A new year brings fresh shifts in hospitality. So, in 2026, which trends will rewrite menus, reshape operations, and reimagine marketing?
Bar & Restaurant News asked industry insiders what they expect to dominate the conversation over the next 12 months. Their predictions point to bold flavors, global influences, innovative beverage programs, advancing tech, and continued pressure from rising costs.
Executive Chef Jacob Hammer of Husk Savannah, part of The Neighborhood Dining Group in Savannah, Ga., suggested owners and operators find a way to say “yes” to every guest’s needs and desires, as a way to broaden an establishment’s reach to different guest demographics in 2026. He said this will shape menus and food and beverage in the New Year, along with items that are approachable and comforting.
“Suddenly, fine dining restaurants have cheeseburgers and fried chicken on their dinner menus,” said Hammer. “Espresso martinis are on every menu next to the meticulously created cocktail list. This movement is fantastic for the guests, being able to find some comfort in any restaurant regardless of your palate. In 2026, I think that restaurants should and will find ways to offer things that are comforting, classical, and approachable, in an attempt to reach more people. By classical, I mean things like coq au vin, clams casino, Sazeracs, and Vespers. Offering familiar things like this is great, but I think restaurants will try to make these offerings focal points on their menus and perfect these items the best they can.”
For Chef Dung "Junior" Vo of Noko and Kase x Noko in Nashville, Tenn., affordability and approachability will shape menus in 2026.
“People are eating out less, so when they choose your restaurant, they want something familiar, comforting, and low risk,” said Vo. “They want to know what they are going to get and trust that you will deliver it every time. Focus on consistency. Make food that feels honest and comforting and make sure guests can rely on you for the same quality every visit.”
Justin Fields, corporate chef for PLAY Sporting Lounge, an interactive entertainment venue, which opens in Doral, Fla. in January 2026, believes consumers will be “stretching the dollar” in 2026, and that will shape menus over the next 12 months.
“People are seeking value without compromising a quality experience,” said Fields. “Attractive offerings paired with a touch of excitement—tableside action, adventurous flavors, ‘eatertainment’—can edge out a typical dining experience.”
Chef Kim Alter, owner of Nightbird, an elegant hot spot in San Francisco, Calif. agrees that people will be watching their money closely, so offerings and experiences need to be special to entice them to go out, especially for fine dining.
“I think an upcoming trend will be making each dinner more of an experience, whether that means more tableside interaction, themes, etc.,” noted Alter.
On the consumer front, it’s not just people being budget conscious. Carrie Gillespie, senior manager of field sales marketing at Monin, a global flavor solutions company, said today’s consumers are juggling work deadlines, and family responsibilities, and they’re navigating constant digital noise, making the average day feel like a pressure cooker.
“As a result, consumers are carving out mini moments of escape that offer a relief from reality,” said Gillespie. “Expect menus to reflect consumer desire to be ‘whisked away’ with an increase of both nostalgic and adventurous flavors that evoke feelings of a good time and exotic destinations. Menus will also be refreshed to feature more ‘snack’ food and beverages—mini indulgences that allow one to ‘treat themselves’ without breaking the bank.”
Tara Lewis, a trend expert at Yelp, which connects people with local businesses, said menus in 2026 will feature bold global flavors and establishments will feature interactive dining driven by consumer demand for variety and shared experiences.
“The growing popularity of all-you-can-eat buffets, particularly those featuring Korean BBQ and hot pot, and AYCE [all you can eat] dim sum, demonstrates diners crave value, novelty, and opportunities for social connections,” explained Lewis. “Restaurants focused on experiences designed for discovery and group enjoyment will be well positioned to meet these expectations.”
Ryan Damelin, founder and CEO of DealHop.app, an online, hyper-local platform that connects bars, restaurants, and retailers with nearby consumers through time-sensitive deals, believes that menus will be shaped by the growing tension between value-seeking behavior and the desire for more memorable experiences.
“Diners aren’t necessarily cutting back on eating out; instead, they’re being more intentional about where and when they choose to spend,” said Damelin. “This is driving a rise in ‘purposeful indulgence,’ where guests gravitate toward premium small bites, curated flights, and short-run specials that feel exciting without demanding a major spend.”
Based on what Damelin is seeing across DealHop, operators who succeed will be those who introduce dynamic, seasonally shifting micro-menus that allow guests to try new items, which doesn’t force the restaurant into constant reinvention. “It’s about offering novelty in controlled, operationally efficient ways,” she said.
Matt Rinehart, vice president of food and beverage at HRI Hospitality, which includes numerous hotel properties around the country, thinks foodies will choose places that feel culturally relevant in the New Year. “They want restaurants and bars that reflect the time and place they're at and who they are—or want to be,” he said. “This means bold branding, experiential design, legit culinary and beverage points of view, and menus that push a little. Safety and sameness used to win; now they’re the fastest way to be ignored. Authenticity isn’t a trend anymore, it’s the baseline. Travelers expect local flavor, not hotel-safe menus and not the same cookie-cutter drink list copy/pasted across 20 properties. They want bars with genuine personality and programs that reflect the neighborhood, the people and the culture, not concepts built by committee.”
Differentiating Your Menu in 2026 with Bold Ingredients, Flavors, and Culinary Influences
Hammer, of Husk Savannah, thinks 2026 will demonstrate a return to simplicity. “Focused, not overly complicated with too many ingredients, comforting offerings,” he said. “Old world wines, deep rich sauces, classic preparations, and flavor combinations like roast chicken with mushrooms, tarragon, and sauce supreme. Classics are classic for a reason, but I advise those that go for this do their homework and study up. Poor execution of a classic is never a good time.”
Vo, of Noko and Kase x Noko, said Asian cuisine will continue to grow in 2026, especially Japanese offerings. “Korean BBQ and sushi are becoming even more popular, and Asian culture in general has become more popular in the U.S. even beyond food,” he said. “People are more curious and open to these flavors and techniques.”
Yelp’s Lewis pointed to black sesame becoming a menu standout, appearing in matcha drinks, coffee, and desserts. She also noted that innovative matcha combinations, such as banana matcha and banana pudding matcha lattes, are captivating guests, while regional Indian cuisine is drawing attention with tiffin service and biryani chicken. “Mexican pan dulce and Scandinavian sweets, including Swedish candy and princess cake are also attracting diners,” she said, noting that Southeast Asian flavors like dragon fruit, yuzu, and lychee will move into the mainstream. “Adding these trending flavors is an effective way to differentiate your menu.”
Silvia Mella of Sōrate, a Japanese green tea company based in Brooklyn, New York, which also has two brick-and-mortar cafés in Manhattan, agreed that 2026 will see more Japanese influences like matcha, as well as simple ingredients.
“2026 will continue the rise of functional simplicity—ingredients that are naturally powerful, wholesome, and culturally rooted,” said Mella. “Expect increasing momentum around: Japanese botanicals—matcha, hojicha, yuzu, ume, sakura, roasted barley, shiso; minimal-sugar natural sweeteners—maple, raw honey; and earthy, grounding flavors—buckwheat, toasted grains.”
Mella’s advice to owners and operators is to incorporate ingredients that have “cultural backbone” and real functionality, not just novelty. “Guests will gravitate toward flavors that feel both ancient and relevant,” she said.
Victor Barriera, bar manager of PLAY Sporting Lounge, expects to see growing momentum behind tropical modern flavors like clarified pineapple, passionfruit, guava, hibiscus, and botanicals, as well as clean citrus profiles, rum and agave spirits, and culturally specific Latin and global culinary influences expressed with refinement rather than fusion. “…the best advice is to lean into authentic regional ingredients, keep flavor profiles bright and modern, incorporate wellness-forward elements like fresh juices and herbs, and build recipes that balance trend appeal with high-volume operational efficiency,” he said.
Executive Chef Nicholas Wilber of Atlanta, Ga.-based Electric Hospitality, which includes Tiger Sun and Muchacho, sees dried chilis, bold Asian condiments, and shelf-stable items gaining momentum.
“As chefs, we are experiencing inconsistencies with delivery of imported items, so leaning into getting shelf-stable items like dried chilis, vinegar, and cured fish and meats when you can is key,” said Wilber.
The World of Cocktails, Mocktails, and Beverages in 2026
With beverages and beverage menus, the premiumization of everything is staying in 2026, according to Rinehart of HRI Hospitality.
“Better spirits, better ice, better garnishes, better storytelling,” said Rinehart. “Guests want options that are thoughtful and crafted, not just mocktails and cocktail programs driven by culture, not tired corporate playbooks. Expect to see a shift toward beverage experiences that feel truly alive—agave-centric menus, terroir-obsessed wine programs that educate, neighborhood collaborations, and bars that rotate themes, similar to how retail rotates fashion. Sustainability, too, continues to matter—reclaimed citrus, upcycled ingredients, smaller footprints, and bartenders who truly know their sourcing.”
Kevin Denton Rex—director of The Spirits Authority, a trade education and advocacy platform for bar professionals, and a sibling company of Liquid Productions—said culinary cocktails make up nearly one in five drinks on N.Y.C.’s best menus. He said that’s proof that consumers will pay premium prices for savory, food-inspired serves. “This is the bleeding edge of cocktail culture, and it’s shaping what guests expect nationwide.”
Gillespie, of Monin, pointed out that “sensory inclusions” are becoming an expectation in cocktails, mocktails, and other non-alcoholic beverages. “Playful textures invite consumers to explore, experiment, and savor every moment,” she said. “…From the pillowy bounce of toasted marshmallows and buttery crumble of cookies to the nostalgic crackle of Pop Rocks, airy crunch of freeze-dried mochi, chewy surprise of hidden gummies, and creamy silkiness of coconut cold foam—each element transforms every sip or bite into a tactile adventure, all worthy of sharing on social channels.”
For Mariena Mercer Boarini, master mixologist of Wynn Resorts North America, 2026 is the year of the hot and dirty martini, which she thinks will dominate menus.
“At Wynn Las Vegas, every venue will have its own take on the hot and dirty martini,” said Boarini, who noted that guests don't just want a drink—they want an immersive moment.
In 2026, it may be time for herbal mixology to really take off, according to Yasmin Crystal Santos, founder of Altar Native, an herbal alcohol alternative that can be used in mocktails, added to water or tea, or taken directly on the tongue.
“Functional beverages are certainly the next wave of the sober curious trend,” said Santos. “Especially caffeine and THC-free offerings. The public is beginning to get a better grasp on their personal health preferences, both physical and mental. Many are opting out of caffeine and other substances, opting instead for beneficial botanicals that help the body regulate stress—drinking herbs instead of alcohol.”
Amber Lam, assistant general manager at Hearth and Hill - Sugar House in Salt Lake City, Utah, believes Earl Grey will take the spotlight. “It might be the time for Earl Grey to shine again—or any other teas like chai,” she said. “Matcha is expensive and hard to get right now, so people are looking for the next matcha-esque thing. Earl Grey lattes are nice but Earl Grey cocktails elevate a space.” (Note: Bar & Restaurant Expo is co-located with World Tea Expo, so owners and operators can explore the many opportunities with tea.)
Sam Scarlett, hospitality and beverage director for The Wine Kitchen in Leesburg, Va. and Frederick, Md., said 2026 will not just be about the boozeless; it’ll also be about the beneficial.
“Low-ABV and zero-proof cocktails aren’t new, but 2026 is the year I see them going more intentional,” shared Scarlett. “Guests are realizing these drinks aren’t just stand-ins for the real thing; they’re often crafted with equally premium ingredients and deliver the same sense of ritual and satisfaction. Bartenders are also using this category to explore wellness-driven ingredients. Think calming, regenerative, or functional components that feel restorative, not restrictive. It’s the meeting point between the bar and the wellness world. Non-alcoholic drink culture is becoming more about what is in the drink, instead of being inherently defined by what has been left out.”
Sacha Meccoci, assistant bar manager for 701 Rooftop Bar, The Fusion Bar, and La Terrazza Rooftop Bar in Florence, Italy, said, overall, consumers are paying attention to both what they’re eating and drinking.
“While the expertise of bartenders, chefs, and sommeliers remains essential, consumers are paying far more attention to the quality and origin of the ingredients used,” noted Meccoci.
2026 Trend Predictions in Operations, Tech, Marketing at Bars & Restaurants
Fields, of PLAY Sporting Lounge, said artificial intelligence (AI) is “the name of the game” in almost every industry right now, including the bar, restaurant, and hospitality trade.
“There are many avenues where AI can have a major impact in our industry, but I think 2026 will be the year where all players, from the mom-‘n-pops to the bigger fish, learn how and where to place their feet with this tech,” said Fields. “From keeping great pace and consistently hitting temperatures in the kitchen to managing flow of the dining room at the host stand, AI has huge potential to turn up the volume on efficiencies—the work is dialing it in and customizing per the very unique needs of each and every operation.”
Amber Trendell, senior director of strategy at Oracle, which offers a suite of restaurant technology solutions, agrees that tech and AI will have a more prominent role in 2026, especially in menu engineering and offer optimization.
“This will be shaped by unified, omnichannel technology that quietly powers warmer personalization and sharper segmentation, rather than relying on intuition or historical data alone,” said Trendell. “When POS, loyalty, and payments are standardized across locations, you can use embedded machine learning and generative AI to create new menu items based on inventory on hand, generate menu item descriptions optimized by channel and daypart in seconds, and launch limited time offers with confidence.”
Trendell noted that the industry will likely see increased adoption of machine learning in product development, to conduct taste profile studies similar to consumer packages goods, as brands realize return on AI investment in other areas and have opportunity to extend use cases.
“AI will be embedded in everyday workflows, delivering quantifiable value accelerating staff onboarding, improving user experiences with in-context assistance, and surfacing next-best-offer prompts that increase customer retention,” said Trendell, speaking on the possibilities of AI and tech. “Back-of-house operations will become more automated and data-driven, with tighter integration to supply chain and accounting. Hybrid cloud-edge architectures will ensure these advances, keeping stores resilient, responsive, and customer-first across markets.”
Izzy Kharasch, a Chicago-based bar and restaurant industry expert and president of Hospitality Works, said AI is the single biggest long term trend, and it’ll be used for many things in the industry for the coming years. “On this same line, chat bots for phone systems are starting to come into play and by this time next year, I’m sure [it] will be in more than double the operations.”
Damelin, of DealHop, said owners and operators should pay close attention to the rise of real-time deal distribution and inventory-based offerings in 2026.
“More venues are using technology to push out short-term specials based on surplus inventory or upcoming slow periods, which reduces waste and increases margins,” said Damelin. “Marketing is also becoming hyper-localized—down to specific blocks, buildings, and commuter patterns—because customers respond strongly to geographically relevant prompts. DealHop sees enormous engagement when an offer is aligned with someone’s route, time of day, or neighborhood. The advice here is to shift away from broad, generic marketing and instead embrace tools that allow for highly targeted, moment-based outreach that actually drives foot traffic.”
Ryan Maybee, co-founder and managing director of J. Rieger & Co., an historic Kansas City, Mo. distillery, said he’s seeing growth in private member clubs, subscription offerings, and loyalty programs, as guests increasingly want to feel recognized and valued for their loyalty. Thus, expect more of this in 2026.
“This approach benefits both sides—guests feel special, and brands deepen engagement, strengthen retention, and create unique experiences,” explained Maybee. “A great example of this in action is our recently launched Private Stock Society, which has already received tremendous response. By focusing on authenticity, personalization, and meaningful rewards, programs like this elevate both the guest experience and the overall brand connection.”
The Biggest Challenge in the Hospitality Industry: Rising Costs
According to Kharasch of Hospitality Works, rising costs is the biggest single challenge right now, and moving into 2026, for owners and operators in the bar, restaurant, and hospitality industry.
“In addition to the general cost of living type of increased costs, the tariffs are increasing cost[s] as much as 20 to 40 percent on specific items,” said Kharasch.
Nightbird’s Alter said the biggest challenge will be both the costs of goods and the cost of labor, in addition to finding labor. “At Nightbird, we go to the farmer's market everyday and buy most items locally, but the state of the world affects us and we see 20 percent rise in COGs [cost of goods].”
Entrepreneur Kevin Kelley, owner of Kitchen + Kockails by Kevin Kelley—with multiple U.S. locations—thinks the biggest challenge facing the industry is the current economic conditions overall and how that impacts customers.
“Many guests still have the means to dine out, yet many others are struggling with the financial resources needed to enjoy a meal outside the home,” shared Kelley. “The real challenge is finding a way to deliver quality food, drinks, and experiences without placing too much pressure on the budgets of the customers who genuinely want to dine with us.”
Kelley said operators should push themselves to create opportunities for more people to enjoy their concepts, including those who may not have the most disposable income.
Owners and Operators: ‘Embrace the Future’
To navigate the many trends and challenges of 2026, DealHop’s Damelin said owners and operators should have a “flexible-forward mindset.”
“The dining landscape is changing too quickly for rigid annual plans or static menus,” said Damelin. “Operators should embrace small experiments—48-hour specials, hyper-local promotions, seasonal micro-collabs, and rotating beverage features—to identify what actually moves the needle. Flexibility shouldn’t feel like volatility; it should feel like curiosity and controlled iteration. The more operators test and learn, the more resilient and adaptable they’ll become.”
Kharasch, of Hospitality Works, suggested owners and operators stop using the phrase “this is the way we have always done it.”
“The single biggest mindset change has to be ‘embrace the future,’” said Kharasch. “Learn how to use AI, learn how to use chat bots. Be prepared to substantially change your menus to incorporate food and beverages that will have a great perceived value and make guests want to come to your restaurant more often.”
Jenni Karakasevic, director of operations at Charbay Distillery, a California distillery with 13 generations of family distilling history, said, don’t chase every trend: “Chase what aligns with your brand, your guests, and your team. The industry is shifting toward intentional hospitality and honest craft—which is a great direction for everyone.”
Aaron Kiel is an award-winning journalist and PR professional based in Raleigh, N.C., with over 20 years of experience in the beverage, tea, coffee, hospitality, and technology sectors. He contributes to Questex’s Bar & Restaurant News as a reporter/writer, and he was previously the editor of Questex’s World Tea News, as well as the Specialty Coffee Association’s member journal, The Chronicle, among other editorial roles. His work with Bar & Restaurant News has earned multiple accolades, including the 2025 Folio: Eddie & Ozzie Award for “Range of Work by a Single Author – B2B” and the 2024 award for “Best Single Article, Culture & Community – B2B.” He also received a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards under the “Diversity, Equity & Inclusion” category for best single article. In addition, Kiel was named a recipient of the 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram @adventurer_explorer or visit akprgroup.com.
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