Mustafa Al Refaie, concept creator of Doner Deli and part of Dubai’s Masy Global Trading Enterprises L.L.C.
Mustafa Al Refaie is the concept creator of wholesome street food brand Doner Deli and is also part of Dubai’s Masy Global Trading Enterprises L.L.C. Here, he shares his thoughts on F&B trends and the importance of authenticity with Caterer Middle East.
Three key trends are influencing our food culture today and will define the F&B sector in the years to come: increasing urbanisation, a growing focus on a healthier lifestyle, and the rise of ‘snackification’, especially among millennials. Against this backdrop, wholesome street food is gearing up.
It’s a fact that more and more people are moving to the city. According to Forbes, the world’s urban population now stands at around four billion people and this number is expected to double by 2050. In addition, people want to live a healthier life and monitor what they are eating.
Simultaneously, there is a clear shift to natural ingredients and organic products. In a recent webinar about food trends in 2016, Lu Ann Williams, the director of innovation for Innova Market Insights, said the number of food products with claims such as ’made in’ or ‘ingredients from’ have tripled from 2011 to 2015.
With this in mind, the rise of ‘snackification’ seems to counteract the growing focus on a healthier lifestyle. However, the figures show it’s happening. A report from P&S Market Research says the global savoury snacks market reached more than US $115 billion in 2015. This segment is expected to reach $166.6 billion by 2020, with millennials being the demographic most committed to snacking.
So, what does this all tell us? Our food culture will be increasingly defined by urban living with people who are looking for authentic taste experiences and quick ‘in-between’ food consumption opportunities. Fast service F&B, organic and locally produced ingredients, as well as supply chain monitoring and transparency regarding food production are the key words here.
And that’s where the concept of wholesome street food comes it. With its prompt service approach, bite-size portions, and focus on natural products, wholesome street food perfectly blends in with today’s ‘on the go’ life in the big city where a growing number of consumers requests healthy take away options and, at the same time, fast casual dine-in experiences in health-conscious bistros.
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Wholesome street food is much more than a label or classification — it’s an attitude and a passion. In order to distinguish yourself from your competitors, you have to believe in your menu and put all your heart into it.
Yes, wholesome street food is gearing up, and the forecasts are very clear that this sector will further develop in the future — however, it’s never enough to rely on trends if you are looking for long-term success.
Apart from offering high-quality products, you have to be authentic and credible within the F&B sector to win your customers’ trust and loyalty. And this is inevitably linked to being transparent about your business, corporate values, supply chains and production processes.
As we live in a world that is dominated by social media, all of these digital channels offer a great opportunity to give customers insights of what goes on behind our curtains and let them be part of our story. At the same time, social media makes us part of their story as well. Whether it’s about a new taste or dining experience, customers circulate this on Facebook, Twitter and Instagram.
Today, more than ever, we are brand ambassadors just as much as our customers are. Social media has made it possible to communicate from both the business and consumer side, on a national, regional and international level, 24 hours, seven days a week. This is how today’s trends develop and spread around the world and we are all taking part in it, in one way or the other.
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