The foodservice industry has experienced numerous highs and lows in the past year, and we anticipate that 2024 will usher in sweeping innovation to adapt to the changing environment. With the rise of smart kitchen equipment, artificial intelligence, and other technological advancements, restaurants will encounter new frontiers in their approach to reaching and serving customers effectively. Moreover, consumer mindfulness and economic conditions create unique challenges for establishments in the coming year. Check out our predictions for the foodservice trends we expect to see in the new year. Labor Trends Marketing Trends Technology Trends Service Trends Restaurant Labor Trends As workers continue pushing for more benefits and staffing shortages remain rampant, restaurants are finding new ways to serve customers effectively and provide for their employees. Technology advancements will provide owners with resources to ease the burden of their staff, but high costs continue to drive restaurants and staff to find affordable solutions to prevent burnout. In 2024, many of the following labor trends will be influenced by tumultuous economic conditions as industries adjust to this new era. <figure> </figure> Robot Staff and Service Automation In 2024, your best busboy might be a robot. Several franchises nationwide have begun experimenting with utilizing robots to handle menial tasks that take up valuable time. From mobile bots serving tables to stationary kiosks for ordering, automation fills gaps left by staff shortages and allows employees to focus on other important tasks. Before making the shift to include more bot staff members, check that your establishment can handle everyday maintenance for this equipment, such as charging. Furthermore, examine your customer base to ensure they would react favorably to potential FOH automation in ordering or service. <figure> </figure> The Rise of Gen Z The Zoomers are entering the foodservice industry and will continue growing in relevancy in 2024. Gen Z grew up in the age of the internet, smartphones, and ever-advancing technology, so they're very open to technological innovation at their workplace. This new generation wants to work at a job they'll enjoy with exciting perks, a friendly culture, and a high emphasis on social responsibility. Attracting Gen Z to join your staff will require good pay and benefits, strong ethics and social responsibility, inclusion, and flexibility. Instituting these incentives will have long-term dividends, rewarding you with a hard-working, creative staff eager to learn and grow in the coming year. <figure> </figure> Increased Tipping Requests and Fatigue More and more businesses are asking customers to tip staff, including establishments with no history of requesting tips. This movement has led to tip fatigue that affects foodservice staff, who rely on tips as their primary source of income. In the coming year, we expect increasing tip fatigue to prompt restaurants to find innovative ways to balance this movement. An increase in automatic gratuity service charges ensures waitstaff receives proper compensation. <figure> </figure> Employee Activism In the past year, employee activism across numerous industries reached new heights, including several nationwide strikes lasting for months. With this precedent and the creation of unions for several major chains, we anticipate foodservice workers to take steps toward unionization as the norm. As an employer, this trend could delay or shut down your establishment's services, so budget accordingly. Additionally, educate yourself on labor laws, unions, and worker rights to handle situations that arise appropriately. Restaurant Marketing Trends With the rise of revolutionary technology, marketing techniques evolve to meet potential customers where they are. In the coming year, we anticipate advertisements and promotions to become even more accessible to consumers through location-based offers, QR codes, and voice search targeting. Additionally, experience-centric dining and "eatertainment" will entice customers to dine out instead of at home. <figure> </figure> Location-Based Marketing In an age of constant advertising bombardment, location-based marketing and proximity marketing will be the primary ways restaurants gain the attention of their customers. A smartphone is a staple of the modern-day consumer, and location-based marketing allows you to use that smartphone to distribute content, promotions, and services directly to nearby customers. Harnessing GPS coordinates, you can send push notifications with coupons and promotions to potential patrons when they enter a predefined geolocation. This trend allows you to attract impulse purchases, especially in busy locations with many options. <figure> </figure> "Eatertainment" With take-out and eating at home on the rise, restaurants need to find new ways to attract customers to their establishment. Experience-centric dining, or "eatertainment," offers fun activities and good food to make a night out more appealing. With opportunities ranging from live music to axe throwing to indoor sports, 2024 will usher in a wave of fun experiences to enjoy alongside a fantastic meal. Find a unique activity that pairs well with your available space and menu options to create an enjoyable experience that draws new customers looking for more than just good food. <figure> </figure> QR Codes in Advertisements QR codes have been a recent trend in restaurants as a way to download an app or access the menu. However, we predict that foodservice establishments will expand their use of QR codes to advertisements in other forms of media. While print marketing is less relevant than in previous years, restaurants can feature QR codes on billboards and flyers with special rewards and promotions. In other industries, businesses add QR codes on TV, web, and mobile advertisements for customers to visit their website or download their app. QR codes will grow in popularity as more restaurants create websites and apps. <figure> </figure> Voice Search Targeting The increase in smart home and car devices, such as Siri, Amazon Alexa, and Google Home, opens a new search avenue for potential customers. In 2024, restaurants that utilize SEO techniques to target these voice queries will see more traffic and success online. We recommend optimizing your site around keywords used in voice search, such as a specific location, menu item, delivery option, or the ever-popular "near me." By harnessing this trend, you can tap into new markets and boost your restaurant's discoverability. Technology Trends It's clear that technology will continue to play a major role in reshaping the restaurant industry in 2024. Not only is A.I. poised to make major changes to the industry landscape, but other technologies like virtual reality and contactless payment are adding unique and convenient elements for customers to enjoy. From streamlining operations to creating immersive customer experiences, here are some exciting tech trends that are set to make waves in the coming year. <figure> </figure> A.I. in Restaurants The use of artificial intelligence is rapidly increasing across a slew of industries, and the restaurant industry is no different. Restaurant A.I. technology can be used to automate various tasks, such as taking orders, managing inventory, and analyzing customer data to personalize recommendations. By leveraging A.I. in 2024, restaurants can streamline operations, reduce costs, and provide faster, more accurate service to their customers. <figure> </figure> In-House Delivery Apps Although third-party delivery services have been trending in recent years, they come with some drawbacks restaurants have to deal with. These apps can bring high commission fees and potential loss of control over the customer experience. To alleviate these problems, many restaurants are expected to explore the option of developing in-house delivery apps in 2024. By investing in their delivery infrastructure, restaurants can maintain direct relationships with their customers, ensure timely and efficient deliveries, and even offer exclusive promotions tailored to their loyal patrons. <figure> </figure> No Contact Payment The COVID-19 pandemic accelerated the adoption of contactless payment methods, and this trend is likely to continue into 2024 and beyond. No contact payment options, such as mobile wallets and QR codes, allow customers to pay for their meals without physically touching cash or credit cards. Not only does this provide a convenient and efficient payment experience, but it also enhances safety by minimizing physical contact between customers and staff. <figure> </figure> Immersive Technology Augmented Reality (AR) and Virtual Reality (VR) immersive technologies have the potential to revolutionize the way customers interact with restaurants. By creating immersive experiences, restaurants can engage customers on a whole new level, enticing them to visit, try new dishes, and share their experiences with others. In 2024 these technologies are expected to be used by some restaurants to provide virtual tours, farm-to-table journeys, and digital interactive menus to enhance the customer experience. Service Trends In the fast-paced and ever-evolving world of foodservice, staying ahead of the curve is crucial for success. As we look ahead to 2024, it's important to consider the emerging trends that will shape the restaurant industry's service landscape. From trendy pop-up restaurants to unique and expansive kids' menus, here are some key service trends to keep an eye on heading into 2024. <figure> </figure> Pop-up Restaurants Pop-up restaurants have been gaining popularity in recent years, and this trend is expected to continue in 2024. These businesses often take advantage of underutilized spaces, such as empty storefronts or rooftops, allowing chefs to showcase their culinary skills in unconventional locations. For customers, pop-up restaurants provide a sense of exclusivity and the chance to try something new and different. Pop-up restaurants are great for hosting special events while open, attracting a wide array of different clients. They could also serve as a soft opening of sorts, allowing entrepreneurs to test out restaurant concepts in a lower-risk environment. <figure> </figure> Sophisticated Kids' Menus Gone are the days of uninspiring chicken nuggets and macaroni and cheese as the only options for young diners. Restaurants are recognizing the importance of catering to the evolving tastes of children and their parents, adding exciting new foods to their kids' menus. In 2024, expect to see more restaurants offering elevated and health-conscious options for children, such as grilled fish tacos or vegetable-packed pasta dishes. By providing nutritious and flavorful meals for children, restaurants can attract families who prioritize healthy foods and quality dining experiences for their little ones. <figure> </figure> Modified Hours With changing consumer habits and demands, many establishments are reevaluating their operating hours to better cater to their target audience. It’s predicted that more restaurants will be experimenting with ideas like extended breakfast hours, late-night menus, or even brunch-only service on weekends in 2024. By offering flexible hours, restaurants can tap into new customer segments and provide convenience for diners who have busy schedules or unconventional eating habits. On the other hand, staffing shortages are predicted to leave some restaurants short-staffed, further modifying hours and keeping these restaurants only open during the busiest portions of the day. <figure> </figure> Sustainability In 2024, more restaurants will prioritize sustainability trends like sourcing ingredients from regenerative farms and suppliers. Regenerative agriculture focuses on rebuilding soil health and biodiversity, while also helping to sequester carbon and reduce the environmental impact of food production. Other sustainability trends like eco-friendly packaging, energy efficiency, sustainable seafood, and plant-based food menus are expected to remain relevant in the upcoming year. As we move towards 2024, restaurant owners and operators are increasingly recognizing the importance of incorporating sustainable practices into their operations and catering to eco-friendly consumer groups. How Do Restaurant Trends Benefit Your Business? Paying attention to the foodservice trends that affect your business is one of the best ways to meet the needs of your customer base and stay competitive with the restaurants in your area. By observing how other eateries are evolving to meet current challenges, you might find some solutions that work for you. Check out restaurant industry statistics to get a full picture of the current state of the foodservice industry.
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