Responsible consumption ranks among the top concerns for UAE consumers. In response, food and beverage businesses embrace sustainable practices, such as farm-to-table concepts, waste reduction, energy-efficient equipment, and local sourcing in their marketing strategies
The UAE and Saudi Arabia saw a 100 per cent increase in demand for hyperlocal experiences in 2023, and 160 per cent growth is expected in 2024. These ‘hyperlocal experiences’ refer to dining experiences that emphasise local sourcing, where restaurants directly procure ingredients from nearby farms and markets. More and more chefs are incorporating regional staples like za’atar, dates, and camel milk.
Green influencers’ have also become vital to the F&B landscape, impacting 30 per cent of the MENA population and driving the adoption of sustainable products and services. By 2025, we anticipate more restaurants partnering with these influencers to amplify their sustainability message.
Restaurants that earn sustainability credentials unlock new marketing opportunities. What lies ahead for this trend in 2025?
The rise of “green” dining experiences across the UAE
The MENA food service market is projected to grow from $92.48 billion in 2024 to $189.87 billion by 2032, with sustainability driving significant growth. The latest study shows that 68 per cent of MENA diners prefer sustainable restaurants. Take Boca in DIFC, which has backed sustainability since 2014. The venue sources 80 per cent of its fish and seafood directly from Dubai’s Waterfront Market fishermen, reducing its carbon footprint through local sourcing.
Boca communicates its sustainability commitment through an illustrated guide showcasing locally sourced ingredients. The venue also demonstrates transparency by online publishing its carbon emissions report, local ingredients guide, and renewable energy certificates.
Teible at Jameel Arts Centre offers another attractive example of sustainability. The restaurant sources over 95 per cent of its ingredients within the UAE — a cornerstone of its brand identity. As a zero-waste restaurant, it transforms food scraps ingeniously: corn husks become vinegar, while fish bones yield fermented demi-glace.
Eco-conscious diners drive market change
As we create solutions to reduce food waste, we always monitor general trends on this topic. One thing is clear: MENA consumers increasingly align purchasing decisions with their values, favouring environmentally responsible brands. A 2022 study indicates that 62 per cent of consumers are more likely to return to restaurants they view as ecologically conscious. In response, restaurants are adopting sustainable practices: reducing food waste, installing energy-efficient equipment, and sourcing local ingredients, which we’re always eager to assist with.
Some Dubai restaurants, for example, are adapting their menus to reflect their commitment to sustainability, offering more plant-based options and providing information on the carbon footprint of menu items. As such, Cassette, a Dubai-based café, has created a sustainable restaurant menu focusing on reducing environmental impact.
The adoption of AI and other advanced technologies in restaurant operations is becoming a marketing point in itself. Specifically speaking, AI forecasting is transforming restaurant sustainability. AI-powered inventory management tools help restaurants operate more efficiently, reducing waste while boosting revenue and environmental benefits. For example, real-time restaurant reports, used by 27 per cent of UAE restaurants with Syrve, enable data-driven decisions that minimise overproduction and waste.
Turning sustainable initiatives into consumer loyalty
Sustainability now drives marketing strategy. Restaurants showcase their green initiatives — from local sourcing to recyclable packaging and waste reduction — to attract eco-conscious customers. A July 2022 survey revealed that European companies invest in sustainable marketing to enhance brand image (20.76 per cent), boost sales (18 per cent), and support ethical practices (13.93 per cent).
Through storytelling, restaurants can forge emotional connections with customers. Sharing sustainability journeys — including challenges and triumphs — creates compelling narratives. Restaurants can spotlight partnerships with local farmers and showcase creative approaches to reducing food waste.
Additionally, innovative loyalty programs that reward sustainable choices offer another marketing avenue. Offering incentives for bringing reusable takeout containers or choosing plant-based options encourages repeat visits while reinforcing environmental commitments.
As the industry evolves, we expect to see more innovative approaches to sustainable dining, from zero-waste concepts to carbon-neutral menus. Restaurants that seamlessly integrate environmental responsibility into their operations and marketing strategies will likely secure stronger customer loyalty, enhanced brand perception, and a competitive advantage in the market.
By Alexander Ponomarev, CEO of Syrve MENA.
