Daniel Tay is more than just a foodie—he is an industry veteran who has created well-known F&B brands in Singapore, such as the now-defunct Bakerzin and Old Seng Choong.

He is also the founder of Cat & The Fiddle, which started as an ecommerce platform in 2014 and has since grown to open its brick-and-mortar stores in the city-state and beyond.

It has been a decade since the brand launched, and it got us wondering—what does it take for an F&B business to stay relevant amid the industry’s ever-changing nature? Here’s what Daniel has to say.

Building a solid base for his cheesecake biz

In his previous interview with Vulcan Post, Daniel shared that launching Cat & The Fiddle as an online F&B brand was an opportunity for him and his team to explore a business that ran solely online.

“Many people are armchair shoppers, so it made sense for us to go online and so far, the results are very good.” He added that being an online retailer also provided the flexibility to choose the most convenient method to receive their orders.

For Cat & The Fiddle, the first step was to have a “fantastic” cheesecake recipe, which Daniel and his team have perfected along with their cryogenic freezing technology.

This method uses liquid nitrogen to rapidly freeze the cheesecakes, retaining their moisture and freshness and preventing bacterial growth and wastage.This allows them to have a longer shelf life, even with fluctuations in temperature that inevitably occur during deliveries.

The brand’s second step is to create “clever cheesecake flavours”, including Asian and localised flavours like Mao Shan Wang durian and Milo Dinosaur. Cat & the Fiddle currently sells 19 cheesecake flavours in total, as well as two combinations from its Fickle Feline range—10 distinct cheesecake flavours presented as one. When asked about the number of cakes the company produces every day,

Daniel did not disclose a specific figure. However, he shared that various factors such as seasonality, retail promotions, and special occasions affect the brand’s demand for cheesecakes.

Expanding into brick-and-mortar

Nevertheless, Cat & the Fiddle became a recognisable brand in the Singapore F&B landscape, opening its first physical outlet at Clarke Quay Central in 2018. (Note to reader: this outlet has since closed.)

Currently, the company has seven outlets, including its dine-in cafe at Woods Square, where it sells desserts such as eclairs, tarts, and macarons in addition to cheesecakes.

Daniel shared that despite having to contend with the cost of operations, rental, and manpower challenges, he was confident that the company would continue to have “the cutting edge” and remain competitive in retail with its loyal customer base and new product offerings.

Cat & the Fiddle has adopted an omnichannel approach, with online orders contributing about 55% of the business’s total revenue. Sales from its retail outlets account for approximately 30%, and the remaining comes from other channels.“While online sales drive the bulk of our business, the physical outlets and other channels play a crucial role in expanding our reach and building brand presence across different customer segments,” added Daniel.

He shared that their physical outlets attract customers who prefer to see the cheesecakes in person and provide another collection point for customers to pick up their orders.

Growing its presence beyond Singapore

It’s been 10 years since Cat & the Fiddle first started. To date, the company said it has sold over 1.5 million cheesecakes in Singapore and has over 139,000 followers who engage with the brand.

The company has also expanded its presence to Malaysia, Indonesia, and Vietnam, and is planning to enter the United Arab Emirates (UAE). It’s worth noting that its Malaysian outlets have temporarily ceased despite the encouraging response they received upon opening.

Daniel explained that it was a “wise decision” for the brand to “step back and evaluate” what is needed to continue growing. “We are currently assessing the market and refining our strategies, with the aim to resume operations soon,” he added. He’s aware that entrepreneurs need to do their homework and research their potential markets when expanding internationally. For Cat & the Fiddle, its halal-certified cheesecakes gave it access to enter Indonesia and the UAE, where halal certifications are vital.

However, the company needed to find the sweet point to maintain the quality of the cheesecakes as they were transported to their respective countries, which required careful planning from the team.

Daniel also emphasised the importance of having a flexible pricing strategy that allows the company to stay competitive and profitable amid fluctuations in exchange rates, which affect the retail prices of his cheesecakes. To commemorate its 10th anniversary, Cat & the Fiddle has introduced its lifetime membership programme, a loyalty rewards programme that provides members with exclusive benefits and birthday perks.“This is a tribute to fans of Cat & the Fiddle and to continue giving them the best deals and, of course, the best cheesecakes,” added Daniel.

The company is also working on launching a “Gen 2” cafe concept in Singapore, which will offer hot food alongside their cheesecakes for a complete dining experience, and it will be shared “in due time.”

Learn more about Cat & The Fiddle here.

Read more stories about Singaporean startups here.