The food service market in the MENA region continues to evolve, with a projected increase from $92.48 billion in 2024 to $189.87 billion by 2032, driven by the never-ending evolution of consumer preferences. In fact, 2024 was a year of culinary growth and sustainability as consumers sought diverse culinary experiences and authentic foods. Some of these trends will flourish even more. Here are the top five trends that will shape restaurant marketing in 2025:
Trend #1: Loyalty programs
Embracing a loyalty programme in 2025 is not just a strategic move, but a promising one. With an annual revenue growth of 12-18 per cent and a significant boost in customer satisfaction by 20–30 per cent, the potential for your business is substantial. Modern loyalty programmes, designed as sophisticated digital platforms, offer personalised experiences, track customer activity, and offer rewards like discounts and free items. This not only provides valuable insights into customer behaviour but also helps tailor your marketing strategies, optimise menus, and create targeted promotions.
In 2024, gamification became one of the standout strategies for loyalty programmes. It is projected to remain central in the market as restaurants integrate points, challenges, and rewards to enhance customer engagement. Papa John’s loyalty programme is a great example of this approach. The pizza chain turned every purchase into a strategic journey, resulting in substantial revenue growth. In particular, app users could earn points through various activities (and purchases) and become Bronze, Silver, Gold, or Platinum members to receive the perks – cashback, discounts, and other pleasant surprises.
Another example is Angel Cakes café, whose in-house built loyalty application tightly integrated with their Syrve POS instances ensures outstanding customer experience along with a smooth in-store operational process. With this innovative toolkit, Angel Cakes can save up to 30 per cent of the aggregator commission, leverage a CRM and marketing platform for effective communication with clients, and enjoy other exclusive benefits. Having a lower cost impact therefore creating a win-win scenario for Angel Cakes and its customers.
Loyalty programmes also integrate social elements, allowing customers to share achievements and compete with friends. For example, Dunkin’ Donuts Rewards includes mini-games, task-based rewards, and a social media campaign on TikTok. Videos on TikTok featured social media influencers and helped attract a Gen Z audience. This helped increase their followers by 210 per cent in under a month
Trend #2: Sustainability as a point appealing to the customers
Sustainability has also become one of the key strategies in restaurant marketing, as MENA consumers are drawn to brands that prioritise eco-friendly practices. For instance, “green influencers” now impact 30 per cent of the region’s population and drive the adoption of sustainable dining, including local foods, minimising waste, and using recyclable materials. This correlates with the market statistics: over 61 per cent of modern customers prefer healthier dining options and value local ingredients like za’atar, dates, and camel milk.
As the MENA region increasingly focuses on the impact of climate change on food supply, cost-effective initiatives like the UAE’s ne’ma are gaining traction. Restaurants are adopting AI-driven tools such as real-time inventory tracking to minimise waste and boost efficiency. AI-powered robots, like Dnata’s, are revolutionising kitchen operations, making sustainability not just a responsible choice but also a cost-effective one.
Furthermore, restaurants that use local ingredients and reduce waste have more loyal consumers. Take One Life Kitchen and Café, for example, which is known for its eco-friendly packaging and organic foods. Specifically, it implements waste management strategies, minimises food waste, and promotes composting.
Trend #3: In-app discounts on delivery
Recent advancements in the delivery sector throughout the MENA region showcase changes in technology, consumer behaviour, and strategic growth. In 2024, the area experienced a 10 per cent rise in delivery orders. To remain competitive, restaurants provide in-app discounts and delivery promotions, which attract new customers and reinforce ties with current ones.
Running an in-house delivery service can be quite costly. This is why delivery platforms such as Talabat and Deliveroo are prevalent in the restaurant sector. Talabat, for instance, collaborates with more than 70,000 restaurants and has long ago processed over 100 million orders, offering smaller or newer establishments a robust platform to enhance their visibility in a competitive landscape. In 2024, a single grocery order in Dubai reached over Dh 6,800. Another customer made 988 orders yearly, amounting to over Dh 42,000.
Numerous restaurants are now creating their mobile applications to combat the prevalence of third-party delivery apps. This development enables them to oversee their branding, customer information, and profit margins and provide personalised discounts. Specialised services, in particular, assist restaurants in building feature-rich apps. Transitioning to proprietary applications allows restaurants to strengthen direct customer connections and lessen reliance on outside platforms.
Trend #4: Social media influencer partnerships
Social media influencers are a powerful force in restaurant marketing, with 69 per cent of consumers trusting their recommendations. Platforms like Instagram, TikTok, and YouTube are key drivers of engagement, with 40 per cent of restaurants attracting new customers and 70 per cent of diners visiting based on social media promotions. Influencer partnerships can effectively boost visibility and reputation, helping to create a loyal customer base.
Salt, a popular burger joint in Dubai, is a prime example of how influencer marketing can significantly grow a brand’s presence. By inviting local food influencers, Salt became a hot topic in the region and has grown to 328,000 active followers in the last year. This growth was mainly due to influencer partnerships, which helped Salt reach a broader audience. The visually appealing content featuring Salt’s signature sliders and vibrant dining experience shared in these partnerships was particularly effective in engaging potential customers.
Another example of a viral collaboration is the partnership between Khalid Al Ameri, who has over 3 million followers, and Zaatar w Zeit. In 2023, Khalid created a series of comedy videos and posts showing the restaurant’s signature dishes. The collaboration quickly gained traction, with Khalid’s posts about Zaatar w Zeit generating over 500,000 views within the first week. In fact, Zaatar w Zeit reported a 25 per cent increase in foot traffic at their locations.
Trend #5: Ghost kitchens and virtual brands
Ghost kitchens and virtual restaurant brands are transforming the food and beverage industry in the MENA region. Practically speaking, ghost kitchens significantly lower overhead costs by cutting out conventional dining spaces; meanwhile, virtual brands enhance this movement by offering creative, delivery-focused menus that align with contemporary consumer tastes, addressing the increasing need for convenient dining options.
As a vivid example, Kitopi is a successful ghost kitchen. Launched in Dubai in 2018, it has rapidly expanded its regional operations, with over 75 ghost kitchens. Kitopi manages the cooking, packaging, and delivery processes, while restaurants provide their recipes and brand identity. At the core of Kitopi’s operations is its Smart Kitchen Operating System (SKOS), which integrates real-time data analytics, such as inventory management, cooking times, and delivery scheduling. Restaurants pay an initial onboarding fee to integrate into Kitopi’s system and then share a percentage of their revenue (typically around 10-13 per cent) with Kitopi.
As we move into 2025, restaurants will explore new strategies and refine their operations by focusing on personalisation, digitisation, and improving customer experiences. And don’t forget about social media. Influencer partnerships will help to enhance credibility and reach a broader audience.
By Alexander Ponomarev, CEO of Syrve MENA.
