Singapore’s unforgiving food scene can go hot and cold on brands. What keeps them coming?

Singapore has long been a proven test bed for international food and beverage chains as a wealthy, brand-savvy market where new entrants can generate instant buzz – and just as quickly disappear for those who fail to cook up a storm. The first part of that pattern was on display this month, with long queues forming outside the first Asia outlet of US fast-food chain Chick-fil-A more than a week after it opened in the city state. The crowds reflect the initial pull of a well-known American brand,...