Our Ethos

We strive to deliver value to our clients

Corporate Strategy

Providing valuable insights to CEO, leadership teams, we develop strategic recommendations to match targets across different business units

Business Strategy

These recommendations on products, segments, markets, aim to capture greater value in the global marketplace, and themselves become growth strategies

Strategic Performance Improvement

We distil broader initiatives into specific pricing, product and supply chain optimisations to measure performance, and to improve, sustain shareholder returns

Business & Operating Model Design

Developing the right structure and core processes, we work with you to identify the right people, technology, functions and roles to bridge these gaps for execution

Supporting Resource Partners :

Meet Our Team

Edwin Phua

Managing Director

Edwin is the founder of Chef At Work Pte Ltd, a Food and Beverage Business Solutions firm that devotes itself to helping new ``restaurantpreneurs`` and mature businesses alike take their business to the next peak. His clientele span from various local and international hotel chains to franchises with global footprints. All these, yet not forgetting Edwin’s passion for helping new entrepreneurs set up their new restaurants.

Throughout his career, Edwin often encountered entrepreneurs with enthusiasm and the funds, yet lacking the domain expertise to kickstart their own dream food businesses. Realising this imperative need, he founded Chef At Work to provide professional business services for the F&B sector. He is supported by a team of dedicated specialists. Since 2008, the firm has accumulated a wealth of experience in helping satisfied clients scale up their business and his success and achievements are regularly featured in regional media like The Straits Times, The Sunday Times, Wine & Dine Magazine, Cuisine & Wine Asia.

Roger Phua

Executive Director

Roger is an accomplished entrepreneur with a decade of business experience in starting and running a multi-million enterprise in Asia. He brings with him rich experiences in business operations of offering customised solutions to clients. He hopes to bring Chef At Work’s business operations to another new height, building on the existing firm foundation of the company.

As Chef At Work continues to expand locally and regionally, Roger’s extensive expertise and network is invaluable to the company’s growth and development in Singapore and beyond, to foreign shores. Roger contributes to the company in enhancing business operations, streamlining business functions, increasing profitability through market share growth, and raising company’s asset value. Roger’s considerable experience as an entrepreneur will bring to the table operational, strategic and leadership expertise vital to propel Chef At Work into the next phase.

Serene Ng

Project Director

“Incredible things happen when people support each other.”

Serene walks a close journey with every client who entrusts us with their dream and business. She provides direct oversight of each client’s portfolio to ensure the end goal matches the vision from the beginning.

Aside from building strong relationships amongst key stakeholders, Serene plays a crucial role in ensuring seamless cooperation between various partners to achieve project deliverables.

This greatly contributes to maintaining quality standards and a positive experience that rolls over from project to project.

Samantha Hong

Business Development Associate

Entrusted with strategic planning for Chef At Work’s clients, Samantha works closely with corporate accounts to craft white papers detailing Standard Operating Procedures alongside expansion plans. She has handled projects in the distribution, retail, and hospitality industries, with diverse experiences in the fields of training & development, banking, and finance.

Being able to develop sound business and marketing strategies through deep and insightful observations is her forte. Samantha is passionate about working with teams to bring about impactful transformation within individuals and organisations. Samantha also strategises for business franchise development, business matching and creating growth strategies to reach the potential of clients businesses.

Alex Tan

Business Development Associate

Every F&B project is unique. New establishments have a different set of concerns from mature business owners who wish to take their business to greater heights. That’s why we undertake a consultative approach with every client.

As the client representative for Chef At Work, Alex focuses on maximising value for customers by sitting down with every potential customer to understand their needs and concerns. With more than 15 years of experience in leadership & human resources development, he enjoys guiding others to actualise their dreams. Alex’s extensive network spans across manufacturing, FMCG, education and professional service industries.

Ezra Tee

Account Manager

Ezra began his career in the banking and finance sector, and a brief stint to help out at a restaurant sparked off his interest in professional cooking and led to him honing his craft in renowned restaurants. Having developed an appreciation for the rigours of F&B operations and the delicate balance between food and business, he then sought out to discover more food stories, heritage recipes, and why people do what they do.

Blending both corporate and F&B experience, Ezra keeps a watchful eye on all things F&B in Singapore, and is at the fore of trends and technology, to assist our clients in realising their business and management objectives. Follow him on his food trail at @ezzyreed

Jadean Yan

Assistant Manager (Franchising)

A firm believer in the power of franchising, Jadean is the pivotal link behind the growth plans of many F&B entrepreneurs and businesses. Armed with an eye for detail and an analytical mind, she brings to life franchise models through detailed documentation and many careful thought processes.

She pledges to assist business owners venturing into franchising through providing insights derived from business analysis and ensuring all documentations are in place for legal endorsements to protect the business owner. Through these processes, she ensures that the franchisees and their operations team can easily understand business operations.

She holds a Business Degree, with double majors in Strategy and Marketing from Singapore Management University, and holds over eight years of focused industry experience in both F&B front and back of house operations and business management.

Cedric Kon

Business Development Manager

With decades of working experience under his belt, Cedric has a strong background in business development and knows the Malaysian market by heart.

As part of Chef At Work’s local team in Kuching, Cedric taps on to his wealth of experience in facing clients and maximising value for them.

Through listening and understanding every client’s unique challenges and needs. he is able to propose valuable solutions that leverage on the expertise of Chef At Work to bring the customers extensive value in the Malaysian food and beverage sector.

Yang Shuai


A veteran architect in the F&B industry, Yang has worked with renown names to help them expand their business. He has worked on a variety of projects, ranging from quick casual concepts and full-service restaurants. From floor plan to installation, Yang oversees every phase of a project: site evaluation, layout design, documentation, regulatory compliance, construction oversight, purchasing, installation, and overall project management.

Every restaurant has its own personality, as a person would. Remarkable workmanship adds an extra touch to every concept, while ergonomic design ensures smooth workflow. All at the same time keeping in line with regulatory compliance. Yang makes every restaurant concept a concrete reality, literally.

Dicky Lee

Business Development Manager

Dicky is a seasoned business development veteran in the Malaysian scene, serving as Chef At Work’s Business Development Manager in the region.

Through the years, Dicky has accumulated an extensive network of relationships in Kuching, allowing him to navigate the local market and make valuable business connections with local clients.

With a keen eye for partnerships, Dicky strategically approaches every client with a clear goal to bring clear value to their business.

Quoc Anh Hoa

Operations / Quality Control

Quoc Anh is currently the Operation and Quality control manager of DCA Holding International. He also specialises in ensuring operational excellence for clients.

Previously the front-of-house manager and operations manager of the North Area of KAfe Group, Quoc Anh was in charge of the daily operations of 12 outlets under the group. Prior to that, he served as the Operation and Production Manager of Mint Cupcake Creations (a chain of well-known cupcakes in Hanoi), undertaking daily operations and quality control for 5 outlets.

He has accumulated 5 years of working experience in F&B Industry and holds a Bachelor of Business (Major in Accountancy) from RMIT, Vietnam.

Build Your Business with Us Today

Contact Us