At National Restaurant Consultants we are proud to continue our 20-plus years tradition of providing industry trends. 2023 has been an incredibly year of growth in the restaurant and hospitality industry as owner-operators have shifted to incorporate new ideas, new requirements, and new technologies. Success in this industry is about consistent customer service and a willingness to embrace change otherwise. Looking forward, Nation’s Restaurant News (NRN) has compiled an excellent summary of restaurants trends to expect in 2024, and owner-operators should get a jump on what adjustments might be made for future success.
While this slideshow spans a number of industry and economic concepts, one primary factor stands out: technology and its continued development throughout the industry. Restaurant should be prepared for more tech integrations, not as the new trend on the block but as the norm. In the not so distant future, restaurant guests will come to rely on and expect digital integrations for ordering and delivery, beyond the phone applications we’ve grown comfortable with post-pandemic. Not only will software (app) use increase, but there also is a rapidly growing movement of technological hardware across the industry. More and more restaurants will begin implementing drive-thru plate recognition, ordering kiosks, and other digital-based machinery to improve efficiency and the customer experience. Success will come to restaurants open to digital application rather than resisting it.
“Not every independent or smaller regional food service operation will be able to afford or implement some of the noted technology advances, but keeping an ear open and watchful eye on the trends will help operators of all sizes stay aware of these advances,” notes Richard Weil, principal and owner of National Restaurant Consultants.
Despite tech integrations in the industry, the business is still about customer experience around food, and NRN’s experts were not short on food trend predictions for the coming year. While tech integration requires significant planning and investment, simple menu adjustments that favor food trends are an easy and exciting way to play to customer wants and expectations.
One of the top food trends to watch: NRN has named 2024 the “Year of the Tomato.” Already a staple food in so many categories, the tomato will move from its place in sauces to a front-and-center position, including even in desserts and drinks. This also signals another trend: savory drinks are on the rise. As customers crave more elevated dining experiences, so is the bar on drinking raised with points of differentiation. Customers will seek lower-alcohol drinks meant to be savored rather than sugary cocktails or high-proof drinks. Savory drinks like martinis are regaining popularity, especially when they feature a twist, like a tomato instead of an olive, pickled onion, or a lemon twist.
There are many new food expectations, especially for the health-conscious set. Experts anticipate an increase in lab-grown meats, mostly in restaurants that have smaller, more experimental menus. The trend will appeal to the more culinary adventurous types; according to NRN’s slideshow, only 17% of guests are open to trying lab grown meats, and 34% are concerned about food that has been over-processed. But for those unwilling to venture into lab-grown meats but are still vegetarian-minded, baked cheeses are also on the rise. Chefs are finding new and exciting ways to incorporate interesting cheeses as a significant protein base in entrees.
Breaking from genre expectations, many diners are finding foods in unexpected places. For example, there is an increase of fried rice dishes appearing on non-Asian menus. Similarly, more and more chefs are experimenting with buckwheat. Typically used in Japanese soba noodles, French chefs have branched out with the ingredient, utilizing it in desserts because of its natural gluten-free quality, plus high protein and fiber content. And a new category popping up on menus on the heels of an immigration wave: Venezuelan food. Consumers will soon be familiar with guasacaca, a creamy sauce made from avocados, garlic, vinegar, and herbs, traditionally used in arepas.
“As 2024 evolves, National Restaurant Consultants will continue to stay abreast of the industry trends and consumer preferences,” Weil adds. “New and innovative ideas will evolve regionally throughout the country and at NRC we are delighted and honored to provide current and going forward trends”.
At National Restaurant Consultants, we’re looking forward to the year to come. 2023 was a year of growth, and it is clear from trend forecasts that the energy is fueling an exciting 2024. We anticipate great things for our current clients and future partners and are honored to be a part of your successful restaurant business in 2024. Happy New Year!