The heritage food habits and consumers behaviour in Malaysia

THE HERITAGE FOOD HABITS
AND CONSUME BEHAVIOUR IN
MALAYSIA
copyright by Chef Federico Michieletto

Malaysian Food Habit
• 4 meals a day
• Rice (carbo), vegetables (fibre), meat (protein)
• Older generations cook traditional way
• Younger generations prefers quick & simple way
• High demand for food packaging & food preparation for a
longer storage life.
• Outside cheap food – mamak and coffee shop, 24 hours a day
• Local food: beef rendang, laksa, char kway teow, mee goreng,
roti canai

Malaysian Food Behaviours

Malay Cuisine
• Masak Lemak ―the richness of a coconut-based cooking style.
For example, nasi lemak
• Masak Pedas ― sambal or hot chillies-based style. For example,
beef rendang is a dry spiced coconut beef dish that is popular
throughout the country.
• Masak Assam ―assam translates as sour and refers to a
tamarind-based style. For example, assam laksa is a tangy fish
noodle soup.
• Masak Merah ―a tomato-based sauce style. For example, ayam
masak merah is similar to chicken cacciatore, however, what sets
it apart is its hotness derived from the spicy tomato sauce in
which the chicken is cooked.

Malay Cuisine
• Masak Hitam ―dark and sweet soy sauce based style. For
example, daging masak hitam is a sweet and slightly sour beef
dish made by blending dark soy sauce, tamarind juice, ginger,
lemongrass, and turmeric into a sauce in which beef strips are
cooked.
• Masak assam pedas - spicy and sour flavoured tamarind and
sambal or hot chillies-based style. For example, sambal sotong, a
spicy dish consisting of squids cooked in a blend of chillies,
shallots, garlic, stewed tomatoes, tamarind paste, and belacan, a
dried shrimp paste made from tiny brine shrimp that have been
processed by sun-drying and aging, then formed into a block or
cake.

Malay Cuisine

Chinese Cuisine
• Cantonese- the most popular style of Chinese cooking, is most
known for its quick stir-fry method and the importance of Yin
(cooling elements such as vegetables, most fruits, and clear
soup) and Yang (heat elements such as starchy foods and meat)
in dishes. For example, dimsum, for example : Siu Mai (steamed
pork and shrimp dumplings); Char Siu (roasted pork); and Chee
Chong Fun (rice sheet rolls).
• Szechuan- spiciest in Chinese cuisines, such as Ma Po Tofu, a
chilli tofu dish, and Hot and Sour Soup.
• Beijing- famous for its Peking Duck, is typically served with
steamed buns or pancakes, as rice is not readily grown in the
north of China.

Chinese Cuisine
• Hainan- is more common in Malaysia as most Malaysian-
Chinese are from the southern regions of China. Some
particular dishes from the region include: Hainanese Chicken
Rice, and Steamboat.
• Hokkien- usually perceived as being at the lower end of the
Chinese food culinary scale, this style of cooking is famous for
various dishes that are found throughout Malaysia. Some
famous hokkien food are such as: Bak Kut The and Popiah.
• Teochew- is a delicate yet robust cuisine style. One of its more
noted dishes is Char Kway Teow.
• Hakka-a style of cuisine most often sold at hawker stalls. One of
the well-known dishes is Yong Tau Foo.

Chinese Cuisine

Indian Cuisine
• Spices are the main component of Indian cooking - coriander, cumin,
turmeric, fennel, mustard, fenugreek, cardamom, clove, cinnamon, and
star anise.
• Indian cuisine in Malaysia can be separated into two different groups,
north and south.
• North Indian meals are mainly comprised of wheat breads such chapati or
roti (unleavened bread) or paratha (fried unleavened bread), and a form
of curry – vegetable (vegetarian) or meat-based. These curries are not
extremely spicy and have a creamy texture because of the use of yoghurt
or ghee (clarified butter). This creamier curry version is a form of cuisine
called Mughlai cuisine, from the ancient Moghul Emperors of India.
• South Indian meals differ as they tend to be served with lighter breads
such as dosa or thosai (thin rice pancakes), vada (a flat patty made of
fermented rice and dhal), appam (rice pancake),and idli (steamed rice
cake), as well as fish or vegetable-based dishes..

Indian Cuisine
• Nasi Biryani- a dish with a base of basmati rice sautéed in ghee, cooked with
saffron, and served with pieces of spiced lamb, mutton, or chicken, slivered
almonds and raisins. This dish is considered a delicacy as it uses saffron, the
world‘s most expensive spice.
• Fish Head Curry- like its name indicates, a curry in which the head of a fish (usually
a large grouper, cod, salmon, or red snapper) is cooked in fish curry powder with
spices, chillies, tamarind, and coconut milk.
• Mee Rebus - a yellow egg noodle dish served with a sweet potato gravy and bean
sprouts, and garnished with cooked squid, prawn fritters, boiled egg, fried shallots,
and a squeeze of a local calamansi lime.
• Roti Canai - (pronounced Chan-nai), a flaky pancake that is fried and served with a
side of curry for dipping. A popular drink is Teh Tarik, which means ―pulled tea‖.
This is a sweet milky tea that is prepared by pouring the hot tea from one mug to
another several times to make it frothy.

Indian cuisine

Nyonya Cuisine
• Nyonya, or Peranakan (descendant) - The word “nyonya” is a respectful Indonesian/Malay term for a
lady, and “baba” refers to the male. They are actually born of Hokkien Chinese .
• Nyonya food here has distinct Thai influences. Much use is made of strong flavours like chillies,
coconut, tamarind, herbs and spices, including the “aromatic” ubiquitous belacan (pronounced
belachan), a fermented prawn paste. Apart from noodle dishes, most are eaten with plain boiled rice to
do justice to the delicious flavours.
• Gulai Assam Tumis (Fish in a Spicy Sour Curry) - This is a popular gulai (curry) made with a rempah
(paste) of finely-minced onions, garlic, lemon grass, belacan and chilli which is then fried in oil (tumis)
until fragrant. A light solution of tamarind and water is mixed in, then fish, the most popular being
mackerel, stingray, or black pomfret. Vegetables like Ladies’ Fingers, tomatoes and brinjal (aubergine)
can also be included. A local herb with small aromatic leaves called Daun Kesom, also known as
Vietnamese Coriander, adds a gorgeous fragrance, and it is usually served adorned with fresh mint.
Locals love it and so will you especially if you like sour-based curries like Tom Yam.
• Kari Kapitan (Captain’s Curry) - The name apparently came about because of a European captain’s love
of curries for his tiffin (lunch). Every day his amah (maid) used to ask him, “Curry, Kapitan?” There are
many versions of this, but two main schools of thought: one advocates the use of coconut milk in it, the
other doesn’t. The rempah (paste) is basically chillies, onions, garlic, lemongrass, lengkuas (galangal)
and buah keras (candlenut). Usually made with chicken, it’s a delicious curry, perfect for those who
don’t like it too hot or spicy. This differs from the spicier more commonly-found Chicken Curry which is
usually made with curry powder and coconut milk.

Nyonya Cuisine
• Purut Ikan (Spicy Sour Vegetable Curry) - Literally translated to “Fish Stomach” because it is traditionally made with
pickled fish intestines, Purut Ikan is a true conglomeration of local vegetables: finely julienned brinjals, pineapple, long
beans, cabbage and at least ten different herbs cooked in a spicy tamarind-based soup. The small amount of pickled
intestines add a fishy taste, but this is beautifully counteracted by the myriad of flavours that the mix of unusual herbs
imparts. Some versions have added santan (coconut milk).
• Otak Otak (Spicy Fish Packets) - Like the previous dish, the name might be slightly off-putting as it means “brains” and
indeed the dish did use fish brain but nowadays the primary ingredients are prawns and fish meat. Sliced fish is mixed
into a fairly stiff spicy rempah, santan (coconut milk) and egg mixture, piled onto banana leaves which are then folded
up to form a “packet”. This is steamed till cooked, setting into a soft curry custard which is delicious cold or hot. One of
the most important ingredients is the aromatic leaf of the Daun Kaduk, a leafy climber which grows wild locally.
• Jiu Hoo Char (Fried Yam Bean with dried Octopus) - A Hokkien delicacy of fried julienned bangkuang (yam bean) and
dried octopus strips, this is a local salad usually eaten at feast time, particularly Chinese New Year. A tablespoon is
wrapped in a fresh lettuce leaf, topped with a dollop of the ubiquitous sambal belacan then popped into the mouth
whole. It’s sweet, savoury, spicy and fishy at the same time.
• Tau Eu Bak (Chicken or Pork Stewed in Soya Sauce) - This is similar to Adobo, and there are various versions of it.
Generally cooked with pork, garlic, a pinch of sugar and five-spice powder and two types of soya sauce (light and dark),
it’s one of the mainstays of nyonya home cooking as the resulting gravy thickens into a scrumptious almost gel-like
sauce which goes beautifully with white rice. Often tau kua (firm bean curd), Chinese mushrooms and hard-boiled eggs
are added. Tu Ka Chor is a sweet variation which includes black vinegar. It’s absolutely delish with a dollop of sambal
belacan.

Nyonya cuisine

East Malaysia – Sabah
• A rich variety of traditional food has been developed by Borneo's many tribes and indigenous
groups over the centuries; much of it is healthy food, consisting of foraged (now increasingly
cultivated due to modernisation) and fermented foods. Because much of the region was once
under the Brunei Sultanate's ruling, the Bruneian Malay people have left a lasting culinary
influence, particularly on the cookery of the coastal Muslim communities of East Malaysia.
Sabah’s unique cultural traditional food:
• Pinasakan sada, otherwise simply known as Pinasakan, is a traditional Kadazandusun dish of
braised basung fish mixed with takob akob (a tangy wild fruit mainly harvested for its skin),
fresh turmeric, salt and slices of Bambangan (optional). Pinasakan is another type of
preserved food and is good to be eaten sans heating for days at a time. Pinasakan goes well
with white rice or ambuyat and a dash of sambal.
• Ambuyat is a traditional Bruneian dish that is derived from the interior trunk of the sago
palm. On its own, the Ambuyat is simply a bland starchy blob which is similar to the tapioca
starch, but it goes well when eaten with tangy, spicy or salty accompanying dish such as the
Pinasakan and Bambangan. Ambuyat is prepared by mixing the sago starch powder into
boiling water. As the sago starts to coagulate, use a pair of bamboo fork or wooden
chopsticks to roll the starch around the prongs, dip into accompanying dish and munch. Be
sure to have a glass of water handy!

East Malaysia – Sabah
• Hinava is most probably the most well known traditional dish in Sabah. Popularized by the
Kadazandusun community, Hinava is made of fresh raw tenggiri (mackerel fish), which is filleted
and thinly sliced; mixed with sliced chili, ginger, diced red onions, grated Bambangan seed, salt
and set with a few squirts of lime juice. Either with rice or on its own as a salad.
• Tuhau - Most people, even locals, would have a love-hate relationship with the Tuhau due to
its distinct pungent smell, which is not unlike that of a stink bug. However, once you’ve tried it,
you may easily overlook its unpleasant smell. Originating from the interior parts of Sabah
(Tambunan, Keningau and Ranau), Tuhau is made of a type of wild ginger that is thinly diced,
mixed with diced chili and diced scallion, and pickled using salt and vinegar.
• Nonsom / Bosou - Another popular traditional Kadazandusun preserved dish that is made
using raw fresh water fish mixed together with rice and pickled using salt and pangi (a type of
local herb). After the mixing, the mixture is stored in a glass jar and marinated for two weeks.
Like most preserved traditional food, the Nonsom / Bosou is salty and tangy in flavour. It goes
well with white rice or even fried beehoon. For a nicer aroma, sauté the Nonsom / Bosou
together with diced garlic, a dash of pepper and olive oil.

Sabahan Food

East Malaysia - Sarawak
• Sarawak is rich in its diversity: whether it is the traditional cuisine of the
indigenous Dayak, Melanau and Orang Ulu peoples, or the food cultures of
the ethnic Chinese as well as local Malays of Bruneian ancestry, most of
these ethnic cuisines are now well represented in Sarawak's urban
eateries and restaurants, particularly as public awareness and interest in
Sarawak's cultural diversity has increased in recent years.
• In general, Sarawakian is quite distinct from the regional cuisines of the
Peninsular. Iban comprise the largest Dayak subgroup . The traditional
cookery of the Iban is called pansoh or pansuh, which is the preparation
and cooking of food in bamboo tubes. Ingredients like poultry, fish, pork,
vegetables or rice are mixed with fragrant herbs like lemongrass, tapioca
leaves and bungkang leaves (a species of myrtle from the Eugenia genus),
then sealed within the bamboo tubes and placed directly over an open
fire.

East Malaysia - Sarawak
• Sarawak Laksa - The Sarawak Laksa is essentially vermicelli rice noodles (bee hoon), cooked
in a shrimp-based broth that is made to thicken with coconut milk. This dish is served with
generous amounts of crunchy bean sprouts, a few boiled prawns and garnished with
shredded chicken and slivers of egg omelette. For added spice, there's the thick sambal
paste at the side or you can squeeze some lime juice (limau kasturi) into your dish as well.
• Kolo Mee - This light yellow egg noodle consists of lard, char siew (barbecued pork) sauce
and black vinegar. A common enough dish found in Sarawak.
• Kompia - Guang Bing (Kom Pia) initially served as dry food for Chinese hero Ji Guang's
soldiers to carry during the anti-Japanese occupation war in China. Ji Guang is credited with
creating this popular Foochow food. While resembling the French bread in taste, the Guang
Bing also has a little extra in the form of sesame seeds sprinkled generously on top of the
bread.
• Umai - The umai is traditionally a standard lunch meal for the Melanau fisherman. Thin
slivers of raw fresh fish, usually iced but not frozen, combined with thinly sliced onions, chili,
salt and juice from sour fruits like lime or assam go into preparing this dish. The dish is
usually accompanied by a bowl of toasted sago pearls and is so simple that fishermen
prepare it easily on their boats.

Sarawak Food

Food Consumer Behaviour
• Consumers' decision-making processes can be different according
to different cultural backgrounds. Some of the most important
components of culture include consumption habits of food and
patterns of consumption, which make a significant contribution to
decisions consumers make concerning food consumption.
• An individual’s cultural background shapes what he or she eats, the
manner in which the food is consumed, when it is appropriate to
eat, and the significance of the food being. Thus, behavioral
patterns in ethnic restaurants comprise an important area of study
for those interested in conducting research in the field of consumer
behavior.
• There is not only a great variety in people’s food consumption, but
an infinite amount of variety. The reasons that consumers choose to
eat at a particular restaurant are many, and determined by
individual consumer’s preferences, tastes, and perspectives.

Top 3 things liked most by consumers: Food quality,
service, and pleasant atmosphere/ environment

Top 3 things disliked most by consumers: lack of variety,
boisterous (noisy) customers, and dirty restrooms

Food Consumer Behaviours - Studies
• There is a growing demand for food away from home because
of higher incomes, changes in consumption patterns, changes in
household composition, and the time pressures created by
dual-working families.
• Male mostly search for the high quality of food and the large
quantity of food, female searches for culture based food.
• Customers towards Chinese food cultural knowledge and
awareness are related to their ages, the older and the more
educated ones are the more knowledgeable, the more
education one has the more knowledgeable.
• Customers’ ethnicity would play an important role in terms of
cultural awareness and knowledge.

Customer satisfaction
• Customer satisfaction is to measure how products and
services supplied by a company meet or surpass customer
expectation.
• Customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers'
expectations.
• When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective.

Customer Satisfaction
• Current research shows that the most common factors
affecting restaurant guests while making this decision are:
food quality, service quality and overall restaurant
environment.
• It is a 2 x 2 x 3 experiment: 2 types of restaurants (full-service
and quick service), 2 levels of performance (high and low) and
3 major attributes (food quality, service and ambience).
• All restaurant attributes are equally important in consumer
decision making.

Customer Satisfaction
• The obtained results also indicated that food quality is more
important than service and ambience for consumers in
upscale restaurants while speed of service is more important
than food quality and ambience in quick service restaurants.
• Customers in both upscale and quick service restaurants are
willing to spend more if the restaurants' resources are focused
on attributes that are appropriate for that segment.
• In F&B, guest satisfaction matrix is essential and this is to
ensure every customer who came to restaurant is satisfied
and all staff is to be train how to deliver a good service just to
achieve the goals.

Restaurants service etiquette
• Dining, always served with a gracious touch – greet customer
in front of restaurant.
• We will seat guests thoughtfully for maximum comfort and
privacy, and offer a choice of seats unless impossible; we will
remain at the table until all guests are comfortably seated.
• We will speak with guests calmly and discreetly, not
interrupting conversations or asking obvious questions; and
conversations amongst colleagues will be quiet and minimal.

• Our service will be attentively and seamlessly paced so that
the guest never experiences noticeable delays or must signal
for service.
• While guests are at our buffet, our dedicated guides will
proactively greet guests, expedite traffic, and describe the
dishes highlighting local specialties and house specialties.
• We will knowledgably and enthusiastically describe our foods
and drinks, with special pride in regional specialties and
signature dishes; reasonable special requests will be
graciously accommodated.

• Whenever a guest has accepted our recommendation, the
colleague giving the recommendation will show sincere
interest and return to ask how they enjoyed it.
• When wine assistance is requested, we will engage by asking
multiple questions to determine guest preferences, make
appropriate recommendations accordingly at different price
points with helpful descriptions.

Conclusion
• With a growing number of Malaysians living in urban areas, it is expected that the sale of
convenient and time-saving items will rise.
• Young adults who have relocated to the cities for higher-level education and work will
continue to lead this trend.
• Items of food, it is expected that ready-meals will continue to grow; however, not all
segments of ready-meals will be in demand. Frozen and canned or prepared meals will
continue to rise as they offer a quick alternative to homemade, or have the flexibility to be
used as a time-saving base for more elaborate meals.
• Although it is important to speak to the more traditional dishes, when it comes to ready-
meals, the window for growth may be small as foodservice outlets such as mamak stalls or
kopitiams already provide quick alternatives to home cooked meals.

Conclusion
• With increasing international influence, Malaysian consumers seeking a similar lifestyle
may look to more Western or health-oriented options in the ready-meals sector.
• The demand for premium brands will continue to grow in the younger generations.
• Stores that typically served expatriates are now finding that young professional Malaysians
are among their customers, as they search to acquire premium and imported goods. A part
of this demand is the desire to define their lives through purchasing choices.
• Traditional Malaysia cuisine with international influence - However the young and tech-
savvy population is increasingly educated with growing income levels, and is shaping
consumer demand. It is clear that Malaysians are proud of their varied heritages, and they
will continue to blend new international influences with their own values in order to
maintain their distinct identity.

Thank You

The heritage food habits and consumers behaviour in Malaysia

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