Key Insights & Trends
In May the Stephensons team flew across the pond to Chicago, where they attended one of the most influential showcases in the world for the hospitality sector, the National Restaurant Association Show. The team also got to visit an array of Chicago’s most influential bars and restaurants as part of their jam-packed itinerary.
This experience was part of the Propel Study Tour, and it provided a fantastic opportunity to gain fresh insights into what the catering and hospitality industry can expect in 2024 and beyond, and how the US market could impact what is happening here in the UK.
The event was at McCormick Place, one of the largest convention centres in North America. The sheer scale of the NRA Show, which had over 2000 exhibitors in 2024, highlights just how much knowledge there is to be gained from it, particularly when you consider the seminars, workshops, and other networking events that take place over those few days.
The Stephensons team were taking all of this in with other UK catering and hospitality operators, giving them the chance to learn more about what these businesses were looking for and how Stephensons can provide the best supplies for those needs.
We’d love to share some of the key insights and trends we discovered on our journey!
UK & EU ahead of the came in sustainability
One thing that was prevalent as we toured Chicago’s bars was that sustainable practices hadn’t evolved as much as they have in the UK and Europe. There were still a lot of single-use plastic products and packaging options, particularly cups and straws, that couldn’t be considered environmentally friendly. While certain states such as California have adopted more sustainable practices, many parts of the US are far behind. However, one reason for this could be due to the lack of facilities across the continent, as there are only 350 material recovery facilities across the United States (the UK has 108). These limited resources are likely a contributing factor to why parts of the USA are behind when it comes to sustainability.
One positive feature that was noticed, however, was the organisation of waste bins. Not only did they have signage to indicate what type of waste should go into each bin, but they used terminology for where this waste would end up, such as a landfill or recycling plant. While a lot of members of the public may still put the incorrect waste these bins, visually highlighting where this rubbish would end up does encourage people to think more about the consequences of where they choose to throw away their food packaging and other waste, which is a step in the right direction.
Water served without request
Another interesting detail that the team noticed as they toured Chicago’s bars and restaurants was how water was served immediately, even if the customer hadn’t requested it. In the UK, it isn’t as common for water to be served as standard, particularly not in bars. It is only served usually at the request of the customer. This can help to create a more premium, engaging experience for customers, pre-empting their needs. This can also be a great opportunity for businesses to upsell bottled spring or sparkling water.
Furthermore, according to hospitality research agency KAM, consumers in Britain are drinking differently compared to previous generations. 2.6 million adults are consuming less alcohol each week in 2024 vs 2021, with 1 in 3 pub visits not including alcoholic beverages at all. Offering water as standard could encourage customers who prefer to drink less alcohol or non-alcoholic drinks to stay in bars, pubs, and restaurants where they feel they are being catered to, and perhaps result in them buying more food or soft drinks as a result. If they are part of a larger group where people are consuming alcohol, this additional comfort could also keep them happy enough to stay put rather than moving on elsewhere.
For efficiency, restaurants and bars had pre-poured vintage jugs of water or stylish carafes. These details also help to elevate presentation and the experience of customers. Many places also had chilled water tanks that meant it was quick for staff to fill these jugs, and it also added a dramatic touch to the aesthetics, particularly in more urban/industrial chic settings.
Turning cocktails into a work of art
Attractive garnishes have always been part of stylish cocktail presentation, but the emerging trend that appears to be gaining traction currently is the use of fruit powders and colourful salts. They’re not just appearing on the rim of glasses, either, but are being used as a form of artwork by bartenders and mixologists. These powders and salts can also add another flavourful aspect to the drink, as some customers like to taste these garnishes as they sip on their cocktails.
It did appear to be a popular way to add some flair to cocktails in Chicago, but it is perhaps a smaller trend in the UK currently. In February, Stephensons launched a new selection of Froma dried fruit slices and powders as part of our cocktail garnish range.
With more consumers looking to perhaps go out less, but spend a little more when they do, these flourishes can help to add to a more premium drinking experience and certainly creates a more photogenic beverage to share on social media.
Gin is out, tequila is in
In Chicago, gin sales were down by 30%, but tequila is on the rise. Good quality tequila, as well as some creative spins on a classic margarita, are seemingly becoming popular customer favourites. There has been a decline in the demand for gin in the UK too, with rum said to be the next big thing (although, this has been rumoured for a few years now, and is yet to manifest it would seem).
However, tequila has seen an increase in popularity here as well over the last year or two, so there may still be more to come from this traditional Mexican spirit. 2024 NeilsenIQ figures showed that the UK off-trade market for tequila has experienced a 12.5% year-on-year growth in value and 6.6% in volume. This highlights a continued interest from consumers, particularly as it was already seeing huge growth in 2022, where experts accredited this to UK drinkers ‘exploring and finding new ways to appreciate the drink,’ and that switching to sipping tequila rather than drinking shots, people were ‘willing to pay for a more premium product.’
While these figures might focus more on the retail sales of tequila, it does indicate a growing interest with consumers that hospitality venues can continue to cash in on.
Decorative flourishes for a stylish bar
Another trend in Chicago that caught the team’s eyes was a focus on how the bar is being presented. For example, displaying fruit and other garnishes in stylish jars or caddies across the bar seems to be a recurring theme, particularly adding height with stylish racks. It also meant incorporating some colour with fresh fruit and herbs, making the cocktails on offer even more alluring. Cafés and coffee shops can also utilise this trend with coffee beans, teas, and sweet treats, which could be a good opportunity to upsell some snacks as people order their hot drinks, or savoury nibbles if they are at a bar.
Speakeasy style
Quirky speakeasy bars seem to be gaining traction once again, as the ‘secret bar’ theme can feel exciting and exclusive. It’s not surprising to see this in Chicago, considering its infamous reputation during the prohibition period. However, one key thing to take away from this is how Chicago’s bars appear to be utilising their spaces and maximising profit as a result. Establishments such as the Blind Barber, for example, which offers customers the chance to enjoy a beer or cocktail after getting their haircut. Or there’s Bodega, an impressive speakeasy bar hidden behind a taco truck restaurant that serves excellent Mexican street food with a ‘grab ‘n’ go,’ set up for a speedier service. An ideal combination for hungry patrons after they’ve had a few beers. This tactic can also help to keep staff costs down as the self-service approach required fewer team members. Overall, Bodega had created a fun, efficient, and popular destination for people to visit on a night out.
Theatrics & focal points
This certainly seems to be a trend that is on the rise, particularly when it comes to creating a focal point for your patrons to gather around. For example, building a central bar rather than placing it up against a wall can help to encourage further social engagement, and if this bar is styled well, it creates a centrepiece for the room. A great example of this is the Guinness Open Gate Brewery in Chicago, where the central bar also combines artistic flair with a sculptural wooden lighting fixture that appears to float above the bar, in the shape of Guinness’s signature harp, of course! Central bars can also result in speedier service as customers don’t have to wait along one side.
Howl at the Moon in Chicago also has a central stage, creating a place where customers can enjoy live music performances, and everyone feels involved. Another fantastic example of this kind of experience is the Starbucks Roastery in Chicago which has created a truly captivating experience with each floor offering a different type of space to enjoy.
Some cases of how well central bars can be utilised in the UK include Manchester’s Albert Schloss and New Century.
Big brands cashing in on food markets
Independent food markets and food halls continue to be popular, and the Manchester area alone has seen a rise in these since Altrincham Market and Mackie Mayor became big hits. This is something that big brands appear to be noticing. Time Out, the globally renowned magazine, has moved into this area by opening food markets in Chicago and at 7 other locations across the globe, with more coming soon. It will be interesting to see how many other conglomerates start to tie in their brand with these kinds of foodie experiences.
Self-service
As mentioned previously, Bodega had incorporated a self-service style to their operation that helped to reduce pressure on staff and ultimately provided a quicker service for customers. By using dump bins to display bottled drinks and cans while keeping them cool by the till, this allowed customers to simply grab their drinks as they came to pay, rather than waiting for a team member to retrieve it for them. This approach has been adopted by various establishments around Chicago and is certainly something to think about for bars and food vendors in the UK.
Branded vending machines in bars
Finally, it is worth noting how many branded vending machines were available in Chicago’s bars. Stocked with various beverages like craft beers and ready-to-drink cocktails, these machines provide a great solution for busy bars as another self-service approach, as well as for breweries and other drinks companies that want to promote their brand. Red Bull and the American hard seltzer brand High Noon were some examples of these popular branded vending machines that had been strategically placed in Chicago’s bars.
While there was a lot to see and learn during the team’s time in the Windy City, these were some of the most interesting trends and insights that stood out. We hope this offers inspiration (or even just some food for thought) for our customers and their businesses!
