Restaurants gear up for Ramadan by adapting to changing consumer behaviours

AMMAN — The holy month of Ramadan is an opportunity for the local restaurant industry to rethink their service delivery operations that match consumer behaviour shifts, according to stakeholders.

Omar Awad, president of the Jordan Association for Restaurants and Sweet Shops Owners, told The Jordan Times that while restaurant sales typically increase after the first ten days of Ramadan, businesses generally experience a drop due to reduced operating hours

Awad emphasised that the spending patterns of consumers on food and restaurants change during Ramadan. 

"As such, it is vital for restaurant operators to enhance their offerings by providing memorable iftar and suhoor experiences, introducing new menu categories, and extending their operating hours into the midnight slot," he said.

Awad also pointed out that delivery services, especially during suhoor hours, begin to surge by the second week of Ramadan as most people stay awake until fajr time. 

He also said that the current demand at local restaurants has seen a decline of 20-30 per cent in January and around 15-20 per cent in February.

Omar Salah, owner of a barbecue restaurant, said that dining at restaurants picks up by the second week of Ramadan. He also noted that families usually prefer to break their fast together during the first few days of the holy month. Salah underscored that Ramadan presents a golden opportunity for food outlets and eateries to boost their sales.

Ahmad Tahseen, an employee at a local fast-food eatery in Khalda, said that people often opt for a pre-dawn meal during Ramadan, adding that when they dine out or place an order, their first choice is typically sandwiches, burgers, or Shawarma.