Cat & the Fiddle, S’porean cheesecake brand owned by Daniel Tay

Daniel Tay is greater than only a foodie—he’s an business veteran who has created well-known F&B manufacturers in Singapore, such because the now-defunct Bakerzin and Outdated Seng Choong.

He’s additionally the founding father of Cat & The Fiddle, which began as an ecommerce platform in 2014 and has since grown to open its brick-and-mortar shops within the city-state and past.

It has been a decade because the model launched, and it received us questioning—what does it take for an F&B enterprise to remain related amid the business’s ever-changing nature? Right here’s what Daniel has to say.

Constructing a stable base for his cheesecake biz

In his earlier interview with Vulcan Put up, Daniel shared that launching Cat & The Fiddle as a web-based F&B model was a possibility for him and his workforce to discover a enterprise that ran solely on-line.

“Many individuals are armchair buyers, so it made sense for us to go surfing and to date, the outcomes are superb.” He added that being a web-based retailer additionally supplied the flexibleness to decide on probably the most handy methodology to obtain their orders.

For Cat & The Fiddle, step one was to have a “improbable” cheesecake recipe, which Daniel and his workforce have perfected together with their cryogenic freezing know-how.

Cat & the Fiddle cryogenic freezing technology — Picture Credit score: Cat & the Fiddle

This methodology makes use of liquid nitrogen to quickly freeze the cheesecakes, retaining their moisture and freshness and stopping bacterial progress and wastage. This permits them to have an extended shelf life, even with fluctuations in temperature that inevitably happen throughout deliveries.

The model’s second step is to create “intelligent cheesecake flavours”, together with Asian and localised flavours like Mao Shan Wang durian and Milo Dinosaur.

Cat & the Fiddle at present sells 19 cheesecake flavours in complete, in addition to two mixtures from its Fickle Feline vary—10 distinct cheesecake flavours introduced as one.

When requested in regards to the variety of desserts the corporate produces each day, Daniel didn’t disclose a selected determine. Nevertheless, he shared that numerous elements reminiscent of seasonality, retail promotions, and particular events have an effect on the model’s demand for cheesecakes.

Increasing into brick-and-mortar

Nonetheless, Cat & the Fiddle grew to become a recognisable model within the Singapore F&B panorama, opening its first bodily outlet at Clarke Quay Central in 2018. (Be aware to reader: this outlet has since closed.)

Cat & the Fiddle cafe at Woods Sq. / Picture Credit score: Cat & the Fiddle

At the moment, the corporate has seven shops, together with its dine-in cafe at Woods Sq., the place it sells desserts reminiscent of eclairs, tarts, and macarons along with cheesecakes.

Many come to the shop to purchase their cheesecake repair and choose up a collection of our tempting eclairs, tarts and macarons for his or her members of the family and mates who’re partial to those. In spite of everything, selection does improve any celebration, making certain that there’s one thing for everybody to take pleasure in. This selection permits visitors to decide on treats that swimsuit their tastes and the event completely.

Daniel Tay, founder and group chairman of Cat & The Fiddle, Outdated Seng Choong, and Foodgnostic

Daniel shared that regardless of having to take care of the price of operations, rental, and manpower challenges, he was assured that the corporate would proceed to have “the innovative” and stay aggressive in retail with its loyal buyer base and new product choices.

Cat & the Fiddle has adopted an omnichannel strategy, with on-line orders contributing about 55% of the enterprise’s complete income. Gross sales from its stores account for roughly 30%, and the remaining comes from different channels.

“Whereas on-line gross sales drive the majority of our enterprise, the bodily shops and different channels play a essential position in increasing our attain and constructing model presence throughout completely different buyer segments,” added Daniel.

He shared that their bodily shops entice prospects preferring to see the cheesecakes in particular person and supply one other assortment level for purchasers to choose up their orders.

Rising its presence past Singapore

It’s been 10 years since Cat & the Fiddle first began. Thus far, the corporate stated it has offered over 1.5 million cheesecakes in Singapore and has over 139,000 followers who have interaction with the model.

cat & the fiddle cheesecakes — Picture credit score: Cat & the Fiddle

The corporate has additionally expanded its presence to Malaysia, Indonesia, and Vietnam, and is planning to enter the United Arab Emirates (UAE). It’s value noting that its Malaysian shops have quickly ceased regardless of the encouraging response they obtained upon opening.

Daniel defined that it was a “smart resolution” for the model to “step again and consider” what is required to proceed rising. “We’re at present assessing the market and refining our methods, with the intention to renew operations quickly,” he added.

He’s conscious that entrepreneurs have to do their homework and analysis their potential markets when increasing internationally. For Cat & the Fiddle, its halal-certified cheesecakes gave it entry to enter Indonesia and the UAE, the place halal certifications are very important.

Nevertheless, the corporate wanted to search out the candy level to keep up the standard of the cheesecakes as they have been transported to their respective international locations, which required cautious planning from the workforce.

Daniel additionally emphasised the significance of getting a versatile pricing technique that permits the corporate to remain aggressive and worthwhile amid fluctuations in alternate charges, which have an effect on the retail costs of his cheesecakes.

To commemorate its tenth anniversary, Cat & the Fiddle has launched its lifetime membership programme, a loyalty rewards programme that gives members with unique advantages and birthday perks.

“It is a tribute to followers of Cat & the Fiddle and to proceed giving them one of the best offers and, after all, one of the best cheesecakes,” added Daniel.

The corporate can also be engaged on launching a “Gen 2” cafe idea in Singapore, which is able to provide sizzling meals alongside their cheesecakes for an entire eating expertise, and will probably be shared “in due time.”