Singaporean Eating Out Case Study

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Singaporeans are increasingly leaving their meals to the hands of hawker and/or restaurant chefs. According to the National Nutritional Survey (NNS), 60.1% of Singaporeans were dining out for lunch and/or dinner in 2010, as opposed to a mere 47.8% in 2004, and this increase of 12.3% is greatly contributed by those in the 18-39 age group (Health Promotion Board (HPB), Singapore [ISBN], 2010, p.104). In Singapore's context, and in this paper, dining out comprises either dining at hawker-stalls / food courts, or at Western fast food restaurants. Routinely eating out leads to a myriad of health issues, from obesity to chronic diseases such as diabetes and cancer, as dining out makes it more difficult to break poor eating habits. This paper aims to investigate to what extent successful marketing strategies, the difference in food costs, and convenience entice Singaporeans to dine out more often than consume home-prepared meals. 10% of Singaporeans dined at western…show more content…
Although this is a modest figure, I am intrigued by the increase in fast food consumption, despite increasing awareness of fast food leading to obesity. Successful marketing strategies play an important role in the consumption of fast food in Singapore. Take for instance the controversy surrounding Subway's slogan of 'Eat Fresh'. This slogan appeals to consumers as it implies the ingredients used in their sandwiches are unprocessed, healthy, and fresh in contrast with other fast food chains that are associated with greasy and processed food. 'Eat Fresh' particularly appeals to consumers in a fast-paced environment such as Singapore, where people want food which is served fast, yet 'healthy'. However, the amount of calories in an average Subway

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