In the Chinese calendar, 2024 is the Year of the Dragon, which is a powerful and lucky being. Is the industry in for something new, or, rather, the trends that have been there for a while? What trends in foodservice are a safe bet in the next 12 months?
Changes in restaurants should start from the back of the house. But it is not all about technological innovations such as AI or robotics. Rather, restaurateurs plan to invest in practical solutions that allow them to run a profitable and sustainable business, such as state-of-the-art ovens that consume the optimal amount of energy and equipment that reduces production time while easing the burden on humans.
In 2024, it is worth organizing work so that restaurant crews can engage energy and positive emotions to cater to guests. In the next quarters, a "modern restaurant" will be considered a place with a good, home-like atmosphere. Openness and closeness (though always with respect) will play an increasingly important role in building relationships with customers.
A restaurant that wants to stand out in the market has to take into account generational changes among employees. The American Restaurant Association points out that the restaurant industry employs a much higher percentage of younger workers than other sectors, and Restaurant365 points out that 49% of the restaurant workforce is already Generation Z.
Another important trend that cannot be overlooked is concern for the planet. More and more restaurateurs have already implemented eco-friendly measures in their business or are planning to do so. The era of zero waste is coming and rightly so. According to a 2021 UNEP Food Waste Index Report (United Nations Environmental Program) study, the broader food service sector was responsible for 26% of the world's wasted food. Restaurants that can expect to see an increase in 2024 are those that give up single-use plastic. And this is already happening! Warsaw’s NEOpolitan's Pollypizza has introduced Pizzacycle, a reusable pizza packaging that will reduce the number of cardboard boxes used. In the eyes of guests, establishments that offer a local seasonal card with information about their product suppliers and how they take care to reduce food waste and reduce their carbon footprint are sure to gain. The British fast food chain LEON serves "zero-carbon" burgers and fries in its restaurants. The company measures CO2 emissions from its entire supply chain and offsets the carbon footprint of its dishes in cooperation with a consulting firm. In addition, the chain uses 100% green electricity in its kitchens.
The main growing trend is the development of vegetarian offerings. Unfortunately, vegan dishes are no longer anything new, so every year it becomes more difficult to show guests something surprising. Fortunately, the potential of plants in the kitchen is far from exhausted. Restaurants such as Tendril in London are famous for blazing new trails in "green cuisine" by serving, for example, cauliflower parfait or fennel remoulade. Certainly, a culinary twist on tradition is worth noting. One of these is the cutting of meat and the making of cured meats on site. For example, the Cadet wine bar and restaurant, where Jamie Smart heads the kitchen, is co-owned by charcuterie maker George Jephson, which guarantees the establishment a steady supply of the freshest homemade meats. Old varieties of cereal grains, such as millet, spelt, rye, or barley are also being rediscovered. Jolene Bakery in London, for example, uses as many as fifty ancient grain varieties. But cereals appear not only in baked goods and cereals, but also in stews or salads.
There will also be no shortage of room for novelties on the dessert menu. In 2024, prominent creators are most likely to experiment with fermentation and the use of noble mold. For example, Stuart's Lyla restaurant offers a dessert of chocolate, fermented koji barley, and salted milk. Another trend is the rise in popularity of nonalcoholic cocktails, known as mocktails. Once seen as "boring" and "inferior," today they are gaining popularity as new and interesting options for guests. Restaurateurs are seeing a steady decline in alcohol consumption mainly among younger Generation Z guests. According to the IWSR, sales of nonalcoholic beer/cider, wines and drinks will increase by 31% by the end of 2024.
At a time when a trip to a restaurant is a noticeable expense, guests want to feel that they have experienced something unique and even shocking. That is why places that offer unique experiences will increasingly stand out. And there is no shortage of inspiration. A restaurant inspired by the Batman universe? You can find it in London's Park Row.And if you are in the mood for a dinner with an amazing view, drop by Italy's AlpiNN to eat with a view of the Dolomites, or on the 60th floor of New York's skyscraper, Philadelphia. But restaurants attract more than just decor. As the Restauranteur website notes, 2024 should also bet on other pop-up events, such as projection mapping (3D visualizations on walls, tables, and more). Guests can feel as if they are dining in the depths of the sea or among the galaxies. It is also a good idea to invite a well-known chef to a pop-up, or to organize a themed evening dedicated to cuisine from a particular region or a particular culinary form. Paint&Sip events, or painting lessons combined with wine tasting in a home-cooking atmosphere, are becoming increasingly popular.
So what is worth offering guests in 2024 to make them want to come back for more? Before answering this question, it is important to take care of your own comfort level and good relations with your employees (some even predict a renaissance of turquoise management, i.e. a restaurant completely devoid of hierarchy). Only in a relaxed environment can one be tempted to be creative, which is necessary for business success. Once you start thinking about how to make your guests memorable for a longer period of time, it is worth reaching for the elements of not only surprise, but also education to build your menu. In this way, combined with decor and unpretentious service, you can create an experience – the genius loci of restaurants that will attract guests in spite of economic challenges.
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