By Priscilla Gathungu
NAIROBI, Kenya, Jan 27 – The year 2024 will be pivotal for the global food service industry, with major shifts in sustainability, customer preference, and technology expected to impact the operations of restaurants, hotels, and other types of diners.
The impact will be felt most strongly in the developing world, where urbanisation and exposure to global trends are driving a growing preference for restaurant dining and the adoption of digital food service channels.
According to Virtue Market Research, the Middle East and Africa Fast Food Market, which is currently valued at USD 33.88 billion, is expected to reach USD 62.44 billion by 2030, with a projected growth rate of 9.2% from 2024 to 2030. Such expansion highlights the importance of the food service industry in the continent’s economic and food security prospects.
As demand for casual dining and other restaurant products spreads across Africa, which is currently experiencing significant growth in the restaurant industry, players are expected to adapt to several transformations to remain competitive. Among these anticipated changes is a greater emphasis on sustainability, with consumers becoming more conscious of their environmental footprint and demanding more eco-friendly practices from the businesses they patronise.
This shift necessitates the adoption of sustainable sourcing practices, the reduction of food waste, and the elimination of single-use plastics. In light of this, establishments that demonstrate a strong commitment to sustainability are more likely to attract and retain environmentally conscious customers.
From an operational standpoint, technology integration is poised to reshape how customers interact with the food service industry. Technology will continue to streamline operations and improve the overall dining experience, from mobile ordering and contactless payments to AI-powered menu recommendations. Investing in cutting-edge technology is critical for increasing efficiency and catering to a rapidly growing segment of tech-savvy consumers who value convenience and seamless interactions.
In this regard, the rise of online food delivery platforms will fuel the expansion of ‘dark’ kitchens and delivery-only models. Virtual kitchens will be inspired to meet the needs of the digital consumer by the demand for quick and convenient dining experiences.
It is important to note, however, that brick-and-mortar restaurants will continue to exist in the dining environment, but establishments that adapt and optimise their operations in response to the demand for online services will be even more successful.
Meanwhile, consumers are increasingly looking for personalised dining experiences that cater to their specific preferences and dietary needs. Customisation is on the rise, from build-your-own menus to personalised meal plans, reflecting a desire for uniqueness in the dining experience.
Restaurants that provide customisable menu options, as well as transparent ingredient information, will continue to appeal to a diverse and discerning customer base. At Java, our menu has been designed with customization at heart. Our “make-it-your own” option allows our customers to create their meal just the way they like it. Substitution is not only allowed but encouraged. Having extra chillies with your curry or having your burger with steamed vegetables is all part of Java Love.
Simultaneously, globalisation has brought diverse culinary influences to our doorsteps, resulting in an exciting fusion of flavours and techniques.
We anticipate a greater emphasis on cross-cultural culinary experimentation in 2024. Establishments that embrace this trend and feature a fusion of international cuisines are likely to attract the attention of adventurous food enthusiasts looking for one-of-a-kind and memorable dining experiences.
The dynamic environment created by the transformation necessitates that industry participants respond with agility, creativity, and a customer-centric approach. For example, at Java we have noticed a shift in our operating environment, with some of our clients preferring to eat on the go. This has required us to quickly adapt by establishing express and grab-and-go outlets, as well as streamlined spaces that cater to our customers’ fast-paced lifestyles.
Furthermore, to better serve our customers, we have invested heavily in technologies that help us understand their needs and preferences. We continue to fine-tune our menu offerings through data analytics and customer feedback mechanisms, ensuring that each dish resonates with the changing tastes of our diverse clientele.
Moreover, technology integration extends beyond our kitchens. We will continue to use digital platforms and mobile applications to provide a seamless ordering and delivery experience. This not only improves customer convenience but also allows us to optimise our operational efficiency.
As we look forward to the exciting opportunities ahead, we remain committed to providing our patrons with innovative and memorable dining experiences that reflect the spirit of culinary experimentation in our ever-evolving industry.
The writer is the Group CEO of Java House Africa
