Mr Aston Soon is the founder and Chief Executive Officer of ASTONS Food & Beverage Specialities Pte Ltd, responsible for the overall management, strategic planning and business development of the group.
Mr Soon entered the F&B industry in 1988 as a part-time staff at a steakhouse. With a keen interest and passion for the industry, he quickly learned the ropes of different areas of a restaurant business. However, it was not until 2005 that he decided to start ASTONS Specialities as a humble stall in a coffee shop in eastern part of Singapore. The business broke even in 6 months and expanded to a proper restaurant space in 2006.
Under Mr Soon’s leadership, ASTONS Food & Beverage Specialities Pte Ltd has grown significantly. In less than 15 years, the group owns and franchises more than 40 outlets worldwide and developed 11 brands of varied cuisines and dining concepts.