Singapore’s food and beverage scene has always been exciting, fast-moving, and unforgiving. New cafés open every month, global brands enter with big promises, and homegrown concepts constantly reinvent themselves to survive. In such a market, longevity is never guaranteed. The recent downsizing of PizzaExpress in Singapore is a clear reminder that even well-known international brands can struggle when the market shifts faster than expected.
At the start of 2026, PizzaExpress quietly announced the closure of two of its outlets — Millennia Walk and Scotts Square. For many diners, this news came as a surprise. Scotts Square was PizzaExpress’s very first outlet in Singapore when it opened in 2016, while Millennia Walk was its newest location, operating for less than a year. Seeing both a flagship and a fresh outlet shut down at the same time raised questions about what went wrong.
A Brand With Global Recognition, But Local Challenges
PizzaExpress is not a small or unknown name. Founded in London in 1965, the brand built its reputation on casual dining, thin-crust pizzas, and a relaxed European dining experience. In many countries, PizzaExpress is seen as reliable and familiar — a place for families, casual business lunches, and easy dinners.
However, Singapore is not an easy market for casual dining chains. Rent is high, manpower costs are rising, and diners are extremely spoilt for choice. From artisanal pizza concepts and celebrity-chef restaurants to hawker centres offering affordable, high-quality meals, competition exists at every price point.
While PizzaExpress entered Singapore with confidence, maintaining consistent footfall across multiple outlets proved difficult. According to reports, the brand has faced financial difficulties over the past few years, and the closure of its Holland Village outlet in 2024 was an early sign that operations were under pressure.
Why Casual Dining Is Struggling in Singapore
PizzaExpress’s situation reflects a broader issue within Singapore’s F&B industry. Casual dining chains are caught in a difficult middle ground. They are often too expensive to compete with hawker food and food courts, yet not premium enough to justify higher prices compared to upscale restaurants.
Singaporean diners have also become more value-conscious. Rising living costs mean people think twice before spending on dining out. When they do, many prefer unique concepts, strong branding, or experiential dining — areas where traditional casual dining chains sometimes struggle to stand out.
Another major factor is changing consumer habits. Food delivery platforms have reshaped how people eat. Quick, affordable meals that travel well tend to perform better than dine-in focused concepts. Pizza, while delivery-friendly, faces stiff competition from numerous independent pizza brands that offer bolder flavours, local twists, or lower prices.
Location Isn’t Everything Anymore
The closure of PizzaExpress’s Millennia Walk outlet was particularly telling. Millennia Walk is a prime location, surrounded by offices, tourist attractions, and event spaces. In the past, such a location almost guaranteed steady traffic.
Today, however, location alone is not enough. With hybrid work arrangements, office crowds are less predictable. Tourists are selective, and locals often travel across the island for food they truly want rather than settling for convenience. If a concept does not emotionally connect with diners, even premium locations can underperform.
Not Just PizzaExpress: A Wider Industry Pattern
PizzaExpress is not alone in facing these challenges. Around the same time, homegrown café chain Kith Café closed multiple outlets, citing high operating costs, manpower issues, and low footfall. Even iconic American chain Hooters announced the closure of its last Singapore outlet after 30 years, pointing to manpower shortages and declining sales.
Beyond restaurants, hawker stalls with decades of history have also announced closures due to rising costs and personal health reasons. These stories collectively paint a picture of an F&B industry under immense pressure, where passion alone is no longer enough to survive.
What PizzaExpress’s Exit Teaches the Industry
The downsizing of PizzaExpress offers important lessons for F&B operators in Singapore. First, global brand recognition does not automatically translate into local loyalty. Singaporean diners expect brands to adapt — whether through menu localisation, pricing strategies, or more engaging dining experiences.
Second, cost management has become critical. High rent, utilities, and labour costs mean that even slight drops in footfall can quickly affect profitability. Operators must constantly evaluate whether each outlet makes sense financially, rather than expanding for visibility alone.
Finally, agility matters. The brands that survive are often those willing to pivot — offering smaller menus, embracing delivery, experimenting with pop-ups, or creating limited-time collaborations that generate buzz.
Is This the End for PizzaExpress in Singapore?
Despite the closures, PizzaExpress has not exited Singapore entirely. Two outlets remain open at Star Vista and Duo Galleria. This suggests that the brand may be consolidating rather than retreating, focusing on locations that perform better and attract more consistent crowds.
Whether PizzaExpress can reinvent itself in Singapore remains to be seen. A refreshed menu, stronger marketing, or a clearer value proposition could help the brand reconnect with diners. However, the road ahead will not be easy.
Final Thoughts
The fall of PizzaExpress outlets in Singapore is not just a story about one brand — it is a reflection of how tough and fast-changing the F&B landscape has become. In a city where food is deeply emotional and highly competitive, survival depends on relevance, adaptability, and genuine connection with diners.
For consumers, these closures may feel like the end of a familiar dining option. For the industry, they serve as a wake-up call. In Singapore’s competitive F&B market, standing still is often the fastest way to fall behind.
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Disclaimer
This article is based on publicly available reports, media coverage, and industry observations. The views expressed are for informational purposes only and do not represent official statements from PizzaExpress or any related entities.
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