How Myung Ga II’s Food Court Expansion Reveals Broader Market Pressures in Singapore’s F&B Sector
When Victoria Jung, the charismatic owner of viral Korean restaurant Myung Ga II, announced her new “Minipress” concept at Junction 8’s Food Junction, she framed it as responding to customer feedback about portion sizes. But beneath this customer-centric narrative lies a more complex story about the economic pressures reshaping Singapore’s restaurant landscape—and why even successful establishments are seeking shelter in the food court format.
The Cost-Revenue Squeeze
Singapore’s F&B sector faces a perfect storm of rising costs. Commercial rental rates in prime locations like Tanjong Pagar—where Myung Ga II operates its second restaurant—have remained stubbornly high despite economic uncertainty. Labor costs continue their upward trajectory as the sector competes for workers in a tight market. Meanwhile, ingredient costs have surged due to global supply chain disruptions and inflationary pressures that began in 2022 and have persisted into 2025.
Victoria’s restaurants operate in the $19-30 price range for main courses—a positioning that places them firmly in the casual dining category. This segment faces particular vulnerability: too expensive for daily dining yet lacking the special-occasion cachet that insulates fine dining from economic headwinds. When household budgets tighten, casual dining suffers first.
The Food Court Advantage
The economics of Myung Ga II Minipress tell a revealing story. With dishes priced between $9.90 and $16—representing a 30-50% discount from the standalone restaurants—the food court model offers several structural advantages:
Lower Fixed Costs: Food court stalls require significantly less square footage than standalone restaurants, translating to lower rental commitments. The shared infrastructure of food courts—centralized seating, cleaning services, and common utilities—further reduces operational overhead.
Reduced Labor Requirements: Victoria’s emphasis on “express” service isn’t just about speed—it’s about efficiency. The simplified menu and counter-service model requires fewer front-of-house staff. Without table service, order-taking complexity, or the hospitality expectations of a full restaurant, labor costs drop dramatically while throughput increases.
Higher Table Turnover: Food courts are designed for volume. Without reservations, lingering diners, or multi-course meals, tables turn every 20-30 minutes during peak hours. A food court stall can serve more customers per day than a restaurant twice its size.
Shared Risk: Operating within an established food court reduces marketing costs and provides built-in foot traffic. Junction 8 serves the densely populated Bishan, Ang Mo Kio, and Toa Payoh corridor—exactly the “hub” Victoria mentioned—with customers already in shopping mode and lower price expectations.
The Solo Diner Economics
Victoria’s stated focus on solo diners and smaller portions reveals another economic calculation. Singapore’s demographic shifts—rising single-person households, aging population, smaller family sizes—create demand for right-sized portions. But there’s more to it: solo diners actually offer better economics in certain contexts.
At a restaurant, a solo diner occupies a two- or four-seat table, creating opportunity cost. In a food court, seating is communal and fluid. That same solo diner might occupy a shared table position, maximizing space utilization. The $12.90 donkatsu sold to a solo diner in a food court generates higher margin per square foot than a $24 version served at a half-empty restaurant table.
The Premium Positioning Paradox
Myung Ga II’s move represents a broader trend: premium brands are no longer “downgrading” to food courts—they’re strategically diversifying. The article mentions similar moves by BurgerLabo and others. This reflects a fundamental shift in consumer perception.
Food courts in Singapore have evolved beyond their hawker center roots. Modern food court operators like Food Junction actively recruit brand-name tenants, renovate with themed aesthetics (the “American retro diner” concept at Junction 8), and position themselves as lifestyle dining destinations rather than purely functional feeding stations. The stigma of food court dining has diminished, particularly among younger consumers who prioritize value and variety over setting.
For Myung Ga II, the Minipress concept allows brand extension without brand dilution. Victoria maintains quality—”same quality food,” she emphasizes—while accessing a different customer segment and daypart. The food court captures weekday lunches, family dinners, and convenience-driven traffic that might never make the trip to Bukit Timah Plaza or Tanjong Pagar.
The Omnichannel F&B Strategy
Victoria’s approach mirrors retail’s evolution toward omnichannel presence. Just as fashion brands operate flagship stores, outlet malls, and online shops simultaneously, successful restaurants now need multiple formats to capture different occasions and price points.
The full-service restaurants serve weekend meals, celebrations, and customers seeking the complete Victoria Jung experience—her hospitality, surprise kimbap gifts, and K-drama ambiance. The food court captures Tuesday lunch crowds, after-school snacks, and budget-conscious regulars who want Korean comfort food without ceremony.
This diversification also provides risk mitigation. If foot traffic declines at one location or format, others can compensate. The pandemic taught F&B operators that over-reliance on a single format or location creates existential risk.
The Margins Game
The price differential between formats reveals sophisticated margin management. That $12.90 donkatsu at Minipress likely carries a higher gross margin percentage than its $24-26 restaurant equivalent, despite the lower absolute price.
How? The food court version features smaller portions, simplified presentations, and eliminated services (no table service, no ambiance costs, no complimentary banchan refills). Meanwhile, the core product—the breaded pork cutlet—benefits from the same supplier relationships and bulk purchasing power. The “fresh vegetable sauce” Victoria mentions uses ingredients that might otherwise go to waste in restaurant kitchens, creating additional efficiency.
The $16 seafood pancake, only 20% smaller than the restaurant version, exemplifies this margin optimization. This shareable dish likely has lower per-unit food costs than individual entrees, making it ideal for the food court format where groups still gather.
The Kimbap Problem
Victoria’s admission that the food court kitchen is “too small” for a kimbap station, forcing her to supply limited quantities from the restaurants, reveals the format’s limitations and hidden costs. This workaround requires daily logistics, potential wastage if supply doesn’t match demand, and missed revenue opportunities.
But it also demonstrates commitment to brand consistency. Rather than compromise on quality by outsourcing kimbap production or eliminating it entirely, Victoria accepts the operational complexity. This suggests she views Minipress as a long-term brand extension, not merely a cost-cutting exercise.
Broader Industry Implications
Myung Ga II’s food court expansion signals several trends likely to accelerate:
Format Multiplication: Expect more restaurants to operate multiple formats simultaneously—full service, fast casual, food court, and ghost kitchens—each optimized for different economics.
Value Repositioning: As inflation persists, even premium brands must offer entry-level access points. The alternative is losing a generation of potential customers who never develop brand affinity.
Real Estate Reevaluation: If successful operators are choosing food courts over standalone locations, it questions the value proposition of expensive retail F&B space. This could pressure landlords to offer more favorable terms or see vacancy rates rise.
Operational Excellence: The margin compression inherent in lower-priced formats rewards operational efficiency. Only well-run establishments can maintain quality while cutting prices 40-50%.
The Victoria Jung Factor
Finally, Victoria herself represents an intangible asset that makes this expansion possible. Her social media presence, customer relationships, and personal brand create awareness that would cost typical food court stalls years to build. A customer who has never visited the restaurants might still know Victoria from TikTok, lowering the psychological barrier to trying Minipress.
Her “25 forever” personal branding and K-drama aesthetics create narratives that extend beyond food. Customers aren’t just buying donkatsu; they’re participating in Victoria’s story. This emotional connection provides pricing power even in the price-sensitive food court environment.
Conclusion
Myung Ga II Minipress isn’t really a downgrade—it’s a sophisticated response to economic reality. By leveraging food court economics while maintaining brand values, Victoria Jung has created a hedge against uncertainty while capturing untapped demand.
The real question isn’t why Myung Ga II is moving to food courts, but why it took so long. As Singapore’s F&B sector continues maturing, expect the lines between “restaurant” and “food court” to blur further. Success will belong to operators who, like Victoria, recognize that format flexibility isn’t compromise—it’s competitive advantage.
The 17 new stalls at Junction 8’s renovated Food Junction represent not just a food court opening, but a referendum on the future of Singapore dining: more democratic, more efficient, and more adaptable to economic pressures that aren’t disappearing anytime soon.
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