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2003
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Combining classic French pastry techniques with contemporary flavours, Chef Daniel Tay's signature style is evident in each delectable creation. Find out more about him and the story behind the creation of Cat & the Fiddle.
- Background
- Personal Life
- Early Career
- Founder of Foodgnostic Pte Ltd
- Founder of Cat and The Fiddle
- Founder of Old Seng Choong
Growing up, Daniel wanted to be a fashion designer. His interest in fashion made him decide to study fashion designing at La Salle. However, Daniel Tay has mentioned that “[his] sewing skills were not up to standard” and he dropped out of his course at La Salle. At his father’s suggestion, Daniel took up a six-week intensive baking course at the UF...
In 2008, Daniel published a cookbook titled "Just Desserts" in which he shared his personal recipes. The book was published by Marshall Cavendish. Daniel reportedly took three years to complete the book, having to “pen the instructions and keep them straightforward”. In a 2009 interview, Daniel mentioned that his favourite traditional Chinese pastr...
Daniel took up apprenticeships under Pokka Corporation. He was tasked to start Rive Gauche patisserie. Through building the patisserie from scratch and working with the General Manager, Daniel learned about accounting, profit and loss (P&L) principles and calculating the break-even point. From Pokka, he joined Bengawan Solo as a Production Manager.
Daniel investing an initial capital of S$2 million to start the business. He set up a centralised bakery and food production facility at Kampong Ampat to meet an anticipated demand for food innovation and large-scale food supply. A report by The Business Times revealed that food supply made up 90% of Foodgnostic’s business revenue and 10% comes fro...
Daniel launched Cat and the Fiddle in 2014, an online premium cheesecake store. The e-commerce is a union of Daniel’s passion for creating the best cheesecakes in Singapore and to continue Daniel’s good relationship with existing customers who like his pastry creations. After perfecting the cheesecake recipe, Cat and the Fiddle has branched into cr...
Daniel launched Old Seng Choong as an online business in 2016 to sell traditional Chinese confections. Daniel remarked that starting a business online incurs fewer start-up costs such as renting a retail space. Daniel hoped that the recent nostalgia for traditional food would make Old Seng Choong a success. Daniel named the online store after his f...
Founded by renowned local pastry chef Daniel Tay, Old Seng Choong, named after the well-loved Seng Choong Confectionery (estd. In 1965), pays homage to his father and the good O’Times of Singapore.
Jul 7, 2024 · The week-old takeaway stand is opened by pastry chef Daniel Tay, 54, founder and group chairman of popular brands like modern Singaporean bake shop Old Seng Choong, cheesecake line Cat & The Fiddle, and the now-defunct bakery cafe chain Bakerzin.
Oct 7, 2022 · Renowned for their locally-inspired treats and rich flavours of our vibrant heritage, we speak to Daniel Tay, the founder of Old Seng Choong himself to find out more about what it’s like being the man behind one of our country’s favourite Singaporean bakes and his successful foray into serving up specialty cheesecakes with Cat & the Fiddle.
Founded by renowned local pastry chef Daniel Tay, Old Seng Choong offers traditional bakes and cakes to celebrate every joyous occasion. This eponymous new concept is especially poignant for Daniel Tay, who created it as a tribute to his father, a baker and confectioner himself for over 30 years.
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Jan 12, 2018 · Chef Daniel Tay unveils Old Seng Choong store at The Central Singapore as well as new local flavoured cookies. For the bulk of his 30-career as a pastry chef, local food entrepreneur Daniel Tay has always looked to the West for inspiration.
