Singapore, 30 January 2026 – In an article by Berita Harian, Nurul Rasheed, Director at APRW, shared her thoughts from a marketing perspective on the growing trend of F&B outlets announcing closures, only to reopen later under a new name, concept or location.
Announcements of the closure of F&B businesses are often followed by long queues or a surge in orders from customers getting their favourite dishes one last time. However, some of these businesses will reappear in a new location, the same unit, or under a different name and concept, leaving customers questioning whether such a move is a marketing gimmick.
Nurul emphasises that transparency is critical in maintaining consumer trust, especially in Singapore’s competitive F&B landscape, and that “a carefully crafted rebranding can help, but it must be delivered honestly.”
Clear communication, Nurul adds, is also key in maintaining consumer trust and preserving credibility. Repeatedly relying on the use of the closure narrative can erode trust, as “when customers feel cheated, trust is lost.”
At the same time, Nurul points out that businesses which are honest about their reasons for closing and later reopening, have loyal customers who continue “to support them because of their sincere and authentic communication.”
Link to article here