Fast Food Market Research in Singapore: What Consumers Really Want
We find the Singaporean fast food market research fascinating. In a nation celebrated for its hawker culture, quick-service restaurants (QSRs) are surviving by understanding their evolving behavior. Recent data shows that while overall restaurant spending can be volatile, fast food sales have shown steady growth. The QSR sector commands a significant 67% share of the foodservice market by revenue.
The obvious answer is convenience. But "convenience" is a complex human need. For a brand to win, it must understand the tensions beneath that word. It actually a contest between speed, cost, health, and emotion.
The Market Research Questions Worth Asking
We believe brands must move past the business problem ("How do we sell more burgers?") and ask deeper, more human-centric questions.
For the Working Parent: "I am tired. I know this is not the healthiest choice, but it is the easiest. How can you make me feel better about this decision? Can you be fast and good?"
For the Brand Innovator: "Our competition is not just the other burger joint. It is the S$5 hawker meal, which [data shows is a primary expense](https://www.singstat.gov.sg/modules/infographics/hes/household-expenditure). It is also the S$4.60 ready-to-heat meal. How do we win on 'value' when it is not just about price?"
For the Health-Conscious Consumer: "I see the government’s Healthier Choice Symbol everywhere. How does your food fit into my life without making me feel guilty?"
How We Uncover the Answers
Understanding this requires moving from the survey to the kitchen.
Method Selection: We favour Digital Diary Studies paired with In-Home Ethnography. For one week, we have participants log every "convenience" meal. We capture the emotions behind the choice. We then visit their homes. We see the freezer stocked with ready-to-eat meals, which a CNA Insider report found can sometimes be preferred to fresh hawker food in blind tests. We observe them "plus" a meal with their own vegetables to feel better.
Participant Targeting: We look for archetypes, not just demographics.
The "Operational Loyalist": This person values the brand promise. They delight in the high-pressure "kitchen dance" that delivers their order in 150 seconds, a process documented by CNA Insider. Their loyalty is built on consistency and speed.
The "Guilt-Ridden Go-To-er": This parent uses fast food to solve a genuine need. They are highly receptive to cues that give them permission to make this choice, whether it is a "healthier" menu item or a brand's alignment with the Healthier SG initiative.
The "Local Flavour-Seeker": This person is not just buying a burger. They are buying an experience. Their passion for the local curry sauce or the idea of a "chicken rice pizza" shows they crave identity.
From Theory to Practice
To help our clients think, we often use simple conceptual tools. These are not final products but conversation starters. Here is a framework we use to map the true competitive landscape.
| Competitor | Primary "Value" | Key Weakness (The "Guilt") | Our Opportunity |
|---|---|---|---|
| Hawker Centre | Perceived Authenticity & Cost | Time, Discomfort (Heat, Queues) | Win on "Consistent Comfort" |
| Ready-to-Heat Meal | Extreme Speed & Low Cost | Health (High Sodium, Low Fibre) | Win on "Real & Fresh" |
| Fast Food (QSR) | Reliable Speed & Indulgence | Health Guilt & "Processed" Feel | Win on "Permissible Indulgence" |
This second tool is a projective technique we use in interviews. We ask participants to "place" a brand on this ladder.
Projective Tool: The Permission Ladder
We ask: "Thinking about quick meal options, where do these brands sit?"
- A Choice I Feel Great About: (e.g., A home-cooked meal, a "My Healthy Plate" option from HealthHub)
- A Choice I Feel Good About: (e.g., A fresh salad, a healthier-choice hawker meal)
- A Choice I Accept: (e.g., "It's been a long day, this is fine.")
- A Choice I Feel Guilty About: (e.g., "I know I shouldn't, but I need it.")
Conclusion
The Singaporean fast-food market is not just about speed. It is about emotion. Growth lies not in shaving seconds off delivery, but in reducing the "guilt" of the choice. The opportunity is to become a "permissible" part of life. This can be done through genuine health innovations, sustainable local sourcing (a key issue when 90% of food is imported), or by creating powerful, shared memories. The data shows what people are doing. Qualitative work explains why.
If your brand is ready to understand the why, we would be happy to share what we are seeing. Let us talk. If you are keen to know more about market research, here is how we do it. You can also write to our Research Lead, Felicia, at felicia@assembled.sg or give us a call at +65 8118 1048.
