SAN FRANCISCO, USA – af&co., one of the country’s top lifestyle/hospitality marketing and public relations firms, and Carbonate, a boutique creative agency that builds, reinvigorates, and grows brands and hospitality concepts, are excited to announce the release of their 2025 Hospitality Trends Report.
Now in its 17th edition, the annual af&co./Carbonate Hospitality Trends Report forecasts the biggest influences in food, beverage, hotels, travel, marketing, and social media that will shape the hospitality industry in the coming year.
From calling Quesabirria as the dish of the year in 2022, to foreshadowing the ubiquity of Ube in 2023, and citing Mortadella as an ingredient to watch in 2024, the af&co./Carbonate Hospitality Trends Report has become a trusted trends predictor. An eagerly anticipated industry resource each year, the report provides actionable insights to inspire strategies that enhance relevance, capitalize on trends, and boost sales.
Key takeaways from this year’s report:
While the industry is continuing to experience shifts rooted in the pandemic, there are broader cultural changes altering the landscape—largely driven by Gen Z. Several dominant macro trends are emerging as this generational force begins to redefine consumer behavior and societal norms, causing reverberations throughout the industry in numerous ways.
“As we live our lives perpetually online, people are craving immersive, real-world experiences that are both meaningful and transportive—and it’s an opportunity for restaurants, bars, and hotels to think beyond the ordinary,” says Andrew Freeman, Founder of af&co. and Co-Founder of Carbonate. “Guests are choosing carefully where and when to go out, so you’ve got to make some noise to catch their attention. We’re seeing brands get creative with programming—from redefining luxury with creative prix fixe menus, to theme nights, inventive menu LTOs, and added elements of entertainment that don’t have to break the bank, but make a real impact.”
“We’re at a tipping point where social media isn’t just inspiring trends—it’s dictating them,” says Candace MacDonald, Co-Founder and Managing Director of Carbonate. “Gen Z’s influence is not only reflected in their own buying behaviors, but in the generations above and below them. They are culturally diverse and curious, paving the way to new flavors that are less familiar to older generations. At the same time, things that some may consider nostalgic quickly gain momentum through social media. Strategic entertainment is the key, with brands needing to create experiences that are not only convenient and shareable, but also deeply engaging both in-person and online.”
The full report is available at this link: https://drive.google.com/file/d/1YmfjsPntv8k6KOEl-Qov6xB5KIbR1yCF/view
The buzz about Yemeni Coffee
Yemen is believed to be the first place to cultivate coffee for commercial distribution, and was the heart of the first coffee trade. This led to an enduring coffee-house culture, with the coffee shop being a center for learned discussion, socialization, and entertainment, in addition to nourishment.
Expect to find: Coffee spiced with cardamom and/or ginger; rose or pistachio lattes; iced drinks featuring citrus, fruit juices, or herbs; honeycomb-shaped bread stuffed with cheese and drizzled with honey; baklava, kunafa, rose milk cake, and more. New concepts aiming to recreate the feel and flavor of these shops are springing up across the US, offering both traditional Yemeni-style drinks and pastries, as well as modern interpretations inspired by Yemeni flavors and ingredients.
Why Now: The shops serve a wide range of drinks and snacks that offer something different and appealing for the culinary curious, for the price of a typical flavored espresso drink. Additionally, these shops are generally open late, and provide a vibrant [alcohol-free] social gathering place that serves as an alternative to bars (meeting a growing interest in reducing alcohol consumption—especially amongst younger generations).
- Haraz Coffee House is a growing Michigan-based chain with 10 locations, and 6 new locations opening soon (including ones in Austin, TX, and NYC)
- Qamaria Yemeni Coffee Co. is a small growing chain based in Dearborn, Michigan with over 10 locations across the country
- Sana’a Cafe has 5 locations in CA, 1 in Buffalo, NY
