By: Nasra Naturhana
Nowadays food have amplified their function in the community not only act as a substances to satisfy hunger but had been also known as a medium to express love and bonding, defines social status etc. The increase roles of food impacts influence the growing numbers in food establishments to kick off in order to fulfill the market demands. The question is what are the factors affecting the decision making of these diverse community.
Social media has become an everyday necessities of the community and has been known to create and setting the food trends. Food that goes viral in social media such as facebook creates a huge marketing opportunity for the community to try out the respective outlets.
Various food mobile application and channels such as Foursquare, TripAdvisor, Jalan Jalan Cari Makan become a platform for the community to seek the best choice of food. These resources includes reviews and crescent ratings giving a good reference for foodies to explore new outlets and establishments based on their preferences.
Special dietary requirements for specific group such as for vegetarians or halal food for muslims often regards as insignificant however it had shown to shape the mind and remains as the main critical factor for them when they are making the decision.
Hygiene, convenience and comforts is considered as added value where airconditioned and well ventilated area may be choosen over the others that is lacking. Fast, accurate and excellect customer services with good ambiance inflict good dining experience and upsurge the chances people to revisits creating a loyal customers flows.
Culture and backgrounds nurture food preferences. Yes, most people currently are constantly attracted to try out novel dishes or fusion food introduced in the market, but if we notice, we may find ourselves redirected to still keeping our food choices to our roots: the foods that is familiar to us. For examples the taste of authentic cuisine that reminds us the food we eat during our childhood days. This explains why a Malaysian can never say no to our famous local delicacies, Nasi Lemak and Teh Tarik. We are indeed under Nasi Lemak magic spell.