Limited-Service Restaurants in Singapore

PROSPECTS

Greater potential to incorporate mechanisation than other foodservice channels

Whilst labour costs continue to rocket, limited-service restaurants, especially fast food chains, have been able to incorporate mechanisation to mitigate rising staffing costs. For instance, self-ordering kiosks in McDonald’s have proven to reduce customers’ waiting time, process orders more quickly and improve ordering accuracy.

The need for constant innovation

Diners are increasingly looking for healthy and well-balanced meal options. Brands with an increased focus on health performed strongly in recent years, including McDonald’s and KFC.

Keeping up with the health and wellness trend to increase visits

Whilst McDonald’s had already expanded its range of healthier options with salads and whole grain muffins over the last few years, the fast food chain also recently introduced a new breakfast item – red rice porridge. The low-fat, 150-calorie new menu option is made of red rice, sweet potato, shiitake mushrooms, bean curd, corn and goji berries.

COMPETITIVE LANDSCAPE

McDonald’s continues to lead limited-service restaurants thanks to innovation

McDonald’s remained the undisputed leader in limited-service restaurants in value terms in 2018, and saw a continued increase in its value share. The iconic brand engages in constant product innovation to keep up with consumers’ changing tastes and the desire for healthier options.

Following the health and wellness trend

Whilst McDonald’s is commonly associated with unhealthy meal options, it has been developing healthier options and repositioning itself to attract increasingly health-conscious consumers. It expanded its range of healthier options with salads and whole grain muffins during the review period, and also recently introduced a new breakfast item – red rice porridge, which is low-fat and low-calorie and made with ingredients which are perceived to be healthy.

Building an omnichannel experience

KFC introduced a new dine-in and takeaway option on its mobile app. Users can beat the queues by ordering and paying through the app.

Files are delivered directly into your account within a few minutes of purchase.