Commenting on why Chinese-only menus are ‘self-limiting’, SMU Associate Professor of Strategy & Entrepreneurship David Gomulya said Chinese businesses are expanding into Singapore due to its strong spending power and cultural familiarity, as well as strong competition in China’s F&B market. However, he noted that Chinese-only menus or limited English translations may be driven by practical reasons — such as standardisation, staff training or signalling authenticity — but are ultimately “self-limiting” in a diverse market. Assoc Prof Gomulya added that the “winning formula” for success is striking a balance between a strong core identity and localising non-core aspects.
