Hey Hot Potatoes,

Are you one of those people who genuinely gets excited about our mornings gradually becoming lighter and the days becoming longer?! Well I am, and we're seriously on the verge of saying goodbye to winter, so I'll be saying a big cheerio... followed by a big hello to spring, bring it on! With all the changes that happen between seasons, what has been changing in the hospitality world you ask? As Mr HP, I've been quietly observing from a distance and have noticed some pretty interesting developments unfolding. In today's newsletter, we'll be exploring some of the newest trends—from the synergy of coffee shops and run clubs to the pivot towards comfort food. Let's get into it!

In today’s email: The Great Hospitality Pivot: 3 Trends Nobody Saw Coming

Read Time: Approx 3-4 mins

Run Clubs and Coffee Shops

Over the past 6-12 months, I have noticed a growing trend that’s been taking hold in our neighbourhoods lately - the incredible synergy between running clubs and coffee shops.

This partnership is creating magic in communities across the country! Coffee shops are constantly hunting for consistent traffic, while runners need welcoming spaces to gather and refuel. Add in how brands like Runna and Strava are getting more people into fitness, and you've got a trend that's brewing success for everyone involved.

What makes this collaboration particularly brilliant is the community impact. Running clubs naturally unite people through shared goals and challenges, while coffee shops provide the perfect spot for celebrating achievements post-run. These regular meet-ups bring a steady stream of customers to local cafés, creating loyal patrons who return week after week.

Beyond the financial benefits, coffee shops are seen to be encouraging active lifestyles, whilst ensuring everyone gets their caffeine fix, they also seem to be stepping up their game by offering healthier fuel options for runners. It's a perfect blend of business and community building that's transforming local communities one run (and flat white) at a time.

Hospitality and Live Entertainment

I've been thinking a lot about how food and drink venues are completely re-imagining their spaces lately. It's not just about serving great food anymore – it's about creating genuine community hubs where hospitality and live entertainment come together in exciting new ways.

Take How Matcha who recently hosted DJ Louis Beck for a brilliant afternoon of "Matcha and Music," or the iconic Beigel Shop on Brick Lane partnering with Tinder to host an in-store DJ set for singles – mixing their famous salt beef beigels with fresh beats and potential romance!

What's super interesting about this trend is that it takes an outside the box approach to traditional loyalty schemes in driving brand loyalty and building community. Today's customers are seeking spaces where they can create genuine connections, experience something truly unique, and feel part of a community. And these aren't massive venues with dedicated event spaces – they're local independent spots cleverly re-imagining what hospitality can represent in 2025. It's about maximising both space and opportunity in ways that transform a simple visit into a memorable experience.

Comfort Food is Back on the Menu

Source: Restaurant Online

I don’t think it’s a secret that restaurants have had their fair share of challenges over the past few years; with everything from energy costs to inflation to staffing, and that’s just naming a few. Another big challenge is the fact that customers are generally spending less.

On the latter point, when customers have less disposable income but still want to go out and enjoy themselves, they tend to be less adventurous and take fewer risks in their food choices. They want the closest thing to a guarantee of a good experience. They want to eat the food they know and love… comfort food. Classic dishes and solid cooking, all at a good price point.

Illustrating this, Jackson Boxer recently shut his sophisticated Notting Hill restaurant Orasay, and one week later opened Dove. From a quick glance, the menu at Dove is a list of things that Jackson wants to cook and eat right now. It is "not re-inventing the wheel, but re-inventing the restaurant for today’s economy," he says. He anticipates that customers will spend around £50 per head, £10 less than Orasay, but the table turnaround time drops from 2 hours to 90 mins. When the food is less sophisticated, you can serve more covers and also have more repeat customers if it’s affordable.

Today we’ve run through three of the emerging trends we’re seeing and the ones I think will be influential in 2025. What are some trends you think we will see play out this year?

Now, what if I told you that one of the most impactful ways of growing your brand actually starts with the person behind the brand. In our next edition, we'll be diving into the world of storytelling and its transformative power in hospitality brand building. We'll explore how the most successful hospitality brands are crafting compelling narratives and share practical tips on how you can harness this approach for your own business.

Thanks for reading and don’t forget to subscribe to stay updated weekly on all things hospitality!

Bon appétit,

Max Shipman, Editor-in-Chief, Hot Potato

P.S. Don't forget to add us to your safe senders list to ensure you don't miss out on any of our tasty content.