MRCA Event
26
Reimagine Your Restaurants: Digital Evolution During The Pandemic In Malaysia MRCA Academy presented a talk on how to drive the restaurant business forward amidst the pandemic which has resulted in tremendous consumer shifts.
ith the state of lockdown at different levels in Asian markets, international travel restrictions and safety priority, the restaurant business in Malaysia has had to adapt to evolving consumer shifts amidst the challenges posed by the pandemic. On 25 June 2021, MRCA Academy presented speakers from Facebook Malaysia and KFC Malaysia, among others, to share their perspectives on the evolution of the restaurant industry.
W
CONSUMER TRENDS In 2020, the food service industry was heavily impacted resulting in a 20 percent decline in value compared to 2019. Past gains of restaurant businesses were wiped out in the span of a year. Amidst these challenging times, the Malaysia Retailer Vol 9 No 2
million-dollar question is “What can we do to drive the business forward?” The answer is to obtain valuable insights. In driving recovery, businesses have to focus more on ‘recovery forces’ to achieve more sustainable growth. Although cautious, consumers are slowly but surely returning to socialising, thus offering the restaurant business a silver lining amidst tough times. Recovery forces in action now include the amplified need for escape or to unwind, the increase in demand for small indulgences, the emphasis on self-care including healthy eating and fitness, return to socialising, accelerated switch to new channels, and loyalty to trusted brands. As consumer behaviours evolve, key trends shaping the restaurant business include discovery in-
store or online, taste, convenience and value, awareness, traditional advertising, social media, all-day ordering, and an omni-channel value chain. Flavor of Social Report 2019 stated that, “Over time, our digital and physical food and drink habits have slowly integrated and reengineered how we think about eating and drinking. We live out our food desires through social.” Deloitte’s Future of Food Report concludes that social media is increasingly driving food choices and trends. Aside from taste, consumers are drawn to food and drink for its aesthetic appeal, novelty, content capital, experiential value, or reflection of social aspirations. Between 2014 and 2017, there has been a 5,850% increase in worldwide views of
