2025: What kind of restaurant customers are choosing? - 5 F&B trends to increase revenue

In 2025, the F&B industry restructuring milestone - is no longer a cheaper race, but who understands customers deeper. If 2023–2024 is the survival period, then 2025 is the time when restaurants need to "upgrade" the experience, products and technology. So, which trend F&B 2025 is moving in? How to keep your restaurant and restaurant retain customers and grow effective revenue?

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

          Minh Khanh travelviet

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