Instead of pictures of himself posing with friends and family, vivid pictures of tantalising food decorate the food-blogger's site - ieatishootipost.sg.
And instead of using his blog as an outlet for personal expression, views and rants, Dr Tay takes it to a higher level - he uses it for charity.
On Aug 17, Dr Tay and his friends organised the ieat 2nd Anniversary Charity Makan Session at Astons Specialities at The Cathay.
About 50 faithful blog readers and friends each donated $80 to attend the event. Besides enjoying a degustation menu that included wagyu beef and fresh oysters sponsored by Greengrocer.com.sg and Astons, the guests took part in a mini auction.
The auction items included a Powershot A590IS provided by Canon and a Creative Vado, a pocket video camera from Creative.
Dr Tay managed to rope in these brands as sponsors because he had previously written advertorials for them.
The charity event successfully raised $8,344. This will be used to fund tuition classes and books for the children of Oakley Prison's Ministry.
Unlike other charity events and the preceding 1st Charity Makan Session, this event had a direct impact on the charity's young recipients.
A total of 26 children of primary- school age, whose parents are in prison, savoured a three-course meal from Astons Specialities and a movie - Journey To The Center Of The Earth at The Cathay - for free.
Last year's event saw donations of over $7,600 from a similar auction go to the Andrew and Grace Home. The money was used to provide housing and meals for troubled teens.
Dr Tay, a 39-year-old general practitioner, said of this year's beneficiaries: "These are underprivileged kids who might not have anyone looking after them, and who don't enjoy things we take for granted.
"I want to show them, through this event, that there is good in the world and there is a lot in life to hope for."
Mr Aston Soon, 36, managing director of Western restaurant Astons, agreed with Dr Tay's sentiments.
"We share the same thoughts about charity. It has always been in my mind to bring some happiness to the less fortunate," he said.
Dr Tay is banking on his blog's popularity - it receives up to 8,000 hits a day - to inspire restaurateurs to do their bit for charity.
"If more restaurants can respond to this and provide free meals for people who are not as privileged, I think our society can be a much better place," he said.
Mr Russell Chua, a 44-year-old teacher who is a member of the organising committee, said: "Food brings joy to people. It is not just for sustenance.
"We hope to encourage other bloggers to take part in social work."
Dr Tay is not done yet. He has more ideas for charity.
"We are working with a major pharmaceutical company to provide expensive, non-compulsory vaccine for children under 12, such as the chicken-pox vaccine," he said about his next project.
"Perhaps we can pair this with a satay-eating event, to provide an incentive for the children to come."
