Creative Eateries Names Dylan Ong to Lead 13 Singapore Brands

Singapore chef Dylan Ong has joined Creative Eateries as head of restaurants, taking responsibility for 13 brands across 13 outlets. The appointment comes as the home-grown restaurant group, acquired by franchise investment and operations business Asia White Knight Group in November 2025, works towards further expansion and brand refinement in 2027.

A new role after two restaurant closures

Ong joined Creative Eateries on 8 June, a week after closing The Masses and Choon Hoy Parlor at Capitol Singapore on 1 June. His move was reported by The Straits Times on 29 October.

The 39-year-old chef had spent 17 years running his own restaurants, including Saveur and The Masses. He cited rising costs and declining revenue as the reasons for closing his two Capitol Singapore restaurants.

According to the report, Ong had planned the closures in January. He was not seeking investors and had considered pursuing opportunities overseas before Creative Eateries approached him in May.

The Masses opened at Beach Road in 2017 before relocating to Capitol Singapore in 2024. Choon Hoy Parlor took over its former Beach Road premises that year, then moved to Capitol Singapore in June 2025.

As of 29 October, both brands remained listed as temporarily closed on Google. Ong told The Straits Times that the neighbouring restaurant units remained fully furnished under an agreement with the landlord for future tenants to take over. Those listings should therefore be distinguished from the closures he described in the interview.

Responsibility across a varied restaurant portfolio

Head of restaurants is a newly created position at Creative Eateries. Ong now oversees a portfolio that includes Bangkok Jam, Siam Kitchen, Suki-Ya and Vineyard at Hortpark.

The remit marks a change from leading his own individual concepts to overseeing restaurants with different identities under one group. His responsibilities span all 13 brands and 13 outlets, rather than a single flagship restaurant.

The group's culinary team includes executive chef Dexter Ko and Benji Chew, who oversees kitchens at Tanglin Cookhouse and Typhoon Cafe. Ong and his team have been working on festive menus across the outlets.

For Singapore's franchise community, the appointment offers a local example of a restaurant portfolio adding a dedicated leadership role after a change of ownership. It is a management development within an existing group, rather than an announcement of a new franchise offer or a new franchise agreement.

Barossa refresh provides an early operational focus

The latest restaurant refresh is Barossa Steak & Grill at VivoCity. It reopened on 17 October after a three-week renovation costing S$500,000.

The reopening gives a concrete example of investment in the group's existing estate alongside its broader expansion ambitions. While plans for 2027 include continued growth, the Barossa project centres on updating a restaurant already within the portfolio.

Its forthcoming festive menu is another part of that work. Barossa's Christmas Table is scheduled to run from 1 November to 7 January, priced at S$69++ per person and served as a sharing feast for three to four people.

The renovation and menu programme illustrate two distinct activities now underway: refreshing premises and developing seasonal dining offers. Neither, on its own, establishes how the restaurant will perform financially after reopening.

Growth ambitions under franchise-focused ownership

Creative Eateries was acquired in November 2025 by Asia White Knight Group, a local investment and operations business active in the franchise community.

The company is led by director and serial entrepreneur Adam Tan and his older brother, actor Andie Chen, who serves as chief marketing officer.

At the time of the acquisition, The Straits Times reported a three-phase growth plan targeting S$100 million in annual revenue within five years. That figure remains a target, not a reported revenue result.

Ong said the plan was on track, with restaurants including Tajimaya Yakiniku and Tanglin Cookhouse performing better than expected. The next stated direction is to continue expanding and refining the group's brands in 2027.

Practical takeaway: For franchise operators assessing portfolio growth, watch both new openings and investment in existing restaurants. Creative Eateries' current programme combines dedicated restaurant leadership, refurbishment and menu development; its revenue ambition should be assessed separately from achieved results.