[3 mins read] There’s a common belief in F&B: premium location equals premium footfall. And for many, that means Orchard Road. But what if we told you that high rent doesn’t guarantee high traffic?

Take Zhup Zhup for example. Once situated in the high-rent areas of town, they relocated to MacPherson. However, this relocation wasn’t a gamble—it was a calculated shift. By redirecting rental savings into a targeted digital strategy, they built strong online buzz, secured consistent media coverage, and most importantly, drew in real customers.

Their success proves one thing: location alone won’t save your business. But a smarter allocation of resources can.

Are you struggling to figure out your next move?

Here’s 3 smart moves you can make:

Ask yourself these questions:
📌Are you anchored in a high-rent area because it feels like the right place to be?

📌Are you paying premium prices in a “high-traffic” area, but your restaurant sits half-empty during peak hours?

Rents in Orchard can go upwards of $30 psf, while in MacPherson, it can be less than $10 psf. That’s a difference of $4,000–$10,000 monthly. Imagine what that could do if channelled into your marketing.

✉️ Click here to see the latest rent prices across different neighbourhoods.

Zhup Zhup redirected their rent savings into visibility—specifically, PR and influencer marketing that created credibility and conversation.

Rather than just relying on their own social media, they worked with voices their customers already trusted. Influencers, food writers, and digital publications shared their story, their dishes, and what made their concept special.

What you can do:

📌Collaborate with influencers who speak to your target audience.

📌Share your brand’s heritage, story, and philosophy through press releases pitched to the right publications.

📌Organise tastings and media sessions that turn into write-ups, reels, and reach.

Good PR isn’t expensive—it’s strategic. It builds the kind of third-party validation that social media posts alone can’t achieve.

Every dollar saved on rent can become a dollar spent attracting customers—if you spend it wisely. Zhup Zhup did just that by investing in hyper-targeted digital ads that reached people actively looking for dining options.

Instead of boosting every post, they worked with a tailored strategy to:

What you can do:

📌Launch geo-targeted Google and Meta ads that serve content to users near your location.

📌Focus on search intent: target keywords like “best prawn mee near me” or “top hawker bowls in Singapore.”

📌Use scroll-stopping visuals and engaging copy to turn interest into reservations.

It’s not about being everywhere—it’s about being in the right places with the right message.

But Let’s Be Real: There Are Limitations Too

We understand that not every restaurant can easily relocate. Some are already tied to long-term rental agreements. Others have made significant investments into their existing spaces—renovations, custom interiors, and branding that would be difficult (and costly) to replicate elsewhere.

And that’s completely fair.

However, even if relocation isn’t an option, it’s not an excuse to sit back and hope footfall magically improves.
If you’re committed to your space, then it’s time to double down on visibility, storytelling, and targeted marketing efforts.

Here’s another misconception that restaurant owners need to scrap:
“Marketing is just another expense.”

If you’re already paying premium rent, adding marketing to the budget might feel overwhelming at first.
But the truth is—it’s not expensive when you find the right agency. A strategic marketing investment doesn’t just drain your finances—it multiplies them by boosting awareness, driving more covers, and increasing sales.

And that’s where Protegie comes in.

If you’re paying premium rent but seeing empty tables, you’re not just overspending—you’re missing out.

The truth is, smart location planning, effective PR, and ROI-driven advertising are what move the needle. Not the postcode on your storefront.

At Protegie, we don’t just make your brand look good—we make it work. We help restaurants make better business decisions, whether it’s identifying the right location, driving exposure through strategic PR, or building high-impact digital campaigns.

We’re ready to turn your rent into results. The only question is—are you?

Let’s talk.

Ideas are nothing without execution.
Scan the QR code to make a booking and start now.

Contact Us:
Benjamin Chan, Chief Strategist
+65 98561159