CORPORATE BRANDING Editor's Post F&B

Media Release: How’s Catering Marks 35 Years, Unveils a New Vision Built on Experience

brandasia2020@ 1 day ago

Singapore, June 2026 — Thirty-five years is a remarkable milestone for any homegrown business. For How’s Catering, however, the anniversary was never simply about looking back. It was about unveiling the company’s vision for the future.

At its 35th Anniversary Celebration, Managing Director Lyor Loh welcomed guests, partners and industry friends to an evening that showcased not only a new collection of experiential menus, but also the philosophy that has guided the company since its founding: creating memorable moments through thoughtfully designed experiences.

A Vision Beyond Catering

From humble beginnings as a Singapore homegrown business, How’s Catering has spent 35 years steadily building a name that has come to stand for something bigger than food service. Founded in 1991 as a halal-certified caterer, the brand has consistently pushed catering into experience-first territory, built on a philosophy of design, sensory detail and creative ambition. Its team of Experience Designers has spent three and a half decades doing exactly that: turning occasions into a moment of masterpiece.

That shift in mindset, from feeding guests to crafting how they feel, has carried the business through decades of change without losing sight of what made it successful in the first place.

“We love to do something extraordinary. I always tell my team we need to think out of the box, take something normal, a local favourite, and present it in a different way, something that’s easy to eat so that everyone likes it,” said Loh.

Leading Through Innovation

Rather than introducing another catering menu, the team spent two years developing five immersive dining concepts designed to engage guests beyond taste. The decision to spend that long in development was deliberate. Instead of chasing trends or adding new dishes for the sake of variety, the team wanted to understand why certain experiences stay with people long after an event ends, and build menus around that answer.

Each of the five concepts reflects a different story, emotion and environment, turning a meal into something guests actively experience rather than simply consume. The thinking behind this is straightforward: taste is only one part of memory. Sight, sound, texture and atmosphere all shape how an occasion is remembered, and How’s Catering built these five concepts to engage all of it at once. In doing so, food becomes a vehicle for storytelling rather than the entire story, with each concept carrying its own narrative that guests can feel their way through course by course.

Designing Experiences That Last

The evening itself brought that philosophy to life. An opening speech from Loh set the tone for the night, framing the anniversary as a look forward rather than a retrospective. From there, the celebration unfolded with entertainment woven throughout, keeping guests engaged as the evening moved from one moment to the next.

Guests, partners and industry friends mingled throughout the space, and the night built steadily toward its centrepiece: the live unveiling of the five new experiential concepts. Rather than a simple menu tasting, the unveiling gave everyone in the room a first-hand look at what the company had spent two years quietly building, turning the anniversary celebration into the very proof of the philosophy it was there to announce.

Looking Towards the Future

Beyond culinary craftsmanship, How’s Catering continues expanding its event capabilities by combining bespoke décor, immersive styling and experiential concepts, reinforcing its belief that great events are built around lasting memories, not simply great meals.

This forward looking approach has not gone unnoticed. How’s Catering has been recognised as a Top Brand at the Influential Brands Awards, a distinction that acknowledges companies demonstrating strong consumer trust, brand equity and meaningful innovation within their industry. For a homegrown caterer now well into its fourth decade, the recognition reflects the same evolution driving its anniversary celebration: a business that has stayed relevant not by standing still, but by continually rethinking what it offers.

As How’s Catering enters its next chapter, the company remains committed to challenging conventions, elevating expectations and continuing to transform catering into an experience that guests remember long after the final course has been served.

Recognised Where It Counts

This forward-looking approach has not gone unnoticed. How’s Catering has been recognised as a Top Brand at the Influential Brands Awards, a distinction that acknowledges companies demonstrating strong consumer trust, brand equity and meaningful innovation within their industry.

For a homegrown caterer now well into its fourth decade, the recognition reflects the same evolution driving its anniversary celebration: a business that has stayed relevant not by standing still, but by continually rethinking what it offers.

AVAILABILITY AND PRICING

New Menus:

The Stall – $8 per pax (min 50 pax, max 100 pax) for each item
The Shoreline – $20 per pax for all 3 items (min 50 pax, max 100 pax)
The Canvas – $65 per pax (min 100 pax, inclusive of floral décor)
The Wheel – $12 per pax (min 100 pax)
The Hearth – Angus Beef Short Rib: $12 per pax (min 50 pax), Charcoal Reverie: $8 per pax (min 50 pax, max 100 pax)

New Canapés