In September, we asked experts to weigh in on customer demands and trends for One for the Road:
What are the top customer demands you’re seeing in your bar or restaurant, and how are you meeting them?
Amanda Gurciullo, General Manager, Emily, Brooklyn, NY
We've seen a steady uptick in guests seeking "sober curious" options. It's been a great opportunity for creating fun mocktails, as well as providing guests non-alcoholic alternatives for beer, wine, and spirits. Oftentimes, guests feel limited by their selections, such as only having one NA beer available. We have made sure to offer several options for each traditional beverage category, which has allowed us to cater to all of our guests' unique palates.
Shavinraj Gopinath, Beverage Manager, Maxx Royal Bodrum Resort
Türkiye has always been a country known for its fresh produce and unique ingredients, so our bars are always well stocked with regional and local produce to create cocktails off of the standard menu that suit each individual guest and their taste preference. Furthermore, most of our guests are well travelled and are always wanting to have something they have tried in their travels around the world. Sadly, we have no access to certain liqueurs and ingredients, so we have to get a bit creative.
I have developed a strong palate for mimicking flavors through years spent as a chef in my initial years, and I myself am very well travelled. So we make our own liqueurs and substitutes in-house using local and regional produce and ingredients. Take for an example Chartreuse; this year, we had finally perfected the herbal liqueurs using only 57 ingredients, but it took us a year to finally get it. We are making tomato vermouth to create tomatinis. We are making spiced pear liqueur, cacao white liqueur and also made our very own version of Mr Black Cold Brew coffee liqueur using spent coffee grounds.
This has made us very open to experimenting and trying our level best to meet all guest expectations. Finally, in our farming project, this year we introduced fruits like longan, papaya, and starfruit, to name a few, into our signature cocktail menus.
Alex Hindman, Food & Beverage Director, Hotel Boulderado, Boulder, CO
Of course, every guest is looking for a good deal, but our real goal is to give them a reason to return. That means pairing the draw of events like happy hour with great food and exceptional, authentic hospitality. More and more, we are also finding that guests want an experience with their happy hour. For example, our "Jazz in the Lobby" series brings free live jazz every Friday from 5 to 8 p.m., paired with a special menu, which speaks to that desire for something extra.
We are also seeing strong demand for non-alcoholic options and mocktails, which is fitting since Boulder has always been a health-conscious city. Our kitchen team has a “if it can be done, do it” mentality, working closely with the front-of-house to meet those requests and dietary needs. At the end of the day, each table is looking for its own path, whether that is happy hour, live music, NA options, or a special dining experience, and we do our best to make it happen.
Lauren Kershner, Owner of Songbird Parlour, Glen Ellen, CA
The biggest demand I'm seeing right now is for unapologetic comfort food—customers want to indulge without judgment. People are craving those satisfying, hearty dishes they previously felt guilty about ordering, and there's this wonderful cultural shift happening where diners are embracing carbs and indulgent foods without shame. We're meeting this demand by leaning into comforting carbs and not being shy about previously "forbidden" foods. Our housemade cast iron focaccia has become a table staple, and our hot honey fried chicken on Sundays consistently sells out. We're also considering adding a quality burger to the menu and another fried appetizer because we're seeing that people genuinely want these comfort experiences. It's about delivering what they're craving in an exceptional way while staying true to our concept—we're not a pasta place, but we can absolutely nail the comfort carb trend through items like our focaccia and fried chicken.
Sam Maher, Owner, Somebody People, Denver, CO
Guests like it when we do special events, and they give us something meaningful to connect with them about. Instead of just announcing a new menu item, we can highlight a winemaker for one night only or collaborate with another restaurant for a one-time event. It creates a pop-up feel that will never be repeated, which draws interest and urgency. Collaborations also allow us to reach new guests by engaging with the other restaurant’s community as well as our own. I also find that guests often appreciate easing the pressure of decision-making, which is why set menus and share plates are such an easy go-to.
While people may be drinking less overall, they are still seeking out more interesting flavors. We sell a lot of orange wine and wines with unique grape varietals, which shows that guests are curious and open to discovery. With cocktails, many still lean toward classics like espresso martinis, dirty martinis, and daiquiris, while non-alcoholic cocktails continue to be strong, making up about a quarter of our beverage sales.
We've noticed that dining has become more of a special occasion. Rising food and labor costs have made restaurant dining more expensive, especially for those who want to support local farms and eat nutrient-rich, responsibly grown food. Guests may not dine out as frequently, but when they do, they want the experience to feel worth it. Some prefer to relax without making decisions, while others want to be guided through a culinary journey. The role of a great restaurant is to meet guests wherever they are, whether that means making them feel at home, creating a sense of importance, or curating an experience that leaves lasting positive memories.
Loren Martinez, Director of Operations, The Family Jones Spirit House, Denver, CO
What we’re seeing today is that guests are more price-conscious than ever, but at the same time, they’re endlessly craving new. In a city like Denver where new restaurants are opening every week, you can’t just stay static. You have to keep things fresh and innovative while still being true to your core identity.
At The Family Jones Spirit House, that means seasonal menus aren’t optional—they’re essential. But a menu alone doesn’t cut it anymore. Guests expect the whole experience to evolve: the décor, event activations, and those Instagrammable moments worth sharing. For example, instead of offering a standard happy hour, we’ll pair happy hour pricing with something unexpected, like live stand-up comedy, turning a discount window into a destination event.
That said, authenticity matters most. Today’s customers are savvy. They can see when something is just a commercial gimmick. It’s cool to be trendy, but it’s not cool to be commercially trendy. We focus on creating experiences that feel real, rooted in who we are, and that balance innovation with integrity.
Spiros Chagares, Chef Owner & Operator, Artie's Steak & Seafood, City Island, New York
After 30 years on City Island, one thing hasn’t changed—our guests want value. That means big drinks and big portions, and we’re proud to deliver both. Whether it’s a perfectly poured jumbo martini or a generous plate of seafood and steak, people know they can count on Artie's for oversized plates and the kind of hospitality that keeps them coming back.
Alex Tangen, Owner, KABIN, New York, NY
One of the biggest customer demands we’re seeing right now is for venues that fit into people’s full lifestyle, not just one moment of the day. At KABIN, that’s meant expanding beyond cocktails and dinner into coffee and daytime offerings, creating a place where people can work, hang out, or bring colleagues and friends. Inspired by Nordic café culture, we serve espresso from La Cabra and pour-overs from Tim Wendelboe alongside Norwegian waffles, so guests can start their mornings with us and return later for dinner and cocktails. For us, the goal is to build a true community hub where the baristas know your name in the morning and the bartenders know it in the evening; a space that feels like home across the whole day.
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