Why Are All the Big Food Chains Opening at Bugis+
If you have been paying attention to Singapore’s food scene lately, you have probably noticed the same pattern. Big international food brands keep choosing Bugis+ for their first Singapore outlet. Chick-fil-A, Sides, and several other hype driven concepts all seem to land here first.
This is not a coincidence.
Location Is the Biggest Reason
Bugis+ sits directly above Bugis MRT, connecting the Downtown Line and East-West Line. That alone gives it massive daily foot traffic.
You have office workers, students, tourists, shoppers, and late-night crowds all flowing through the same space. Very few locations in Singapore can match that mix.
The Bugis Crowd Is Perfect for New Brands
Bugis attracts a younger, trend-aware crowd that is highly active on social media. This is precisely the audience global food brands want when launching in a new market.
These customers queue willingly, post on TikTok and Instagram, and create organic hype without being asked. For new brands, this is free marketing at scale.
Bugis+ Is Built for Fast Casual Dining
Bugis+ is not a luxury mall, and that works in its favour. The mall is designed around fast food, casual dining, and high-turnover restaurants.
This makes it ideal for brands like Chick-fil-A and Sides that rely on volume, queues, and fast service without killing the atmosphere.
Lower Risk, High Visibility
Compared to Orchard Road or Marina Bay, Bugis+ offers more manageable rents and flexible spaces. For international brands testing the Singapore market, this reduces risk while still offering strong visibility.
Many brands use Bugis+ as a proving ground.
If it works, they expand.
If it does not, the loss is contained.
The Launchpad Effect
There is a clear pattern
Launch at Bugis+
Build hype and queues
Fine-tune operations
Expand to heartland and destination malls
Bugis+ has quietly become the first step in many expansion strategies.
Final Thoughts
Bugis+ is no longer just another mall. It has become Singapore’s go-to launch location for global food brands. High foot traffic, the right audience, lower risk, and constant online exposure make it the perfect starting point.
So if it feels like every new food brand opens at Bugis+ first, that is because they usually do.