Transforming consumer needs
SUNWAY University’s School of Hospitality recently hosted the British Malaysian Chamber of Commerce Breakfast Talk Series.
It was attended by the British High Commissioner to Malaysia Vicki Treadell and the speakers of the day included JW Marriot Kuala Lumpur general manager Ed Munter and the School of Hospitality senior lecturer and programme Leader for the Bachelor of Science in International Hospitality Management
Dr Daniel Chong. Providing an international perspective on food and beverage (F&B) trends in the United Kingdom and the United States, Munter identified the crucial role of sustainable sources of food ingredients to the industry. In highlighting the upcoming role of chef-driven, fast casual restaurants, as well as the significance of artisan food products, he spoke of the emergence of health-conscious consumers.
In his presentation, key elements of supply such as the fundamental functioning of branding and packaging in terms of selling products were acknowledged.
In recognising ethnic cuisine and the multi-ethnic nature of the F&B
industry, the theme ‘food is the reflection of culture’ strongly resonated in Munter’s discussion.
Focusing his talk on the F&B trends in Malaysia, Dr Chong identified the modernisation of street food. Calling it a distinguished phenomenon, the restaurant trade has witnessed the rise of the ‘hang-out’
market, an environment which encourages increased social interaction with others.
With the food not necessarily the major attraction for hang-out consumers, the ambience is a central pull-factor of this trade.
Dr Chong also identified the resurgence of franchised coffee chains and the appeal of low-cost meals.
In hosting this event, School of Hospitality dean Prof Marcus L. Stephenson said lively questions and further discussions on the dynamic, complex and inimitable F&B industry has people closely observing future trends and initiatives.
“By attempting to anticipate developments within the industry, we hope to hone an awareness of the changing nature of consumer demands, enabling the industry to adapt to the changes and transform consumer needs,” he said.
Thanking the British Malaysian Chamber of Commerce for collaborating with Sunway University on this joint effort, Prof Stephenson hopes more projects like these will take place in the near future as accurate tracking of the dynamic changes in the demand and supply of the F&B industry will help university students to be better informed, kept up-to-date and fully prepared for their future.