Our 2025 Hospitality Trends Report: A Midyear Check-In
What's taken off, what’s still simmering, and where the next breakthroughs are bubbling up.
It’s July, which means we’re officially halfway through the year—and six months into the predictions we laid out in the 17th edition of our af&co. + Carbonate Hospitality Trends Report, published in November 2024. So we thought we’d pause, check our rearview, and ask: how are we doing?
Our report cited over 60 individual trends across restaurants, food, beverage, travel & hotels, and marketing & social media—and as always—some trends lit up like flash paper, while others are still simmering below the surface, waiting for their breakout moment.
Whether you’re a CMO tracking what’s shaping demand, an operator thinking beyond the typical daypart, or an investor keeping their finger on the cultural pulse, here’s a mid-year check-in on our predictions…
What Took Off:
From Peak Pistachio To the Dubai Chocolate Takeover
Why we called it: Back in November, we saw the writing on the wall: The versatile nut with its Instagram-ready hue, and ability to pivot between sweet and savory creations, was beginning to show up everywhere from cocktails to pizza. We also predicted that the starting-to-go-viral Dubai Chocolate Bar would 1) further fuel the pistachio craze 2) serve as inspiration for new desserts, drinks, and dishes riffing on the flavors and 3) familiarize more people with kataifi—the delicate strands of crisp phyllo that give the bar its signature crunch factor.
Where we are: Peak Trend
Four months later in March 2025, Food & Wine magazine declared, Pistachio Is the Flavor of 2025 — and We Have a Viral TikTok Trend to Thank. In April, the Financial Times reported that the explosion of Dubai Chocolate was fueling a global pistachio shortage. And everyone from neighborhood restaurants and bakeries to Shake Shack began introducing their spin on the Dubai Chocolate Bar. From Dubai Chocolate pancakes, to martinis, to "strawberry cups,” the bar has taken on too many forms to count.
Croissant Containers: Flaky & Functional
Why we called it: The croissant is an enduring classic, but we were beginning to see it evolve beyond breakfast pastry and sandwiches to become a high-performance vehicle for creativity, with chefs highlighting its functionality for all sorts of uses.
Where we are: Peak Trend
The laminated icon is shedding its patisserie-only reputation and stepping into a starring role as the new it-bread of multifunctional menus.
In April, Bloomberg asked, “Since When Did Everything Become a Croissant in New York?” Across the globe, we’re now seeing croissants translated to everything from hot dog buns, to pizza crust, at both independent restaurants and bakeries, and worldwide chains.
Somedays Bakery (4 locations across New York City & New Jersey) recently introduced a Hot Dog Croissant, an all beef hot dog with ketchup, mustard, and sauerkraut in a croissant bun.
In June, Papa John’s announced the launch of “Croissant Pizza” in 9 global markets including Dubai, Korea and Peru, and said 'stay tuned' for the U.S. release info.
Boba Was Just the Beginning: Asian Dessert Cafés Take Hold
Why we called it: We weren’t just seeing a surge in mochi donuts and matcha drinks—we were seeing a new third place begin to take shape. Many of these Asian dessert cafés were staying open late, quickly becoming evening gathering spots for Gen Z and millennials looking for social spaces that didn’t revolve around alcohol. This trend felt bigger than just what was on the plate—it was about how people wanted to spend their days…and nights. Additionally, the skyrocketing mainstream interest in matcha and bubble tea over the past several years had primed the market not just for interest in Asian beverages, but for broader interest in the flavor profiles, formats, and rituals tied to East and Southeast Asian café culture.
Where we are: Peak Trend + An Evolution
Six months in, that prediction is holding—and transforming. In March, we took a deeper dive into this trend in an article for Insight Out A Sweet New Social Scene: The Rise of Asian Dessert Cafés in America, where we outlined the different genres of Asian dessert cafés, and some of the most interesting treats they’re serving.
We weren’t the only ones who noticed! In April, bon appetit spotlighted the trend in their piece, “Inside the Late-Night Teahouses Drawing Gen Z Away From Bars,” chronicling how spots like Tea at Shiloh and Seven Tea House are offering a new form of socializing defined by matcha flights, herbal infusions, and dessert pairings. In May, the LA Times asked, “Is the teahouse the future of nightlife in L.A.?” as beautifully designed, late-night cafés cropped up across the city, attracting a crowd that’s rethinking what “going out” looks like.
From Utah to Ubiquity: Dirty Soda Goes Mainstream
Why we called it: Dirty soda—a concoction of soda, flavored syrups, and cream—started as a regional favorite in the Mormon heartland of Utah, but was quickly gaining traction nationwide. Beloved by Gen Z for its sugar-syrup maximalism and infinite customizations, it offered an indulgent, highly personalizable alternative to coffee culture. Chains like Swig, Sodalicious, and Fiiz laid the groundwork, building loyal followings across the Western U.S., and signaling that this wasn't just a novelty—it was a scalable format. We saw the broader wave coming—not just because of its viral TikTok moments, but because it hit multiple cultural chords: low-or-no caffeine alternatives to coffee, hyper-customization, an affordable indulgence, and a sugar-fueled stand-in for the sober-curious era. In a landscape increasingly defined by DIY drinks and over-the-top personalization, dirty soda offered a new format with plenty of creative runway—and zero need for alcohol.
Where we are: Bubbling Up
Dirty soda has officially gone national, pivoting from regional novelty to a full-blown category. We’re now seeing dirty sodas hit major QSR menus, spawn TikTok challenges, and even show up at bars as mocktail alternatives. From soda shops to supermarkets, the message is clear: it’s not just dirty, it’s demand-driven.
In May, Crumbl Cookie—the ultra-viral dessert chain with a Gen Z cult following (and founded in Utah)—launched a menu of over 40 dirty sodas at all locations across Canada (with a broader rollout TBD), each one built around nostalgic flavor combos.
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Casual-dining chain Legal Seafood, which operates 25 restaurants across states, jumped on the trend, introducing several dirty sodas to their menu, which now account for 10% of their soda revenue (Restaurant Business).
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What’s On the Rise:
Next Stop: The New Golden Age of Luxury Rail
Why we called it: We saw it coming down the track: with a post-pandemic shift toward slow travel and nostalgia-fueled experiences, trains offered the perfect trifecta—romance, ritual, and room to rethink what luxury could feel like. As airports were increasingly becoming synonymous with chaos, and wellness was recast as a lifestyle, luxury rail felt both restorative and of-the-moment.
Where we are: Gathering Steam
2025 has proven to be a breakout year for luxury rail, moving from vintage niche to hospitality frontier. These aren’t just trains—they’re traveling resorts designed for those who want to disconnect without downgrading, offering a rare blend of stillness and motion, comfort and curiosity.
Launching July 2025, Belmond’s Britannic Explorer is the company’s first overnight sleeper dedicated to England and Wales. With Michelin-starred chef Simon Rogan leading the culinary program and itineraries through Cornwall, the Lake District, and Wales, it’s part train, part countryside immersion.
In France, the upcoming Le Grand Tour (September 2025) revives Belle Époque grandeur with six-day, 4,000 km itineraries circling Champagne, Burgundy, and the Loire Valley—turning the train into a roving cultural salon.
And Saudi Arabia’s Dream of the Desert, debuting in Q3 2026, reimagines long-haul rail as a luxury desert escape, covering 800 miles through dramatic landscapes with 41 opulent cabins.
The Future of Fast Casual? Just Add Hot Water
Why we called it: We flagged self-serve ramen shops as the next evolution in global QSR because they hit a sweet spot: low overhead, high novelty, and serious nostalgia. With the surging popularity of instant ramen—and a growing number of premium and international varieties showing up on U.S. shelves—we saw an opportunity for this retail-inspired dining format to take off.
Where we are: Heating Up
New self-serve ramen shops are popping up across the U.S., particularly in college towns and suburbs, offering a quick, affordable, interactive experience. Operators are also getting smarter: many locations are pairing ramen with pre-packaged Asian sweets and snacks, Japanese sandos, or bubble tea to round out the experience—and the check average. Some shops are even experimenting with vending machine-only formats, merging automation with novelty.
Ramyun Gallery in Atlanta, GA offers over 80 varieties of dried ramen and 30 different toppings, as well as a selection of Asian drinks and pre-packaged desserts and snacks. Boongs Chicken is a new Korean fried chicken concept in New York, NY that also features an eye-catching “wall of ramen.” Ramen Library in the suburbs just outside Chicago, IL is a new instant ramen shop offering dozens of DIY varieties, alongside a menu of bubble tea, coffee, snacks, and ice cream.
While self-serve ramen as a model is gaining traction across the U.S., we’ve yet to see any of these concepts begin franchising. The next 6–12 months will reveal whether this trend becomes a multi-location mainstream or stays a niche play.
Inclusive By Design
Why we called it: We predicted hospitality would move beyond ADA checkboxes toward experiences that consider the full range of human needs—cognitive, sensory, and physical. This isn't just about compliance—it’s a strategic opportunity to serve a largely untapped market. Designing for accessibility opens doors to an underserved audience while elevating the experience for all guests. In an industry built on making people feel seen and cared for, this seemed like the next evolution.
Where we are: Ramping Up, and Holding Out Hope
In early 2025, Emirates became the first autism-certified airline, training crews and retooling lounges for neurodiverse travelers. Other carriers are watching closely—and hospitality brands (hotels, airports, rail operators) are quietly piloting “sensory-friendly” spaces. Six months in, the conversation has shifted from “can we?” to “how fast can we roll this out?” The question remains: how much of an investment brands will make, and will they have the support from above.
The New Graveyard Shift: Off-Peak Dayparts
Why we called it: Between the rise in snacking, remote work, and cannabis legalization, we saw dining behavior shifting from structured meals at set times, to more spontaneous noshing occasions. According to DoorDash data cited in our 2025 report, orders between midnight and 5 a.m. were up 44% year-over-year, while early morning (5 a.m.–11 a.m.) traffic had increased 29%. People are eating when they want, not when they’re told. At the same time, rising labor and real estate costs pushed operators to make every hour count.
Where we are: Reshaping the Clock
In our trend report, we highlighted the opportunity for growth in off-peak periods. As Fast Casual recently put it, “snacking might be the death of the daypart”, with guests increasingly grazing on their own schedules—ordering breakfast at 2pm or grabbing sliders after midnight.
Chains are responding. McDonald’s, White Castle, and Jack in the Box have all expanded their late-night menus and hours, and invested in marketing tailored to the after-dark crowd. QSR Magazine recently noted that late-night dominance has become a competitive battleground, especially among brands trying to capture Gen Z and shift workers who aren’t following the 9-to-5 model.
Others are finally waking up to mornings. Portillo’s launched its first ever breakfast menu at five Chicago-area locations in April—and expanded to five more by June. CEO Michael Osanloo framed it as a high-upside opportunity, noting, “We’ve got a big asset sitting there empty for four hours in the morning…Obviously, the incrementality of breakfast can be fantastic, if it works.” (Restaurant Business).
It’s a move that reflects a broader industry shift: the push to extract more value from underutilized hours, and creating menus built for untapped moments.
Yemeni Coffee Houses: Ancient Brew, Modern Buzz
Why we called it: As interest in global coffee traditions grows—and Gen Z continues to seek out culturally immersive, alcohol-free third places—Yemeni cafés offer something unique: centuries-old brewing techniques, aromatic spice blends, and a hospitality style grounded in community and conversation.
Where we are: Something’s Brewing
Yemeni coffee houses are gaining traction across the U.S., with New York, Texas, Michigan, and California emerging as early hotspots. In July 2025, The New York Times published the article, Why Do Yemeni Coffeehouses Seem to Be Everywhere Lately?, in which it profiled the rise of Haraz Coffee House (cited in our report), which now has 18 locations in the U.S. and plans to open 50 more by the end of 2026.
As Haraz and similar concepts like Qamaria Coffee Co. and Delah Coffee expand, Yemeni coffee houses are evolving into cultural destinations, not just caffeine stops. The opportunity is big: for operators, it’s a chance to tap into a coffee experience that’s both ancient and underrepresented; for consumers, it’s an invitation to slow down, gather, and sip something that tells a story. The movement is still building—but the aroma is in the air.
What’s Still Simmering
Someone Say “Open Sesame”
Why we called it: With Middle Eastern and Asian cuisines continuing to shape the culinary landscape, we saw sesame as the next logical step behind the bar. Already beloved in both savory and sweet applications, sesame brings a layered, umami-rich profile—and it comes in forms that bartenders can play with: oil, seeds, tahini, even spirit washes. As more cocktail programs aim to echo or enhance the flavors coming out of the kitchen, sesame was primed for a breakout moment.
Where we are: Still Simmering
Sesame hasn’t hit full saturation yet, but the seeds (pun intended) are there. While it hasn’t gone viral, we still see the potential, and more top-tier bars and restaurants are using sesame in nuanced, creative ways that echo its depth in the kitchen. At Clemente Bar (NYC), they make a tahini-infused Cardamaro that can be enjoyed as a digestivo, or used in a variety of cocktails. Lilac in Tampa, FL created a Halva Martini—their play on an espresso martini—made with Ketel One vodka and espresso, and finished with sesame seeds.
Sotol’s Slow Burn
Why we called it: With tequila and mezcal still surging—and consumers increasingly open to lesser-known spirits—we expected sotol to step confidently into the spotlight. Grassy, bright, and terroir-driven, this Northern Mexican spirit offered both mixability and mystique, and we began seeing it pop up on cocktail menus at forward-thinking bars from New York to Austin. We anticipated it would follow the trajectory of mezcal: slow burn, then full breakout.
Where we are: On the Back Bar
While sotol continues to show up on menus and in industry conversations, it hasn’t crossed into the mainstream in any meaningful way. The education gap remains wide, and with tequila and mezcal still commanding center stage (and shelf space), sotol’s breakout moment may take longer than we thought. We’re not writing it off—but for now, it’s still waiting on the back bar.
BONUS: What We Wish We Called
Pickle Pandemonium
Why we wish we called it: We gave plenty of love to pistachio, sesame, and miso—but somehow, we slept on pickles. While pickles have always been a staple, 2025 turned them into a full-blown cultural phenomenon: pickled everything, in everything—not just as condiments or sides, but as star ingredients, flavor profiles, menu themes, and yes, cocktail inspiration.
Where we are: Peak Pickle
Pickles have officially crossed over. In May, Allrecipes declared that “America is in its Peak Pickle Era—and it's only getting weirder,” citing that Google, searches for “pickle flavor” reached an all-time high in the U.S. in February 2025, and that specific searches for pickle-flavored snacks like “pickle popcorn,” spiked 340 percent over the past year.
In spring 2025, Popeyes launched an entire pickle-themed menu, including a pickle bacon chicken sandwich, pickle fries, and a pickle lemonade—the latter of which quickly went viral (Eater). Around the same time, Sonic partnered with Grillo’s Pickles on a limited-time “Big Dill” menu that included a pickle burger, pickle-seasoned fries, and a pickle juice slushie topped with a Grillo’s chip. Top Chef even devoted an elimination challenge to pickles.
In retail, The Kitchn reported a “pickle craze” hitting grocery aisles this summer, with a wave of dill-forward dips, snacks, sauces, and even beauty products hitting shelves as brands leaned hard into tangy, craveable flavor (The Kitchn).
Pickles hit the rare flavor trifecta: nostalgic, bold, and low-cost. Add in their fermentation credentials and you’ve got a trend that’s both cultural and commercial. We should’ve seen it coming. We’ll be over here with a briny apology and a cornichon in our martini.
A good look at the trends we predicted in our report: how we did? What went big, and what didn't.