Aligning F&B Brand Concepts with Industry Trends

India’s food landscape is shifting fast. The recently released Godrej Food Trends Report 2026, built on inputs from hundreds of industry experts, lays out clear trends that F&B brands can’t afford to ignore. From an F&B perspective, here’s what brands need to internalise - + Savoury protein is the next big format → Sweet protein has hit fatigue. The pivot is toward namkeen - bhel bars, high-protein kebabs, street-food-flavoured protein snacks. Backed by new manufacturing tech, this category is primed to scale. + Fibre is the new protein → ‘Fibremaxxing’ is going mainstream. Gut-health awareness, GLP-1 diet influence, anti-UPF sentiment - all pushing in the same direction. Fibre-fortified snacks and RTE products have a real runway. + Snacking needs a mood brief, not just a taste brief → Mindful indulgence is what drives the next generation of snack loyalty, like nostalgic flavours, mood-enhancing cues. + Beverages → Savoury-forward cocktails - fat-washed, fermented, umami-rich - are redefining the bar occasion. For beverage brands, the brief is shifting. Complexity and cultural storytelling over sweetness and high ABV. + Q-commerce is reshaping home cooking → ‘Assisted cooking’ - quality base preps + consumer-finished dishes - is a product innovation white space that didn’t exist three years ago. + Flavour boldness is non-negotiable → India isn’t chasing global fads. It’s doubling down on teekha-chatpata roots. Innovation that plays it safe on flavour will get ignored. + Sweets & desserts → Mithai is going Indo-modern - texture mashups, western influences, multi-sensory indulgence. The traditional sweet is being reinvented. + Provenance sells → GI tagging, micro-region storytelling, and women-led agri sourcing are becoming premium brand assets - not just CSR footnotes. In today’s world, consumer signals - expressed and otherwise - are multiplying fast. Brands that read them early and build them into innovation pipelines won’t just keep up. They’ll own the shelf. #trends

I spent some time with the Pinterest Predicts 2026 report and one thing is clear. This is less about chasing trends and more about emotional relief! Trends are now growing 4.4 times faster than they did seven years ago, which explains the fatigue. So instead of louder, newer, faster, people are choosing comfort, self expression, and small moments of optimism. Three themes stood out to me, especially when you look at them through an F&B lens. 𝐂𝐨𝐦𝐟𝐨𝐫𝐭 𝐚𝐧𝐝 𝐟𝐚𝐦𝐢𝐥𝐢𝐚𝐫𝐢𝐭𝐲, 𝐫𝐞𝐰𝐨𝐫𝐤𝐞𝐝 More than half of consumers say comfort is a daily emotional need, and nearly four in ten are leaning into traditional comfort food. What is interesting is how nostalgia is evolving. It is no longer copying the past, it is remixing it. 𝐂𝐚𝐛𝐛𝐚𝐠𝐞 replacing cauliflower as the new kitchen hero feels symbolic. Familiar, affordable, versatile, but treated with creativity. Comfort food energy with a modern attitude. 𝐂𝐮𝐫𝐚𝐭𝐢𝐧𝐠, 𝐧𝐨𝐭 𝐜𝐨𝐩𝐲𝐢𝐧𝐠 42% of people now say they only engage with trends that feel like them. Trends are no longer instructions, they are ingredients. The rise of 𝐀𝐟𝐫𝐨𝐡𝐞𝐦𝐢𝐚𝐧 𝐚𝐞𝐬𝐭𝐡𝐞𝐭𝐢𝐜𝐬 reflects that mindset. It is layered, personal, culturally expressive. In F&B terms, this feels like menus and spaces that tell a point of view, not just follow what is popular. 𝐆𝐫𝐨𝐮𝐧𝐝𝐞𝐝 𝐨𝐩𝐭𝐢𝐦𝐢𝐬𝐦 Most people cannot picture life beyond the next two years. Escapism is no longer fantasy, it is survival. That is where 𝐜𝐨𝐨𝐥 𝐛𝐥𝐮𝐞 comes in. Searches for blue drinks aesthetics are up 55%! Cold tones, icy cocktails, visual calm. Less sunshine energy, more emotional reset. My takeaway: The winning brands in the next few years will not shout trend led innovation. They will quietly design for comfort, identity, and emotional ease. Curious how others are translating these shifts into menus, spaces, or brand worlds. #2026Trends #PinterestPredicts

The data says guests choose luxury hotels for their F&B. The empty dining room at 8pm on a Tuesday says something else entirely. So why is this happening? Most luxury hotel guests say F&B is one of the primary reasons they choose a property. JLL confirms it. Skift confirms it. Hilton's own research puts the number at 82% of travellers prioritising restaurants when booking. And yet, walk into the majority of luxury hotels at 8pm on a Tuesday, and their restaurants are half empty. The guests are out the door, eating somewhere else, with the locals. That gap between what guests say they want and what they actually do is the most important unsolved problem in luxury hotel F&B. And the solution most brands reach for — design for locals, drive neighbourhood footfall, fill covers from outside — is a corrective for the wrong problem. The question is not who you are designing for. It is whether what you are building is good enough that the question becomes irrelevant. - Who’s leading the pack The Chancery Rosewood opened in London last September with eight restaurants and bars. Two standout destinations are Carbone — one of New York's most culturally loaded dining institutions.  Tobi Masa — Chef Masa Takayama's first full UK restaurant, bringing three-Michelin-starred sensibility to Mayfair. Neither was designed for hotel guests. Neither was designed for locals. Both were designed to be extraordinary. - The geography question In London, Paris, Amsterdam — where hotel restaurants have historically been seen as inferior to the city around them — building something the neighbourhood wants is the right starting point. Apply the same logic in Asia, and it breaks down. In Hong Kong, the Mandarin Oriental, The Peninsula Hotels, Rosewood Hotel Group — dining destinations locals actively choose and love. The dynamic is not just different. It is reversed. Any strategy that ignores geography is not a strategy. - What to actually do Give the restaurant a life outside the hotel. Give it its own brand and identity Its own story, Its own presence and purpose When the restaurant has its own life, locals find it on its own terms. Hotel guests discover they are staying somewhere with genuine restaurants rather than a hotel restaurant. Design the dinner service for strangers. Breakfast skews toward in-house guests. That is structural. The battle is lunch and dinner, and most hotel restaurants lose it by designing for convenience rather than destination. Design the dinner offer as if there were no hotel above it. - Closing thought We must stop measuring F&B by department contribution alone. JLL data shows hotels with prestige restaurants command 6.7 percentage points higher occupancy than comparable properties without them. The restaurant is a room revenue tool as much as an F&B tool. The brands that understand this invest accordingly. Build something worth choosing by anyone who has a choice. The rest follow.

Nobu Hospitality didn’t start as a hotel brand. It started with a burned-down restaurant in Alaska, a homesick Japanese chef in Lima, and a very patient Robert De Niro. Chef Nobu Matsuhisa spent years refining his Japanese–Peruvian fusion in LA, where De Niro became a regular. De Niro asked him in 𝟭𝟵𝟴𝟵 to open in New York. Nobu said no – he wanted to stabilise his first restaurant first. Only 𝗳𝗼𝘂𝗿 𝘆𝗲𝗮𝗿𝘀 𝗹𝗮𝘁𝗲𝗿, in 1994, did he finally say yes and open the first Nobu in Tribeca with De Niro and producer Meir Teper. Fast forward: the first 𝗡𝗼𝗯𝘂 𝗛𝗼𝘁𝗲𝗹 opens as a “hotel-within-a-hotel” inside Caesars Palace Las Vegas in 𝟮𝟬𝟭𝟯, using the restaurant as the anchor and the rooms as the extension of the experience. Today, Nobu is a $𝟭.𝟯𝗕+ 𝗹𝗶𝗳𝗲𝘀𝘁𝘆𝗹𝗲 𝗲𝗺𝗽𝗶𝗿𝗲 with around 𝟰𝟬+ 𝗵𝗼𝘁𝗲𝗹𝘀 𝗮𝗻𝗱 𝟱𝟬+ 𝗿𝗲𝘀𝘁𝗮𝘂𝗿𝗮𝗻𝘁𝘀 globally, and a growing portfolio of branded residences that sell out at speed and set price records. So what 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 matters here for hoteliers? 𝟭. 𝗥𝗲𝘀𝘁𝗮𝘂𝗿𝗮𝗻𝘁 𝗳𝗶𝗿𝘀𝘁, 𝗿𝗼𝗼𝗺𝘀 𝘀𝗲𝗰𝗼𝗻𝗱 Most hotels still treat F&B as a cost centre or “breakfast room”. Nobu flipped it: • The restaurant is the brand, the hotel extends that experience. • Locals and city guests fill the restaurant every day – that’s recurring demand you don’t have to beg OTAs for. • Only a small % of diners has to become hotel guests to keep rooms profitable. For an independent hotel, a strong F&B concept can be your most powerful brand, marketing engine and loyalty driver. 𝟮. 𝗔𝘀𝘀𝗲𝘁-𝗹𝗶𝗴𝗵𝘁, 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲-𝗵𝗲𝗮𝘃𝘆 Nobu rarely owns the building. Developers bring the real estate; Nobu brings: • A very clear design language • A service philosophy (warm, intuitive, unscripted) • The restaurant as a demand machine It’s not about owning more walls – it’s about owning the experience and protecting it across every partnership. 𝟯. 𝗧𝗵𝗲𝘆 𝘁𝗮𝗿𝗴𝗲𝘁 𝗮 𝗽𝘀𝘆𝗰𝗵𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰, 𝗻𝗼𝘁 𝗮 𝗽𝗿𝗶𝗰𝗲 𝗯𝗮𝗻𝗱 Nobu isn’t “for everyone who can pay the rate”. It’s for guests who want quiet cool instead of stiff luxury: music instead of marble, energy instead of formality, texture instead of gold-plated everything. Every detail follows that one choice: rooms, lobby, playlist, uniforms, menu, even how staff talks to guests. If your hotel is “for everyone”, you’re forced to compete on price. If it’s for someone specific, you can compete on relevance. 𝟰. 𝗢𝗻𝗲 𝘁𝗵𝗶𝗻𝗴 𝘄𝗼𝗿𝗹𝗱-𝗰𝗹𝗮𝘀𝘀, 𝘁𝗵𝗲𝗻 𝘀𝗰𝗮𝗹𝗲 Before hotels, residences and real estate premiums, they made one thing undeniable: the restaurant. Only then did they add: • Hotel-within-a-hotel in Vegas • Standalone properties in key cities and resorts • Residences and branded real estate that sells at a premium Strategic patience > rushing into “being a brand” everywhere.

🟩 164-year-old Ladurée just did something very Gen Z — and why legacy F&B brands should pay attention Ladurée, founded in 1862, shows how heritage brands can evolve visually and culturally without losing what made them iconic in the first place. Meet Ladurée Café. One location in Paris. This is important. Scarcity today is not just about price. It is about access. People increasingly value experiences that require intention, travel, or discovery. A single physical location creates relevance because it gives the brand context, story, and reason to be shared. The concept builds on Ladurée’s core product, but reframes how it lives today: • a full matcha menu reflecting current taste behaviour globally • location-specific menu items that make the visit feel particular to that address • merchandise that sits closer to streetwear culture than traditional souvenir culture • strong colour blocking across cups, boxes, and packaging that translates clearly online • the macaron positioned not only as a pastry, but as a visual and cultural object The physical space is doing what many brands are trying to achieve digitally: creating something people want to photograph, share, and reference. Importantly, this is not a reinvention of the brand. The product remains the same. The codes remain recognisable. What changes is the framing. For Gen Z, heritage is not rejected. It is reinterpreted. The expectation is that brands understand contemporary behaviour, aesthetics, and cultural signals. Exclusivity today often comes from specificity. One place. One concept. One reason to engage. Even a 164-year-old maison can continue to shape the conversation when it understands how culture evolves. Maison Ladurée

Food & Beverage at a Crossroads: longevity vs. traditional indulgence Consumer expectations in the food & beverage sector are shifting—two macro‑themes stand out: longevity and weight management. These trends are not just fads; they reflect a deeper shift towards intentional shopping—where every purchase is guided by outcomes, values, and science. Background The global wellness market, now exceeding US$2 trillion, is shaping the future of F&B. Consumers—especially in ageing and health-aware demographics—are demanding more from what they eat and drink. Functional nutrition, healthy aging, and weight control are fast becoming core value drivers across product categories. Key facts & figures: • The longevity segment in F&B is valued at US$23 billion, projected to reach US$63 billion by 2035. • The weight-loss category is already at US$142 billion, forecast to nearly US$298 billion by 2030. • Appetite-suppressing drugs like GLP‑1s, alongside biomarker tracking and aging populations, are actively reshaping consumption behavior and portion demand. Intentional shopping Consumers are buying with purpose—seeking products that align with health outcomes, ethical values, and science-backed claims. This means fewer impulse purchases and more deliberate choices based on performance and long-term impact. Implications for FMCG players • Rethink assortments around health-first outcomes: e.g., cognitive support, metabolic balance, muscle preservation. • Reformulate with lower calorie, higher protein, and cleaner functional ingredients. • Innovate around pack size, functionality, and snack formats suited to smaller appetites and therapeutic diets. • Align communication strategies with the evidence-based, intentional shopper—cutting through with transparency and efficacy. • Future-proofing requires cross-functional R&D between nutrition science, formulation, and data-driven consumer insights. Opportunities for startups • High agility in developing targeted, personalized nutrition for longevity and weight goals. • Clear white spaces in functional indulgence, GLP-1 companion products, and high-satiety snacking. • Trust-focused go-to-market strategies (DTC, subscription) for science-based claims and consumer education. • Strategic value in being acquired by larger CPGs seeking early innovation in health-aligned portfolios. Why it matters We are entering a new era of food consumption—from impulse to intentionality. Longevity and weight control are becoming primary filters for consumer decisions. The brands that succeed will be those that can meet this demand with precision, trust, and agility. #startups #retaitech #foodtech #omnichannel #communication #longevity #weightloss #functionalfoods #healthylifestyle #nutrition #healthyaging #foodandbeverage #consumertrends #innovation #beverageindustry #globalmarket #cpg #wellness #agingpopulation #portioncontrol #highprotein #adaptogens #scientificnutrition #intentionalshopping #switzerland #europe

After 8 years in F&B marketing, one thing is clear: The game has changed. And most brands haven’t caught up. Here are a few key trends reshaping F&B marketing in 2025 (and beyond): 1. Functional & Health-Boosting Beverages Drinks with added benefits like adaptogens, probiotics, vitamins are only getting bigger. People want their coffee to wake them up and support gut health. They want their mocktail to taste great and boost immunity. 2. Zero-Waste & Local Sourcing as Storytelling Tools Sustainability is no longer just “nice to have.” When chefs use every part of an ingredient, or menus highlight local farmers by name, it creates marketing stories that guests connect with and actually share. 3. Gen Z Doesn’t Care If It’s Delicious. They Care If It’ll Go Viral. If your drink isn’t chaotic, colourful, and camera-ready, it’s invisible. They’ll order it once but only if they can film it first. 4. AI-Driven Personalization This won’t just live in CRMs. Expect things like personalised dish recommendations on QR menus, or location-based nudges that know your go-to dessert and tempt you when you’re nearby. Smart, seamless, and service-focused. What shifts are you seeing in your corner of F&B? #FandBMarketing #RestaurantGrowth #SmartHospitality

Saudi QSR & Coffee 2026–2030: Saudi Leading the Trends Saudi Arabia’s leading the region and F&B market is on track to exceed $44B by 2030, powered by tourism 100M already in 2023 and targeting 150 M by 2030, new giga-projects, and a young, digital first consumer base. Growth will be huge, but the real winners will be those who lead the trends, not follow them. Here’s where I see the Saudi QSR & coffee market heading and where brands must act boldly:         I.            Smart site selection – low CapEx, efficient rent, and strategic presence in giga-project corridors       II.            AI-powered personalization loyalty apps, predictive offers, and data driven campaigns.     III.            Drive-thru & digital-first convenience kiosks, QR, app ordering, and AI-assisted service.    IV.            Health-forward indulgence – grilled proteins, lighter sides, sugar-aware beverages.      V.            Sustainability – eco-packaging, recycling, and carbon-conscious kitchens.    VI.            Gen Z leadership & culture creating workplaces where young talent thrives.   VII.            Marketing that connects Saudi consumers don’t just want discounts; they want community, stories, lifestyle, and belonging. Campaigns that resonate with culture, gaming, sports, and national pride will win.  Saudi QSR & coffee will be shaped by brands that combine smart economics with bold marketing and authentic culture. Those who lead the market trends not react to them will define the next decade. For me, leadership is about more than P&L. It’s about inspiring teams, innovating responsibly, and setting the pace in a market that is moving faster than ever.  The future isn’t tomorrow  it’s already here. Everything is possible when you combine strategy, sustainability, and storytelling. Ehab Mohamed.

Guests no longer just want a meal; they want an experience. The rise of "eater-tainment" is reshaping the restaurant industry, blending food and beverage with interactive activities. This trend creates new opportunities for hospitality leaders to drive revenue and guest loyalty. Axe-Throwing Bars: These venues combine the thrill of a unique activity with a full bar and food menu, attracting groups looking for more than a standard night out. Pickleball Restaurants: Venues like those popping up in Charlotte are pairing one of the fastest-growing sports with craft cocktails and a shareable menu, creating a social hub that keeps guests on-site for hours. Competitive Socializing: From high-tech mini-golf to retro arcade bars, the model is simple: give guests a fun reason to stay longer, and they will spend more. Success in this space requires leaders who can manage both a high-quality F&B program and a compelling entertainment operation. How do you see experiential dining impacting the future of the hospitality industry? #DiningInnovation #EaterTainment #HospitalityTrends

I am excited to share some fascinating insights from Tastewise's newly released Q2 2025 F&B Trend Report!   A few key takeaways: The resurgence of traditional cooking oils (+450% YoY surge in interest for avocado oil!) as consumers prioritize authentic flavors and question seed oils. This highlights a powerful move towards transparency and a return to basics. The unstoppable momentum of "Nutritional Excellence," with a +40% YoY increase in conversations around high-protein foods. Protein is truly becoming a mainstream expectation, not just a niche for athletes. The delightful intersection of nostalgia and functionality in beverages (+29% YoY interest!). Who knew gut-friendly sips could also bring back childhood memories? PepsiCo's acquisition of Poppi speaks volumes here. And of course, the accelerating integration of AI in Foodservice. From streamlining operations to personalized dining and smarter inventory management, AI is poised to revolutionize the industry.   Want to dive deeper into these trends? Reach out to me for a copy! #FoodTrends #BeverageTrends #AIinFoodservice #Tastewise #Innovation #ConsumerInsights #FandBReport #MarketResearch