2004 - A kiosk at Ala Moana Center opens, serving customers in the state’s largest regional shopping center. Its location at the edge of Waikiki attracts both a local and tourist customer base.

2007 - Capitalizing on the success of previously opened retail stores, several new locations are added in a wave of expansion. The company makes its first entry into the neighbor island market with two stores on Maui: Whalers Village, a popular resort destination in Ka’anapali, and Front Street in historic Lahaina town. New retail boutiques open in prime locations at Waikiki Beach Walk, the Outrigger’s newly renovated shopping district on Lewers Street, and on Royal Hawaiian Avenue, adjacent to DFS. Expansion continues with the opening of a beautiful flagship store at the Hyatt Regency Waikiki on Kalakaua Avenue, the main thoroughfare in Waikiki.

2008 - A new store is opened at the Waikiki Beach Marriott, followed by a store in the newly remodeled Royal Hawaiian Center, the premiere shopping district in Waikiki. Increased emphasis is placed on direct marketing efforts: the catalog is mailed more aggressively, a new website is developed, and an email plan is implemented. Corporate partnerships are formed with Japan Airlines (JAL), the Japan Travel Bureau (JTB), Japan Credit Bureau (JCB), and H.I.S. International Travel Service.

2009 - Renewed commitment to the local community is addressed by expanding the Ala Moana Kiosk and fashioning it to look like a Honolulu Cookie Company boutique. The larger, more efficient use of space results in incremental sales. A new Kiosk, opened at Pearlridge Uptown, serves the military and local markets. Three new flavors are added: Coconut, Dark Chocolate Coconut and White Chocolate Coconut.

2010 - The new decade begins with emphasis on branding. New packaging and an updated logo are introduced. Increased visibility leads to full page, premium position print ads and diversification of media, targeting local, business and tourist markets. Three new flavors of Mini Bites are added: Coconut Chocolate Chip, Kona Chocolate Chip and Lilikoi Chocolate Chip. A ‘store within a store’ at DFS Galleria Waikiki opens early August. To address the incredible growth, Honolulu Cookie Company acquires property with plans to complete the new corporate office and bakery by January 2011.

As each new store is opened, major expansion has occurred in the company’s production facility to keep up with increasingly successful sales results. Having experienced tremendous reception in the local and North American market, along with strong results from the Japanese market, the owners realize that a professional senior management team is instrumental in assisting them to further develop future opportunities for the company. As part of the Honolulu Cookie Company management team, these highly skilled individuals have contributed their expertise in manufacturing, retail, advertising, direct marketing, accounting and human resources to place Honolulu Cookie Company in an ideal position for future expansion.