CULINARYON
CULINARYON
Competition in Singapore
We have 2 kinds of competition in Singapore:
Direct (Cooking schools)
Indirect (Team Building providers)
1. Cooking Schools
Direct Competion
2. Team Building Providers
Indirect Competion
1. Cooking schools
Direct Competition
The market is not very crowded and most of cooking schools tend minimize their overlap, by offering differentiated products to their target audience.
Recreational Cooking Schools
We do not generally consider professional cooking schools as competition
  • Few international chains exist in this market. Some of them seem to have reached their maximum potential after opening their second country as they do not have systems to handle increase complexity

    In Singapore:
    • ABC cooking studio
    • CULINARYON
  • b. Local Players
    Each city has a set of small local players. Usually they are small with one of 2 rooms. Very rarely they are able to scale up over 2 units.

    In Singapore:
    • Palate Sensation
    • Cookyn Inc
    • The food playground
  • Kitchen furniture or Kitchenware retailer often open cooking schools or cooking corners to support their core business. Usually not their focus and academic approach.

    In Singapore:
    • TOTT
    • MIELE cooking school
  • d. Restaurants
    Some restaurants leverage on their awareness or on under-underutilized space to open small cooking schools.

    In Singapore:
    • Coriander Leaf
  • They scout, select and rent venues for their events on need basis. Low on CAPEX and operating cost. Focused 100% on entertainment

    In Singapore:
  • f. Home based
    Usually small and operated without any authorisation. Loved by tourist looking for authentic experiences. Hyper personal appraoch.

    In Singapore:
a. International Chains
There are only two international players in Singapore
CULINARYON and ABC Cooking are not competing as ABC cooking positions itself as an academic player while Culinaryon is a team building & culinary entertainment center.
ABC Cooking Studio
International chain
$
80 to 100
3 Cooking Studios:
- Takashimaya (April 2015)
- West Gate (August 2018)
- Funan Mall (Q2 2019)

100% focused on B2C clients, they offer only cooking courses.

• No cooking team building
• No parties or private celebrations
• No alcohol or music
• 100% academic
ABC Cooking studio
No.1 international cooking school chain in the world for non-professionals. Originally from Japan (1985), they have expanded throughout Asia with 125 studios in Japan and 26 internationally. ABC is super focused on cooking courses (baking and Japanese cuisine). They do not cater to Team Building events or private parties.

140 SGD membership fee, Trial lesson SGD 48, For a cake course, 6 sessions are priced at $481.50, which excludes a one-time $140 membership fee.
Pros and Cons
  • Very Academic
  • 8 Countries, 16 Cities
  • 3.2 Google review score. No TripAdvisor page
  • Since 1985
  • Capacity only up to 65 people
  • Location
  • Only Japanese cuisine and Baking
  • Members can have soft drinks
b. Local Players
There are a number of local players in Singapore
Cookyn Inc
31 Ah Hood Road, #01-04, Singapore 329979
$
120
One cooking studio with 2 Rooms
Cheaper alternative to Culinaryon
• 10'000 guests since opening
• Opened 10 years ago
• B2B & B2C
• Closed events no open classes
• Capacity 100 guests

1 Ah Hood Road, Singapore 329979
Cookyn Inc
A cheaper alternative to CULINARYON with similar value proposition. They focus exclusively on closed events (Team building and birthday parties). They operate two interconnected rooms.


Cookyn Inc Product offer:
Palate Sensation
Located at Biopolis, Buona Vista MRT, Singapore
$
to be checked (not published)
• One cooking studio with 1 Room
• 12 years of operations
• 2000 team building events
• 40'000 corporate guests
• 2000 sqft open concept kitchen
• External veranda
• 10 stations
• 75 guests maximum

Palate Sensation
In the Biopolis Business park, Palate Sensation offers B2C and B2B classes with a more academic feel to it. Having one room only a lot of their room inventory is tied up in Skillsfuture classes.

Full offer: Hen's night, corporate team building, birthday parties, Skillsfuture classes
Product offer
Product offer
Food Playground
Food Playground is a hands-on cooking school offering cultural cooking classes and corporate team building workshops since 2012. We operate out of a pre-war heritage shophouse in the heart of Singapore's Chinatown, and have a unique social mission of providing flexi-work employment opportunities for stay-at-home mothers and active seniors who have limited avenues to return to the workforce
Smaller local Players
  • Brettschneider's Baking
    Sourdough is its forte and you could go in for a one-day beginners class ($180), or an intense five-day bread baking class (this one is taught by Dean Brettschneider himself, $1300). There is even a class to learn all about gluten-free breadmaking ($245). All classes include lunch, a chance to take your baked goods home and a glass of wine.

    They do also some corporate

    Learn more

  • provides a range of learning activities for both adults and children in the areas of Baking & Culinary, Arts & Crafts, Music & Movement, Dance and selected Arts fields. We also supply premium baking ingredients and professional chocolates, baking tools, Thai food ingredients and selected Art and Botanical materials for our customers.
    Learn more
  • is a vegertarian cooking studio and food consultancy - the brainchild of former lawyer Shalu Asnani to prove that vegetarian food is not boring! LGK offers creative cooking classes and tantalizing menus through their food consulting, private chef and catering services - $85 per person. Private classes can be arranged with minimum 4 persons.


    Learn more
c. Kitchenware Retailers
d. Product offer
TOTT
ToTT Store is the largest kitchenware and tableware retail store in Asia. A one-stop culinary destination for anyone who cooks, bakes or hosts, both ToTT @ Century Square and ToTT @ Suntec carry a curated selection of quality brands including Jamie Oliver, Cuisinart and Magisso. The two stores also feature state-of-the-art cooking studios that offer a comprehensive range of cooking and baking classes, private parties and team-building programs.
d. Restaurants
Coriander Leaf
31 Ah Hood Road, #01-04, Singapore 329979
$
160 SGD
• Asian Restaurant
• Open classes
• Private parties
• Team Building events
• Small: Max 24 Guests
• Elegant setting

Academic - no well developed team building activity
Coriander Leaf
Established in 2001 Coriander leaf has come a long way from its first outlet at the Gallery Hotel to its flagship restaurant now at Chijmes. This multi-concept brand encompasses an award-winning Pan-Asian restaurant which has a restaurant space for 50 diners, a private dining room for an additional 20, a bar and two purpose-built cooking studios which are a part of our culinary education program
The Providore
B1-07 Downtown Gallery, 6A Shenton Way, 068815
$
110 -160 SGD
6 Work Bench Stations
3 Communal Tables
~ 20 pax (hands on)
~ 30 pax (sit down degustation)
~ 25 pax (demo only)

Rental rates: Cooking Studio + Dining Area $200 / per hour (minimum of 3 hours' rental) $1500 / per day (9 hours)
The Providore
The cooking studio offers hands-on cooking classes conducted by our team of resident and guest instructors. We also carry a range of cooking equipment, baking ingredients and utensils for your home kitchen and dining needs. The classes are kept small to provide an intimate setting for maximum engagement between students and instructors. The space is also available for private classes and events.
e. No Venue
Product offer
D'Open Kitchen
Over 25,000 + Participants have Attended D'Open Kitchen Team Building Events in Singapore. They are very flexible as they use different venues (some are also very nice). We think that they rent the venue for the occasion.

f. Home based
Cookery Magic
You're invited to my home to learn how to cook popular Asian and Singaporean cuisine. From wannabe chefs to Cordon Bleu artistes, I have the class for you. My hands-on cooking class is followed by a sit-down meal and pleasant conversation. And sometimes the cat comes over to say hello, if he is in the mood!
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