Here are 5 prominent F&B 2025 trends that are shaping F&B customer behavior in 2025
1. Dining with purple - Eating must be valid
Customers no longer only care about delicious or cheap dishes. They are looking for a greater value behind every meal: health,environment,or community. In particular,the Z and Millennials - a group of strong spending customers - is choosing a place to eat and drink based on the "responsible brand" element. This is one of the most important F&B 2025 trends.
Suggestions to optimize the restaurant:
Develop a "Eat Clean" menu,less grease,reduce bad starch,increase organic vegetables.
Using raw materials from environmentally friendly suppliers,giving priority to domestic agricultural products.
Bringing the human story into the brand: supporting farmers,recruiting weak people,periodic community activities.
To attract this F&B customer behavior,you can refer to the development of the Eat Clean menu,build an environmentally friendly restaurant and position your brand as a sustainable F&B brand.
2. Small space - high personalization experience
The next F&B 2025 trend is the shift of customers from crowded restaurants to compact,quiet but sophisticated spaces and good service. They want to feel cared for,remember,not just one visit. This is a great opportunity for a restaurant to be more effective.
Application suggestions to optimize the restaurant:
Model design 10–30 guests/time,easy to control quality.
Training staff to remember guests habit,call proper name,service according to preferences.
Create a loyalty program that personalize customer experience: give your favorite dish on your birthday,suggest the right dish according to the history of ordering.
Focusing on luxurious small shops and building a Loyalty program for the restaurant will help you retain customers for a long time.
3. Indigenous cuisine & fusion to the throne again
Customers - especially young guests,domestic tourism - are "hunting" for Vietnamese soulful restaurants but modern. The familiar dishes are upgraded with strange ingredients,new presentation or unexpected flavors (fusion) are creating a strong viral wave on social networks. This is one of the F&B 2025 trends that bring breakthroughs in creativity.
Application suggestions for successful restaurant business:
Refreshed with familiar dishes: Truffle rolls,Japanese -style bun cha,Matcha lotus seed tea.
Cooperating young chefs,creating separate dishes according to the brand concept.
Create a limited edition menu (seasonal fusion).
Discovering Vietnamese Food and traditional innovative dishes is a way to catch this 2025 dish trend.
4. Speed - Convenience - Technology synchronization is a large "plus"
Whether eating on the spot or ordering online,customers want everything to happen quickly,clearly and accurately. Digitative experience becomes an integral part of the F&B operating strategy. This is an important factor that helps optimize the restaurant and enhance customer experience.
Application suggestions to increase sales:
Integrated restaurant technology: Online table software - POS - Delivery - Points - Customer assessment into a synchronous operation system.
Update the status of orders continuously via SMS/Zalo.
Synchronize customer data on the platforms: Facebook,Delivery app,Travelviet CRM.
The use of F&B management software and focusing on customer experience will help you improve your performance.
5. Food is social - Eat is to share
Eating now is no longer a need,but an experience to share on social networks. Customers want the food to be beautiful,meaningful,and the space must be "quality" for them to be ready to check-in,tag friends. This is an important aspect of F&B industry marketing in 2025.
Application suggestions to increase revenue and Marketing F&B industry:
Investing in a beautiful restaurant space with a separate decor corner for photography: beautiful light,a separate quote table,concept.
Create "Check-in": The dish has eye-catching colors,strange presentation tools,smoke effects,fire ...
Give gifts when customers post photos and brand tags (vouchers,desserts ...).
The creation of a beautiful restaurant check-in and viral dishes will be an effective social networking strategy.
So which trend is your restaurant pursuing?
In the 5 F&B 2025 trends,what is what your restaurant has done well? What is the lack of improvement to catch up with the market? Understanding F&B customer behavior and updating at the right time is the key to help optimize costs - retain customers - and sustainable growth for the restaurant business.
If you are a restaurant owner,a restaurant,a F&B supplier,or are operating in the field of tourism - travel - tour organization,or are looking for opportunities for cooperation,market expansion,recruitment - finding jobs in the culinary industry,the group "connecting restaurant - travelviet" is the place for you. In this community,you will be: Update the F&B 2025 trend and the latest industry report,receive in -depth feedback from experts,with actual data and examples. Connecting the right people - the right industry - the right demand,is supported by technology,communication and branding from TravelViet. 👉 Join Group Faceboook now: Restaurant connection - Travelviet
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Update day : 14/07/2025
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