Burger chains flock to Singapore amidst booming fast-food market

It has become a natural testing ground for global brands seeking to expand to Asia.

International burger chains are increasingly choosing Singapore as their first stop in Asia, drawn to a market where burgers make up half of the country’s entire fast-food sector.

“There is room for sizeable gains for newcomers,” Emil Fazira, Asia Pacific food insight manager at Euromonitor International (Asia) Pte Ltd., told QSR Media in an email.

Data from Euromonitor International shows that burger limited-service restaurants account for 50% of Singapore’s fast-food market, far higher than the 36% share in the US and the single-digit levels across the Asia-Pacific region. Last year, burger chains generated about $712m in foodservice value.

Winnie Ong, a partner at Simon-Kucher & Partners Strategy & Marketing Consultants LLP, described Singapore as “Asia 101” for international brands.

She said the clarity of local regulations, widespread English usage, and ease of communication reduce the barriers that often complicate entry into regional markets.

She added that Singapore’s small but globally minded consumer base helps brands test concepts with less complexity, whilst the country’s access to regional talent supports expansion beyond its borders.

Still, she noted that succeeding in Singapore is far from guaranteed. New entrants such as Chick-fil-A, which opened its first restaurant on 11 December 2025, face established competitors including McDonald’s, KFC, Burger King, Subway, and Jollibee, the chains Singaporeans are most likely to consider, according to YouGov’s 2025 Dining report.

Fazira said chains like Chick-fil-A should be willing to test localised menu ideas and engage consumers to build steady momentum.

“Chick-fil-A’s Singapore-only spicy sauce is a positive move to connect their signature sandwiches to local tastebuds, but steady growth past the initial stage of launch will hinge on regular novelty and its ability to diversify its options of flavours,” she said.

New operators also enter a market facing a subdued outlook. DBS Group Research expects retail expansion—including foodservice—to hover around 1% in 2026, reflecting modest consumption.

Retail sales growth, including dining, is set to flatten at roughly 1% year on year, with spending partly supported by SG60 vouchers to bolster non-discretionary purchases.

Fast-food and other eating places have seen muted trends across 2025, with growth at 1.4% year on year and a 0.5% decline in other categories.

Food and beverage sales excluding hawkers are projected to slip by 1.2% in 2026 to about $9.12b (S$11.8b).

Ong said operators continue to grapple with high rents and labour constraints—long-standing pressures that shape the cost structure of most businesses in the sector.

She also noted that Singapore’s dining landscape is unusual in its breadth: despite being a high-income country, it offers everything from budget hawker meals to premium concepts. This wide range forces brands to define their target segment with precision.

“Being able to find a niche for themselves will be important to sustain this, also from a long-term strategy point of view,” she said.

Whilst Singapore has become a natural testing ground for global brands, the bigger opportunities lie across Asia.

Fazira expects Chick-fil-A and other chains to expand into Malaysia and the Philippines, which are projected to lead regional burger-sector growth through 2029.

Doing so, she said, requires stronger digital strategies, sharper menu localisation, and more efficient operations.

Ong added that Asia remains one of the fastest-growing regions for quick-service restaurants due to rising incomes and a large population of young consumers.

“From a company perspective, being able to tap into Asia will continue to be an important strategic imperative in some bigger markets,” she said. “Even being a not-so-big player can offer a lot of revenue opportunities from the size of the market itself.”

Affordability remains a key factor in markets where consumers are more sensitive to rising costs, Ong said.

Brands will need to keep prices within familiar “magic” thresholds to avoid losing traffic, a pattern seen strongly in the Philippines and Malaysia.

As international chains deepen their presence across the region, she said, sustaining visits will depend as much on price perception as on product or brand positioning.