diff --git a/frontend/src/metabase/visualizations/components/settings/ChartSettingsTableFormatting.jsx b/frontend/src/metabase/visualizations/components/settings/ChartSettingsTableFormatting.jsx
index 3a808290638828c5f7026bc07d97373a196fcffa..a3aa5a5fc12e3ddc8d309e7f80ea4dd9faae5b1a 100644
--- a/frontend/src/metabase/visualizations/components/settings/ChartSettingsTableFormatting.jsx
+++ b/frontend/src/metabase/visualizations/components/settings/ChartSettingsTableFormatting.jsx
@@ -14,7 +14,6 @@ import NumericInput from "metabase/components/NumericInput";
 import { SortableContainer, SortableElement } from "react-sortable-hoc";
 
 import MetabaseAnalytics from "metabase/lib/analytics";
-import { capitalize } from "metabase/lib/formatting";
 import { isNumeric, isString } from "metabase/lib/schema_metadata";
 
 import _ from "underscore";
@@ -22,21 +21,25 @@ import d3 from "d3";
 import cx from "classnames";
 
 const NUMBER_OPERATOR_NAMES = {
-  "<": t`less than`,
-  ">": t`greater than`,
-  "<=": t`less than or equal to`,
-  ">=": t`greater than or equal to`,
-  "=": t`equal to`,
-  "!=": t`not equal to`,
-  "is-null": t`null`,
-  "not-null": t`not null`,
+  "<": t`is less than`,
+  ">": t`is greater than`,
+  "<=": t`is less than or equal to`,
+  ">=": t`is greater than or equal to`,
+  "=": t`is equal to`,
+  "!=": t`is not equal to`,
+  "is-null": t`is null`,
+  "not-null": t`is not null`,
 };
 
 const STRING_OPERATOR_NAMES = {
-  "=": t`equal to`,
-  "!=": t`not equal to`,
-  "is-null": t`null`,
-  "not-null": t`not null`,
+  "=": t`is equal to`,
+  "!=": t`is not equal to`,
+  "is-null": t`is null`,
+  "not-null": t`is not null`,
+  contains: t`contains`,
+  "does-not-contain": t`does not contain`,
+  "starts-with": t`starts with`,
+  "ends-with": t`ends with`,
 };
 
 const ALL_OPERATOR_NAMES = {
@@ -293,7 +296,7 @@ const RuleDescription = ({ rule }) => (
     {rule.type === "range"
       ? t`Cells in this column will be tinted based on their values.`
       : rule.type === "single"
-        ? jt`When a cell in these columns is ${(
+        ? jt`When a cell in these columns ${(
             <span className="text-bold">
               {ALL_OPERATOR_NAMES[rule.operator]} {rule.value}
             </span>
@@ -352,7 +355,7 @@ const RuleEditor = ({ rule, cols, isNew, onChange, onDone, onRemove }) => {
       )}
       {rule.type === "single" ? (
         <div>
-          <h3 className="mt3 mb1">{t`When a cell in this column is…`}</h3>
+          <h3 className="mt3 mb1">{t`When a cell in this column…`}</h3>
           <Select
             value={rule.operator}
             onChange={e => onChange({ ...rule, operator: e.target.value })}
@@ -360,7 +363,7 @@ const RuleEditor = ({ rule, cols, isNew, onChange, onDone, onRemove }) => {
             {Object.entries(
               isNumericRule ? NUMBER_OPERATOR_NAMES : STRING_OPERATOR_NAMES,
             ).map(([operator, operatorName]) => (
-              <Option value={operator}>{capitalize(operatorName)}</Option>
+              <Option value={operator}>{operatorName}</Option>
             ))}
           </Select>
           {hasOperand && isNumericRule ? (
diff --git a/frontend/src/metabase/visualizations/lib/table_format.js b/frontend/src/metabase/visualizations/lib/table_format.js
index 6ded6e5b80c0df685afd5113b37e9fcd11d7a4cc..94a073e733a5bb809b4aca1fc0d55c413131d11f 100644
--- a/frontend/src/metabase/visualizations/lib/table_format.js
+++ b/frontend/src/metabase/visualizations/lib/table_format.js
@@ -21,7 +21,19 @@ type SingleFormat = {
   type: "single",
   columns: ColumnName[],
   color: Color,
-  operator: "<" | ">" | "<=" | ">=" | "=" | "!=" | "is-null" | "not-null",
+  operator:
+    | "<"
+    | ">"
+    | "<="
+    | ">="
+    | "="
+    | "!="
+    | "is-null"
+    | "not-null"
+    | "contains"
+    | "does-not-contain"
+    | "starts-with"
+    | "ends-with",
   value: number | string,
   highlight_row: boolean,
 };
@@ -142,6 +154,34 @@ function compileFormatter(
         return v => (v === null ? color : null);
       case "not-null":
         return v => (v !== null ? color : null);
+      case "contains":
+        return v =>
+          typeof value === "string" &&
+          typeof v === "string" &&
+          v.indexOf(value) >= 0
+            ? color
+            : null;
+      case "does-not-contain":
+        return v =>
+          typeof value === "string" &&
+          typeof v === "string" &&
+          v.indexOf(value) < 0
+            ? color
+            : null;
+      case "starts-with":
+        return v =>
+          typeof value === "string" &&
+          typeof v === "string" &&
+          v.startsWith(value)
+            ? color
+            : null;
+      case "ends-with":
+        return v =>
+          typeof value === "string" &&
+          typeof v === "string" &&
+          v.endsWith(value)
+            ? color
+            : null;
     }
   } else if (format.type === "range") {
     const columnMin = name =>