Malls: Helps decide the where the crowd goes

Din TaiFung and Toastbox, are both from the same local company: Breadtalk. However, the price range of these two places varies from lower to mid range. Would consumers, prefer a lower range cafe (Toastbox), or a mid range restaurant (Din Tai Fung); and what drives them to pick whichever one?

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Walking pass Din Tai Fung, and Toastbox at Marina Bay Sands during the dinnertime peak hours, crowds can be seen outside both restaurant and cafe. Surprisingly, the crowds outside Din Tai Fung is significantly more than the one outside Toastbox. As we know, toastbox offers food that are of a lower pricing than that of Din Tai Fung; so the big question would be why would people pay more for a local brand food, that can be found commonly in Heartland Malls?

Could the location, and setting of the place play a part to how much people are willing to spend on food?

Comparatively, the Toastbox and Din Tai Fung at Tampines One and Tampines Mall, respectively; are in the Heartland Malls. The toastbox branch garners a bigger crowd than Din Tai Fung at Tampines Mall.

Could it be that consumers, who shop at Marina Bay Sands, a higher end mall; would be more willing to pay for more at Din Tai Fung? While heartland consumers, are more likely to frequent a lower priced food?

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