Ultimately, it lays in ADVERTISING, which is a POWERFUL TOOL for biz enterprise to survive. It is the 1st tool BUT many other tools NECESSARY to survive in the competitive FREE MARKET.
Most entrepreneurs MUST do marketing research in the environment they are working in. Ultimately, it lays in pricing & ESPACIALLY the taste of the food. Anyone can cook noodles, just ask our NS boys whom hide ramen in their full packs when on camp training overseas or locals. Nothing like wholesome hot cooked food after a hard day's training, after properly cooked with condiments & even with a can of sardine, MRE & remaining soup drip with dog biscuits.. hehehe...
Much would be expected from hawkers stalls, regardless if low rented HDB/NEA managed locations or air conditioned food centers in Malls, then mere army food, as the prices are high, probably due to high rents phenomenon. Should food entrepreneurs take Singaporeans as fools by serving run of the mill food that even a Singaporean can easily cook at home, they best forget about entrepreneurship which is sadly - only the best survives...