Dian Xiao Er
Singapore-based Chinese casual dining chain with 18 outlets in Singapore and 1 in Cambodia, specializing in signature herbal roast duck and serving families through dine-in, delivery, and self-pickup channels.
- Company typePrivate
- Founded-
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Dian Xiao Er does
Dian Xiao Er is a Singapore-based Chinese casual dining restaurant chain operating 18 outlets across Singapore shopping malls and 1 outlet in Phnom Penh, Cambodia. The chain's anchor product is its signature Herbal Roast Duck, prepared from Cherry Valley ducks using Chinese herbs — a proprietary preparation that supports brand differentiation in a crowded local F&B market. The concept targets families and the broader Singapore Chinese dining consumer through accessible casual dining, supplemented by a kids menu to broaden appeal to family segments.
The business operates a multi-channel model spanning dine-in, online ordering via Oddle.me, reservations via Inline.app, and self pick-up service offering a 20% discount versus dine-in pricing. Revenue is generated primarily through per-cover food and beverage sales, with the $9.90 Emerald Membership subscription layered on top as a repeat-visit driver. The company is privately held with no disclosed funding rounds, and is reported in the 11–50 employee band — likely understated for an operator of 19 outlets, where outlet-level FOH/BOH staffing is typically housed under individual outlet or franchise entities rather than central headcount.
Distribution is concentrated in Singapore suburban and regional malls, providing high-footfall catchment access. The Phnom Penh outlet marks the first cross-border expansion, signaling a measured test of regional brand portability. The chain has accumulated 17 industry awards, providing third-party validation of brand equity within the local Chinese casual dining segment, though no pricing, ticket-size, or comparable unit economics are disclosed in the available data.
Dian Xiao Er firmographics
Firmographics- Name
- Dian Xiao Er
- Legal name
- Dian Xiao Er
- Website
- https://dianxiaoer.com.sg
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Singapore-based Chinese casual dining chain with 18 outlets in Singapore and 1 in Cambodia, specializing in signature herbal roast duck and serving families through dine-in, delivery, and self-pickup channels.
- Ownership category
- akta.pro rank
Dian Xiao Er industry classification
Industry- Product category
- Chinese Casual Dining Restaurants
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- Poultry Shops (CRAHAHAD)
Keywords
Where Dian Xiao Er is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices21 records
Markets served
Dian Xiao Er business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Food and Beverage Sales: Revenue from dine-in customers at restaurant outlets, including set menus, a la carte items, and signature herbal roast duck dishes. Also includes takeout and delivery orders through online ordering platform.
- Membership Program: $9.90 Emerald membership offering member-exclusive pricing and 365 days of FREE drink, providing recurring subscription revenue from loyal customers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | $9.90 Emerald Membership |
| Unit Pricing | Pay-as-you-go | 20% Early Bird Discount |
| Unit Pricing | Pay-as-you-go | 30% Early Bird Discount |
| Transaction based/ take rate | Pay-as-you-go | Trust Return Promotion |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Dian Xiao Er product offering
Product offeringCore offering
Dian Xiao Er is a Singapore-based Chinese casual dining restaurant chain specializing in signature Herbal Roast Duck prepared using Cherry Valley ducks marinated with Chinese herbs and spices, roasted at precise temperatures and served with a proprietary herbal sauce. The chain operates 18 restaurant outlets across Singapore located in major shopping malls and 1 overseas outlet in Phnom Penh, Cambodia, offering dine-in service, self pick-up, and delivery through its own online ordering platform powered by Oddle.me.
Product overview
Dian Xiao Er is a single-restaurant-brand casual dining chain offering a unified dining experience centered on its signature Herbal Roast Duck. The product portfolio consists of the core signature dish (Herbal Roast Duck), complemented by Set Menu and Kids Meal Menu offerings for different dining occasions. Additional services include an Emerald Membership loyalty program, Self Pick-up service, and Online Ordering platform. All services are offered under the single Dian Xiao Er brand.
Differentiator
Problem solved
Functional benefit
Products and services
- Herbal Roast Duck The signature dish prepared using Cherry Valley ducks marinated with Chinese herbs and spices, roasted at a precise temperature to retain juice, with crisp golden brown skin and served with a specially concocted herbal sauce.
- Set Menu Set lunch menus including weekday set lunch for 2 persons, offering bundled meals at fixed prices for individuals and groups.
- Kids Meal Menu Specialized menu for children featuring items like Shrimp Egg Set, designed for family dining occasions.
- Emerald Membership Paid annual membership program priced at SGD 9.90 offering member-exclusive pricing on menu items and 365 days of free drinks.
- Online Ordering Service Online ordering system powered by Oddle.me for food ordering and pickup from any outlet island-wide in Singapore, with delivery options.
- Self Pick-up Service Self pick-up service allowing customers to order online and collect from any outlet island-wide with a 20% discount (T&Cs apply).
Companies that use Dian Xiao Er
Customer profileSegments2 records
Ideal customer profiles2 records
Dian Xiao Er technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
Dian Xiao Er partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Dian Xiao Er competitors and assessment
Company assessmentDirect peers
- JUMBO Seafood: Singapore-based seafood restaurant chain with mall and standalone locations and overseas expansion. Comparable in casual Chinese/Asian dining positioning, mall-based Singapore footprint, and regional growth strategy.
- Sushi Tei: Asian (Japanese) restaurant chain with strong mall presence across Singapore and Southeast Asia. Comparable in casual Asian dining positioning, multi-outlet mall footprint, and regional expansion model.
- TungLok Group: Established Singapore Chinese restaurant group with a multi-brand portfolio across mall and standalone locations. Comparable in cuisine focus, dine-in casual dining model, and regional expansion ambitions.
- Din Tai Fung: Taiwanese-origin restaurant chain famous for a single signature dish (xiao long bao), with extensive international presence and strong brand recognition. Comparable to Dian Xiao Er in its category-defining signature dish strategy and casual family-dining positioning.
- Crystal Jade: Singapore-founded Chinese restaurant group with multiple sub-brands spanning casual to fine dining, including signature dishes like xiao long bao. Comparable in cuisine category, mall presence, and brand-led expansion across Asia.
- Paradise Group: Singapore-based Chinese restaurant group operating multiple brands (Paradise Dynasty, Canton Paradise) across major shopping malls. Directly comparable to Dian Xiao Er in cuisine category, mall-based distribution model, and signature-dish-led marketing.
- Ya Kun Kaya Toast: Singapore heritage F&B chain with multiple mall and standalone outlets and a strong signature product (kaya toast set). Comparable as a Singapore-grown, brand-driven, mall-distributed F&B chain with a clear hero item.
- Tim Ho Wan: Hong Kong-origin dim sum restaurant chain with strong signature-dish identity and multi-country expansion across Asia. Comparable in single-category Chinese casual dining, mall locations, and brand-led growth.
- PUTIEN: Singapore-headquartered Chinese restaurant chain specializing in Fujian cuisine with a signature hero dish (Puting seaweed). Comparable to Dian Xiao Er in its mall-based footprint, regional Asian expansion, and cuisine-category brand-building approach.
Broad incumbents
- Hai Di Lao: Major international Chinese hot pot chain with extensive global presence and strong digital/service differentiation. Comparable as a large-scale Asian casual dining operator with standardized processes, though in a different cuisine sub-category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Dian Xiao Er social profiles
Digital presenceDian Xiao Er financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dian Xiao Er leadership team
Management profileNumber of profiles
Dian Xiao Er funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dian Xiao Er 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 Dian Xiao Er
What does Dian Xiao Er do?
Dian Xiao Er is a Singapore-based Chinese casual dining restaurant chain specializing in signature Herbal Roast Duck prepared using Cherry Valley ducks marinated with Chinese herbs and spices, roasted at precise temperatures and served with a proprietary herbal sauce. The chain operates 18 restaurant outlets across Singapore located in major shopping malls and 1 overseas outlet in Phnom Penh, Cambodia, offering dine-in service, self pick-up, and delivery through its own online ordering platform powered by Oddle.me.
Is Dian Xiao Er a public or private company?
Dian Xiao Er is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Dian Xiao Er founded?
Dian Xiao Er was founded in -1. It employs 11 to 50 people.
Where is Dian Xiao Er based?
Dian Xiao Er is headquartered in Singapore, Singapore, in the Asia region.
How does Dian Xiao Er make money?
Two revenue lines are on record. Food and Beverage Sales are the primary driver. The others are membership Program.
Who are Dian Xiao Er's main competitors?
Direct peers on record are JUMBO Seafood, Sushi Tei, TungLok Group, Din Tai Fung, Crystal Jade, Paradise Group, Ya Kun Kaya Toast, Tim Ho Wan and PUTIEN. Hai Di Lao is listed as a broad incumbent.
Does Dian Xiao Er have an API?
No public API is recorded for Dian Xiao Er.
What industry is Dian Xiao Er in?
Dian Xiao Er's product category is Chinese Casual Dining Restaurants. Its primary akta.pro industry code is CRAHAHAD, Poultry Shops. Its SIC code is 5812.