These F&B chains are winning the taste of Singaporeans
“I support international F&B [brands] over the locals.”
It’s a statement that sparked controversy on a Reddit thread—and reflects a growing trend in Singapore’s restaurant scene. While Singaporeans still love their local fare, an increasing number are showing support for foreign F&B brands.
This change is reflected in the wave of international F&B chains that are growing and expanding their presence here.
In the past few years, Singapore has seen a huge influx of food and beverage workers from around the world. As of 2025, about 85 Chinese F&B brands alone were operating about 405 stores in Singapore, which is a strong increase from 32 brands with 184 stores in 2024.
Western brands are also entering the market, with names like Chick-fil-A and Yochi among those looking to capture local cuisine.
Many of these international F&B brands cite Singapore’s strategic location, strong infrastructure, and healthy business environment as ideal for testing and localizing products in Asian markets, as well as linking regional operations and supply chains.
But power alone is not enough—need ultimately determines success. In Singapore, these brands have not only been able to establish a base but also see enough consumer support to thrive in a competitive market.
So why are Singaporeans turning to these products?
Over the past decade, consumer preferences have reshaped Singapore’s culinary landscape.
Today’s diners are increasingly health-conscious, environmentally conscious, and eager to explore the flavors of the world, often influenced by overseas travel. This openness has created opportunities for international brands offering novel concepts, regional specialties, and fusion menus.
But for some buyers, the replacement isn’t all about the new. It’s about value.
In online discussions about the growing presence of foreign F&B chains in Singapore, one comment summed up the recurring sentiment:
“Some of these foreign F&Bs offer better value, like free chips, free-flowing rice and water. Many local establishments charge this, and it adds up.”
It sounds like a no-brainer until you realize how serious Singapore’s restaurant market really is. In the most expensive city, diners know all too well the upscale additions, such as:
- US$0.30–S$0.50 for shipping containers
- S$0.50 for water
- Additional charge for filling rice
- Service charge and GST
Individually, they seemed indifferent.
All in all, a regular meal that costs S$10 can easily be closer to S$15 after adding these extras—S$0.50 for water, another S$0.50 for the take-out container, extra portions of rice, and service charge and GST.
For regular diners, these incremental costs quickly add up, making international chains that offer bulk extras feel more attractive, even if the base price is the same.
The ability of international chains to provide these benefits ultimately comes down to scale and resources.
Many are supported by established parent companies, financing, or large franchise groups. That support provides access to capital during early expansion, regular operations, and lower costs for bulk and mid-market purchases.
Getting a one-stop shop from a local distributor, on the other hand, doesn’t enjoy the same availability. It may be paying market prices for ingredients and double-digit monthly rents, so, taking the cost and providing free-flowing rice or drinks is a huge challenge.
Aside from the cost benefits, many international F&B brands have used their resources to streamline operations from the ground up, creating a customer experience that feels efficient, frictionless, and reliable.
Take Luckin Coffee, for example: since its launch in Singapore, the brand used app-based ordering, cashless payments, and standard store layouts to reduce wait times and improve service flow. For diners in busy cities, this translation is as simple as price.
Some brands focus on consistency across stores, a feature that independent operators often find difficult to match. Portion sizes, ingredient quality, and menu offerings are carefully set, meaning diners know exactly what to expect regardless of location.
CHAGEE is a case in point: the tea from the Plaza Singapura store tastes like the one from Pagoda Street, thanks to strict SOPs, central ingredient availability, and staff training.
In contrast, local restaurants can vary slightly between stores, or from day to day, depending on ingredient availability and staffing.
Why is this important?
All of this means that it seems that Singaporean diners are increasingly turning to companies that can consistently deliver value, comfort, and quality—features that large, well-equipped F&B chains are often better equipped to provide.
In the industry, this increases competition. F&B operators in Singapore are already operating on a small profit margin of 5–7%, which leaves little room for error.
The first 10 months of 2025 alone saw the closure of 2,431 food businesses, underscoring the sector’s instability. Shockingly, more than 60% of these businesses closed within five years of opening, and 82% were unprofitable, highlighting how difficult it is to survive in this climate.
In this situation, businesses that can maintain efficiency, predictable quality, and value for money have a structural advantage in meeting these expectations.
International F&B brands have an obvious advantage: they can use the scale, operating systems, and financial support to meet evolving tastes and lifestyles, and capture the integrity of Singaporean cuisine.
- Read other articles we’ve written about Singapore businesses here.
Featured Image Credit: @the_xw via Instagram/ SDQ International Productions
