Plain Vanilla Bakery

What Plain Vanilla Bakery does

Plain Vanilla Bakery is a Singapore-based cafe-bakery operator founded in 2011 by Vanessa Kenchington. The company operates 10 retail cafe-bakery locations across the city-state (nine currently active, one closed in July 2026 and a replacement in Holland Village reopening in June 2027) and serves individuals, families, corporate clients, and event hosts through an omnichannel model anchored by a central production kitchen at 239 Pandan Loop and a Shopify-powered e-commerce platform offering same-day and advance delivery island-wide. Core products span signature cupcakes (in boxes of 6 to 24 plus mini variants), whole layer cakes, loaf and tea cakes, and a broad catalogue of mixed-bakes boxes, complemented by seasonal and limited-edition SKUs and a Plain Vanilla Foods grocer and homeware sub-brand. Service revenue is generated through catering and mini-buffet menus, corporate and wholesale gifting (serving clients including Deliveroo, Shake Shack, UOB, The Hour Glass, and Google), and private venue hire at four stores with minimum spends ranging from S$1,200 to S$3,500 per three-hour block.

Revenue mechanics rely on unit pricing with GST-inclusive pricing parity between online and in-store channels, delivery fee tiers that step down above S$120 orders, and a corporate volume discount on orders of 500 or more cupcakes. Customer engagement is built around a ThanksFrom loyalty programme with over 50,000 members, neighbourhood-inspired store designs, community spaces, and curated in-store music. Distribution is single-country/domestic across Singapore, with a nearly 100-person team of bakers, cooks, baristas, hospitality, and operations professionals.

The company is founder-led and privately held, having raised S$1 million in the first tranche of a community investor round between April and August 2025 from long-time customers, with a second tranche underway to fund new stores, training, and potential expansion beyond Singapore. Investor materials cite a 26% projected CAGR from CY24 to CY29 and 18% year-on-year e-commerce revenue growth, supported by six currently profitable stores and a recognition as one of Singapore's Fastest Growing Companies in 2023 by The Straits Times and Statista.

Name

Plain Vanilla Bakery

Legal name

Plain Vanilla

Website

https://plainvanilla.com.sg

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Plain Vanilla Bakery is a Singapore-based cafe-bakery chain founded in 2011 that operates 10 retail locations, a central production kitchen, and an online bakery serving individual consumers, families, corporate clients, and event hosts with cupcakes, cakes, mixed bakes, catering, and venue hire.

Ownership category

akta.pro rank

Product category

Artisan Bakery and Cafe

NAICS

Baked Goods Retailers (445291), Retail Bakeries (311811), Bread and Bakery Product Manufacturing (31181)

SIC

Retail-Eating Places (5812), Bakery Products (2050)

akta.pro primary industry

Cafe-Bakeries (Bakery + Coffee/Foodservice) (THAFAFAG)

akta.pro secondary industries

Dessert-First Bakeries (Cupcakes, Cookies, Brownies) (THAFAFAH), Online Bakery & Desserts Delivery (CRAHAIAK), DTC Bakery & Desserts Delivery (AFAIANAF)

Keywords

• Artisan cupcakes
• Cafe bakery chain
• Celebration cakes
• Catering services
• Corporate gifting

Headquarters

HQ city

Bukit Merah

HQ country

Singapore

HQ region

Asia

Offices11 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Store Sales (In-Store Dining & Takeaway): Physical cafe-bakery storefronts across Singapore sell cupcakes, bakes, brunch menus, deli items, Allpress coffee, and specialty beverages to dine-in and takeaway customers. All stores accept credit/debit cards, contactless payments, NETS, and GrabPay.
2. E-commerce Online Ordering (Same-Day & Advance Delivery): Online bakery platform offering same-day delivery (for orders by 3pm) and advance order delivery (2-3 days lead time) of cupcakes, cakes, bakes, and catering items. Self-collection also available from all stores.
3. Catering & Event Services: Mini buffet catering for office meetings, birthday parties, and afternoon tea, with a la carte and bespoke menus. Private venue hire (exclusive use of cafe spaces) for birthday parties, corporate gatherings, and community events with minimum spend requirements.
4. Corporate & Wholesale B2B Orders: Bulk corporate orders, customised bakes, gift sets, hampers, and multi-location delivery for business clients including companies like Deliveroo, Shake Shack, UOB, The Hour Glass, and Google.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Plain Vanilla Bakery bakes and sells signature cupcakes, whole cakes, loaf cakes, mini bakes boxes and seasonal specials from a central kitchen, distributing them through a chain of cafe-bakery storefronts across Singapore and a Shopify online bakery offering same-day and advance delivery island-wide. Beyond retail bakery, the company provides catering and mini buffet services, venue hire for private events, corporate gifting and bulk B2B orders, and baby milestone gift boxes.

Product overview

Plain Vanilla Bakery is a Singapore-based food and hospitality brand operating a chain of 10 cafe-bakery locations across Singapore, founded in 2011 at Holland Village. The company offers a unified product portfolio combining a comprehensive online bakery delivery service with in-store dining experiences. Core products include signature cupcakes (available in boxes of 6-24 with various flavour options including customizable Decorate Your Own), whole cakes (layer cakes, tea cakes, loaf cakes), and mixed bakes boxes (viennoiseries, muffins, brownies, tarts). Services include catering (mini buffet, party platters for Breakfast/Lunch/High Tea), venue hire for private events at select locations, corporate gifting and bulk orders, and baby milestone gift boxes. The company also operates a Plain Vanilla Foods grocer brand and homeware collection. Online ordering is available for same-day delivery (orders by 3pm) and advance orders (2-3 days notice), with self-collection options across all store locations.

Differentiator

Problem solved

Functional benefit

Brands

• Plain Vanilla Foods: Grocer brand offering a curated selection of products available at flagship and select store locations.

Products and services

• Cupcakes Signature cupcakes in multiple flavours including Favourites, Trio Flavour Selection, Chocolate Flavours, and customisable Decorate Your Own options, sold in boxes of 6, 12, or 24 with mini cupcake options; aimed at individual consumers and corporate gifting buyers.
• Whole Cakes Assortment of whole cakes including Layer Cakes, Tea Cakes, Loaf Cakes, Flourless Chocolate Cake, and customisable Celebration Layer Cakes (4-inch from $45.78; 6-inch from $74.12); intended for birthdays, celebrations, and special occasions.
• Minis & Bakes Boxes Mixed boxes of assorted mini baked goods (Mini Viennoiseries, Mini Breakfast Muffins, Mini Brownies, Mini Savoury Tarts, Mini Sweet Tarts, Breakfast Bakes Box, Afternoon Tea Box, Singapore's Mixed Bakes Box, cookie boxes); suitable for sharing, gifting, office snacks, and afternoon tea.
• Catering Services Mini buffet and party catering for office meetings, birthday parties, and afternoon tea with sweet and savoury selections available in party platters; Breakfast, Lunch, and High Tea catering menus with 3-4 days notice.
• Venue Hire and Event Bookings Private event bookings with exclusive use of cafe spaces including indoor and outdoor alfresco areas for birthday parties, intimate wedding celebrations, corporate gatherings, and community events; available at East Coast, Tiong Bahru, Neil Road, and Telok Ayer with weekday and weekend minimum-spend pricing.
• Baby Gift Boxes Newborn baby gift boxes including Baby First Month Mixed Boxes, Baby First Month Cupcake Boxes, Maple Banana Smash Cakes, Gender Reveal Cupcakes, and B Is For Boy boxes for celebrating baby milestones and full month celebrations.
• Corporate Enquiries (B2B Gifting and Bulk Orders) Corporate and wholesale services offering customised bakes, gift sets and hampers, bulk corporate orders, and multi-location delivery for team appreciation, corporate events, client gifting, and employee celebrations; includes volume discount for orders of 500+ cupcakes.
• In-Store Cafe Dining Cafe experience across 10 Singapore locations offering brunch menu, Allpress coffee, deli-style hot mains (Telok Ayer and other locations), salads, specialty beverages, and the full assortment of baked goods; dine-in and takeaway accepted at all locations.

Quantifiable outcome

• Ranked among Singapore's Fastest Growing Companies in 2023 by The Straits Times and Statista
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Allpress EspressocoreTechnology or Integration · 1 January 2015Allpress Espresso supplies premium coffee to all Plain Vanilla cafe-bakery locations across Singapore. Allpress is a well-known specialty coffee roaster, and their products form a core part of the in-store beverage offering alongside housemade specialty beverages.
• Food Bank SingaporeminorOthersPlain Vanilla partners with Food Bank Singapore, a food redistribution charity, to redirect unsold bakes to needy families. This is part of Plain Vanilla's broader sustainability and ESG programme.
• Sembcorp (Co-digestion Facility)minorOthersPlain Vanilla sends food waste and kitchen scraps to a co-digestion facility operated by Sembcorp as part of its environmental sustainability programme to reduce carbon footprint.
• MuuseminorOthersPlain Vanilla is a proud supporter of Muuse, a sharing network for multi-use cups and lunchboxes, at all its stores. Customers are encouraged to use reusable containers and receive incentives ($0.50 off drinks for BYO cup, 5% off deli & hot food for BYO lunchbox).

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Lola's Cafe: Singapore cafe brand with multiple locations known for brunch and signature bakes. Comparable as a multi-store neighborhood cafe in Singapore competing for similar brunch and bakery occasions.
• Cake Spade: Singapore dessert and lifestyle brand selling cakes and cafe fare with multiple cafe-bakery locations. Comparable on lifestyle-led cafe-bakery positioning, celebration cakes, and Singapore omnichannel retail.
• Twelve Cupcakes: Singapore cupcake and cafe brand founded by celebrity chefs, operating multiple storefronts and strong e-commerce gifting. Direct overlap on cupcakes, celebration cakes, cafe dining, and online ordering in the Singapore market.
• BreadTalk: Singapore-headquartered bakery cafe chain selling bread, cakes, and pastries across retail locations. Comparable as a multi-format bakery cafe operating on omnichannel retail and cafe-bakery model with high brand recognition in Singapore.
• Fluff Bakery: Singapore boutique cupcake and dessert bakery. Comparable as a dessert-first, cupcake-anchored brand with cafe-bakery storefronts, customisation options, and gifting focus in the same Singapore market.
• Tiong Bahru Bakery: Singapore artisanal bakery and cafe brand with multiple locations offering viennoiseries, cakes, and brunch. Compares on cafe-bakery format, neighbourhood aesthetic, and the Tiong Bahru neighborhood presence which overlaps with Plain Vanilla's flagship.

Regional players

• Awfully Chocolate: Singapore-origin dessert and cafe brand known for chocolate cakes and signature desserts. Comparable on the dessert-first, gifting-oriented product mix and Singapore cafe-bakery retail presence.
• The Patisserie Nationale: Singapore patisserie brand specialising in celebration cakes and gifting. Comparable on the celebration cake, dessert-first product mix and gifting use case in the same Singapore market.

Broad incumbents

• Paris Baguette: Large international bakery cafe chain with presence in Singapore. Comparable as a broad incumbent cafe-bakery operator with wider scale and supply chain than Plain Vanilla, offering overlapping bread, cakes, and cafe beverages.

Emerging players

• Common Man Coffee Roasters: Singapore specialty cafe operator with multiple locations serving coffee and cafe fare. Comparable as a Singapore multi-location cafe concept; partial overlap on cafe-bakery and Allpress coffee programme rather than dedicated bakery operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/plainvanillasg
• LinkedInlinkedin.com/company/plain-vanilla-bakery

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Plain Vanilla Bakery