Yet, as in all competitive industries, innovation is essential for sustaining engagement. From product and menu development to creative marketing strategies – such as unique collaborations, fresh communication tactics, and engaging promotions – sustained success depends on the ability to keep consumers interested.
Attempts to serve up local delights like Nasi Lemak and Rendang in burger form always pique interest. McDonald’s limited edition Durian McFlurry was a notable marketing success. Following this trend, Shake Shack recently introduced locally inspired dishes, including the white pepper burger and coffee-glazed chicken, in a collaboration with Michelin-honoured hawker brand Keng Eng Kee (KEK).
DIVERSIFICATION VS FOCUS
What gives a fast food chain lasting power in Singapore’s competitive market? Jollibee provides a compelling example.
Best known for its flagship business of fried chicken, it recently acquired Tim Ho Wan, a popular Michelin-starred dim sum chain from Hong Kong. When this was announced, some were surprised to learn that the Jollibee group also owns other established F&B brands like Tiong Bahru Bakery, Common Man Coffee Roasters and even American chain The Coffee Bean and Tea Leaf.
This diversification strategy allows companies to reduce business risks by spreading them across different brands. There are also economies of scale in sourcing, staffing and management. When brands operate multiple complementary outlets nearby, they may negotiate more favourable rental terms – a strategy effectively employed by the BreadTalk Group, which owns BreadTalk, Din Tai Fung (in Singapore), Toast Box and Food Republic.
