future trends

Dry January is no longer just a month of abstinence. It’s a barometer. For changing guest preferences. For more conscious consumption patterns. For a new aesthetic of enjoyment. Anyone who still believes in 2026 that non-alcoholic drinks are merely lemonade in a crystal glass has failed to grasp the trend. At Bar Montez in the Rosewood Munich, Bar Manager Mario Sel demonstrates just how sophisticated, structured, and gastronomically relevant non-alcoholic creations can be today – and why they have long been a strategic component of contemporary bar culture.

The food service industry is at a turning point. Not quietly, not gradually, but with full force. What is currently emerging in kitchens around the globe is more than just a trend cycle: it is a structural transformation of culinary value creation. The latest “Future Menus” report from Unilever Food Solutions shows just how profoundly expectations, processes, and business models are changing, while also providing a tool that makes this transformation actionable: an AI-powered tool that combines kitchen practice with data intelligence.

Over 1,100 industry experts from 20 countries, as well as 250 chefs, contributed to the analysis. The result: four key trends that will not only be relevant in 2026 – but strategically decisive.

Across all areas of life, the food service industry is becoming more emotional, flexible, and relevant: Chain restaurants are showing more character, transit dining is evolving from a quick stop to an experiential space, and in the context of New Work, cuisine is becoming a central factor for culture, health, and employer attractiveness.

Culinary arts are becoming a central component of urban spaces: In mixed-use projects, they drive foot traffic, foster a sense of identity, and redefine places. As a social engine, gastronomy connects people, revitalizes neighborhoods, and often becomes the first visible sign of change. At the same time, it gives brick-and-mortar retail new relevance—extending dwell times, increasing foot traffic, and making brands immediately tangible.

Bakeries are transforming into favorite urban destinations. Less variety, more statement. Bread becomes an experience – visible, fragrant, emotional. But hotels, too, are becoming living environments – and F&B the strongest differentiator in the competition for attention.

When everything looks the same, uniqueness becomes the strongest currency. Independent dining is a creative laboratory and the avant-garde. Guests want stories instead of gimmicks, intimacy instead of noise.