<div id="readability-page-1">Singapore has long been a proven test bed for international food and beverage chains as a wealthy, brand-savvy market where new entrants can generate instant buzz – and just as quickly disappear for those who fail to cook up a storm.\nThe first part of that pattern was on display this month, with long queues forming outside the first Asia outlet of US fast-food chain Chick-fil-A more than a week after it opened in the city state.\nThe crowds reflect the initial pull of a well-known American brand, but industry analysts say Singapore’s unforgiving dining landscape means early hype is rarely a reliable predictor of long-term success.\nChick-fil-A, the third-largest fast-food chain in the United States by sales, opened its doors at Bugis+ on December 11, serving its signature chicken sandwich and waffle potato fries, alongside a range of sauces – including a Singapore-exclusive spicy chilli.\nChris Wang chose to spend his day off in the dine-in queue while waiting for his wife to take her lunch break. The 31-year-old, who works in IT, eats fast food at McDonald’s two to three times a week because of its consistency, a trait that he believes matters deeply to Singaporeans.\n“Singaporeans always say ‘the standard dropped’, that’s the main thing that causes places to fail. If I patronise a store regularly and one day I go down and the food is not nice, the ingredients are not fresh, or the portion is suddenly stingy, then I probably won’t go back,” Wang told This Week in Asia.\nIndustry experts agree, saying consistency is a key ingredient for franchises to survive in Singapore’s saturated market, where Western franchises like McDonald's and Starbucks are facing stiffer competition from Chinese brands like Haidilao, Luckin Coffee and Mixue.\n\nChick-fil-A’s launch comes at a challenging time for the sector, with food and beverage businesses closing at the fastest pace in nearly two decades.\nA total of 3,047 establishments shut their doors last year, the most since 3,352 closures in 2005, highlighting what industry observers describe as one of the world’s most competitive dining markets.\nLocal media outlets reported in October that local F&amp;B veteran Chyn Koh was selected to own and operate the Chick-fil-A outlet in Singapore out of over 700 applicants. The 49-year-old has 17 years of experience running Subway outlets before he divested them to take up Chick-fil-A’s franchise.\nIn line with the franchise’s tradition of having one operator per outlet for most of its operations with minimal individual investment, Koh paid S$15,000 (US$11,540) in franchise fees.\nHaving local stewardship improves a foreign brand’s chances, but only up to a point, according to analysts.\nEmil Fazira, Asia-Pacific food insight manager at data analytics firm Euromonitor International, said brands built around narrow or highly specific cuisines, such as Taco Bell and Eggslut, often struggled to connect with local taste buds over time.\nChains without a strong competitive edge or memorable market positioning, such as Wendy’s, had also failed to gain traction, she said.\n\nHungry for novelty\nIn Singapore, McDonald’s, Haidilao and KFC took the top three spots on Euromonitor International brand rankings last year.\nEstablished brands like McDonald’s and Starbucks have strong brand power globally that is not easily replicated, according to Fazira.\n“In terms of menu offering, while these two global brands do innovate with frequent limited time offers and seasonal menus, they also have signature menu items and meals that consumers can rely on and have built a following of returning customers.”\nDianna Chang, an associate professor of marketing at the Singapore University of Social Sciences, said the threat of substitutes was substantial as hawker food – an integral part of Singapore’s culture – directly competed with fast food and the lower end of the dining market.\nConsumers are also highly value-conscious and spoiled for choice, while Singapore’s supply constraints can pose a challenge for food businesses.\n“The key lies in establishing a clear and compelling unique selling proposition – something Chick-fil-A has historically executed well. Consumers do not visit fast-food chains for variety; rather, they value convenience, consistency and distinctive, specialised flavours,” Chang said.\nThis means that success will depend on the brand focusing on quality while responding to local tastes. “Above all, product quality must remain high and consistent, with flavours that are authentic and appealing.”\nForeign chains may be able to leverage their success overseas to create the initial hype, but to sustain growth, they must adapt to the lifestyles of consumers in the heartland and central business districts, according to Fazira. Beyond localising the menu, they should also offer seasonal sets for the price-sensitive and novelty-seeking consumers.\n\nThe experts noted that aggressive marketing to establish a brand was also a key strategy. Luckin Coffee, for example, offers drinks for 99 Singapore cents (80 US cents) to first-time app users.\nSeshan Ramaswami, an associate professor of marketing education at the Singapore Management University, said that in a market saturated with cafes and local coffee shops, Luckin’s app-based ordering system and takeaway model made it stand out, while allowing it to save on rent and automatically generate user data.\n“Constant innovation in product assortment as well as operating model, and offering thematic specials especially relevant to Singapore, such as school holidays and National Day celebrations, are key to long-term survival in what is a saturated market, but yet eager for innovation,” he said.\n“Singaporean consumers are going to be experiencing an eternally evolving set of international F&amp;B brands, even as they always have the comfort of their hawker centre favourites.”\n</div>

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<p>Singapore's food scene is a challenging market for international food and beverage chains. Chick-fil-A recently opened its first Asia outlet in Singapore, drawing long queues. However, industry analysts emphasize that initial hype does not guarantee long-term success. Consistency in quality and adapting to local tastes are crucial for survival. Established brands like McDonald's and Starbucks thrive due to their strong brand power and reliable offerings. Local stewardship and aggressive marketing can improve a brand's chances, but the competitive landscape remains tough.</p>

Singapore’s unforgiving food scene can go hot and cold on brands. What keeps them coming?