The MENA restaurant scene is a vibrant, fast-evolving space, shaped by innovation and competition. With a well-established reputation for offering a blend of global cuisines to consumers that are confident and savvy with tech, the regional hospitality market requires industry players to not only provide culinary excellence, but also embrace the latest cutting-edge technology.
From automating operations to creating immersive dining experiences, technology is shaping how restaurants operate and expand. Drawing on insights from regional and global markets, here are seven tech-led trends that are driving the future of dining.
1. Automation: streamlining operations for growth
Automation is transforming restaurant operations by improving efficiency and reducing costs, which is especially critical in regional markets with a high-cost environment. Self-service kiosks at McDonald’s and KFC in Dubai have already streamlined ordering, reducing wait times and improving customer satisfaction.
Globally, automation’s development is even more far-reaching. US-based Sweetgreen uses robotic arms to prepare salads, offering speed and consistency, while cutting labor costs. While advanced robotics are rare in the MENA region, they represent a promising future for streamlining back-of-house operations.
Locally, automating kitchen management and supply chain logistics can give operators a competitive edge. These tools allow for greater scalability, especially when opening new locations, ensuring consistency and quality across branches.
2. AI: smarter decision-making for expansion
Artificial Intelligence (AI) is revolutionizing how restaurants gather insights, optimize operations and plan for growth. In the MENA markets, AI tools are already being used to optimize delivery routes, predict peak hours and personalize marketing campaigns.
Globally, Domino’s Pizza uses AI to forecast inventory needs and tailor menu recommendations, reducing waste and enhancing customer satisfaction. Adopting similar strategies regionally could boost sustainability and help restaurants better align with customer preferences.
AI is also proving invaluable in site selection – a critical factor for successful expansion. Tools like Placer.ai analyze foot traffic, demographics and local competition to identify optimal locations. This is especially relevant for regional hotspots, where rapid development offers exciting opportunities.
3. Online ordering: a pillar of modern restaurant operations
Online ordering systems are no longer an option – they’re a necessity. Platforms like Talabat, Deliveroo, Noon and Zomato dominate the UAE market, for example, providing restaurants with an essential connection to their customers.
Globally, the rise of ghost kitchens – delivery-only restaurants – demonstrates how online ordering can fuel expansion. Dubai-based Kitopi has capitalized on this trend, allowing brands to test concepts without committing to full-scale physical locations.
For smaller operators, integrating with these platforms or developing proprietary apps can unlock new revenue streams and expand their customer base far beyond their immediate vicinity.
4. Loyalty programs: building lasting connections
Customer loyalty has always been key to success, especially during periods of growth. In the UAE, digital loyalty programs, like Starbucks Rewards and Carrefour’s loyalty app, have set the standard by offering convenience and personalized benefits.
Globally, brands like McDonald’s have taken loyalty a step further, with gamified programs, like their Monopoly campaign, creating excitement and engagement among customers. These strategies resonate strongly in the UAE, where diners value experiences as much as the food itself.
For restaurants in the region, developing loyalty apps or integrating rewards with commonly used platforms like WhatsApp can help maintain customer connections as they expand.
5. Contactless payments: redefining convenience
The pandemic accelerated the trend for adopting contactless payments and they have now become the norm for many regional markets. With the widespread use of Apple Pay, Samsung Pay and local options like PayBy, diners expect seamless and secure payment options.
Globally, QR code payments dominate in markets like China, and their simplicity is gaining traction regionally. Restaurants in tech-forward areas are increasingly adopting these methods to meet customer expectations.
Rather than a convenience, modern payment solutions are today a critical component of the customer experience, meaning investing in them is now a must.
6. Smart kitchens: elevating quality across locations
Smart kitchens, equipped with Internet of Things (IoT) devices, are revolutionizing how food is prepared and monitored. Brands like Chipotle are using IoT tools internationally to track cooking temperatures and ensure quality consistency across outlets.
Across MENA, where maintaining high standards is essential to stand out in a competitive market, smart kitchen technology can reduce downtime, improve efficiency and enhance food quality. This is particularly valuable for operators managing multiple locations, from fine dining to casual cafés.
7. Immersive dining: the rise of 3D menus
Emerging technologies like 3D menus are taking customer engagement to new heights. Augmented reality (AR) apps allow diners to view life-like projections of dishes before ordering. This reduces uncertainty, enhances the dining experience and creates a sense of novelty.
With experiential dining already a growing trend in key regional markets, 3D menus could find a strong foothold in innovative dining destinations and concepts. However, adopting such technology requires significant investment in AR infrastructure, staff training and ongoing updates, which can be a challenge for smaller operators. As AR becomes more accessible, it could revolutionize how restaurants present their offerings, making it easier to captivate and convert diners.
Overcoming challenges, embracing opportunities
While the benefits of technology are clear, implementing these innovations isn’t always straightforward. High costs, complex integration processes and the need for continuous training can be daunting, especially for smaller operators.
However, the tech-friendly ecosystems in place in much of the MENA region, coupled with government support in key markets, offer a supportive environment for experimentation and adoption. Trends like robotic waitstaff, already gaining traction in Japan, may soon find their way to the region, offering a glimpse into the future of dining.
Certainly, technology is reshaping how restaurants operate, grow and connect with their customers. In regional markets that thrive on innovation and high customer expectations, adopting these trends isn’t just about staying competitive – it’s about setting the stage for long-term success.
From AI-driven decisions to immersive AR experiences, the restaurants that embrace these trends and tools today will lead the next wave of industry transformation. By leveraging technology with care and consideration, they can create dining experiences that are not only efficient and memorable but also future-ready.
Diogo Ildefonso,
General manager of Glee Hospitality Solutions,
gleehospitality.com
@gleehospitality
