When you’re running a hospitality business, it can be challenging to predict the next big thing or anticipate what trends other venues will implement to satisfy ever-changing customer desires.
To tap into the minds of both business owners and consumers, we surveyed over 500 hospitality owners and more than 1,000 consumers from across Australia to uncover the top menu trends in 2023 and what to watch out for in 2024.
The analysis shares a dual perspective—predictions from hospitality operators and diner preferences, providing a unique comparison that highlights where business owners and customers align and where there are disconnects.
Let’s dive in.
Free download: 2024 Hospitality Insights and Dining Dynamics
A survey of over 500 hospitality owners and more than 1,000 consumers reveals in-depth insights on dining trends and what to watch in 2024.
What dining trends were popular in 2023?
Before we explore the top dining trends for 2024, let’s first take a look at the trends hospitality operators called out as the most popular among their customers in 2023.
While 2023 saw a swathe of dining trends hit our plates, hospitality leaders unanimously agreed that sustainable food sourcing, such as using local or seasonal ingredients, was the most popular menu trend among diners. This was closely followed by functional foods, such as food as medicine, and vegan and plant-based items wrapped up in third place.
Top dining trends for 2024
To better understand what menu trends hospitality venues will focus on in the coming year, we asked operators, which dining trends will you implement or continue to focus on in 2024?
Unsurprisingly, there is a clear alignment between the most popular trends operators identified in 2023 and the strategies they intend to implement in 2024. Notably, the top three menu trends projected for 2024 closely mirror those of the preceding year.
However, when we asked the same question to diners, there were some clear disparities between the two groups’ priorities and preferences.
Let’s take a look at what they said.
- Vegan/plant-based items
- Sustainable food sourcing
- Functional foods
- Fusion food
- Catering to dietary requirements
- Limited-edition menus
- Bottomless drinks
- Alcohol-free beverages
1. Vegan/plant-based items
Hospitality operators ranked vegan/plant-based items as their top trend to implement in 2024, with 31% of venues planning to incorporate them into their menus this year.
This trend was also called out by operators as popular in 2023, so it’s unsurprising that venues want to further emphasise vegan/plant-based items on their menus in the hope of appealing to customers.
Where did diners rank this trend?
#7 – 13% of customers want to see vegan/plant-based items at hospitality venues.
While hospitality operators place high importance on vegan/plant-based items, ranking them first in their considerations, consumers don’t see this as a priority, ranking the trend seventh out of eight possible options.
This highlights a clear misalignment between what operators think diners want to see on the menu and the reality of what diners are actually looking for.
2. Sustainable food sourcing
The second most popular trend highlighted by hospitality operators was sustainable food sourcing, with 30% of venues planning to implement this in 2024.
Where did diners rank this trend?
#1 – 34% of customers want to see sustainable food sourcing at hospitality venues.
This trend is where diners and hospitality operators are most aligned, with both groups prioritising sustainable food sourcing in 2024.
3. Functional foods
27% of hospitality operators plan to introduce functional foods to their offering in 2024, making this trend the third highest priority for venues.
Where did diners rank this trend?
#8 – 11% of customers want to see functional foods at hospitality venues.
Similar to vegan/plant-based items, functional foods highlight another disconnect between operator forecasts and customer desires. Diners ranked the trend at the bottom of their priority list, whereas operators saw functional foods as a top priority, ranking it third.
4. Fusion food
Fusion foods are another popular trend highlighted by operators, with 27% of venues planning to include fusion food in their offerings this year.
Where did diners rank this trend?
#5 – 18% of customers want to see fusion foods at hospitality venues.
Operators and diners were relatively aligned with their ranking of fusion foods as a menu trend for 2024, with operators ranking it 4th and diners placing the trend in 5th spot.
5. Catering to dietary requirements
26% of hospitality operators said they plan to better cater to different dietary requirements in 2024.
Where did diners rank this trend?
#3 – 20% of customers want to see hospitality venues catering to dietary requirements.
Operators and diners were slightly misaligned on this trend. Diners ranked it in their top three, whereas operators placed it middle of the table.
6. Limited-edition menus
Limited-edition menu items aren’t a pressing priority for the majority of hospitality operators in 2024, with 26% of venues planning to include limited-edition menus in their offerings.
Where did diners rank this trend?
#6 – 17% of customers want to see limited-edition menus at hospitality venues.
Limited-edition menu items proved to be the only menu trend where operators and diners were exactly aligned on their ranking, with both groups placing the trend sixth out of eight.
7. Bottomless drinks
Bottomless drinks are also a low priority for operators this year, with only 25% of venues planning to add bottomless drinks to their menu.
Where did diners rank this trend?
#2 – 22% of customers want to see bottomless drinks at hospitality venues.
Bottomless drinks proved to highlight another disconnect between hospitality operators and customers, with customers ranking the trend second in their priority list and operators placing the trend seventh out of eight.
8. Alcohol-free beverages
Alcohol-free beverages were the least pressing menu trend highlighted by hospitality operators, with 21% of venues planning to introduce alcohol-free beverages to their menus.
Where did diners rank this trend?
#4 – 18% of customers want to see alcohol-free drinks at hospitality venues.
Again, operators and diners were misaligned when prioritising non-alcoholic beverages. Hospitality operators saw the trend as the least pressing for 2024, whereas diners placed much more significance on non-alcoholic beverages, ranking it fourth.
Bridging the gap between expectation and reality
In the ever-evolving landscape of hospitality, predicting dining trends can be challenging.
However, insights from our 2024 Hospitality Insights and Dining Dynamics report have shed some light on what businesses are planning for the year ahead and what customers really want to see from their favourite venues.
As operators gear up to meet shifting consumer demands, it’s evident that their predictions don’t always align with the reality of what diners are looking for.
While sustainable food sourcing emerged as a top priority for both operators and diners, there was a clear disconnect around trends like vegan/plant-based items and bottomless drinks. This misalignment underscores the importance of understanding and adapting to evolving consumer preferences to remain competitive.
As we navigate the months ahead, it’s imperative for businesses to stay agile, responsive, and attuned to their customers’ evolving expectations. By leveraging insights from our report, hospitality venues can strategise to meet customer demands and drive success in 2024.
News you care about. Tips you can use.
Everything your business needs to grow, delivered straight to your inbox.
