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Investment firm Asia White Knight acquires F&B group Creative Eateries, sets 5-year revenue target of S$100 million
Under new management, Creative Eateries will embark on a three-phase growth strategy to optimise its operations, revamp its loyalty programme and develop new concepts
[SINGAPORE] Home-grown food and beverage (F&B) group Creative Eateries has been fully acquired for an undisclosed sum by Asia White Knight Group, an F&B-focused investment and operations company.
Established in 1992 by Anthony Wong, Creative Eateries has a total of 11 dining brands in its portfolio. This includes eateries such as Bangkok Jam, Suki-Ya, Siam Kitchen, Typhoon Cafe, Vineyard at HortPark, and Tanglin Cookhouse.
The group also runs two catering services: Creative Eateries Catering and the halal-certified Shiok Kitchen Catering.
Creative Eateries is currently led by Wong’s daughter Bonnie, who serves as its chief executive. Her sister Bernadette Giam, who was part of the People’s Action Party team for Sengkang GRC in the 2025 election, was previously part of the business, though she exited in the middle of this year, said Bonnie Wong. (See Amendment note)
Founded in 2023, Asia White Knight Group is a Singapore investment firm specialising in the F&B franchise sector.
Creative Eateries is its second acquisition. The firm previously acquired six Joe & Dough outlets in Singapore under a franchisee agreement in end-2023.
White Knight’s leadership includes entrepreneur Adam Tan and his brother, Singapore actor Andie Chen. Tan serves as director, while Chen is the chief marketing officer. It is also backed by an advisory panel.
Post-acquisition, Tan will succeed Bonnie Wong as the CEO of Creative Eateries. Chen will be appointed the group’s chief marketing officer.
All 250 employees across Creative Eateries’ 13 brands will be retained. Bonnie Wong will also remain with the group for a year to oversee its transition, before exiting entirely.
Acknowledging Singapore’s challenging F&B environment, she pointed to White Knight’s network of investors and partners, which will help Creative Eateries increase its customer reach.
“The business model that Adam has proposed is more flexible than that of a wholly owned family business,” she told The Business Times at an event on Monday (Nov 17) to announce the acquisition.
“Looking at the way the market is changing, we need that flexibility and ammunition to keep the business running and (have) a greater reach.”
Three-phase growth strategy
Under White Knight’s management, Creative Eateries will embark on a three-phase growth strategy over the next 18 months and beyond.
The plan is designed to help the group optimise operations, strengthen loyalty among its customers and foster new culinary talent across and beyond Singapore.
White Knight has also set a revenue target of S$100 million for Creative Eateries to achieve within five years.
Though Bonnie Wong declined to reveal absolute numbers, she said the group’s revenue for financial year 2026 is expected to grow by 15 per cent year on year.
Under White Knight’s plan, it will focus on improving and optimising operations across all of Creative Eateries’ brands in the first six months. This includes amplifying the marketing of brands such as Bangkok Jam and Typhoon Cafe “to reconnect with long-time customers”, said Tan.
In the next six to 18 months, Creative Eateries will work on revamping its existing membership and loyalty initiatives into a “unified” rewards programme, which will offer members exclusive perks and dining benefits across all brands.
For instance, the group will be giving away S$1 million in vouchers to customers in a three-month promotion that started on Nov 15. Guests can collect stamps by dining at any three Creative Eateries restaurants and can offset 50 per cent of their total bill using vouchers across those visits.
In the long term, White Knight intends to develop new F&B concepts under the group.
Said Tan: “We see enormous potential to bring a new level of operational excellence to well-loved culinary concepts, while ensuring that every dining experience remains heartfelt, authentic, and human.”
Amendment note: The article previously referred to Bernadette Giam as People’s Action Party Member of Parliament, which is incorrect.
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