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Fast Food in
Singapore

Country Report

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Executive Summary

Apr 2019
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.

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Limited-Service Restaurants in Singapore

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Overview

Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in Singapore with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Fast Food industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

The Fast Food in Singapore market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Fast Food in Singapore?
  • What are the major brands in Singapore?
  • Which type of fast food (burger fast food, chicken fast food, Asian fast food etc.) is expecting the greatest level of growth over the next five years?
  • Do Fast Casual restaurants have a presence in Singapore?
  • What are fast food chains doing to attract consumers during non-traditional day-parts?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Foodservice market research database.

Limited-Service Restaurants in Singapore - Category analysis

HEADLINES

PROSPECTS

Greater potential to incorporate mechanisation than other foodservice channels
The need for constant innovation
Keeping up with the health and wellness trend to increase visits

COMPETITIVE LANDSCAPE

McDonald’s continues to lead limited-service restaurants thanks to innovation
Following the health and wellness trend
Building an omnichannel experience

CATEGORY DATA

Table 1 Limited-Service Restaurants by Category: Units/Outlets 2013-2018
Table 2 Sales in Limited-Service Restaurants by Category: Number of Transactions 2013-2018
Table 3 Sales in Limited-Service Restaurants by Category: Foodservice Value 2013-2018
Table 4 Limited-Service Restaurants by Category: % Units/Outlets Growth 2013-2018
Table 5 Sales in Limited-Service Restaurants by Category: % Transaction Growth 2013-2018
Table 6 Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2013-2018
Table 7 GBO Company Shares in Chained Limited-Service Restaurants: % Foodservice Value 2014-2018
Table 8 GBN Brand Shares in Chained Limited-Service Restaurants: % Foodservice Value 2015-2018
Table 9 Forecast Limited-Service Restaurants by Category: Units/Outlets 2018-2023
Table 10 Forecast Sales in Limited-Service Restaurants by Category: Number of Transactions 2018-2023
Table 11 Forecast Sales in Limited-Service Restaurants by Category: Foodservice Value 2018-2023
Table 12 Forecast Limited-Service Restaurants by Category: % Units/Outlets Growth 2018-2023
Table 13 Forecast Sales in Limited-Service Restaurants by Category: % Transaction Growth 2018-2023
Table 14 Forecast Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2018-2023

Consumer Foodservice in Singapore - Industry Overview

EXECUTIVE SUMMARY

The positive economic performance fuels growth in consumer foodservice
The popularity of third party food delivery continues
A shift towards limited-service restaurants and street stalls/kiosks
Independents benefit from a mobile-first environment
Challenges ahead for foodservice players, but there are still opportunities

MARKET DATA

Table 15 Units, Transactions and Value Sales in Consumer Foodservice 2013-2018
Table 16 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2013-2018
Table 17 Consumer Foodservice by Independent vs Chained by Type: Units/Outlets 2018
Table 18 Consumer Foodservice by Independent vs Chained: % Foodservice Value 2013-2018
Table 19 Sales in Consumer Foodservice by Eat-In vs Delivery and To-Go: % Foodservice Value 2013-2018
Table 20 Sales in Consumer Foodservice by Food vs Drink Split: % Foodservice Value 2013-2018
Table 21 Sales in Consumer Foodservice by Food vs Drink Split by Type: % Foodservice Value 2018
Table 22 Sales in Consumer Foodservice by Online/Offline Ordering: % Foodservice Value 2013-2018
Table 23 Sales in Consumer Foodservice by Location: % Foodservice Value 2013-2018
Table 24 GBO Company Shares in Chained Consumer Foodservice: % Foodservice Value 2014-2018
Table 25 GBN Brand Shares in Chained Consumer Foodservice: % Foodservice Value 2015-2018
Table 26 GBN Brand Shares in Chained Consumer Foodservice: Units/Outlets 2018
Table 27 Forecast Units, Transactions and Value Sales in Consumer Foodservice 2018-2023
Table 28 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2018-2023

SOURCES

Summary 1 Research Sources