How do F&B caterers compete in Singapore?



There are numerous selections of caterers in a small market like Singapore, a foodie nation. As the population is now more affluent with the decades of good economy growth since independence, the nation is facing an onslaught of F&B outlets since the turn of the century. Sub-Urban malls, business districts, shopping belts and right down to bespoke brands in neighbourhoods right at our doorstep are some of the places where you find eateries sprouting all round this little island. Not forgetting food centres / hawker centres conveniently found all over as well.

It is amazing that you see new F&B outlets setting up shops every month. Imagine the intense competitions faced by these new brands in a small market of 5million population. Naturally, the dropout rate is high but surviving brands do not have an easy time as well. High operating costs such as labour, rental, supplies are issues F&B owners face every month. What actually makes this whole ‘foodie’ ecosystem works in Singapore context? I can only narrow down to this: Singaporeans’ love for food and are game for anything refreshing in the market’.

As mentioned earlier on the problems faced by F&B brands, getting the right supplies is one major issue in this industry. As the operating costs are high for all areas, it is all the more crucial to get value for money food supplies from a reputable supplier. It is never easy to source one which give you assurance on quality at a reasonable price. Big players have the advantage over bulk ordering, but not for smaller establishments. Big players like SSKim supply to supermarts all over the island and you have players like Oregano Trading serving establishments in the mid to low range. Smaller F&B chains will find convenience in getting their suppliers such as wholesale meat supplier in Singapore, cheese supplier and wholesale seafood supplier. They will be getting all their ingredients and necessity at a lower price with delivery.  

Next, how do you stand out from all the competitions? Getting a reputable brand agency to get it right for you should be the first step towards establishing a presence in this small market. It is important to treat this phase as an investment so as to ensure sustainability for your brand in the long run. Your Brand story, values, USP should be spelt out clearly right from the very beginning. Only after a thorough branding exercise should you get the right marketing agency to execute for you. 

The other amazing thing about Singapore is the numerous caterers in the market despite the never-ending list of dining options as shared earlier. How do these caterers really find a niche in this market? Caterings are mostly used for occasions such as weddings, corporate events, seminars down to buffet delivery in Singapore to homes. You can even have high tea selection in this era! I definitely believe caterers still have a place in our hearts as how can all those occasions come without food for a nation of crazy food lovers!

The trend is here to stay and I doubt we’ll see any changes in the next decade or so. So well, if you have the intent to join the crowd in starting your F&B brand, do get your brand positioning and your food supplier in Singapore right at the beginning.

Location: Singapore

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