Malaysian cuisine was one of the cuisine types within vans channels, along with Italian and American cuisines, according to GlobalData’s menu intelligence database. In its menu analysis of vans in Malaysia report, GlobalData analyses 281 menu items across vans outlets and provides an overview of various foodservice channels in Malaysia. According to GlobalData, vans makes up 0.159% of all restaurant types in Malaysia. Buy the report here.
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Cheese was found to be the most-used ingredient in vans establishments, featuring in 7% of menu items, followed by fruit and chicken. Hot Drinks and herbs, spices & seasonings were also significant ingredients. An analysis of menu categories reveals that meal deals and combinations, salads & sides, meat dishes, burgers and fruit were most popular within the vans format.
An analysis of the annual price change between 2023 and H1 2024 indicates that the average menu prices in Malaysia vans channel have dropped by 0.06%. Considering all channels (including vans) the average price change was -0.07%. As on-premises dining gains momentum following the COVID-19 pandemic, the vans segment in Malaysia is expected to experience overall growth. Moreover, the introduction of new menu items that emphasize health and wellness generates interest in those seeking nutritious menu options and greater variety.
Different restaurant types exhibited mixed price movements within Malaysia foodservice market between 2023 and H1 2024. Of all the restaurant types, bar exhibited highest price hike, while hotel & motel experienced a maximum price decrease.
An in-depth analysis of vans price trends by location reveals consumption trends of each region. The graph below represents the change in vans menu prices between 2023 and H1 2024 across the top five locations. As seen below, vans menu items in Teluk Intan became more affordable as compared to Johor Bahru and Kuantan.
While consumers become more price conscious, operators look for ways to optimize their costs to retain margin and market share. In the Malaysian market, vans 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 flavors of their food and beverage offerings in a convenient format to enhance customer engagement.
To further understand and explore GlobalData’s insight into Malaysia vans menu, buy the full 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.
