15 year old

Chinese

Female

Student (w/ no income)

Free-thinker

Likes doing art, cleaning, dance & shopping

(Popeyes) Rarely, only ever ate once.

(Jollibee) Once every month.

(Wingstop) Once every 2-3 months.

Jollibee

Wingstop

Popeyes

17 years old

Buddhist

Male

Student (w/no income)

Likes playing Badminton, Reading Books

(Popeyes) Last ate in July, do not eat there often

(Jollibee) No data

(Wingstop) Go there quite semi-regularly

(Popeyes) Not really.

(Jollibee) Yes.

(Wingstop) Not really.

Wingstop

Popeyes

Jollibee

17 years old

Buddhist

Female

Student with some income

Likes K-pop, shopping, dressing up and eating

Popeyes - Rarely (last year)

Wingstop - Frequently

Jollibee - Moderately

(Popeyes) Do not enjoy eating there, Chicken was too oily and greasy

(Jollibee) Cannot really say, do not eat there often

(Wingstop) Enjoy eating there, there is a broader range of flavour with more customisation options

Don't enjoy because of the low food quality (dry and occasional uncooked chicken)

can add sauces to make it more flavourful and less dry

ensure that their chicken is fully cooked

Ordered Burger meal set with drink

Drink supposed to be large refreshing beverage, but instead got Dasani Water

Tried to rectify the issue with the cashier

Cashier insisted he was wrong and was rude as she scolded vulgarities at him

Friend tempted to call manager but did not

Gave benefit of the doubt as assumed the cashier had a bad and stressful day

Food Quality

Price

Customer Service

Physical Environment

fried chicken was too dry and was pink (slightly uncooked)

however, they can get an exchange.

Have never seen an ad from any of these brands.

Not likely, wouldn't want bad experience at a restaurant.

Food quality, Price, Physical environment and then customer service

something else that possibly affects their decision: their dressing, whether it would dirty their clothes (can provide gloves?)

Food quality

Price

Physical environment

Customer service

even with income, still consider products with lower price and more affordable

1 as fried chicken is already unhealthy in the first place, can only improve to a certain degree

in store, because delivery takes too long to arrive

No, but people with smaller appetites will choose smaller portions which usually means cheaper.

30 minutes maximum

Popeyes don't take long since their chicken is pre-fried.

East side (Pasir Ris)

Not very visible & accessible unless travel to Tampines

Instagram

Tik Tok

Lemon8 and XHS

No, endorsement doesn't affect its food quality, might even increase price

No other than beef

17 year old

Indian

Female

Student (with no income)

Hindu

Loves doing sports & listening to music

Young people choose wingstop

Overall Singaporeans would choose Jollibee

West

Often see fast food brands in mall

Accesibility depends on where the mall/branch is located in

Central

Wingstop, Jollibee then Popeyes

Wingstop least accessible, Jollibee and Popeyes same

Wingstop

Popeyes

Jollibee

18 years old

Female

Chinese

Student

No religion

Wingstop

Jollibee

Popeyes

(Popeyes) No data

(Jollibee) No data

(Wingstop) Twice a month, last went last week

Food Quality

Customer Service

Physical Environment

Price

Central

Not often

Popeyes is not as accessible as the competitor brands

(Wingstop): Enjoy eating there because there is wide selection of flavours and the dip is amazing because is unique to Wingstop

Would go there more if there is loyalty programne

Jollibee because of its various local flavours that appeal to Singaporeans

None

No idol

Do not care

Would continue to eat there

Food quality

Price

Physical environment

Customer service

Maximum 20 minutes

Popeyes waiting time is okay, acceptable

Very appealing

Healthier eating on the rise

Very important for well-being

Instagram and Tik Tok

Don't usually see ads

North-east

Not really visible

Only ever eaten at Kallang & Novena which is accessible there since it is near the MRT

Yes, budget matters

WINGSTOP

JOLLIBEE

POPEYES

Popeyes -- oily, dry, uncooked, don't like the seasoning, like the cajun seasoning

Jollibee -- nil

Wingstop -- got many flavours/customisable, the dip is nice

Popeyes -- NIL

Jollibee -- NIL

Wingstop -- Expensive