Abstract
The strategic situation of American-based food-service chains in Singapore provides a microcosmic view of the Asian market as a whole. Several American chains have done well in Singapore, notably McDonald's, KFC, and Tony Roma's. Others either have withdrawn from the market or never tried to enter it. Singapore offers attractions to U.S.-based chains while at the same time it presents barriers to entry. The attractions are a stable government, a prosperous economy, and a cachet for American brands. Barriers are the need to find a strong partner, occupancy costs ranging up to 20 percent of sales, and finding sufficient qualified workers. Accommodating local food preferences is also an issue for some chains.
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