As summer rolls in, the UK's hospitality scene is buzzing with trends you won't want to miss. From TikTok taking over to multi-venue magic, here's what's hot this season:
- Influencer Inspiration: Did you know 30% of travellers turn to TikTok for ideas? With influencers like @TopJaw ruling the platform, it's prime time to get in on the action. Team up with local TikTok stars to showcase your place or why not take matters into your own hands? Start posting frequently and remember, it's all about that authentic, lo-fi vibe. So, don't sweat the small stuff—just whip up some fast-paced, face-filled videos and be consistent!
- Multi-Venue Living: Places like the Devonshire in London’s Soho are killing it by seamlessly blending pubs, restaurants, and cocktail bars all in one venue. Why not follow their lead, get creative with your footprint and carve out areas with their own vibe. Short on space? Think ‘multi’ in other ways by upselling customers into parallel categories. Whether it's selling local art in your coffee shop, whipping up cookbooks in your restaurant, or delighting customers with branded merch at your bar, it's all about creating your tribe of proud patrons!
- Clean Eats: Customers are craving health! Coffee hubs should try adding mushroom magic to their drinks list as 25% of UK folks are curious about its energising benefits. Speaking of changing tastes, 58% of Brits are cutting back on meat! So make sure you have more than one plant-based option on your menu. And don't forget mocktails are on the rise, with a forecasted 7% growth this year. Say goodbye to sticky pints of orange juice and offer up sophisticated flavours for the 0 percenters instead!
- Chill Vibes: Summers are getting longer and hotter, and it seems like everyone craves chilled treats when the mercury starts rising. 1 in 4 Brits rate cocktail slushies as their top summer tipple so embrace ice with frozen margaritas, ice-cold draughts and adult-only slushy machines. Plus cafés can get in on the action as iced coffee alternatives also show steady growth!
- Eat with Your Eyes: Looks matter, especially in today's social-driven world. You need to tap into the full five senses of your brand and bring it to life through consistent applications to all touchpoints: your website, menus, social, physical spaces, uniforms etc. To become a destination for frequent footfall, you need to know who you are and what you look like!
Not sure where or how to start? Try the 80:20 rule: 80% tried and tested, 20% innovations. Then you can scale or fail without risking your core business. So, shake up those cocktails, plate up those plant-based eats, and get ready for a summer to remember!
Sources:
1. Booking.com, ‘7 insights on using TikTok’, May ‘23
2. The Grocer, ‘How the functional shroom is ready to boom’, March ‘24
3. Social Market Foundation, ‘Three-fifths of British people have tried to cut down on meat’, Set ‘23
4. IWSR, ‘No- and low-alcohol category value surpasses $11bn’, Jan ‘24
5. Food & Drink Technology, ‘Frozen cocktails set to be the hottest trending drink this summer, research shows’, May ‘24
