VEGETARIAN MENU INNOVATION IN RESPONSE TO HEALTHY FOOD TRENDS AT HOLIDAY INN MELAKA

Abstract

This study is entitled "Innovation of Vegetarian Menu as a Response to Healthy Food Trends at 
Holiday Inn Melaka". The study is based on the increasing awareness of the global community, including 
Malaysia, towards healthy, ethical, and sustainable consumption patterns. Malaysia's ethnic and religious 
diversity influences dietary choices that tend to adopt plant-based menus. The study aims to identify cultural, 
religious, and social factors influencing plant-based diets; analyze the growth of vegetarian trends among 
the young urban generation; and explore vegetarian menu innovations in hotels as valuable and sustainable 
product innovations. The research used a descriptive qualitative method with direct observation, in-depth 
interviews, and documentation during the on-the-job training program at Holiday Inn Melaka. The results 
indicate vegetarianism is driven not only by religious norms but also by modern lifestyles emphasizing health 
and environmental ethics. Holiday Inn Melaka developed innovations such as mushroom satay with peanut 
sauce using local ingredients.