Simplicity, quality and authenticity? Or is the constant search, variety and surprise of guests becoming the pillars of success in the HoReCa sector? One thing is for sure: 2024 presents huge challenges and changes that affect the entire industry. How to fit in with current expectations and how to create concepts adapted to the modern guest? Find out what experts told you about the prevailing trends in the HoReCa industry at the last Food Working meeting!
Issues and changes in 2024
Inflation, the plastic directive, ever-increasing market competition and increased consumer awareness pose new challenges for the HoReCa sectorbut also open doors for new development opportunities. In the face of dynamic change, the right strategy and quick response to changing reality are crucial. At the last Food Working industry meeting, experts agreed that, first of all, quality, adapting the offer, amazing cooperation and openness to new technologies are the recipe for success in the HoReCa sector in 2024.
Today we are faced with an increasingly conscious guest. When going to a Japanese or Indian restaurant, the guest expects the taste that they have memorized from the trip – to meet their expectations and make them come back to us, we must base on original ingredients and regional spices so that we are authentic and meet the quality trend - commented Inderjit Manota – Executive Chef Warsaw Marriott Hotel
Social dining
Sharing meals and sharing meals at a long table is a concept that is becoming increasingly popular in today's society. As part of this practice, people come together to enjoy food, talk, and build relationships. Such a big phenomenon has become places like Food Town in the Norblin factory, which, thanks to the shared space, offer much more than just food.
Eating or drinking is no longer just about satisfying your physiological needs. We can safely define this with social Dining, which consists of going outside, meeting up to experience something more – she explained during the Food Working meeting Kinga Rylska, Head of Marketing Food Town w Fabryce Norblina. Adding that it is very noticeable to leave the office, which is located nearby, in favor of a common space with access to gastronomic amenities.
Simple solutions are a recipe for success
Simplicity on the plate combined with the undeniable quality of the products is one of the main ideas that comes to the fore. Instead of complex compositions and exaggerated decorations, chefs are increasingly focusing on minimalism, focusing on the essence of taste. This approach makes dishes more accessible to a wide range of consumers, without losing their unique character.
The trendsetter in this approach is Alexandra Doinikovskaya (co-owner of BAKEN, Pollypizza NEOpolitan and bun through tissue paperThanks to the Baken concept, it showed that high-quality bread, yellow cheese from a friendly cheese maker and butter prepared on site in a restaurant can win the hearts of not only Warsaw residents, but also tourists visiting the capital.
We have created a very controversial breakfast experience when it comes to the restaurant and food industry. Everyone associates our flagship position-the Copenhagen plate-with their childhood. It was also our goal to capture these good memories, but with the added quality and atmosphere that accompany the guests of BAKEN – comments Alexandra Doinikovskaya is a restaurateur.
People still eat with their eyes
Food is a pleasure, it regulates mood and satisfies psychosocial needs, and almost one in four of us seek pleasure from the appearance of food. These are the findings of a study conducted by the Food and Design team in 2022. Today, this trend is still relevant, which it confirmed at the event Maciej Jarmoliński – Country Sales Lead Uber Eats.
As for shopping trends, from our point of view, we are also seeing a trend towards a subscription model in mobile apps such as Uber Eats. We believe that the introduction of such a sales model in the form of Uber One will help us to be more loyal to customers who are constantly looking for opportunities, new offers and diversity – adds Maciej Jarmoliński – Country Sales Lead Uber Eats.
The expert also stressed that post-pandemic habits of ordering food using mobile apps are still in trend. Returning to the normal state, the number of orders has not decreased, but on the contrary-it continues to persist.
Local revival and love of Polish tastes
Modern hotel restaurants are increasingly emphasizing the importance of Polish tastes and regional dishes, which contributes to the revival of the culinary heritage. In the hotel's restaurants, especially well-known ones like the Marriott, a local renaissance can manifest itself through the use of fresh, seasonal ingredients sourced from nearby farms, gardens, or local markets.
Executive Chef Warsaw Marriott Hotel – Inderjit ManotaThe guest who attended the panel noted that the love of Polish tastes in hotel restaurants is expressed in serving authentic dishes such as dumplings, borscht or pork chop, which are a popular choice among hotel guests. He also added that today's conscious customer, who can afford to go to a more expensive restaurant, no longer expects the element of variety on the plate and the color palette that these ingredients create. Currently, the origin of products, their quality and certification are important.
Coffee is an essential menu item in public catering establishments
At the last meeting of the Food Working cycle, Arkadiusz Domurad (Head Trainer Lavazza & Orbico)he explained the role of coffee in the HoReCa sector. The position of hot drinks on the market is constantly growing. We see them as a constant element of everyday life. Stimulating coffee or soothing tea is not only a drink, but also an integral part of the culinary culture, offering a wide range of flavors and aromas. The market is constantly evolving, adapting to the preferences of visitors to the world of fashion. No one is more shocked by the lack of classic coffee dishes on the menu, such as lattes or flat white-today, restaurateurs are increasingly betting on a high-quality overflow, which in many establishments is the only option to choose from. The expert noted that this is an increasingly noticeable trend that we are seeing in the Polish market.
Trends in 2024
At the last meeting of the Food Working cycle, panelists pointed out specific trends that, in their opinion, will be worthy of attention in 2024. By opinion Kingi Rylskoy, "breakfast" in the city and a foodsharing menu are trends that will be actively developed in the coming months..
Inderjit Manota, he noted that In recent years, there has been a noticeable increase in the popularity of Japanese cuisine in Poland. This is not only a fashion statement, but also an expression of the growing interest in Japanese culture, healthy lifestyle and concern for high quality and freshness of ingredients. Restaurants serving sushi, sashimi, ramen or tempura are becoming increasingly popular among Poles, both in large cities and small towns.
Aleksandra Dojnikowska She noted that in today's world of digitization and ubiquitous social media adoption, young consumers are playing an increasingly important role in shaping trends in the HoReCa industry. The world of Instagram, TikTok, and other social networks has become not only a place where we share our life experiences, but also a powerful tool that influences our culinary preferences and restaurant choices. Young consumers, inspired by what they see online, search their surroundings for places where they can taste these delicacies. Restaurateurs should follow the trends in the network and respond to the changing market. Being "timely" can have a positive impact on your business and its popularity.
The HoReCa industry has seen a marked increase in coffee awareness. More and more people are beginning to appreciate the differences between the types of grains, brewing methods, and flavors of coffee drinks. Interestingly, the Poles, who used to be associated mainly with tea, are now in third place in Europe in terms of having a professional coffee maker at home. Arkady Domurad stressed that coffee is no longer just a stimulating drink. It has also become an area of interest for those associated with the food service industry.
Need for experience
The sixth meeting of the Food Working series within the framework of the Food and Design project confirms that, despite the changes and challenges that occur throughout the HoReCa sector, interest in gastronomy is not decreasing, but, on the contrary, is constantly increasing. Poles love to eat, experience and explore, so fitting in with current trends without giving up your authenticity in creating an offer is a recipe for successful business and guest loyalty.
We would like to thank our experts for a substantial dose of knowledge during the past Food Working! The event would not have taken place if not for our partners: BAKEN, Tim s. a., three buddies Brewery, JW Films, Sweet, SGGW, University of Engineering and Health in Warsaw, Gastrowiedza and media patrons: direct, trade, marketer+, Restaurant management, Restaurant magazine, Biokurier, new marketing.
We will see another Food Working event in May!
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
