Let’s see what awaits restaurants and cafes guests in 2024

Like other industries, the Horeca industry does not stand still and responds to the challenges of the time with new culinary delights, technological solutions and marketing strategies. We have collected 10 main trends in the development of restaurants and cafes that we will observe in 2024.

1. Fusion cuisine

One of the main HoReCa trends for 2024 is mixing culinary traditions of different cuisines. Sushi burritos, kimchi tacos, Thai pizza, white grape gazpacho—such exotic combinations can be seen on the menus of restaurants and cafes that are not afraid of experiments, want to surprise their guests with unusual tastes, and can tell about the history and ingredients of each dish.

2. Local cuisine

Along with cuisine combining different cultures' traditions, food-based strictly on local cooking techniques and local products will be popular this year. Regional food establishments will partner with local farmers to source the freshest ingredients and add local cuisine to their menus to demonstrate their identity and authenticity.

3. Plant food

The popularity of plant-based products continues to gain momentum. In almost every restaurant and cafe today you can find items consisting exclusively of plant ingredients: vegetables, fruits, seeds, grains, beans, and various herbs. Even fast food chains are introducing vegan items into their menus and using plant-based meat substitutes, for example, to make cutlets.

4. Molecular mixology

Molecular cuisine originated in the early 1990s and has not lost its position, but today, it smoothly flows from the kitchen to the bar. This year, cocktail-making will reach a whole new level, and bartenders will surprise visitors with drinks with edible bubbles of different flavours, aromatic herbs and a haze of liquid nitrogen in the glass.

5. Simple food

Comfort food is what's trending. Guests are increasingly choosing simple dishes with few ingredients and simple taste. At the same time, the quality of the products is extremely important to them - it must be at the highest level. In this regard, the rule of three becomes more relevant than ever: three perfectly selected ingredients can give the visitor more pleasure than dishes loaded with numerous flavour palettes.

6. Small portions

Several factors influence the trend toward smaller portion sizes. Firstly, the solvency of the population decreases, resulting in visitors ordering fewer dishes. Secondly, wanting to try as many items as possible without overeating, guests of restaurants and cafes are increasingly ordering small dishes for the whole company. For this reason, the list of starters on the menu will likely grow, while the main course section will likely shrink.

7. Collaborations

Collaborations are a great way to reach new audiences. Therefore, today they can be found in various areas, including HoReCa. Restaurants organize touring dinners with the participation of chefs from other cities and even countries and create joint projects with cosmetic brands, art galleries, clothing brands and other businesses in order not only to expand the list of their guests but also to give visitors new emotions with the help of unique dishes.

8. Immersive gastro projects

The popularity of immersive gastro projects continues to grow, in which you can enjoy food and get an unforgettable experience. Exquisite dishes, mesmerizing visual compositions, conceptual musical accompaniment - dinner literally turns into a real entertainment show, and guests of the establishment try different tastes and are transported to other eras and exotic places.

9. Self-service and automation

The automation trend is not new, but it still has not lost its relevance. Contactless ordering, QR code menus, self-service terminals, robot waiters - this is already a reality. Such technological solutions distinguish catering establishments from competitors; guests like them for their convenience, attract attention and save money, as well as the time and effort of employees.

10. Food trucks

Food trucks are a big trend in street food in 2024. This can be either a full-fledged vehicle with a built-in kitchen or a trailer van. This is an excellent option for those who want to open their own gastro business, since food trucks require less investment. In addition, you can change the point of sale several times a day and make a bright van moving around the city part of a marketing campaign.

You can learn more about trends and present your products to cafes, restaurants, canteens owners, and other public catering establishments at the 33rd International Autumn Food and Drink Exhibition WorldFood Moscow. 

The WorldFood Moscow 2024 exhibition will take place on September 17–20 at Crocus Expo IEC (Pavilion 3).