Plate to Post
Your shop films it. Everything else comes back done.
A subscription tool for f&b businesses in Singapore and Malaysia. You point the camera and say your line. The topic, the script, the shot list, the edit, the subtitles and the captions for four platforms are handled for you.
Ask about itNot open to everyone yet. Write to us and we will tell you when it is.
Who it is for
F&b businesses in Singapore and Malaysia — coffee shops, noodle stalls, hawker stalls, restaurants, cafés, and any food brand that wants to run its own content instead of handing it out. The interface and the script language are chosen separately, and both work in English or Chinese.
Nobody on it
The team is small. Content has no owner, so it lands on the boss or on whoever is free.
No hours left
Running the place already fills the day. Content gets squeezed into the gaps.
Skills to learn first
Filming is one skill. Editing, subtitling and writing captions are three more, each needing time before they produce anything.
Started, then stopped
The account exists. It has a handful of posts from the month it was set up.
Having someone on content and needing content are two different things. A business with a team gives the job to a role. A business without one still has every step — there is just nobody to pick them up.
One video is ten pieces of work
From thinking of the topic to posting it, none of these steps disappear because nobody was hired for them. They land on the owner instead. Each one costs time, and each one has to be learnt first.
01Deciding what to film today
Reading what others in the trade are doing, and what diners actually want to see
System
02Writing the script
Structuring it, and opening with something that holds people
System
03Breaking it into shots
Knowing which line belongs to which picture
System
04Framing each shot
Placement, angle, distance, light
System — with a sketch for each shot
05Filming
Saying your own line to the camera once
You
06Editing
Knowing an editing app
System
07Subtitling
Timing, line breaks, styling
System
08Writing the caption
Written so it still sounds like you
System
09Rewriting for four platforms
Tags, sentence length and search terms differ on each one
System
10Posting
Account and timing stay your call
You
Of the ten, the two you do yourself are filming and posting.
Why this is hard to hire for
74%
of f&b marketing roles advertised locally ask the same person to film or edit as well
S$425
median local price for a single outsourced short video
≈ S$2,650
typical monthly production contract
Both numbers describe the same thing. Getting those ten steps done by one person means hiring a combined role; handing them out means paying per video or per month, continuously.
What actually gets saved
Not the person. What goes away is the stretch where you have to learn something before you can produce anything. The judgement, the face on camera and the final call stay with you.
What the tool does
Five parts are handled for you. Your side is saying your own words to the camera.
The month's topics are already laid out
Topics come from your own shop profile, so opening the app tells you what today's video is. Don't like one? Swap it — the subject comes back from another angle.
Your positioning and the way you talk
Setting up covers what you sell, why people come, what is off limits, and how you normally speak. Every script follows it, so the videos sound like one person.
A content calendar
Topics are spread across the month by type, so it does not become the same video five times. Move anything to suit your own pace.
Shot-by-shot filming guidance
Each line gets its own shot and a framing sketch — where the food sits, where you stand, how close to get. You film in the app with the line on screen, and any shot can be redone on its own.
Subtitles, and captions for four platforms
Shots are joined into one 9:16 video with subtitles burnt in. Captions for Xiaohongshu, Douyin, Instagram and TikTok are written separately — not one paragraph translated four times.
Already part of how it runs
- It remembers what you have answered and what you have said, so the same question is not asked twice.
- Every video can be filmed with you on camera or without. Without, it moves to hands, dishes and the shopfront, with the line read over the top.
- Interface language and script language are picked separately — any combination of English and Chinese works.
- What you say on camera is checked against the script. If it came out differently, it stops and asks you rather than quietly overwriting you.
- Everything is generated from your own material. The system does not invent dishes, customers or numbers for you.
How one video goes through
01
Open it and see today's video
The topic is already there. Press start.
02
Answer a few questions
Mostly buttons. A couple ask for a sentence in your own words.
03
Read the script and the shots
Each line has one shot, with a framing sketch attached.
04
Film shot by shot in the app
The line is on screen, any shot can be redone, then it uploads.
05
Collect the video and the captions
Subtitles are on, and the four platform captions are written separately.
Yours: answering and filming · Handled: script, editing, subtitles and captions · Posting: you, on your own accounts
Publishing is left out on purpose
The tool does not log into your social accounts and does not post for you. That costs you one more step; what you get back is not handing over account access, and keeping the last word on what goes out under your name.
Next to hiring or outsourcing
| Hiring for content | Outsourcing production | Plate to Post | |
|---|---|---|---|
| Getting started | Recruiting and ramping up, in months | Briefing, quoting, scheduling, in weeks | No recruiting and no briefing round — you fill in the shop profile and go |
| Who decides what to film | Down to that person's experience | The count and topics in the contract | Laid out from your shop profile, and you can swap any of it |
| Filming | Needs someone who can shoot and cut | A crew comes to the shop | You film it, with framing guidance for every shot |
| Editing and subtitles | That person does it | The production side does it | Done for you |
| Captions for four platforms | More hours on top | Usually billed separately | Rewritten per platform, delivered together |
| Pace | Limited by their working hours | Limited by the contracted count | Up to two a day; how many you actually do is your call |
| Who owns it | You | Depends on the contract | You — the accounts never leave your hands |
These three are not solving the same problem. Hiring and outsourcing buy you a person's time. This removes the deciding, the sequencing and the post-production — the repeated parts. Your judgement and your face are still what makes the content.
What this costs in the market
Published price ranges for the Singapore market, so the same job can be compared across different ways of doing it. These do not point to any one company.
| Approach | Market price | Where the figure comes from |
|---|---|---|
| Hiring a part-time content person | S$1,800 – 2,200 / month | 23 live job listings, read individually |
| Hiring a marketing executive | S$2,500 – 4,500 / month | Same set of listings |
| Social media management retainer | S$1,500 – 3,500 / month | Published local agency rates, collated |
| Outsourcing a single short video | Median S$425 each | Published local rates, checked |
| Monthly production contract (8–12 videos) | ≈ S$2,650 / month | Same |
| Self-serve content tools | ≈ US$10 – 50 / month | Published pricing for comparable international products, mostly general-purpose |
Plate to Post is a monthly subscription, capped at two videos a day, and is not billed per video. Exact figures are settled when we talk.
Questions we get asked
Do I need to know how to film?
No. Each shot comes with a framing sketch showing where the food sits, where you stand and how close to get, and the line for that shot is on screen while you film it. Any shot can be redone on its own without starting the video again.
Do you take over my social media accounts?
No. The tool does not log into your accounts and does not post on your behalf. You download the finished video and the captions and post them yourself, on your own schedule.
Can I make videos without appearing on camera?
Yes. Every video can be filmed with you on camera or without. Without you, the shots move to hands, dishes and the shopfront, and the line is read over the top.
What if I don't like the topic it gives me?
Swap it. The same subject comes back from a different angle with a different way in, rather than repeating the one you turned down.
Which platforms are the captions written for?
Xiaohongshu, Douyin, Instagram and TikTok. Each one is written separately, because the tags, the sentence length and the search terms that work are different on each platform. It is not one caption translated four ways.
Is it in English or Chinese?
Both, and you pick them separately. The interface can be in one language while your scripts are in the other, so the shop is not forced into whichever language the tool happens to use.
How many videos can I make?
Up to two a day. How many you actually make is up to you — the subscription is monthly rather than billed per video.
Will it make things up about my shop?
It works from your own material. It does not invent dishes, customers or numbers on your behalf, and when what you said on camera differs from the script it stops and asks you rather than quietly rewriting it.
It is not open to everyone yet
Plate to Post is still being run in with a small number of shops. Write to us and we will tell you when it opens, along with what it costs.
[email protected]Tell us what kind of shop you run and we can say whether it fits.