Dubai’s Korean food set is growing rapidly, with more people exploring the authentic flavors of Korea through both dine in and takeaway options. Understanding customer preferences and behaviors is necessary for restaurants to increase their service offerings.
To gain insights, a survey was conducted among 1,210 customers in 2025, examining their dining habits, spending behaviors and satisfaction levels. This case study focuses on Mashisoyo, a Korean restaurant in Dubai, to accompany how these findings can be applied in a real-world setting.
Research Objectives
- To decide whether customers prefer dine in or takeaway when enjoying Korean cuisine in Dubai.
- To identify the factors influencing their choice.
- To assess satisfaction levels with both experiences.
- To analyze spending patterns and digital ordering trends.
Survey Demographics
Age Groups:
- 18-24 (25%)
- 25-34 (40%)
- 35-44 (20%)
- 45-54 (10%)
- 55+ (5%)
Gender Distribution:
- Male (55%)
- Female (43%)
- Prefer not to say (2%)
Residency Status:
- Dubai Residents (65%)
- Tourists (20%)
- Expats (15%)
Frequency of Dining at a Korean Restaurant:
- Weekly (35%)
- Monthly (45%)
- Occasionally (20%)
Key Insights
The following key findings summarize the insights from our customer behavior survey, focusing on dining preferences, spending habits, satisfaction levels and digital ordering trends. These insights provide a crystal clear understanding of what brings customer choices between dine in and takeaway experiences. Helps to identify opportunities for improving service offerings, improving customer satisfaction and customizing marketing strategies.
Dine-in vs. Takeaway Preferences
- 52% of people prefer dining in.
- 42% of the customers prefer takeaway
- 6% had no clear preference.
Why Customers Prefer Dine-in
- Customers who preferred dine in has the following reasons:
- 70% of ambiance & experience
- 65% of freshly served food
- 60% socializing with friends/ family
- 50% table service convenience
- 35% trying new dishes
Why Customers Prefer Takeaway
The top reasons for choosing takeaway includes:
- 68% of convenience & time-saving
- 55% avoiding crowds
- 50% for eating at home/office
- 40% of more affordable than dine in
- 35% of food customization options
Spending Behavior
Average spending per visit:
- Dine-in: AED 120-200 per visit (65% of respondents)
- Takeaway: AED 50-100 per order (75% of respondents)
Do customers order more food when dining in?
- Yes: 58%
- No: 42%
Meal preference:
- Dine in: 75% prefer dinner, 25% prefer lunch
- Takeaway: 60% prefer lunch, 40% prefer dinner
Satisfaction Levels
- Dine in Experience: Average rating of 4.6/5
- Takeaway Experience: Average rating of 4.3/5
Top complaints about dine in:
- Waiting time (40%)
- high prices (25%)
- limited seating (20%)
Top complaints about takeaway:
- 50% about food not as hot/fresh
- 30% on packaging issues
- 20% for delayed delivery
Digital Ordering Trends
How customers place takeaway orders:
- 50% through food delivery apps (Talabat, Deliveroo, etc.)
- 30% through restaurant websites
- 20% by calling the restaurant
Demand for promotions:
- 55% prefer discounts on dine-in
- 35% prefer discounts on takeaway
- 10% want both
Insights & Recommendations
Based on the findings, Korean restaurants in Dubai, including Mashisoyo, can implement the following strategies to increase customer satisfaction:
Increase Dine in Experience
- Reduce waiting time through reservation systems or pre-ordering options.
- Themed dining experiences to attract customers looking for ambiance.
- Combo offers for dine in customers to encourage group dining.
Improve Takeaway Experience
- Use premium packaging solutions to make sure food stays fresh during delivery.
- Offer special takeaway promotions to increase value for customers.
- Collaborate with a variety of delivery platforms to reduce wait times.
Use Digital Ordering Trends
- Expand the availability of online ordering channels to reach more customers.
- Customize promotional offers based on customer preferences for dine in or takeaway.
- Increase the mobile ordering experience for smoother and convenient use.
Conclusion
The study shows that dine in is the preferred option for most customers due to the convenience and affordability factors. By addressing key pain points and adapting to digital ordering trends, Korean restaurants in Dubai can cater to evolving customer preferences effectively.
Understanding these dynamics will allow businesses like Mashisoyo to optimize their services, assuring that both dine in and takeaway customers have an exceptional dining experience. Mashisoyo has its authentic Korean dishes and pleasant environment is well-positioned to support these insights to further increase its offerings and customer satisfaction.