With the arrival of the new year, a fresh set of trends and ideologies is shaping the way we experience dining, both in restaurants and at home. In October, Whole Foods Market’s Trends Council revealed their predictions for the top 10 food and beverage trends in 2024. Notable trends include complex heat, a focus on little luxuries, reimagining plant-based options, and an increased use of buckwheat.
The phenomenon of “little treat culture” on TikTok has gained momentum, aligning with the anticipation of little luxuries being a significant trend in 2024. Personally, I’ve embraced this lifestyle for as long as I can remember, making me feel ahead of the curve. Another exciting development is the emphasis on complex heat, appealing to spice enthusiasts like myself who appreciate the growing popularity of hot sauces and spicy options. Interestingly, my discussions with the innovation team at KFC confirmed that younger generations exhibit a higher tolerance for heat, consistently ordering spicy and ghost pepper items more than any previous generation.
Being someone who values staying informed, I eagerly anticipate the yearly insights from those at the forefront of creating and implementing the food and beverage trends that will likely dominate our experiences over the next 12 months.
Here are food and beverage trend predictions from 30 chefs and hospitality professionals from around the country.
“In 2024, we expect a continued rise in the popularity and demand for spiced condiments, featuring a diverse array such as chili oils and sweet & spicy options, readily available at both restaurants and grocery stores. Notably, the focus is expanding beyond mere heat, as the public desires intricate flavor profiles. A recent find, like the budget-friendly truffle chili paste priced at $0.99, exemplifies the increasing range of tempting options in local groceries. – Insights shared by Chef William Gideon, Director of Culinary at JW Marriott Miami Turnberry Resort & Spa in Miami, Florida.
Looking forward, the culinary landscape seems to be shifting away from hyper-trendy endeavors, with chefs and restaurants returning to classical cooking and design. At Elvie’s in Jackson, Mississippi, Chef Hunter Evans highlights simple, technique-driven food rooted in culinary classics, foreseeing a trend where chefs infuse traditional dishes with freshness using local ingredients and seasonal variations in 2024.
Chef Sophina Uong, proprietor of Mister Mao in New Orleans, Louisiana, envisions several culinary trends for 2024, including the ascent of Asian pastries, the adoption of no-waste condiments and spreads, the introduction of mushroom croutons, and the popularity of dishes like the Bulgogi Hoagie and XL Taiwanese Fried Chicken. Additionally, she underscores the growing importance of addressing climate change, food security, and the emergence of specialty ordering platforms for global snacks.
Shifting the focus to the beverage industry, Brian Livesay, Beverage + Operations Manager at Matador in South Carolina, predicts an increased emphasis on the production process of tequila. He foresees consumers becoming more discerning about tequila quality, showing a preference for brands employing traditional processes, avoiding additives, and prioritizing transparency and sustainability.
Brad Stewart, Director of Food and Beverage at Noelle in Nashville, Tennessee, underscores the rising significance of quality in the culinary world. He stresses the importance of approachability, asserting that even the finest dish or cocktail must resonate with guests for successful sales. Furthermore, Stewart highlights the overarching importance of providing a memorable experience, stating that patrons seek more than just food and beverages; they crave a holistic and engaging experience, be it nostalgic, breathtaking, or quick and easy.”
“I’ve noticed a growing interest in chilies this year, and anticipate their use in a more diverse range of dishes. At Jaya, we primarily incorporate both fresh and blended chilies. Botanical florals, especially marjoram, will be featured prominently on menus. For instance, we’ve recently introduced a Butterfly Pea-based beverage with zero alcohol. Tea-infused drinks continue to be a popular trend in the coming year, providing a great non-alcoholic option. Moreover, we’ll witness an increase in plant-based dishes that highlight stem vegetables rather than roots, such as okra, corn, eggplant, green beans, and edamame.” – Vijayudu Veena, chef at The Setai Miami Beach in Miami, Florida
“Emphasizing real food is becoming a priority. Consumers are seeking genuine and honest food, and with the current economic climate and fluctuating food prices, people are becoming more discerning in their spending habits. The ongoing closure of restaurants will further narrow dining options, prompting guests to make more mindful choices with their money. Additionally, the popularity of fast food is expected to continue, especially during times of rising prices. Comfortable dining experiences are also on the rise, as patrons seek environments that are both comfortable and hospitality-focused.” – Matt Kelly, chef and partner of Nanas + Matt Kelly Hospitality in Durham, North Carolina
“While not necessarily a trend, I foresee a continued push towards equitable, sustainable businesses in 2024, accompanied by the inevitable growing pains that accompany such a shift. Both large and small establishments may close temporarily to reassess and reopen with a renewed sense of purpose.” – Kelly Jacques, Co-Owner and Chef at Ayu Bakehouse in New Orleans, Louisiana
“There’s a noticeable shift away from flashy celebrity bottles towards a more educated consumer base, particularly regarding tequila. People are increasingly interested in smaller batch and craft tequilas, asking questions about origin, production methods, and family history. Whiskey sales have declined significantly, with reposado tequila reigning supreme.” – Dylan Stewart, general manager at Blind Barber in Chicago, Illinois
“Reflecting on the past few years, the pandemic has significantly influenced various aspects of our lives, including the American food scene. We observed a surge in demand for fast, contactless meals that were affordable and convenient. However, as the world begins to recover, we’re moving away from the era of one-pot feta pasta and homemade bread. Looking ahead to 2024, diners are expected to indulge more, treating themselves to items like pizza, breakfast sandwiches, chocolate, caviar, and lobster. This marks a shift towards a culture of self-indulgence.” – Alec Gropman, chef at Uptown Hospitality Group and Bodega in Charleston, South Carolina
“In the 2024 culinary landscape, there’s a noticeable shift towards plant-based options, requiring a more thoughtful approach than simply substituting meat with alternatives like Beyond Burger. Chef Ben Warden predicts a 15-20% increase in plant-based offerings, emphasizing a sustainable and innovative shift in menus.
Dairy trends are evolving as well, with the emergence of the ‘cheddar plunge.’ Katie Petri, Director of Consumer & Market Insights at Tillamook, anticipates a rise in soaking sharp cheddar in wine, shrub, or ale to create unique flavor experiences. She also foresees a spicy twist to cheeseboard staples, catering to a desire for bold global flavors. Air fryers are here to stay, with expectations of more inventive recipes like air fryer grilled cheese, jalapeno poppers, and nachos.
Michael Saperstein, owner of Sunshine Provisions in Miami, shares insights from the butcher’s perspective. In the beef category, he notes the popularity of value cuts like skirt, hanger, and bavette in chef-driven restaurants. New York Strips and creative blends, such as the Walgreens/McDonalds-inspired recipe for Smash burgers, continue to be featured. Saperstein observes a shift in pork preferences towards heritage pork bellies and chops. Additionally, he predicts the sustained popularity of veal chops due to the ongoing veal ‘parm’ craze. While charcuterie platters are making a comeback after a dip during COVID-19, elevated classics, fusion menus, high-end sushi, and the continued growth of Mediterranean cuisine are expected trends in the dining scene for 2024.”
“In the realm of tequila, the upcoming year is poised for innovation driven by finishes and blends. Anticipate an influx of limited-edition blends and barrel finishes, allowing producers to generate ongoing excitement in the market and explore novel flavor profiles. Expect the emergence of inter-agave blends and cross-distillery/cross-category collaborations, exemplified by creations like Santo Mezquila, a distinctive tequila/mezcal blend. Furthermore, I predict a heightened consumer focus on additive-free products in 2024, amplifying a trend that gained momentum in 2023. Tequila experts, editors, and reviewers will take on the role of purity crusaders, exposing more tequilas with additives, leading to a significant realization for consumers. Additives have become prevalent in the tequila market, often used to mask the bitterness of younger agave or employ production shortcuts, aiming to appeal to the vodka consumer.” – Dan Butkus, President and CEO of Santo Spirits
“Tonnato had its moment during the summer, and I believe it will make a widespread appearance in the upcoming spring. It serves as the ultimate dipping sauce, salad dressing, and more, combining fresh herbs, umami from anchovies, and a hint of vinegar in a rich aioli. Additionally, counter service is experiencing a notable surge for valid reasons. The rising costs of goods and labor are squeezing restaurant profit margins, prompting more establishments to create upscale experiences through a streamlined model.” – Caroline Glover, Co-owner and Chef at Traveling Mercies in Aurora, Colorado
“I foresee a trend towards smaller restaurants, resulting in more engaged and well-cared-for staff, as well as access to fresher ingredients, including breads, tortillas, and pasta. Another development on the horizon is livelier and trendier dining room music. Establishments like Anajak Thai in L.A. and Saga in New York are already known for their hip playlists. Smaller menus are also on the rise, with a shift away from extensive options to a focus on a handful of delicious offerings. This trend spans casual fine dining to fast food, with a commitment to precision and purposefulness.” – Drew DeLaughter, Co-owner and General Manager of Saint-Germain in New Orleans, Louisiana
“I envision 2024 as a year of simplicity. One-pot dinner party meals, approachable and affordable home cooking, and a reduction in dishwashing will take center stage. Concurrently, in alignment with the non-alcoholic trend, there will be an increase in low-alcohol beverages for individuals who prefer to consume alcohol without becoming intoxicated. Sustainability will also play a significant role, with more emphasis on composting and a stronger connection between food and environmental concerns, leading chefs to engage in discussions and initiatives related to coastal restoration.” – Ana Castro, Chef and Owner of Acamaya in New Orleans, Louisiana
“Counter service is set to gain even more popularity among chefs aiming to deliver high-quality food and superior service, particularly during dinner, without compromising profit margins. In 2024, we might witness the convergence of the trend for high-level cuisine in stripped-down spaces and service formats, such as counter service, with the trend of set menus priced under $60. Both of these trends have been on the rise, and their combination could bring about interesting developments. Additionally, with the increasing demand for non-alcoholic beverages, high-quality, terroir-specific juices—ranging from apples and wine grapes to rhubarb or sea buckthorn—are expected to have their moment in the spotlight.” – Arjav Ezekiel, Co-Owner and Beverage Director of Birdie’s in Austin, Texas
Rémi Chevallier, head chef at Bagatelle Miami in Miami, Florida
“Accessibility is poised to become a major focus in the post-COVID economy, with an emphasis on affordable pricing and adaptable menu formats. Restaurants are evolving to cater to budget-conscious diners, offering diverse options such as takeout.” – Michael Stoltzfus, Chef and Owner of Coquette in New Orleans, Louisiana
“I anticipate a resurgence of upscale dining experiences as restaurants come back stronger. At Enswell in Philadelphia, we’ve noticed a trend of people dressing up more for dining out, reflecting a desire for elevated culinary experiences.” – Andrew Farley, Chef at Enswell in Philadelphia, Pennsylvania
“Oysters, hailed as the original superfood, are expected to make a cultural comeback in 2024. With nutritional benefits comparable to steak but with fewer calories, oysters also contribute to water cleaning, emit no methane, and have a minimal carbon footprint.” – James Whitehead, Executive Chef at Seaworthy in New Orleans, Louisiana
“We’re likely to witness greater diversity in alternative meat cuts on restaurant menus. Rising costs will prompt chefs to showcase their technical skills, transforming ordinary cuts into noteworthy centerpieces.” – John Castellucci, Culinary Director at Cooks & Soldiers + Castellucci Hospitality Group in Atlanta, Georgia
“The shift towards mindful consumption since the pandemic is expected to lead to a surge in non-alcoholic (NA) cocktails. Additionally, a rise in NA beverage retail stores is anticipated, broadening offerings to ensure all patrons feel considered and satisfied.” – Ashley Christensen, Chef and Proprietor of AC Restaurants in Raleigh, North Carolina
“The Mediterranean Diet is projected to take center stage, with a particular focus on Mediterranean-inspired white dips. The trend towards sweet heat, combining spice and sugar, is gaining momentum, as seen with the popularity of products like our Topped Organic Hot Honey Hommus.” – Aimee Tsakirellis, EVP of Marketing at Cedar’s Foods
“In Miami’s rapidly evolving food and beverage scene, adapting traditional recipes to modern, sustainable, and dietary restriction-friendly versions is a challenge. For instance, we’ve introduced a 100% vegan, gluten-free, dairy-free zucchini blossom tempura on our seasonal menu to cater to diverse preferences. Expect an increased demand for evolved non-alcoholic pairings to complement standard beverage offerings.”
“I foresee a continued rise in plant-based proteins, driven by the popularity of alternatives like jackfruit, seitan, and tempeh, as consumers increasingly opt for sustainable and healthier options. Additionally, the use of adaptogens such as ashwagandha, reishi, and turmeric is expected to grow, incorporating their stress-reducing and health-promoting properties into dishes and drinks. The culinary landscape is also set to embrace a wider range of flours, including chickpea, almond, and cassava, providing gluten-free and nutrient-rich alternatives for baking and cooking. In the beverage sector, fermented drinks like kombucha, kefir, and kvass are poised to expand on restaurant menus as healthier alternatives to traditional sodas.
Chef Jean Baptiste Scordel envisions a food evolution towards simplicity and farm-to-table ingredients, emphasizing a move away from industrialized food in 2024.
Chef Fransico Troncoso emphasizes the growing importance of sustainability in the food industry, noting a shift towards using natural, whole ingredients and adopting cooking techniques that highlight the natural flavors.
Giliah Librach predicts a rise in unconventional pizzas, with restaurants offering diverse options throughout the day. Additionally, there is a forecast for increased consumer focus on food sustainability, with a demand for transparency in sourcing and a rise in the use of “bougie” ingredients in more casual dining settings.
Chef Ivan Collazo highlights a focus on plant-based foods to reduce ecological damage, pointing out the environmental impact of cow emissions. He advocates for gradually introducing the idea of consuming less meat and incorporating plant-based options like mushroom-based chorizos to showcase that high-quality, cruelty-free food is attainable. At Quinto, they are implementing changes to create more plant-friendly menu options.”
