Brand Story

Minor Food Singapore

Our Story

Minor Food Singapore (MFS) was established in 2002 and is currently helmed by Chairman & CEO, Mr Dellen Soh. MFS operates multiple casual dining restaurant chains across 23 brands in Asia.

With a strong team of 1100 dynamic and dedicated people based locally, MFS continues to push the boundaries through exciting new concepts, innovation and joint ventures with the presence of more than 128 outlets in Singapore, Malaysia, Vietnam,  Thailand, Maldives, Brunei, Myanmar Indonesia and India.

Our Brands

Motto

We are dedicated to deliver Good Food Good Service while giving Value & Excitement to our customers.

We have the passion to persevere as we constantly embrace change and innovation to stay relevant.

Core Values

  • Customer-Focused

    Customers come first. That’s our belief in everything we do every day.

  • Result-Oriented

    Working with passion and energy, we strive to achieve excellence in all our endeavours.

  • People Development

    Our people are given the opportunity to unlock and maximise their potential, rise to the challenge and go beyond.

  • Innovative

    Constantly changing how we do things allows us to improve and be the best at what we do.

  • Partnership

    Collaborating closely with our partners, we create a shared vision of growth and achieve it together.

The Man Behind Minor Food Singapore

Mr Dellen Soh began his entrepreneurial journey in the F&B industry at the age of 26 years old. He co-founded home-grown restaurant chain ThaiExpress in 2002. Following the Thai-listed hospitality conglomerate’s acquisition of ThaiExpress Concepts Pte Ltd in 2008, Mr Soh continued to helm the company until 2013 where he stepped down as chief executive officer. He moved on to take on pivotal roles with Minor International to drive business growth through acquisition, mergers and global partnerships.

In March 2018, Mr Soh returned and once again donned the hat of Chairman & CEO in the local unit known as Minor Food Singapore. He has played a major role in the founding of many successful casual restaurant brands among other restaurant concepts.

Being a reputable F&B maestro with great foresight, he leads by example and is always 24/7 on the ground looking for fresh, exciting and relevant concepts to strengthen and evolve the food business.

  • Chairman & Chief Executive Officer, Minor Food Singapore
  • Executive Chairman, Minor Food International
  • Committee Member, Restaurant Association of Singapore