Singapore’s catering industry, long characterized by functional service and standardized offerings, has seen a significant shift in recent years. The Plattering Co., founded in 2018, has emerged as a key driver of this change, pioneering an “artisanal bespoke” approach that prioritizes presentation and experience alongside taste. The company’s journey, however, has been far from linear, marked by near-closure experiences and strategic pivots that ultimately led to serving over 100,000 people annually.
The origins of The Plattering Co. Lie unexpectedly in the 2014 juice cleanse trend. Founders Yasmin Sim, Pearl Chan, and Jessica Lim began experimenting with cold-pressed juices, initially catering to friends and family before scaling into a formal business, Juix Up. Rapid growth followed, expanding from a home operation to a factory in Mandai and securing B2B deals, including retail stocking at an airport chain. However, this rapid expansion proved unsustainable. “We didn’t do our numbers properly,” Sim admitted, highlighting the financial missteps that brought the company to the brink of collapse.
A turning point arrived in 2018 when a client requested muffins to accompany their juice delivery. Pearl Chan, despite lacking formal culinary training, accepted the challenge. Her carefully plated presentation of muffins and juices resonated strongly with the client, who subsequently requested more elaborate food offerings – salmon platters, cheese boards, and styled grazing spreads. This demand signaled a gap in the Singaporean catering market and prompted the launch of The Plattering Co. In March 2018.
The company quickly distinguished itself through its aesthetic focus. Wooden boards replaced stainless steel trays, fresh florals softened tablescapes, and color palettes were intentionally curated. Concepts like the doughnut wall, inspired by Chan’s wedding, and later the Pretzel Pipe Wall, nasi lemak bar, and taco bar, added an interactive and visually appealing element to events. By 2019, The Plattering Co. Had established a presence in a 1,000 sq ft shophouse at Cavan Road and was building a dedicated team.
The onset of the COVID-19 pandemic in 2020 presented an existential threat. The cancellation of corporate buffet catering decimated revenue streams. Facing a second potential closure, the founders responded with agility, pivoting to premium breakfast boxes and bento boxes, often including personalized greeting cards. They also redesigned menus into smaller platters suitable for the reduced gathering sizes mandated by restrictions and aggressively pursued B2C sales.
Further diversification came with the 2021 launch of Sage and Gifts, a brand specializing in curated food experiences packaged with the same aesthetic sensibility as The Plattering Co. This venture proved successful, temporarily transforming the company into a bespoke gifting business. By 2022, annual revenue had quadrupled compared to pre-pandemic levels, prompting a move to a 2,000 sq ft central kitchen in Bedok and the sale of Juix Up to focus on core catering operations.
In 2024, the founders further refined their focus by divesting Sage and Gifts and launching Caterwow, a sister brand targeting the halal and mass market. They also established Singapore Food Services to provide white-label and OEM food services. Wildflower ArtCo. Manages floral styling for events, and Kaizen Supply Chain oversees logistics and supply chain services for the group’s brands and external clients.
Scaling a visually driven brand presents unique challenges. Maintaining consistency in execution, particularly replicating Chan’s intricate setups, requires rigorous staff training and streamlined operations. The company is exploring AI-assisted processes to standardize quality control and ensure consistent presentation. The meticulous attention to detail – from flower selection to platter size and tablecloth color – underscores the operational complexity of delivering a premium experience.
The Plattering Co. Acknowledges that catering is often an underappreciated industry in terms of operational intensity, encompassing not only food preparation but also cutlery packing, table setup, delivery coordination, and post-event cleanup. The premium pricing reflects this comprehensive service offering. “The greatest sense of achievement after each setup comes when guests stop to take photos before they eat,” said Jessica Lim, highlighting the importance of visual impact.
Manpower remains a key challenge, requiring a focus on hiring individuals who align with the company’s values and understand the importance of their role in delivering the final experience. The founders emphasize the need for a strong work ethic and a sense of purpose among all team members, from kitchen staff to delivery drivers.
Looking ahead, The Plattering Co. Aims to remain a trendsetter in the catering industry and is open to exploring opportunities for international expansion. The company’s success, despite facing near-closure twice, is attributed to adaptability, a clear brand direction, and a commitment to continuous growth. As Yasmin Sim emphasized, “If you’re not growing, you’re actually dying.” This philosophy has driven strategic decisions, including the divestment of ventures that no longer aligned with the company’s core focus, and a steadfast commitment to authenticity and staying true to its values.
