Wings is one of the food and beverage sub-category offered in restaurants, along with the meat mains – others and meal deals and combinations sub-categories, according to GlobalData’s menu intelligence database. In its menu analysis of the wings sub-category in Malaysia report, GlobalData analyses 514 menu items from different foodservice outlets and provides an overview of the food categories available across the foodservice channel in Malaysia. According to the report, the wings sub-category constituted a 2% share among all restaurant types in Malaysia. Buy the report here.
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Chicken was found to be the most-used ingredient in the wings sub-category featuring in 70% of menu items, followed by cheese and vegetables. Herbs, spices & seasonings and chilli pepper were also significant ingredients.
An analysis of the annual price change between 2023 and H1 2024 indicates that the average menu prices in the wings sub-category have risen by 0.23%. As on-premises dining gains momentum following the COVID-19 pandemic, the wings sub-category in Malaysia is expected to experience overall growth.
Different sub-categories exhibited mixed price movements within Malaysia foodservice market between 2023 and H1 2024. Food sub-categories in Malaysia witnessed price increase in their food offerings in the mentioned timeline. Out of these, beer, ale & cider sub-category saw highest price increase.
An in-depth analysis of wings sub-category price trend by location reveals consumption trends of each region. The graph below represents the change in wings sub-category menu prices during 2022-2024 across the top five locations. As seen below, wings sub-category menu items in Johor Bahru(Malaysia) became more affordable as compared to Kuala Lumpur and Petaling Jaya.
While consumers become more price conscious, operators too, look for ways to optimize their costs to retain margin and market share. In Malaysia market, restaurants operators rely on innovation as a crucial tactic to appeal to customers as well as optimize costs. As increasing number of consumers seek novel experiences, foodservice operators must continuously innovate their menu choices, providing superior taste and quality along with a diverse selection of dishes. Operators should highlight the distinctive tastes and flavours of their food and beverage offerings in a convenient format to enhance customer engagement.
To further understand and explore GlobalData’s insight into Malaysia sub-category menu, buy the report here.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.
GlobalData’s Online Menu Intelligence is a database of cost and profit foodservice operators on menus within Foodservice Intelligence Center. The tool’s several search options, such as cuisine, category, menu item, ingredient, and restaurant, help users to conduct focused searches in terms of price analysis (average price and change in prices), menu item claims, popular categories, cuisine/ingredient penetration levels, etc.
