af&co. & Carbonate Debut The Seventeenth Annual Hospitality Trends Report

Forecasting the biggest influences in food, beverage, hotels, and more, the report provides actionable insights that inspire strategies for increasing relevance and boosting sales.

SAN FRANCISCO, Nov. 21, 2024 /PRNewswire-PRWeb/ -- af&co., one of the country's top lifestyle/hospitality marketing and public relations firms, and Carbonate, a boutique creative agency that builds, reinvigorates, and grows brands and hospitality concepts, are excited to announce the release of their 2025 Hospitality Trends Report.

Now in its 17th edition, the annual af&co./Carbonate Hospitality Trends Report forecasts the biggest influences in food, beverage, hotels, travel, marketing, and social media that will shape the hospitality industry in the coming year. From calling Quesabirria as the dish of the year in 2022, to foreshadowing the ubiquity of Ube in 2023, and citing Mortadella as an ingredient to watch in 2024, the af&co./Carbonate Hospitality Trends Report has become a trusted trends predictor. An eagerly anticipated industry resource each year, the report provides actionable insights to inspire strategies that enhance relevance, capitalize on trends, and boost sales.

Key takeaways from this year's report:

While the industry is continuing to experience shifts rooted in the pandemic, there are broader cultural changes altering the landscape—largely driven by Gen Z. Several dominant macro trends are emerging as this generational force begins to redefine consumer behavior and societal norms, causing reverberations throughout the industry in numerous ways.

"As we live our lives perpetually online, people are craving immersive, real-world experiences that are both meaningful and transportive—and it's an opportunity for restaurants, bars, and hotels to think beyond the ordinary," says Andrew Freeman, Founder of af&co. and Co-Founder of Carbonate. "Guests are choosing carefully where and when to go out, so you've got to make some noise to catch their attention. We're seeing brands get creative with programming—from redefining luxury with creative prix fixe menus, to theme nights, inventive menu LTOs, and added elements of entertainment that don't have to break the bank, but make a real impact."

"We're at a tipping point where social media isn't just inspiring trends—it's dictating them," says Candace MacDonald, Co-Founder and Managing Director of Carbonate. "Gen Z's influence is not only reflected in their own buying behaviors, but in the generations above and below them. They are culturally diverse and curious, paving the way to new flavors that are less familiar to older generations. At the same time, things that some may consider nostalgic quickly gain momentum through social media. Strategic entertainment is the key, with brands needing to create experiences that are not only convenient and shareable, but also deeply engaging both in-person and online."

Get a taste of the trends below, or click here to explore over 50 in the full report:

Top Cuisine: Simple Seafood

The raw bar and the fried seafood shack share a lot of similarities: concise menus, a small line, and simple food done really, really well. At a time when inflation, labor, and high food costs are having a big impact on the industry, these types of concepts with a small footprint, and a short (but craveable) menu that doesn't require a lot of specialty cooking equipment, offer a lot of benefits.

Why Now: While the concept may be simple, the execution allows for chefs to add their signature stamp of creativity. As we reach "peak maximalism"—where over-the-top dishes, drinks, and design are becoming the norm— we expect a pendulum swing back to the desire for a more minimalist vibe that these places provide.

• Good Hot Fish (Asheville, NC) is a counter service fish fry restaurant inspired by Southern fish camps serving up nostalgia, Hot Seafood Dip + Fried Saltines, and the Good Hot Fish Sandwich featuring fried seasoned catfish dredged in locally milled cornmeal, served on squishy white bread with buttermilk tartar sauce, and fridge pickles on the side. (PHOTO)
• Penny (New York, NY) is a new raw bar and seafood counter behind the team from the acclaimed Claude, and one of the hottest spots in New York. It has a short concise menu focused primarily on raw seafood, with a few prepared items.
• Gift Horse (Providence, RI) a raw bar with a Korean accent from the team behind Oberlin, is achieving national acclaim, listed in Esquire's "Best New Restaurants in America, 2023" and The New York Times "Best New Restaurants in America, 2023." Korean touches come through in dishes such as the puffed nori chips served with Smoked Fish Dip or the Crispy Whole Fish Ssam, with banchun, rice, and spicy peanut ssamjang, or the Kimchi Mignonette offered with any raw items.

Top Drink: Freezer Martinis

Yes, martinis have been trending for ages (and the espresso martini isn't going anywhere, yet), but "Freezer Martinis" are the variation du jour, popping up on menus across the country. Rather than shaking or stirring it up with other flavors, this trend is all about chilling it down, way down, and serving it ice cold.

Why Now: Martinis should always be icy smooth, but they often aren't. Freezer Martinis are problem solvers—pre-batched, and stored in freezing temps, they help make service snappy and ensure a properly cold drink, every time.

• Poison Heart Bar (Philadelphia, PA) Freezer Martini with Gin, Vermouths, Olive, Onion or Twist. (PHOTO, courtesy of Poison Heart)
• Wild Child (Sahwnee, KS) "Coldest Martini in Kansas" with gin, Spanish olive & caper distillate, dry vermouth, and "coldness."
• Bar Bonobo (New York, NY) Cold A$$ Martini with Beefeater Gin or Absolut Vodka, Cinzano

Thousand Layer Bread

Tissue bread, or 1,000 layer bread, is a soft, fluffy milk bread in ultra-thin layers with a crispy exterior. Trending in Japan, Korea and Dubai, we expect it to start appearing stateside soon.

Why Now: Tiktok has greatly reduced the time it takes for trends to travel around the world. Imports of Korean baked goods increased 36% YOY (according to QSR) and Korean bakery chains are expanding rapidly in the US. It is likely that Tissue Bread will arrive first in Korean bakeries before being replicated elsewhere.

• Davant Bakery (Palisades Park, NJ) (Image here, courtesy of bakery)
• Truffle Bakery (Seoul, Korea) (image here, courtesy of bakery)

The Next Hot QSR Concept: Instant Ramen

Across Japan, South Korea, and Taiwan, diners are used to selecting their preferred dried ramen from shelves or vending machines stocked with dozens of varieties, cooking them on-site using special hotplate machines, and personalizing their bowls with an array of toppings—from soft-boiled eggs, to fried garlic, pork belly, or kimchi. Now, this interactive, customizable, and convenient approach to ramen is finding a foothold in the U.S., with self-serve ramen concepts popping up across the country.

Why Now: This growth reflects the increasing consumer interest in diverse Asian flavors—and the desire, particularly amongst Gen Z, for being able to personalize orders— while also providing an inexpensive, fulfilling meal. It might just be instant ramen noodles, but you can make it your own.

• Slurp & Sip (Los Angeles, CA) is a self-serve ramen shop and convenience store offering 65 different types of instant ramen and toppings to customize each order. (PHOTO 1, PHOTO 2, courtesy of Slurp & Sip)
• Instant Noodle Factory (Long Island City and New York, NY) is a nearly fully automated shop where patrons can order from 85 different instant ramens with 35 different add-ins from kiosks
• K-Ramyun (Cedar Park, TX) is a new self-serve Korean ramyun (Korean ramen) shop offering 50 different types of Korean ramyun in multiple different styles and spice levels.

Culinary-Driven Conchas

Pedigreed bakers are taking the classic shell-shaped Mexican pan dulce (sweet bread) from an inexpensive sweet snack to star status. Known for its crackly glazed top, conchas are escaping the confines of a panaderia, and bakers across the country are playing with new flavors borrowed from a global pantry, incorporating premium ingredients, and adding a variety of sweet and savory fillings.

Why Now: Creative chefs are taking the concha in new directions, using the traditional bread as a base for contemporary sandwiches, and in new sweet preparations.

• Comadre Panadería
• (Austin, TX) best known for their concha, was named one of the "9 most exciting bakeries in America right now" by Bon Appetit, and it's helmed by a two-time James Beard Foundation semi-finalist. (PHOTO, courtesy of the Comadre)
• Forma Bakery (Oakland, CA) opened in May 2024 specializing in vegan conchas made with a three-day fermentation process. (PHOTO, courtesy of Forma)
• Superstar Farm (New York, NY) Chopped Cheese Concha with ground beef, on a buttered grilled concha, melted cheese, tomato and shredded lettuce
• Cavaña (San Francisco, CA) the elegant rooftop Latin American restaurant in the LUMA Hotel San Francisco offers a Concha Breakfast Sandwich with chorizo patty, runny egg, queso pimiento, rocoto aioli, arugula, concha bun (PHOTO, courtesy of Cavana)

Yemeni Coffee

Yemen is believed to be the first place to cultivate coffee for commercial distribution, and was the heart of the first coffee trade. This led to an enduring coffee-house culture, with the coffee shop being a center for learned discussion, socialization, and entertainment, in addition to nourishment. Expect to find: Coffee spiced with cardamom and/or ginger; rose or pistachio lattes; iced drinks featuring citrus, fruit juices, or herbs; honeycomb-shaped bread stuffed with cheese and drizzled with honey; baklava, kunafa, rose milk cake, and more. New concepts aiming to recreate the feel and flavor of these shops are springing up across the US, offering both traditional Yemeni-style drinks and pastries, as well as modern interpretations inspired by Yemeni flavors and ingredients.

Why Now: The shops serve a wide range of drinks and snacks that offer something different and appealing for the culinary curious, for the price of a typical flavored espresso drink. Additionally, these shops are generally open late, and provide a vibrant [alcohol-free] social gathering place that serves as an alternative to bars (meeting a growing interest in reducing alcohol consumption—especially amongst younger generations).

• Haraz Coffee House is a growing Michigan-based chain with 10 locations, and 6 new locations opening soon (including ones in Austin, TX, and NYC) (PHOTO, courtesy of Haraz)
• Qamaria Yemeni Coffee Co. is a small growing chain based in Dearborn, Michigan with over 10 locations across the country
• Sana'a Cafe has 5 locations in CA, 1 in Buffalo, NY

Sotol - The Next Tequila

With tequila and mezcal making up the fastest growing spirits in the US—recently surpassing American whiskey in sales by both dollars and volume—we expect to see more interest growing in the lesser-known Mexican spirit, Sotol. While tequila and mezcal are both made from agave, sotol is made from a spiky plant called the "desert spoon." Like Mezcal, the plant is roasted for a few days before being pressed to extract the sap, which is then fermented. Mainly bottled young (joven), it can also be sold aged (reposado or añejo). Bars and restaurants across the country are beginning to incorporate this bright, crisp, grassy, piney flavored spirit into a variety of cocktails.

Why Now: Tequila and mezcal have taken such a strong-hold that bartenders are looking for something new that offers similar flavors that they can play with and share with their guests.

• The Uncanny (Portland, OR) "Devil in Disguise" - Sotol, amaro blend, blackstrap rum, strawberry (PHOTO, credit Jordan Hughes)
• Bar Calico (New York, NY) in the Freehand Hotel offers 3 different Sotol flights (PHOTO, credit Ashley Sears)
• Mirate (Los Feliz, CA) "La Toxica" - cold brew, pasita, mazapan washed sierra norte red, cafeto, crema de sotol, fernet vallet, mexican coke, canela (PHOTO, courtesy of Mirate)

Luxury Train Experiences

A confluence of factors is leading to a resurgence of interest in luxury train travel. Many lines that were shut down during the pandemic are starting to reopen—and after some upgrades, are now better than ever. Rail operators are creating one-of-a-kind trips that give guests an immersive experience, often invoking another era, where they can savor the time slowly, as well as savor gourmet meals. Expect more niche interest trips, and more interest in rail travel to carry over, as travelers continue to seek new experiences.

Why Now: The appeal lies not only in the luxurious aspects, or the nostalgia factor, but also in the rising interest in "Slow Travel," which celebrates taking the time to appreciate the journey, not just the destination. Additionally, with a growing focus on making eco-friendly choices, rail travel is more environmentally friendly than air-travel.

• Railbookers is offering the second 59-day "Around the World by Luxury Train" tour in 2025
• Orient Express resurrected 17 original Orient Express railcars from the 1920s and 1930s, restored them back to luxurious condition, and reintroduced the original Paris-Istanbul itinerary. This year, they also launched a new Orient Express La Dolce Vita, offering eight 1-3 day train journeys in Italy, including special interest tours in food or wine. (PHOTO, courtesy of Orient Express)
• The Venice Simplon Orient Express (owned by Belmond) introduced a new route from Paris to Portofino in 2024, a four-day itinerary that concludes with a stay at the Splendido, A Belmond Hotel in Portofino.

Menopause Retreats

The travel industry is catering to a new niche: Women who want help dealing with everything from hot flashes to mood swings, with classic spa treatments on the side.

Why Now: The menopause market is growing—and it's engaged. By 2025, it's estimated that 1.1 billion women worldwide will have experienced menopause*, and there are more than a billion views of videos with #menopause on TikTok. Additionally, mentions of menopause retreats on social media have grown 50% YOY, and over 200% since 2023. Hotels and spa resorts are stepping in to meet the market with retreats, programs and services catered to this demographic.

(*North American Menopause Society)

• The Retreat in Costa Rica (Costa Rica) - "The Big M: Mastering Menopause", a 7-day program that includes a curated diet to help balance hormones, physical development classes for mature women, healing spa treatments, emotional support, and education and tools for continued success at home
• Great Ocean Road Resort (Australia) - "Women's Change of Life Retreats", a 2-day run retreat with information sessions, yoga, meditation, guided nature walks, a cooking class and mindfulness sessions, as well as social time
• Combe Grove (United Kingdom) - "Metabolic Health Menopause Retreat" a 7-day customizable program to inform, empower and support women going through menopause. (PHOTO 1, PHOTO 2, courtesy of Combe Grove)

ABOUT Carbonate

Carbonate is a creative agency that builds, reinvigorates, and grows brands and hospitality concepts. Specializing in food, beverage, restaurants, hotels & hospitality tech/B2B, Carbonate's services include brand strategy, culinary inspiration tours, concept development, naming, visual identity development, social media, and strategic public relations. Prior to launching as an independent company, Carbonate was a division of San Francisco-based af&co. Together af&co. and Carbonate produce an annual industry trends report, with insights consistently cited by outlets including The New York Times, Forbes, and more. Follow along @carbonategroup.

ABOUT af&co.

af&co. is an innovative restaurant and hospitality consulting firm headquartered in San Francisco with clients across the country. The company has developed and launched concepts for more than 100 restaurants and hotels and provided ongoing marketing, public relations, and operations consulting for more than 200 others. af&co. has created unique culinary events of all sizes from intimate dinners to food and wine festivals drawing more than 10,000 people. The team does whatever it takes to help their clients achieve their goals and focus on what they are passionate about: hotels, restaurants, food, wine, spirits and travel. Follow along @afandco.

Media Contact

Ashley Martinez, Carbonate Group, 1 7579279933, [email protected], carbonategroup.com

SOURCE Carbonate Group