Morsels
Morsels is a Singapore-based, single-location progressive Asian fusion restaurant founded in 2013 by chef-owner Petrina Loh, serving discerning diners, private event hosts, and catering clients with house-fermented cuisine, plus adjacent retail, gift card, and offsite catering channels.
- Company typePrivate
- Founded2013
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Morsels does
Morsels is a privately-held, single-location progressive Asian fusion restaurant founded in 2013 by chef-owner Petrina Loh and operating from 25 Dempsey Road in Singapore. The business serves discerning diners, private event hosts, and catering clients through a core fine-dining experience built on house-fermented ingredients, slow food principles, and a zero-waste philosophy, with rotating à la carte menus every 3–4 months and weekly rotating MSG-free noodle bowls. Chef Loh is the defining asset: a former private banker trained at California Culinary Academy's Le Cordon Bleu program in San Francisco, with Michelin-starred kitchen experience, and the recipient of multiple World Gourmet Summit and Tatler recognitions including Chef of the Year (Female) 2022.
The revenue model is diversified across five streams: in-restaurant lunch and dinner service (Tuesday through Sunday), the Morsels Da Bao e-commerce storefront for takeaway, noodle delivery, wines, sake, and artisanal sauces, Morsels at Home offsite catering where the chef cooks at client premises, private events hosting for up to 30–36 guests, digital gift cards in $100/$200/$500 denominations, and recurring pop-up collaborations. Distribution is concentrated in Singapore, with reservations handled directly and via Chope, payments accepted in cash and major card networks, and the restaurant maintaining three Instagram properties for the main venue, private dining, and catering sub-brands.
The business operates with approximately 16 employees from a restored British-era Civil Service Clubhouse, has no disclosed venture or external equity backing, and has no parent company, subsidiaries, or M&A history. Recent strategic activity centers on concept evolution — a 2025 return to a casual small plates wine bar format — and adjacent-channel monetization through Da Bao retail, at-home catering, gift cards, and ingredient-led partnerships such as the 2024 Hungarian Mangalitsa Pork Ambassador role.
Morsels firmographics
Firmographics- Name
- Morsels
- Legal name
- Morsels
- Website
- https://morsels.com.sg
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Morsels is a Singapore-based, single-location progressive Asian fusion restaurant founded in 2013 by chef-owner Petrina Loh, serving discerning diners, private event hosts, and catering clients with house-fermented cuisine, plus adjacent retail, gift card, and offsite catering channels.
- Ownership category
- akta.pro rank
Morsels industry classification
Industry- Product category
- Fine Dining Restaurant
- NAICS
- Full-Service Restaurants (722511), Food Service Contractors (72231), Caterers (72232)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Chef’s Table & Tasting Menu Restaurants (THAFACAG)
- akta.pro secondary industry
- Casual Dining Restaurants (THAFACAB)
Keywords
Where Morsels is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
Morsels business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- In-Restaurant Dining: Revenue from dine-in service at the Dempsey Hill location. Lunch served Tue–Sat 12–3pm and Sun 11:30am–3pm. Dinner served Tue–Thu 6–10pm and Fri–Sat 6–10:30pm. Offers à la carte, set lunch, and rotating noodle menus.
- Gift Cards: Digital gift cards sold in denominations of $100, $200, and $500, redeemable at Morsels or www.morselsdabao.com.sg.
- Morsels Da Bao Online Shop & Delivery: Online shop for festive takeaway, noodle delivery, wines, sake, and artisanal sauces. Place orders for same-day curbside pick-up or delivery.
- Private Events & Catering: Private event hosting (up to 30–36 persons) and Morsels at Home catering service where Chef Petrina Loh prepares food at private homes or offices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Set Lunch Menu |
| Subscription | Pay-as-you-go | À la Carte Dinner Menu |
| One time/ perpetual license | One time/ perpetual license | Digital Gift Cards |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Morsels product offering
Product offeringCore offering
Morsels is a single-location fine dining restaurant in Dempsey Hill, Singapore, serving progressive Asian Fusion cuisine built on house-fermented ingredients, slow food principles, and a zero-waste philosophy. The restaurant offers a rotating à la carte menu every 3–4 months, weekly rotating noodle bowls, and a curated natural wine and craft sake program. Complementary revenue lines include the Morsels Da Bao online shop for takeaway, wines, sake, and artisanal sauces, the Morsels at Home private chef catering service, and private event hosting for up to 30–36 persons.
Product overview
Morsels is a single-location award-winning Asian fusion restaurant in Singapore with a diversified service portfolio. The core offering is the Dempsey Hill restaurant serving progressive Asian Fusion cuisine with house-fermented ingredients, complemented by Morsels Da Bao (online delivery/takeaway shop), Morsels at Home (private chef catering), private events hosting, pop-up collaborations, and digital gift cards. The restaurant operates a small plates wine bar concept with rotating menus.
Differentiator
Problem solved
Functional benefit
Products and services
- Morsels Restaurant Dining Experience Progressive Asian Fusion fine dining served at 25 Dempsey Rd, Singapore, with rotating à la carte dinner menu every 3–4 months, set lunch menu, and weekly rotating noodle bowls. Targets discerning diners seeking ingredient-driven, house-fermented cuisine with natural wines and craft sake.
- Morsels Da Bao Online Shop Own e-commerce storefront at morselsdabao.com.sg offering festive takeaway, noodle delivery, wines, sake, and artisanal Morsels sauces for curbside pickup or home delivery across Singapore.
- Morsels at Home Private Chef Catering Offsite private chef catering where Chef Petrina Loh prepares food at the customer's home or office for private events, with bespoke menus.
- Private Events & Dining at Morsels Onsite private event hosting for private parties, small weddings, corporate events, and media presentations with maximum capacity of 30–36 persons.
- Morsels Digital Gift Card Digital gift cards available in $100, $200, and $500 denominations, redeemable at Morsels restaurant or at morselsdabao.com.sg.
- Morsels Pop-Up Events Limited-time pop-up dining experiences and collaborations with other brands, including events such as the BONZ KIBO MORSELS Burger & Tipple pop-up and Ubud Food Festival collaborations.
Companies that use Morsels
Customer profileSegments2 records
Ideal customer profiles3 records
Morsels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
Morsels partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Hungarian Mangalitsa PorkminorMorsels is the 2024 Hungarian Mangalitsa Pork Ambassador, featuring this specialty ingredient on its menu. This ambassador role highlights the restaurant's commitment to sustainable, high-quality produce and artisanal producers.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Morsels competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Morsels social profiles
Digital presenceMorsels financial estimates
Financial estimateRevenue estimate
Valuation estimate
Morsels leadership team
Management profileNumber of profiles
Profiles1 record
Morsels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Morsels 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 Morsels
What does Morsels do?
Morsels is a single-location fine dining restaurant in Dempsey Hill, Singapore, serving progressive Asian Fusion cuisine built on house-fermented ingredients, slow food principles, and a zero-waste philosophy. The restaurant offers a rotating à la carte menu every 3–4 months, weekly rotating noodle bowls, and a curated natural wine and craft sake program. Complementary revenue lines include the Morsels Da Bao online shop for takeaway, wines, sake, and artisanal sauces, the Morsels at Home private chef catering service, and private event hosting for up to 30–36 persons.
Is Morsels a public or private company?
Morsels is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Morsels founded?
Morsels was founded in 2013. It employs 11 to 50 people.
Where is Morsels based?
Morsels is headquartered in Singapore, Singapore, in the Asia region.
How does Morsels make money?
Four revenue lines are on record. In-Restaurant Dining is the primary driver. The others are gift Cards, morsels Da Bao Online Shop & Delivery and private Events & Catering.
Does Morsels have an API?
No public API is recorded for Morsels.
What industry is Morsels in?
Morsels's product category is Fine Dining Restaurant. Its primary akta.pro industry code is THAFACAG, Chef’s Table & Tasting Menu Restaurants, with a secondary code of THAFACAB, Casual Dining Restaurants. Its NAICS code is 722511 and its SIC code is 5812.