How’s Catering
How's Catering is a Singapore-based, MUIS halal-certified event caterer serving corporate, wedding, government, and personal clients since 1991 with buffets, bento boxes, and the proprietary iHEAT self-heating mini buffet system, serving 50,000+ events across 101-250 employees.
- Company typePrivate
- Founded1991
- HeadquartersSingapore, Singapore
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What How’s Catering does
How's Catering (legal name: How's Catering; DBA: HOWS) is a Singapore-based halal-certified catering company founded in 1991 (originally as Ye Liang How Catering, rebranded in 2016). The company provides event catering services spanning international buffets, wedding packages, corporate seminar catering, canapés and cocktail receptions, celebratory buffets for personal occasions, meal boxes (bento, low-carb, snack), and Singapore-themed celebration packages. Its flagship technical differentiator is the proprietary iHEAT self-heating mini buffet system — a registered trademark launched in 2022 that uses self-heating agent packs and water packs to deliver hot meals without venue heating infrastructure, enabling mini buffets for groups as small as 10 pax. Add-on revenue lines include artisan pastries (roulades and brownies) and gourmet platters.
The company operates a transactional, event-based revenue model with unit pricing per pax (ranging from SGD 8 for snack boxes to SGD 65.40 for premium canapés) or per-set pricing for iHEAT packages, supplemented by delivery fees, CBD/Orchard surcharges, and festive season surcharges. All prices are quoted before Singapore's 9% GST. Distribution is omnichannel: website e-commerce, phone sales segmented by customer type (personal, corporate, wedding), email, contact forms, and self-collection at FoodXchange Admiralty. Go-to-market is sales-led with event-driven demand capture, supported by active social media presence across Facebook, Instagram, TikTok, and Xiaohongshu.
Customer segments are deliberately horizontal and diversified across four pillars: corporate/enterprise (annual dinners, product launches, seminars, conferences — with named clients including Singtel, Bloomberg, UBS, AIA, Dyson, DHL, HP, Trend Micro, Mediacorp, CapitaLand, Compass Group), wedding couples (halal-certified receptions with Eternal/Everlasting/Infinity tiers), personal celebrations (baby full month, children's birthdays), and government/community organizations (People's Association, MOE, community centres, grassroots clubs). The company holds MUIS halal certification since 2005, the SFA Farm-to-Table Recognition Programme Highest Tier Award for local sourcing (15% of ingredients), and has served 50,000+ events with a 4.8/5 Google rating. It maintains venue partnerships with Gardens by the Bay, Sentosa, Singapore Flyer, Singapore Expo, Jewel Changi Airport, Esplanade, and CapitaLand. Revenue is not publicly disclosed.
How’s Catering firmographics
Firmographics- Name
- How’s Catering
- Legal name
- How's Catering
- Website
- https://howscatering.com.sg
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- How's Catering is a Singapore-based, MUIS halal-certified event caterer serving corporate, wedding, government, and personal clients since 1991 with buffets, bento boxes, and the proprietary iHEAT self-heating mini buffet system, serving 50,000+ events across 101-250 employees.
- Ownership category
- akta.pro rank
How’s Catering industry classification
Industry- Product category
- Event Catering Services
- NAICS
- Caterers (722320), Special Food Services (7223)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Full-Service Catering (Off-Premise) (HSACAGAA)
- akta.pro secondary industries
- Corporate & Office Catering (THAFAIAA), Wedding & Reception Catering (HSACAGAD), Catering Coordination & Bar Service Management (Non-restaurant) (HSACAAAH)
Keywords
Where How’s Catering is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices2 records
Markets served
How’s Catering business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Catering Services: One-time catering service fees for events including buffets, mini buffets, canapes, bento boxes, weddings, and corporate functions. Revenue generated per event based on per-pax pricing or per-set pricing with minimum order requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | iHEAT Mini Buffet Menu A - Asian cuisine |
| Unit Pricing | Pay-as-you-go | iHEAT Mini Buffet Menu B - International |
| Unit Pricing | Pay-as-you-go | iHEAT Mini Buffet Menu C - Premium International |
| Unit Pricing | Pay-as-you-go | iHEAT Mini Buffet Menu D - Premium Western |
| Unit Pricing | Pay-as-you-go | iHEAT Mini Buffet Menu E - Premium/ luxury |
| Unit Pricing | Pay-as-you-go | SG iHEAT Mini Buffet |
| Unit Pricing | Pay-as-you-go | SG Feast Buffet |
| Unit Pricing | Pay-as-you-go | International Buffet |
| Unit Pricing | Pay-as-you-go | The Heritage Buffet |
| Unit Pricing | Pay-as-you-go | The Nasi Lemak Buffet |
| Unit Pricing | Pay-as-you-go | Half Day Seminar Package |
| Unit Pricing | Pay-as-you-go | Full Day Seminar Package |
| Unit Pricing | Pay-as-you-go | Healthier Choice Buffet |
| Unit Pricing | Pay-as-you-go | Cocktail Reception Packages |
| Unit Pricing | Pay-as-you-go | Canapes Reception |
| Unit Pricing | Pay-as-you-go | Bento Box |
| Unit Pricing | Pay-as-you-go | Low Carb Meal |
| Unit Pricing | Pay-as-you-go | Snack Box |
| Unit Pricing | Pay-as-you-go | Eternal Wedding Package |
| Unit Pricing | Pay-as-you-go | Everlasting Wedding Package |
| Unit Pricing | Pay-as-you-go | Infinity Wedding Package |
| Other | Pay-as-you-go | Delivery Charges |
| Unit Pricing | Pay-as-you-go | Roulade (Swiss Roll) |
| Unit Pricing | Pay-as-you-go | Brownie |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
How’s Catering product offering
Product offeringCore offering
How's Catering is a Singapore-based halal-certified catering company providing event catering services for corporate functions, weddings, personal celebrations, and government/community events. Core offerings include international buffets, a proprietary iHEAT self-heating mini buffet, canapes and cocktail receptions, bento boxes, snack boxes, wedding packages, and seminar packages with island-wide delivery and setup services. The company positions itself as 'Experience Designers' offering bespoke menu curation with a focus on sensory experience design.
Product overview
How's Catering is a Singapore-based catering company offering a comprehensive portfolio of event catering services. The core offering includes Buffets (International, Seminar, Healthier Choice), iHEAT Mini Buffet (self-heating technology), Canapes Cocktail receptions, Meal Boxes (Bento, Low Carb, Snack), Wedding catering (Eternal, Everlasting, Infinity packages), Celebratory Buffets (Baby Full Month, Kids Birthday), and Celebrating Singapore themed packages. Add-on modules include artisan Pastries (Roulade, Brownies) and Artisan Platters. The company positions itself as an 'experience designer' rather than a traditional caterer, emphasizing bespoke menu curation and themed event setups.
Differentiator
Problem solved
Functional benefit
Products and services
- International Buffet Full buffet service featuring international cuisine with multiple menu tiers (Standard, Deluxe, Premium) available for minimum 25-35 pax. Designed for corporate events, meetings, and large gatherings.
- iHEAT Mini Buffet Self-heating mini buffet service using proprietary iHEAT technology with five menu tiers (A through E) available for minimum 10 pax. Enables hot meal delivery without traditional heating equipment, ideal for small gatherings.
- Canapes Cocktail Curated canapés and cocktail reception packages including Tranquil, Mimesis, and Avant Garde tiers, plus Canapes Reception options (Terra, Fusion, Opus). Designed for cocktail receptions and networking events.
- Meal Box Individual meal solutions including Bento Boxes (Local Favourite, Thai, Indonesian, Italian, Japanese, Korean, International, Premium Western), Low Carb Meals, and Snack Boxes for individual takeaway or small orders.
- Wedding Catering Wedding buffet packages including Eternal, Everlasting, and Infinity tiers with live stations, DIY stations, and full setup services. Designed for wedding receptions, solemnizations, and anniversary celebrations.
- Celebratory Buffet Special occasion catering for Baby Full Month celebrations and Kids Birthday parties with themed menu packages designed for families hosting personal celebrations.
- Celebrating Singapore Singapore-themed celebration packages featuring local cuisine for National Day and national celebrations, including SG iHEAT Mini Buffet and SG Feast Buffet.
- Seminar Package Conference and seminar catering with Full Day and Half Day package options designed for corporate meetings, conferences, and seminars.
- Healthier Choice Health-conscious buffet reception options meeting specific dietary and nutritional standards, priced at $20-$25 per pax.
- Artisan Platter Gourmet platter boxes including sandwich boxes, danish pastry boxes, tartistry boxes, and muffin boxes for takeaway catering.
Quantifiable outcome
- 50,000+ events served
- +2 more outcomes
Companies that use How’s Catering
Customer profileNamed customers20 records
Segments4 records
Ideal customer profiles4 records
How’s Catering technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature1 record
How’s Catering partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Gardens by the BaycorePremium venue partner providing catering services for events held at Gardens by the Bay
- The Star PACcoreVenue partner for events at The Star Performing Arts Centre
- NTUC ClubminorVenue partner for NTUC Club events and functions
- HomeTeamNSminorVenue partner for HomeTeamNS club events
- SentosacorePremium venue partner for island events on Sentosa
- Singapore FlyerminorPremium venue partner for events at Singapore Flyer
- Singapore ExpocoreLarge-scale event venue partner
- CapitaLandcoreVenue partner for CapitaLand mall and property events
- Esplanade - Theatres on the BayminorVenue partner for events at Esplanade
- Jewel Changi AirportminorPremium venue partner for Jewel Changi events
- Grassroots ClubminorCommunity venue partner for grassroots organization events
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
How’s Catering competitors and assessment
Company assessmentBroad incumbents
- Marriott Singapore (catering & banqueting): Major Singapore hotel group offering in-house banqueting and wedding catering at multiple properties. Competes with off-premise caterers like How's Catering for hotel-based events, while HOWS also partners with hotels as venue partners.
- Sodexo Singapore: Global food services and facilities management company operating in Singapore with institutional catering, corporate dining, and event catering capabilities. Comparable as a broader-scale foodservice competitor in corporate and institutional segments where How's Catering also operates.
- Hilton Singapore (catering & banqueting): International hotel group with Singapore properties offering banqueting, wedding, and corporate event catering. Comparable as an incumbent banqueting competitor for premium events in Singapore, where it overlaps with How's Catering's premium positioning.
- Compass Group Singapore: Global contract foodservice company with a Singapore presence across corporate, institutional, and event catering. Comparable as a large-scale foodservice incumbent operating in the same corporate and institutional catering segments as How's Catering.
Direct peers
- The Plattering Co. Singapore-based caterer focused on platters, mini bites, and event catering. Comparable in Singapore event-catering positioning and corporate/personal customer mix, though more skewed toward smaller platter formats.
- Neo Garden Catering: One of Singapore's largest and longest-established catering companies, offering buffets, bento boxes, and event catering to corporate and consumer clients. Directly comparable in product range (buffets, bento, weddings, corporate events) and target customer segments to How's Catering.
- Kenting Catering: Singapore-based caterer serving corporate events, weddings, and private parties with buffet and bento offerings. Overlaps directly with How's Catering's corporate and event catering product mix in the same Singapore market.
- Orange Clove Catering: Singapore-based premium caterer with a similar buffet, mini buffet, and event catering portfolio. Competes head-to-head with How's Catering for corporate events, weddings, and halal-certified occasions in the same Singapore market.
- Festive Catering: Singapore caterer offering buffets, wedding packages, and corporate event catering. Competes in the same Singapore market segments as How's Catering, with overlapping buffet and bento product lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
How’s Catering social profiles
Digital presenceHow’s Catering compliance and trust
Trust signalCompliance1 record
How’s Catering financial estimates
Financial estimateRevenue estimate
Valuation estimate
How’s Catering leadership team
Management profileNumber of profiles
How’s Catering funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
How’s Catering M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about How’s Catering
What does How’s Catering do?
How's Catering is a Singapore-based halal-certified catering company providing event catering services for corporate functions, weddings, personal celebrations, and government/community events. Core offerings include international buffets, a proprietary iHEAT self-heating mini buffet, canapes and cocktail receptions, bento boxes, snack boxes, wedding packages, and seminar packages with island-wide delivery and setup services. The company positions itself as 'Experience Designers' offering bespoke menu curation with a focus on sensory experience design.
Is How’s Catering a public or private company?
How’s Catering is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was How’s Catering founded?
How’s Catering was founded in 1991. It employs 101 to 250 people.
Where is How’s Catering based?
How’s Catering is headquartered in Singapore, Singapore, in the Asia region.
How does How’s Catering make money?
One revenue line is on record: catering Services.
Who are How’s Catering's main competitors?
Broad incumbents on record are Marriott Singapore (catering & banqueting), Sodexo Singapore, Hilton Singapore (catering & banqueting) and Compass Group Singapore. Direct peers are The Plattering Co., Neo Garden Catering, Kenting Catering, Orange Clove Catering and Festive Catering.
Does How’s Catering have an API?
No public API is recorded for How’s Catering.
What industry is How’s Catering in?
How’s Catering's product category is Event Catering Services. Its primary akta.pro industry code is HSACAGAA, Full-Service Catering (Off-Premise), with a secondary code of THAFAIAA, Corporate & Office Catering. Its NAICS code is 722320 and its SIC code is 7990.