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

Wilson Teh

Chairman

Mr. Teh has over 30 years of MNC experience in the Asia Pacific. His rich experience includes serving as Chairman of the board, Managing Director, CEO and President for Asia in corporations across different industries, from kitchen appliance, media, investment, to manufacturing and distribution.

He had served as managing director of a leading MNC in automotive parts and components industry; spearheading the establishment of Singapore as the regional logistics hub. He had also served as a Director of a computer animation studio based in New Zealand, and Director of its investment holding company in Singapore. Prior to Chef At Work, Mr. Teh served as the Chairman and Chief Executive Director of a distribution company in Hong Kong for a world-renowned award-winning kitchen appliance.

Rachel Shing

Commercial Director

Ms. Shing brings with her over 30 years of financial expertise in which she had been an outstanding financial advisor of a financial institution for 12 years.

Based in Singapore, her financial expertise is highly recognised where she served in one of the largest reputed software system corporation for 7 years and as a finance and administration manager in an engineering company for 5 years.

Besides the corporate world, Ms. Shing is active in social services where she has been serving in a local charity organization as treasurer and director since 1998.

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.

Amos Tan

Project Manager

Amos brings with him a cross-disciplinary set of skills in understanding and actualising the ideas, business objectives of entrepreneurs and business owners. Drawing from his experience in the F&B, NGO, and advertising industries, he steers business development and project management with a keen eye for insights and details.

A firm believer in ‘success is built on small things’, he puts on his thinking and strategising hat at every stage of project management - so that behind-the-scenes work will always translate into public success for his clients.

Clara Wong

Project Executive

With seamless coordination, Clara ensures every client is satisfied with their projects. While an adept communicator, Clara believes that actions speak louder than words and is never shy to roll up her sleeves when necessary.

As our project executive, she is responsible for coordinating all aspects of client projects, spanning from operations assessment to restaurant design, building, and installation.

Her excellent project coordination ensures detailed documentation, adherence to tight deadlines, budgetary oversight and necessary due diligence to oversee internal and external processes.

Renee Phua

Brand and Marketing Specialist

Brand positioning often makes the difference in repeated patronage for F&B, hospitality businesses. And the key to consistent brand positioning lies in brand custodianship – a responsibility that translates to revenue at the bottom line.

Enter Renee, our in-house specialist in brand and marketing pertaining to hospitality, F&B, tourism and leisure industries. Versed in working with stakeholders at both SME and MNC levels, she brings an eye for accuracy for clients, to achieve business and brand management objectives.

In her free time, she enjoys travelling, baking and discovering new food joints.

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.

Kelly Isman

Designer

In the evolving world of design and creativity, there is always something to learn. And it is this ethos that keeps Kelly tuned in to the beauty of design solving problems.

With a love for art, design, and F&B, her flow lies in developing creative assets for businesses, entrepreneurs, who are looking to differentiate their brands. She brings a unique blend of illustration, photography, business analytical and technical skills to the plate, a versatile creative in her own right.

Yang Shuai

Architecture

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.

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.

Chi Anh Dao

Chairwoman

As the Chairwoman of DCA Holding International, Chi Anh stewards the company in delivering value to every F&B client in the local marketplace. An industry veteran, she has accumulated over 8 years of experience in media and marketing, and 6 years in Food and Kitchen business. She is also the founder and CEO of Kitchen Art, where she is responsible for the overall strategy, management and development of the firm.

An entrepreneur at heart, Chi Anh previously made a name for herself in the Vietnamese startup scene as the KAfe Group’s founder and former CEO. She is also the founder and Managing Editor of Tpot Lifestyle Magazine, Nếp Magazine, and also the TV cooking show host on VTV7 and VTV3. Chi Anh has co-authored best-selling cookbooks “Our Kitchen Stories” and “Our Sweet Kitchen“. She is a graduate of Bachelor of Science from the National University of Singapore.

Ryan Le

Chief Operating Officer

Ryan is DCA Holding International’s Chief Operating Officer. He has 6 years of experience with business intelligence, data analytics, process improvement, and process re-engineering at DBS Bank and 6 years of experience with software development, project management at Singtel Telecommunications Ltd, both in Singapore respectively.

Prior to this, he served as KAfe Group’s COO. A graduate in BEng (Hons), from Nanyang Technological University, Singapore, Ryan has a strong background in Information Technology and Engineering.

Na Vu

General Manager

Placed in charge of the overall business, specifically in business development, Vu currently acts as the General Manager of DCA Holding International. An F&B enthusiast, Vu has 4 years of experience in the food industry. She was the first member of Chi Anh’s team in her first business.

Formerly the business development manager of KAfe Group, Na Vu was in charge of 4 different existing brands. Na Vu holds a Master of Commerce in Business and Organisation Management from Macquarie University, Australia.

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.

Ha Chu

PR & Marketing Manager

As DCA Holding International’s Corporate Branding, PR & Marketing Manager, she handles marketing activities for all clients and is responsible for the company’s image. She is DCA Holding International’s acting Account Manager, overseeing client accounts.

Graduated from BS-RMIT University, Vietnam, Ha Chu has accumulated 5 years of experience in Branding, PR and Marketing, and 3 years of experience in Journalism. Prior to that, she has 4 years experience in F&B industry. With KAfe Group, she was the KAfe first PR & Marketing Manager, and PR Manager for Kitchen Art Vietnam in 2014.

Leo Duong

Digital Solution Manager

Leo is DCA Holding International’s digital solutions manager, in charge of the company and its clients’ digital footprints. He has 3 years of experience in Customer Interaction and System Analysis & Design.

Under digital marketing, he specialises in Digital Data & Sale Analysis, content generation and distribution, social network marketing, Search Engine Optimisation and Google Ads. Under system design, he takes charge of system workflow analysis, CRM system management, Website and Mobile Application UX UI design. He is also responsible for CRM applications, conducting customer behaviour analysis, loyalty program management, email marketing and customer service system, E-commerce features and interface design.

He holds a Masters in Mass Communication from Northumbria University, United Kingdom.

Anh Tho Dang

R&D and Concept Development

Dang’s role in DCA Holding International provides clients with concept development, product R&D, and product pricing consulting services.

Dang is a specialist in Patisseries. She is also the Founder and R&D Manager of Mint Cupcake Creations Co., Olive Studio Vietnam, and C’est Si Bon Dessert Café. She has experience as a product quality controller and costing/pricing controller.

She has accumulated 4-year experience in F&B industry and holds a B.Com (Major in Accounting) from RMIT University, Vietnam.

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