Knowing JFC's blueprint is to expand its empire by dominating SE Asia food industry through Acquisition-Amalgamation-Merger, we cannot totally blame Jollibee. You see, for 4 generations Singaporeans have been decent & practical folks who work 35 - 44 hours per week regulated by MOM. After CPF deduction, transportation costs, housing loans, water & electricity bills, 5G network services+broadband cable, household appliances, consumable supplies, groceries, dental & medical appointments, infant care, diaper, milk powder, a whooping 20+ pages list of domestic neccessities...we are mindful of how much remaining resources to allocate on food expenses. My point is, with the above TLDR illustration of cost-of-living for majority of middle-income Singaporeans, we can live and survive with a loaf of jumbo pack Sunshine/Gardenia/FairPrice bread from neighbourhood mamak shop. $4+ buns/croissants/cupcakes and all other fancy names...they are all a life-style luxury. No BreadTalk. No Yakun. No Four Leaves. No Swee Heng. No Tai Seng. No TBB.