By Alexander Ponomarev, CEO of Syrve MENA, a leading Middle Eastern restaurant tech provider
MENA’s F&B sector is projected to reach approximately $113.72 billion in value this year, with steady growth at an 8.41% CAGR. As a result, key business principles are evolving. What was once considered standard practice is no longer enough.
To succeed, operators must identify where old habits fail and rapidly adapt to what drives real success. Here are three F&B myths that 2025 has exposed, and what they mean for the way forward.
The myth of the static menu
It was once widely believed that a successful menu was something you set and then forgot, making only minor updates once or twice a year, usually seasonally. By 2025, this idea had been completely challenged, revealing the modern menu as a dynamic, ever-evolving asset.
Consumer preferences have been shaped by three main factors: authenticity, health, and sustainability, alongside global influences. The most successful approach has been a shift towards consumer-focused innovation, as evidenced by the rise of hyper-local fusion.
Consumers want more than just familiar favourites. They value the concept and transparency as much as the food itself — they want to know who you are, what your values are, and exactly what goes into their meals. As a result, they are demanding transparent nutritional information and full ingredient disclosures.
When a guest’s dietary requirement or ethical choice cannot be accommodated by a fixed menu, it signals a need for change. Therefore, a static menu becomes a barrier to that dialogue between a customer and a restaurant. The requirement for transparency drives menu’s evolution, compelling kitchens to adapt their offerings to meet customer expectations in real time.
What is more, a dynamic menu can be viewed as a strong marketing tool. In a competitive environment, a static menu can make a restaurant seem stagnant. Dynamism creates reasons for customers to return and engage. You can identify your high-profit ‘star’ dishes to promote, and spot the underperforming ones that should be reworked or removed. When a dish suddenly trends on social media or becomes a customer favourite, a dynamic system lets you respond instantly. It shows that your kitchen is creative and current.
The myth of the predictable supply chain
There was a time when restaurants could order large quantities from their regular suppliers and trust that everything would go as planned. This is no longer the case. The uncertainties of 2025, from inflationary pressures to logistical disruptions, have necessitated new types of decisions.
Today, the efficiency and resilience of your supply chain are central to your business. If you’re still relying on intuition or outdated spreadsheets, you’re risking your profits and jeopardising the consistency of your menu. In response, operators have begun adopting digital solutions to strengthen and stabilise their supply chains.
Now, success depends on staying ahead with digital intelligence. Businesses are turning to cloud-based platforms that eliminate guesswork, enabling them to monitor inventory in real time across all locations and make informed purchasing decisions.
The myth of optional sustainability
A traditional view separated sustainability, often seen as a marketing-led initiative, from technology, which was viewed as a set of tools for the front counter. However, by 2025, it became clear that these are not separate projects but interconnected parts of a modern business. Their full operational integration is now the most forward-looking approach.
Sustainability results from using technology in intelligent, practical ways. For example, AI-driven inventory systems can anticipate customer demand before it arises, enabling kitchens to purchase only what’s necessary. This helps reduce food waste, which is vital to achieving a zero-waste goal.
The urgency for this is high, as an estimated 15% of food is lost before reaching retail in the MENA region. It is also a response to national targets, such as the UAE’s goal to halve food loss and waste by 2030, which is now backed by a major nationwide data collection study to drive evidence-based action.
Cloud data is another key tool. It provides businesses with reliable evidence for transparent reporting on environmental impact. Consumers across the MENA region now prefer brands with strong ethical and environmental commitments, viewing them not as a bonusbut as a baseline expectation.
For example, 67% of consumers in the region are concerned about the risks of ultra-processed foods and pesticides. Furthermore, technology adoption itself is accelerating, with MENA IT spending forecast to reach $169 billion in 2026, heavily focused on AI and cloud infrastructure that enable these very solutions. Thus, such an integrated approach is a good practice for operational efficiency and long-term success.
The element in a digital framework
Rapid technological adoption, from POS systems to AI-driven analytics, is meaningless without a team capable of leveraging it.
What does that mean in practice? It involves providing your staff with targeted training on new platforms, collaborating with educational institutions to create upskilling programmes, and, perhaps most importantly, fostering a culture where data informs every decision, whether you’re engaging with customers or working behind the scenes.
For the MENA F&B operator, the principles for 2026 are therefore clear. Success will belong to those who view their business as an ecosystem where culinary creativity, logistical intelligence, and human capital development converge into a unified growth strategy.
