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The Future of F&B: Emerging Trends and Strategies for 2024

research made in 2024, by Ermanno Lelli F&B Consulting

The culinary landscape is ever-evolving, constantly shaped by technological advancements, cultural shifts, and economic influences. As we stand at the dawn of 2024, we're witnessing a revolution in food and beverage trends that will redefine the gastronomic experience. From the rise of third-culture cuisines to the surge of functional beverages, and an emphasis on eco-friendly practices to the adoption of artificial intelligence (AI), the restaurant industry is set for a transformative journey. This article provides an in-depth analysis of the expected restaurant trends in 2024.

“The food and beverage (F&B) industry is undergoing a remarkable transformation, driven by evolving consumer preferences, technological advancements, and a growing emphasis on sustainability. As we step into 2024, F&B businesses must stay ahead of the curve and adapt to the changing landscape. In this article, we will explore the emerging trends and strategies that will define the F&B industry in the coming year.”

Post Covid effects

Human Resource Challenges

One of the significant challenges faced by the food and beverage industry in the post-pandemic era is staffing. Many establishments are struggling to find qualified and motivated staff. The pandemic has disrupted the labor market, leading to a shortage of skilled workers. Additionally, there is a growing concern about the work attitude of potential employees. Some businesses have reported that individuals are not as willing to work hard as they were before the pandemic, posing a challenge for businesses that rely on dedicated and passionate staff.

Embracing Technology

To overcome staffing challenges, many businesses in the food and beverage industry have turned to technology. The use of modern technology, such as automation and robotics, has increased in food production and service. Automated systems and machines can replace certain tasks traditionally performed by human workers, improving efficiency and reducing the reliance on staffing. While this technological shift offers potential benefits, it also requires businesses to invest in infrastructure and upskill their existing workforce to adapt to the changing landscape.

2024 saw a changed market on both sides, the retail/production and the buyers.

Furthermore, the deep change in staff availability and attitude deeply changed the Food and Beverage industry.

Revival of the Classics

Retro Reinvention #retroinnovation

One of the most intriguing restaurant trends in 2024 is the revival of classic dishes from eras gone by, particularly the 90s. However, this revival isn't merely about nostalgia. It's about innovatively reinterpreting classics with a contemporary twist, offering a unique blend of familiarity and novelty. This movement towards micro branding in the culinary world is not just a fad but a testament to the continuous evolution of food culture.

Comfort Foods Reloaded

Comfort Foods is also making a monumental return but with a modern twist. Traditional dishes are being reinvented with new-age ingredients and cooking techniques, providing a fresh take on our favorite comfort foods. This trend is not just limited to mainstream restaurant trends but is also embraced by home cooks and food startups.

The trend is also creating a brand new common ground between Fine dining and Casual dining creating a new Fine casual dining. #finedining #finecasual 

Beverage Breakthrough

The Rise of Functional Beverages

Moving beyond traditional teas and coffees, 2024 is witnessing a surge in beverages serving a dual purpose – quenching thirst and promoting overall well-being. Turmeric lattes for anti-inflammation, kombucha for gut health, adaptogen-infused drinks for stress management, and the like are gaining popularity. Additionally, tea and energy drinks are also being reimagined, making them a significant part of the functional beverage trend.

Sweeteners of the New Generation

With the spotlight on health, there's a surge in natural, low-caloric sweeteners. Ingredients such as monk fruit, stevia, and allulose are revolutionizing beverages and desserts alike, providing the sweetness we crave without the adverse health impacts.

Non-alcoholic Innovations

The non-alcoholic beverage industry is evolving, moving from bar orders to dominating liquor store shelves with bottled spirit-like blends, and canned wines and seltzers. This trend is permeating fine dining, offering alcohol-free pairings that include teas and crafted juices for a harmonious dining experience.

Plant-Power Movement

The Rise of Plant-Based Alternatives

One of the most significant trends in the F&B industry is the growing interest in plant-based alternatives. Consumers are increasingly seeking out plant-based meats, dairy alternatives, and protein-rich substitutes. This shift is driven by a combination of factors, including health concerns, environmental awareness, and ethical considerations.

The demand for plant-based alternatives has led to increased innovation and expansion in this space. Companies are investing in research and development to create products that replicate the taste and texture of animal-based counterparts. The focus is not only on providing viable alternatives but also on enhancing the nutritional profile of these products.

In 2024, we can expect to see further advancements in plant-based alternatives. Start-ups and established players alike will continue to drive innovation in this space, offering consumers more choices and better options for incorporating plant-based foods into their diets.

Sustainability as a Core Focus

Sustainability has become a central theme in the F&B industry, with companies increasingly focusing on ethical sourcing, reducing food waste, and embracing environmentally friendly practices. This trend is driven by consumer demand for products that align with their values and contribute to a more sustainable future.

Reducing plastic usage and adopting eco-friendly packaging solutions are key areas of focus for F&B businesses. Companies are exploring biodegradable and recyclable materials to minimize their environmental footprint. Additionally, there is a growing emphasis on regenerative agriculture practices that aim to restore and enhance ecosystems while minimizing the use of harmful chemicals.

Certifications like organic and fair trade play a crucial role in shaping a more sustainable and ethical food landscape. Consumers are increasingly seeking out products with transparent and traceable supply chains, ensuring that their purchases align with their values.

Hyperlocal Sourcing and Community Engagement

Another emerging trend in the F&B industry is hyperlocal sourcing and community engagement. Consumers are becoming more conscious of the origins of their food and are seeking out locally sourced ingredients. This trend is driven by a desire to support local farmers and businesses, reduce carbon footprint, and promote community resilience.

F&B businesses are responding to this demand by forging partnerships with local suppliers and farmers. By sourcing ingredients locally, companies can ensure freshness, support the local economy, and build strong relationships with their communities. This trend also enables businesses to create unique and authentic culinary experiences that celebrate the local flavors and traditions.

In 2024, we can expect to see more F&B businesses adopting hyperlocal sourcing practices and actively engaging with their communities. This trend not only enhances the sustainability and authenticity of their offerings but also fosters a sense of belonging and connection with consumers.

Embracing Veganism

Veganism continues to gain momentum, with plant-based milk varieties such as almond, oat, and pea emerging as staples. The plant-based movement is not just a part of the restaurant trends in 2024, but is also being adopted by food manufacturers and households alike.

DIY Meal Kits

Building on the vegan trend, DIY gourmet meal kits cater to the home chef who seeks a fine dining experience within their home kitchen. These kits provide all ingredients, sourced sustainably, along with detailed instructions, turning dinner into an event.

Food Truck Revolution

 Innovation on Wheels

Answering the question, "What consumer trends make a food truck successful?" – it's all about innovation and adaptability. The food truck trends in 2024 revolve around not just fusion foods, but also unique presentations, interactive dining experiences, and tech-integrated ordering systems.

“A few months ago I was a client of Drink-Truck, a proper whisky bar on wheels”

Spicy Condiment Craze

Spicy flavors are being embraced, with Sriracha, chili oil, and hot sauce being imaginatively incorporated into popular recipes. 

The Supermarket shelves dedicated to spicy sauces are increasing by the month.  This trend is not just limited to creating new products, but is also being adopted by restaurants and home cooks, incorporating new spicy brands in their table “mise en place”.

“Foreseeing this growth, we have in our portfolio a spicy sauce concept developed pre-covid”

Cutting-Edge Technologies

Precision Fermentation and Precision Food

Precision fermentation, a biotechnological process enabling the creation of proteins and other nutrients without traditional agriculture, is revolutionizing food production. This technology promises cleaner, more sustainable food options.

A similar approach is driving the entire food production, with the ready-meals trend, to create a whole new Restaurant scene of Precision Restaurant with a menu based on special client's biological needs.

AI in the Kitchen

Artificial intelligence (AI) is increasingly being adopted in the culinary world. From improving eating habits, and answering questions about food safety and nutrition, to helping craft meal plans, AI is transforming the way we interact with food.

“I use AI for graphic menu creation and inverse market analysis”

The integration of cutting-edge technologies is revolutionizing the F&B industry, enabling businesses to streamline operations, enhance customer experiences, and drive innovation. Two key technologies that will play a significant role in 2024 are AI and Machine Learning.

Machine Learning algorithms are being used to personalize nutrition plans and develop functional foods tailored to individual health needs. By leveraging data on consumer preferences, dietary requirements, and health conditions, F&B businesses can create customized products that meet the unique needs of their customers.

In addition to AI and Machine Learning, other technologies like blockchain and augmented reality (AR) are also making their mark on the F&B industry. Blockchain technology ensures transparency and traceability in the supply chain, giving consumers confidence in the safety and integrity of their food choices. AR platforms are enhancing the dining experience by offering interactive and immersive features that engage and delight smart diners.

The Future is Smart: Catering to Tech-Savvy Diners

Smart diners are an emerging consumer segment that demands convenience, personalization, and seamless digital experiences. In 2024, F&B businesses will need to cater to the needs and preferences of tech-savvy diners to stay competitive in the market.

QCS and Smart Dining

Driven by the deep changes in F&B industry, post-Covid, the focus shifted on good quality, Quick Counter Service.

A one-wonder hit, shop which incorporate the quality and the look of a restaurant, but the agile production system of a Fast Food.

But it is not enough, the new trend is the “Smart Dining Sevice”, a new generation of diners which mixes all of a Quick Counter Service adopting all the new technologies needed to innovate t5he system, from the digital menu to data collections touch point, from outsourced productions to drop-shipping strategies.

Online food delivery services will continue to evolve, offering more diverse options and enhanced convenience. With the integration of AR/VR platforms, consumers can explore virtual menus, visualize dishes before ordering, and even participate in virtual cooking classes.

Mobile apps and smart devices will play a crucial role in the future of dining. From personalized nutrition apps that provide tailored dietary recommendations to smart kitchen appliances that automate meal planning and cooking, technology will enable consumers to make smarter choices and enhance their culinary experiences.

Additionally, the tea market is expected to see significant growth in 2024. As consumers become more health-conscious and seek alternatives to traditional beverages, tea offers a wide range of flavors, health benefits, and versatility. Businesses that tap into the tea market and offer innovative tea-based products will have a competitive edge.

Micro Branding

Micro branding is a strategy that focuses on creating a strong and distinct brand identity within a specific niche or target market. Unlike traditional branding, which aims for broad appeal and mass recognition, micro branding hones in on a smaller audience with shared interests, values, and preferences. It involves developing a unique brand personality, story, and visual identity that resonates with the target market.

Microbranding offers several advantages for food and beverage businesses. By targeting a specific niche, businesses can establish themselves as experts and thought leaders in their chosen area. This positions them as go-to destinations for consumers seeking specialized products or experiences. Microbranding also fosters a deeper connection with customers, as it allows businesses to tailor their offerings and messaging to meet the specific needs and desires of their target audience. This creates a sense of exclusivity, making customers feel valued and understood. Additionally, micro-branding enables businesses to differentiate themselves from competitors, carving out a unique space in the market and fostering customer loyalty.

To successfully implement micro-branding strategies, businesses need to follow a few key steps. First and foremost, it is crucial to identify a specific niche or target market. This can be done through market research, customer surveys, and competitor analysis. Once the target market is defined, businesses should focus on developing a distinct brand identity that aligns with the values and preferences of their audience. This includes creating a compelling brand story, designing a visually appealing logo and packaging, and crafting a consistent tone of voice. Businesses should also leverage digital marketing channels to reach their target audience effectively. This could include social media campaigns, influencer partnerships, and targeted online advertising.

Embracing Agility for Success

In the rapidly evolving F&B industry, agility is key to staying ahead of the competition and meeting the ever-changing needs of consumers. Businesses that can adapt quickly to market trends, consumer preferences, and emerging technologies will thrive in 2024.

Microbranding is an innovative strategy that allows F&B businesses to create niche products and target specific consumer segments. By focusing on a specific product or concept, businesses can create a unique identity and build a dedicated customer base. This approach enables businesses to scale and expand while maintaining a high level of customer loyalty.


By staying ahead of consumer preferences, leveraging technology, and adopting innovative approaches, F&B businesses can navigate the evolving landscape and thrive in the competitive market. The future of F&B is bright, with endless opportunities for growth, innovation, and creating memorable dining experiences.

As we look ahead to 2024, the F&B industry is set to undergo significant changes driven by emerging trends and strategies. From the rise of plant-based alternatives to the integration of cutting-edge technologies, businesses that embrace sustainability, cater to smart diners, and prioritize agility will be well-positioned for success.

 As we journey through the year, it will be interesting to witness the unfolding of these restaurant trends and their impact on the culinary landscape.


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