Singapore’s catering industry is undergoing a transformation, driven by companies like The Plattering Co., which has grown from a juice cleanse business to a provider of bespoke catering experiences serving over 100,000 people annually.
Founded in 2014 as Juix Up by Yasmin Sim and Pearl Chan, the company initially focused on cold-pressed juices, responding to a surge in demand for health-focused products. Jessica Lim later joined to manage operations as the business expanded from a home-based operation to a factory in Mandai, securing retail partnerships including an airport chain, according to company founders.
However, rapid growth exposed financial vulnerabilities. “We didn’t do our numbers properly,” Sim admitted, recalling a period where the company faced potential closure. A turning point arrived in 2018 when a client requested muffins to accompany a juice delivery. Pearl Chan, despite lacking formal culinary training, accepted the challenge, carefully plating the muffins and juices with a chalkboard display. The client’s enthusiastic response – a request for more elaborate food offerings like salmon platters and cheese boards – signaled a gap in the Singaporean catering market.
In March 2018, The Plattering Co. Was launched, differentiating itself through a focus on presentation. Wooden boards replaced traditional stainless steel trays, and floral arrangements became integral to the dining experience. Concepts like a doughnut wall, inspired by Chan’s wedding, and later a pretzel pipe wall, demonstrated the company’s commitment to creativity and interactivity.
By 2019, the brand had moved into a 1,000 sq ft shophouse on Cavan Road, establishing a niche in artisanal catering. However, the COVID-19 pandemic in 2020 brought operations to a near standstill as corporate events were cancelled. Facing another potential closure, the founders pivoted, introducing premium breakfast boxes and bento boxes, often including handwritten greeting cards to clients.
Responding to dining restrictions that limited gatherings, The Plattering Co. Redesigned menus into smaller platters, focusing on direct-to-consumer sales. They likewise launched Sage and Gifts in 2021, a brand offering curated food hampers with the same aesthetic focus as their catering business. These pivots proved successful, with annual revenue nearly quadrupling by 2022. That year, the founders sold off Juix Up and moved into a 2,000 sq ft central kitchen in Bedok to meet growing demand.
In 2024, the founders divested the hamper brand, Sage and Gifts, to concentrate on their core catering business. They also launched Caterwow, a halal-certified brand, to expand their reach into the corporate sector and serve clients requiring halal options. They established Singapore Food Services to provide white-label and OEM food services, and Wildflower ArtCo. To manage floral styling for events. Kaizen Supply Chain was created to oversee operations and offer supply chain logistics to other companies.
To maintain quality and consistency as the business scales, The Plattering Co. Has implemented comprehensive training programs for staff and is exploring the use of AI-assisted processes to standardize setups. The company currently operates across 11,000 sq ft of space, including halal and non-halal kitchens, floral operations, and warehouse facilities, employing a team of 35-36 people.
The Plattering Co. Has served more than 100,000 people annually, and the founders plan to continue innovating and exploring opportunities for expansion, including potential overseas markets.