Foodpanda Identifies Malaysia’s Food & F&B Trends for 2025: Digital Orders, Viral Menus, and Healthy Choices Continue to Dominate

Kuala Lumpur, El Sky News — Foodpanda has highlighted the key trends shaping Malaysia’s food and F&B scene in 2025: digital ordering is becoming the primary way consumers search for and purchase meals, viral menus fueled by social media continue to drive restaurant sales, and demand for healthier and functional food options remains strong. Foodpanda’s reports and official articles throughout 2025 emphasize seven main themes influencing the local F&B landscape, including digital operations, menu customization, and beverage innovation.

Digital Orders and Contactless Experiences Become Standard

Data from Foodpanda’s operations and merchant guides show that Malaysian consumers increasingly prioritize convenience from browsing restaurants in-app to cashless payments and digital menus directly integrated into the platform. Partner restaurants gain access to digital menus and in-app promotional tools, allowing exposure and order management without physical menus. This has made digital transactions not just optional, but essential for F&B players seeking relevance.

Viral Menus — The Power of TikTok & Instagram in Sales

Analyses by Foodpanda and APAC marketing teams show that visual content and short-form videos can generate sudden spikes in orders for specific dishes. Restaurants leveraging quick videos, “Instagrammable” plating, and micro-influencer collaborations often see higher order volumes than competitors slower to act. APAC reports from Panda Ads emphasize the importance of data-driven advertising to capture viral momentum and optimize cross-market promotions.

Healthy & Functional Foods — Beyond a Trend, a Sustained Demand

Alongside comfort and viral foods, Foodpanda reports consistent growth in searches and orders for healthy options, low-sugar/salt meals, and functional foods such as adaptogenic beverages and nutrient-rich smoothies. This trend reflects increasingly health-conscious consumers seeking balanced alternatives without sacrificing taste, prompting many F&B businesses to add “fit” options and ingredient labels to their menus.

Technology & AI: From Menu Analytics to Waste Reduction

Foodpanda stresses that one of its key value propositions for merchants is access to analytics from best-selling items to peak ordering times—as well as AI tools for advertising and inventory optimization. Restaurants using these insights can structure promotions, manage stock efficiently, and reduce food waste while maximizing profit margins. This has driven many F&B businesses to integrate delivery platforms as part of operational strategy, not just as an additional sales channel.

Implications for Merchants and Consumers in Malaysia

Local market analyses show that competition among delivery platforms continues to give consumers choice, while demanding smarter strategies from merchants—such as paid advertising, delivery-optimized menus, and omnichannel approaches (platform + in-house delivery). Market statistics indicate that major players maintain close market shares, making service innovation and customer experience critical for sustainable growth.

What’s Next?

Foodpanda advises merchants to:

1. Update and leverage digital menus with high-quality visuals.
2. Rapidly test viral menu concepts and measure their impact with data.
3. Develop healthy, delivery-friendly options.

For consumers, 2025 offers more choices, faster ordering experiences, and meals increasingly tailored to lifestyles from comfort food to functional dishes.