How do you grow a single heartland food stall into a multi-brand business without relying on celebrity chefs, expensive locations, or large corporate backing?
Daniel Tan has spent more than 15 years building scalable businesses from the ground up. What began with Angel Supermart, a 24-hour neighbourhood convenience chain, evolved into one of Singapore’s largest halal chicken rice coffee shop groups. Today, through X Multiply Group, he oversees six heritage F&B brands across more than 40 outlets, supported by multiple central kitchens, an employment agency, consultancy businesses, and an operating system designed to help traditional food businesses scale sustainably.
Unlike many restaurant founders, Daniel’s breakthrough came when he realised that businesses built around star chefs are difficult to replicate. Instead, he redesigned every recipe, workflow and operation into systems that ordinary people can execute consistently. His philosophy is simple: build systems so strong that success no longer depends on exceptional individuals.
Beyond operating his own outlets, Daniel has developed multiple growth models, including traditional franchising, investor-operated businesses, white-label partnerships and central kitchen supply. More recently, he has begun integrating artificial intelligence into day-to-day management through X Multiply AI, creating a shared executive knowledge platform that helps leaders make faster, more consistent decisions across the organisation.
