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Are Indian Muslim or Mamak Restaurants Stealing the Spotlight from Malay Restaurants in Malaysia's Urban Areas?

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  • Mohd Salehuddin Mohd Zahari
  • Zul Hazam Mohd Piah
  • Mohamad Fadzly Che Omar
  • Nursyafiqah Ramli
  • Hanafi Hamzah

Abstract

The primary objective of a restaurant operation is to attain profitability by cultivating customer loyalty through outstanding service, unforgettable dining experiences, and strong connections that encourage repeat visits. This study investigates whether Indian Muslim or Mamak restaurants are outshining Malay restaurants in urban areas. Qualitative data were collected through semi-structured interviews with 120 customers at selected popular Mamak restaurants in the Klang Valley, Malaysia. These interviews aimed to understand customers' viewpoints and dining experiences. The findings reveal that Mamak restaurants have successfully adapted to shifting consumer preferences, establishing themselves as a resilient and favored dining option, particularly in urban settings. Their continuous innovation, technology integration, and extended operating hours have reinforced their appeal, slightly overshadowing Malay restaurants in these areas. The study highlights the importance of restaurant operators adopting proactive strategies that align with changing consumer demands and market dynamics to remain competitive and sustainable.

Suggested Citation

  • Mohd Salehuddin Mohd Zahari & Zul Hazam Mohd Piah & Mohamad Fadzly Che Omar & Nursyafiqah Ramli & Hanafi Hamzah, 2025. "Are Indian Muslim or Mamak Restaurants Stealing the Spotlight from Malay Restaurants in Malaysia's Urban Areas?," Information Management and Business Review, AMH International, vol. 17(1), pages 272-287.
    • Handle: RePEc:rnd:arimbr:v:17:y:2025:i:1:p:272-287
    DOI: 10.22610/imbr.v17i1(I)S.4401
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    References listed on IDEAS

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    1. Lim, Weng Marc & Aggarwal, Arun & Dandotiya, Ravi, 2022. "Marketing luxury services beyond affluence in the new normal: Insights from fine dining during the coronavirus pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Parikshat Singh Manhas & Priyanka Sharma & Joana A. Quintela, 2024. "Product Innovation and Customer Experience: Catalysts for Enhancing Satisfaction in Quick Service Restaurants," Tourism and Hospitality, MDPI, vol. 5(3), pages 1-18, June.
    3. Ćirić, Nata & Đenadić, Miroljub & Muhi, Bela & Jovanović, Dušan, 2014. "Quality Of Gourmand Products And Services And Modern Trends In Restaurant Industry," Economics of Agriculture, Institute of Agricultural Economics, vol. 61(2), pages 1-14, June.
    4. Patcharaporn Mahasuweerachai & Chompoonut Suttikun, 2022. "The Effect of Green Self-Identity on Perceived Image, Warm Glow and Willingness to Purchase: A New Generation’s Perspective towards Eco-Friendly Restaurants," Sustainability, MDPI, vol. 14(17), pages 1-13, August.
    5. Mohd Syaifuddin Mohd Alias & Zaharah Mohamed Rani & Hashim Fadzil Ariffin, 2024. "Tourism Destination Image: Towards a Better Performance on Malay Restaurant by Reflecting Competitive Advantage in Business Organization," Information Management and Business Review, AMH International, vol. 16(3), pages 16-22.
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