Singapore’s catering industry is undergoing a transformation, driven by The Plattering Co., a boutique firm that has rapidly scaled from a home-based juice business to serving over 100,000 people annually. The company’s success, built on visually striking food presentations and a willingness to adapt, highlights a shift in demand towards experiential dining even in traditionally functional catering markets.
Founded in 2014 by Yasmin Sim and Pearl Chan as Juix Up, the business initially focused on cold-pressed juices, capitalizing on a growing health trend. Jessica Lim joined the team to manage operations as demand increased, leading to a move from a home setup to a factory in Mandai within a year. The company secured business-to-business deals, including retail stocking at an airport chain, but faced financial challenges due to escalating overheads and inconsistent large orders. “We didn’t do our numbers properly,” Sim admitted, recalling a period where the business was close to failing.
A turning point arrived in 2018 when a client requested banana walnut muffins alongside their juice orders. Pearl Chan, despite lacking formal culinary training, meticulously plated the muffins and drinks, incorporating a chalkboard display. This presentation resonated with the client, who subsequently requested more elaborate food offerings, including salmon platters and cheese boards. Recognizing a gap in the Singaporean catering scene, The Plattering Co. Was officially launched in March 2018, responding directly to client demand.
The Plattering Co. Distinguished itself by prioritizing aesthetics. Wooden boards replaced stainless steel trays, fresh floral arrangements softened tablescapes and color palettes were carefully curated. Concepts like the doughnut wall, inspired by Chan’s wedding, became signature offerings, transforming food into both a culinary experience and a visual centerpiece. Other popular creations include the Pretzel Pipe Wall, nasi lemak bars, and taco bars.
By 2019, the brand had moved into a 1,000 sq ft shophouse on Cavan Road, establishing a niche in artisanal catering and building a growing team. Though, the COVID-19 pandemic in 2020 brought operations to a near standstill as corporate buffet catering was cancelled en masse. Facing another potential closure, the founders pivoted, introducing premium breakfast boxes and bento boxes, often accompanied by handwritten greeting cards to show support during the crisis.
Adapting to dining restrictions that limited gatherings, The Plattering Co. Redesigned menus into smaller platters for six to eight people, focusing on direct-to-consumer sales. In 2021, they launched Sage and Gifts, a brand specializing in creatively styled gift hampers, leveraging their bespoke aesthetic. This diversification proved successful, with annual revenue nearly quadrupling compared to pre-pandemic levels by 2022. That year, the founders sold off Juix Up and relocated to a 2,000 sq ft central kitchen in Bedok to accommodate growing demand.
In 2024, the founders divested the Sage and Gifts brand to concentrate on their core catering business. They also brought on board a Managing Director with 13 years of experience in food systems and enterprise-scale business transformation to oversee the next phase of expansion. The Plattering Co. Now 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.
Recognizing the premium nature of their offerings, the founders expanded into complementary businesses. Caterwow, launched in 2024, serves the halal and mass market with similar aesthetic principles. Singapore Food Services provides white-label and OEM food services, while Wildflower ArtCo. Manages floral styling for events. Kaizen Supply Chain oversees operations and offers supply chain logistics to industry peers.
Maintaining consistency in execution, particularly replicating Chan’s intricate setups, presents a challenge as the business scales. The company has implemented thorough training programs for staff and is exploring AI-assisted processes to standardize operations. The team emphasizes meticulous planning, from flower selection to platter size and tablecloth color, recognizing the operational intensity of catering, which extends beyond food preparation to include logistics, setup, and cleanup.
Looking ahead, The Plattering Co. Plans to continue innovating and potentially expand into overseas markets. Sim attributes their survival to adaptability and a clear brand direction, emphasizing the importance of humility and continuous growth. “If you’re not growing, you’re actually dying,” she said.