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Singapore's Bagel Craze: A Taste of NYC Half a World Away
27 Feb
Summary
- Bagel prices in Singapore range from S$2.50 to S$40, with high net margins.
- Local shops adapt flavors like unagi and steak to appeal to Singaporean tastes.
- Bagels are seen as a meal, not a sweet treat, contributing to their popularity.
Bagels, once a distinct New York City icon, have established a strong foothold in Singapore, evolving into a popular and profitable culinary venture. This trend, which began gaining traction around 2014, has seen businesses thrive by offering premium products that command prices between S$2.50 and nearly S$40 for a sandwich, with some reporting net profit margins of 20% to 30%.
Local entrepreneurs have adapted the classic bagel to suit Singaporean palates, introducing flavors like kombu butter, unagi, and Japanese-inspired fillings, while still offering staples. This fusion approach, combined with strategic offerings like halal certification, appeals to a diverse customer base and contributes to significant revenue streams, especially for corporate catering.
Despite some local consumers finding them a premium indulgence compared to New York prices, bagels are recognized as a fulfilling meal rather than a simple snack. This perception, coupled with Singapore's cosmopolitan appeal and sizable expatriate community, ensures the continued popularity and growth of the bagel business in the city-state.
