Trends and Strategies in the Era of Constant Innovation

The food and beverage industry, by its very nature, is an ever-evolving one, continually changing in line with industry and societal trends. However, this evolution is increasing rapidly and is coupled with consumer demands that are constantly shifting, and once industry-only trends, discussions become mainstream ‘hot topics’. All of which points to an industry that is facing unprecedented changes and challenges. Now more than ever, in what I call this era of constant innovation, how an F&B business responds or proactively directs trends and strategies will directly impact business longevity.

So, what are the key trends, and how can they be employed strategically?

Healthy Eating and Ongoing Trends

Healthy eating is no longer just a passing fad or a niche market demand; as consumers have become increasingly aware of the importance of health and wellness, there has been increasing consumer demand for healthy eating options. We have seen that foods and dishes that are low in fat and sugar and high in fibre have gained popularity, while deep-fried and heavily flavoured options have gradually lost their market share.

It is an important and ongoing trend that, from our experience, restaurants should embrace and work towards developing more healthy menu options that are also delicious. Providing more healthy options also applies to a restaurant’s internal consumers, its staff, providing staff meals that are tasty and have the health of employees in mind is equally important. 

The majority of Sands China’s restaurants have added healthy and/or vegetarian dishes to their menus, with dishes clearly marked with appropriate symbols for guests’ to easily locate.

Green Dining Emerges a Favourite

Amid the increasing popularity of environmental protection concepts, green dining, that is, dining that does not have a negative impact on the planet, has gradually become a new favourite trend among consumers. This is a complex topic with a lot of layers, but it is a trend that F&B businesses ignore at their own peril.

What action to take really depends on the type and size of the business, for us at Sands China environmental sustainability means having strategies in place that encompass as many steps and stages as possible. This starts from the source, for example adopting environmentally-friendly materials, investing in energy-saving equipment, and targeted reduction of pollution emissions in order to achieve sustainable development.

At the same time, increasing and promoting vegetarian options in order to support diners’ choice to reduce meat consumption, is also an important strategy for green dining.

Technology Boosts Development

With technological advancements, the industry is embracing intelligent and digital development opportunities. The application of technologies such as smart ordering systems, unmanned restaurants, and big data analysis has not only improved operational efficiency but also provided consumers with more convenient and personalised dining experiences.

We believe restaurants need to actively embrace technology to drive industry innovation and development.

"Healthy eating is no longer just a passing fad or a niche market demand; as consumers have become increasingly aware of the importance of health and wellness, there has been increasing consumer demand for healthy eating options."

At all of Sands China’s restaurants, guests can use multiple digital payment options and, in some, order food with their mobile phones.

Personalised Customisation: the New Norm

In an extension of the previous trend, personalised customisation has become the new norm, and this is set to continue. Even in a fine-dining setting, consumers can increasingly customise dishes to suit their tastes and nutritional and dietary requirements, allowing for the enjoyment of a unique dining experience.

Personalised customisation also provides restaurants with valuable data and they should focus on collecting and analysing this information in order to provide even more precise and bespoke services. 

Cross-Industry Integration Opportunities

The integration of the restaurant industry with other sectors is a developing direction and one that has the potential to bring new business opportunities. For instance, the combination of restaurants with tourism, culture, and entertainment sectors can create more distinctive restaurant products and services, attracting more consumers.

Simultaneously, cross-industry integration helps restaurants expand their market share and, importantly, enhance brand recognition.

Embracing Trends, Adjusting Strategies

To best embrace industry trends, restaurants should actively adjust their strategies and take effective measures to address any challenges.

Sands China has taken a multipronged strategic approach, which I would recommend applying as applicable. Start by strengthening research and creating innovative ways to introduce more healthy and green dining dishes and menus while also focusing on providing a personalised experience. Then, we will look at how increasing technological investment that utilizes intelligent and digital technologies can enhance operational efficiency and service quality. Lastly, actively explore the possibilities of cross-industry integration to seek new development opportunities.

By keeping pace with the times, embracing the most important industry trends (currently health, sustainability, intelligence, and personalisation), and developing scientific strategies, restaurants big and small can thrive in a fiercely competitive market while providing diners with an experience that will see them return again and again.