1

Strong Traditional Tastes in the Local F&B Market

The Ministry of Trade states that the culinary sector remains a major area of interest in the franchise business. As of February 2025, there are 157 local and 154 overseas franchisors, with the food and beverage (F&B) sector still dominating at 47.77%. In conclusion, the culinary sector continues to be the backbone of Indonesia’s franchise industry.

Jakpat conducted a survey to identify local food and beverage (F&B) trends across eight urban areas in Java: Bogor, Depok, Bandung, Yogyakarta, Surakarta, Semarang, Malang, and Surabaya. These areas serve as economic hubs with high population density, making them an important reference for business players assessing expansion opportunities. This study involved 995 young respondents and was conducted from September 2–7, 2025.

Overall, 77% of respondents prefer local culinary businesses when eating out. In the past six months, local culinary choices have been dominated by heavier dishes such as noodles and soups (68%), followed by chicken and geprek (58%). One in two respondents said they enjoy regional cuisines such as Padang, Sundanese, or warteg food.

Meanwhile, typical snacks such as dim sum & siomay, also seblak & cilok are popular among about half of respondents. Coffee and contemporary beverages are also in demand, showing that modern trends continue to coexist with traditional tastes.

Consumer Behavior

Consumers generally choose where to eat based on price (60%) and taste (59%). Other factors such as service (44%), cleanliness (44%), and portion size (43%) also influence decisions — especially among middle- and upper-class respondents.

“For consumers, price and taste remain the main factors. However, increasingly, service, cleanliness, and portions are also being considered. This means the challenge for business players is not only to maintain price and taste, but also to ensure that the dining experience feels more valuable overall,” said Jakpat Lead Researcher Farida Hasna.

In terms of facilities, 4 out of 5 respondents stated that cleanliness and the availability of toilets are essential features for any dining place. Students tend to prioritize comfortable seating (75%) and power outlets (53%), while workers focus more on practical amenities such as parking (50%).

Most people eat out around lunch (37%) and dinner (41%). Women are more likely to dine out at night, while men show slightly higher activity in the late evening or early morning.

Interest in Trying New Places to Eat

Trying new dining spots has become part of many people’s lifestyles, especially as diverse culinary options continue to emerge. The majority of consumers are attracted to new places primarily because of affordable prices, with 64% citing budget suitability as the main factor.

In addition, unique or distinctive menus also serve as a major draw (49%), followed by opening promotions that further encourage visits (48%). Curiosity sparked by social media content also strengthens their decision to try new places.

Most consumers don’t rush to visit newly opened restaurants. A total of 40% prefer to wait until the place feels more stable or after seeing reviews first, 35% visit by chance or about 1–2 weeks after opening, 26% are attracted by opening promos, and only 16% go during the grand opening.

“Culinary exploration isn’t always about FOMO (fear of missing out). Some prefer to wait and see until the place feels more stable, while others come right after seeing promos or reviews. This shows that people’s culinary exploration isn’t just about following trends, but also about seeking experiences that feel worth trying,” said Hasna.