Chipotle names brand director for Singapore ahead of Asia debut

Chipotle Mexican Grill has appointed Rae Ng as brand director for Singapore, as the American fast-casual chain prepares to make its first foray into Asia.

In a LinkedIn post, Ng said she was “thrilled” to join Chipotle’s growth journey as it expands into Singapore.

“As Chipotle prepares to enter Asia for the first time, with Singapore among its launch markets, I'm thrilled to be part of this exciting growth journey and help build one of the world's most recognisable restaurant brands in a new region,” she wrote.

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Ng brings more than a decade of experience in the F&B sector. She joins Chipotle from The Gourmet Factor, where she served as marketing director. The F&B group’s portfolio includes Muslim-friendly woodfire restaurant Oud Restaurant, tonkatsu dining concept Shin Katsu and catering service Kindle Catering.

Before that, Ng was with Tipsy Collective, where she held roles including group head of marketing and communications and director of marketing communications. Her longest stint was at food service provider Select Group Limited, where she spent seven years and rose to head of marketing, according to her LinkedIn. 

MARKETING-INTERACTIVE has reached out to Ng and Chipotle for comment.

Ng’s appointment comes as Chipotle gears up to launch in Singapore and South Korea this year through a joint venture with South Korea-based food company SPC Group, according to The Straits Times. In Singapore, SPC Group also operates brands such as Shake Shack and Paris Baguette.

Chipotle’s entry adds to a growing wave of international F&B brands expanding into Singapore, following recent market moves by players such as Chick-fil-A and Lotteria. 

To support its Singapore launch at the time, Chick-fil-A appointed Ministry Agency as its media agency.

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