As the leading food and drink agency, jellybean was delighted to attend the latest Lumina Intelligence Q4 Food Strategy Forum to explore insights and strategies shaping the UK foodservice industry.

The sector is experiencing a dynamic shift as operators adapt to evolving consumer preferences, economic conditions and trends – here are some of the highlights:

Economic Outlook: Navigating Uncertainty with Opportunity

The UK’s economic landscape remains challenging, with inflationary pressures and rising operating costs for businesses, including increased wages and reduced hospitality tax relief. Despite this, consumer confidence is showing signs of recovery. Millennials, notably the 25–34 age group, are returning to eating and drinking out more frequently, seeking experiences that combine quality, value, and novelty.

Operators are leveraging this optimism by embracing strategies such as menu diversification and immersive customer experiences. Nando’s playful marketing campaigns, like treasure hunts featuring Mango & Lime-branded Lime Bikes, exemplify how creativity and consumer engagement can drive footfall and loyalty.

Menu Trends: The Shift Towards Quality and Premiumisation

Restaurants and pub menus are undergoing a transformation, reflecting consumer demand for higher-quality ingredients and innovative dishes. Key highlights include:

  • Premium Ingredients: Chains like Zizzi and Chef & Brewer are introducing premium offerings, such as lamb shank shepherd’s pie and ‘superiore’ pasta made with free-range eggs and quality toppings, to elevate their dining experience.
  • Seasonal Focus: Operators are tapping into sustainability and seasonality by offering dishes that align with consumer interest in seasonal and local produce.
  • Plant-Based Evolution: While the rapid growth of plant-based diets has plateaued, innovative vegetable-focused dishes are gaining traction, emphasising whole foods over processed meat alternatives.

Experiences: Beyond Dining

Experiential dining continues to grow, with operators reimagining spaces to enhance customer engagement. The rise of “chameleon venues” is noteworthy, blending traditional pub settings with flexible multi-use areas. For example, Laine Pub Co recently remodelled the Tempest pub in Brighton, and have used lighting technology to help shift the atmosphere from relaxed lunches to lively evening gatherings.

Similarly, quick-service adaptations in full-service restaurants, such as Pizza Express Pods offering grab-and-go options, cater to the increasing demand for convenience without sacrificing quality.

Sustainability: A Must-Have, Not a Nice-to-Have

Sustainability is no longer optional in foodservice. Brands are focusing on reducing waste, cutting carbon emissions, and adopting regenerative farming practices. Highlights include:

  • Hilton’s zero-waste menus, featuring dishes like potato peel risotto.
  • ASK Italian’s switch to regeneratively farmed flour, halving the carbon footprint of their pizza dough.

Operators that align their sustainability efforts with consumer values are well-positioned to build trust and loyalty.

Technology and Loyalty: Instant Gratification Wins

Consumers now expect immediate value from loyalty programs. Brands like ITSU have seen a 200% increase in app-driven revenue by revamping their programs to offer tangible rewards, such as free miso soup after a single visit. Gamified loyalty schemes are also emerging as a popular tactic to drive engagement and repeat visits.

Looking Ahead: Key Takeaways for 2025

As we move into 2025, foodservice operators must continue to balance economic challenges with consumer desires for quality, value, and sustainability. By focusing on premiumisation, flexible formats, and meaningful loyalty programs, businesses can stay ahead in a competitive market.

Keen to know more? Get in touch with our friendly team today to find out how we can help leverage foodservice insights for your brand, or sign up to our Trend Watch to see what’s hot in the food and drink world each month!