Part 2. Trends

Convenience meets personalization : Redefining the guest experience

As we look to the future, three directly related trends define consumer expectations in the food service industry under the lens of eudaimonic well-being: personalization, experience and the enduring demand for convenience at the same time. Today’s consumers want food that caters to their unique preferences and health goals while offering an engaging experience.

However, this demand for personalized and immersive food experiences is balanced by the need for efficiency and convenience. The successful integration of these trends will shape the future, influencing how businesses respond to evolving consumer desires.

Following the pandemic, the emphasis on convenience and enhanced customer experiences has become crucial in driving consumer pleasure and loyalty. Improved customer experiences, particularly those resulting from technological advancements and personalized services, are highly associated with higher levels of satisfaction among returning consumers [55-57]. As supported in the EHL Insights Hospitality Outlook 2025 Report, guest experiences are enhanced through personalization. For example, by leveraging data analytics, guest profiles and AI-driven technologies, personalized recommendations for dining can be effectively delivered.

Personalized nutrition

As consumers are continuously prioritizing health and well-being, personalized nutrition is becoming more mainstream, reshaping how food choices are offered. Once considered a niche concept, personalized nutrition now caters to consumers' growing desire for diets tailored to their specific health and dietary preferences. Advances in technology, such as DNA-based diets, microbiome analysis and apps providing tailored meal suggestions, are making customized nutrition more accessible than ever [58, 59] .

"Personalized nutrition isn’t just a trend; it’s the future of eating well, tailored just for you."

Erin Boyd Kappelhof, CEO of Eat Well Global.

Disruptors like Omnos and ZOE are transforming personalized nutrition, leveraging advanced diagnostics and cutting-edge technology, reshaping how people approach health and well-being [59].

Cases:

Omnos [60] combines DNA analysis, lifestyle assessments, and microbiome insights to deliver customized health recommendations. Their platform translates complex data into simple, actionable steps, empowering users to make informed decisions about diet, exercise and lifestyle. By emphasizing both individual wellness and sustainable choices, Omnos is paving the way for a future where health is truly personalized and achievable for all.

Similarly, ZOE offers scientifically backed, personalized nutrition plans based on individual biological responses. By analyzing blood sugar levels, blood fat responses and gut microbiome health, ZOE helps users uncover how their bodies react to different foods. This data-driven approach enables users to make smarter food choices that support long-term health, improve energy levels and optimize overall well-being.

This demand extends beyond immediate dining experiences, with consumers seeking ways to integrate well-being into their daily lives. Hospitality providers are seizing this opportunity by offering tailored food experiences that address unique health needs, analyzing data like dietary preferences, health goals and even genetic information to design personalized menus. However, as Simone Gibertoni, CEO of Clinique La Prairie, emphasizes, true personalization often requires one-on-one support and medical expertise, so caution is recommended.

An exciting development in this space is the integration of hands-on, "do-it-yourself" experiences that empower individuals to sustain their wellness journey beyond their visit. For example, the B-Life Clinic in Portugal offers tailored cooking classes aligned with nutritional recommendations, providing guests with practical tools to make healthier choices. By combining expert advice with experiential learning, hospitality providers can bridge the gap between dining and long-term health, creating meaningful, lasting connections with their guests.

"The rise of health-conscious consumers signals a major opportunity for the hospitality sector to reshape its approach to food, dining and guest experiences. By offering innovative, health-focused options, the industry can cater to the growing demand for well-being, positioning itself at the forefront of this transformative trend. This movement is not a passing fade but a fundamental shift in how consumers view food and hospitality—one that will shape the future of the industry for years to come."

Emlyn Brown, SVP Well-Being, ACCOR.

As platforms like Omnos and ZOE gain traction, they highlight the growing consumer interest in precision nutrition and set a new standard for the food industry. From genetic testing to personalized meal plans, consumers are searching for tailored solutions for goals ranging from gut health to enhanced performance.

To keep up with this trend, food service providers must embrace personalization as a core component of the dining experience in the future, creating offerings that align with the demand for individualized health and well-being solutions. Many possibilities for collaborations between the hospitality industry, the health sector and well-being innovators will further disrupt the industry.

We have identified some examples:

Clinique La Prairie and One&Only Resorts: In March 2024, One & Only partnered with Swiss longevity clinic, Clinique La Prairie, to launch a Longevity Hub at their Dubai resort. This facility offers personalized wellness programs, including nutrition coaching, IV drips and cryotherapy, tailored to individual health profiles.
Four Seasons Maui and Next Health: Since May 2022, Four Seasons Maui has collaborated with Next Health to provide a Longevity Protocol. This program includes personalized nutrition plans, stem cell therapies and ozone treatments, aiming to improve guests' health and longevity during their stay.
Six Senses Ibiza and Dr. Mark Hyman: Six Senses Ibiza have partnered with Dr. Mark Hyman to open Rosebar, a longevity-focused spa. The spa provides personalized nutrition consultations and customized dietary programs based on guests' health assessments.

"There are three types of health-conscious consumers:

- Awakened Individuals, who focus on recovery and prevention after health challenges;

- Longevity Enthusiasts, deeply engaged in the science of anti-aging;

- Wellness Seekers, who balance health with leisure, seeking experiences that combine relaxation, self-care and wellness. The latter is a growing opportunity for the hospitality players."

Simone Gibertoni, CEO, Clinique La Prairie.

The global personalized nutrition & supplements market size was valued at USD 10.59 billion in 2022, and is expected to expand at a compound annual growth rate (CAGR) of 16.55% from 2023 to 2030 [61].

Experiential dining beyond the plate

Beyond personalization, consumers are increasingly looking for experiential food encounters that connect them to culture, community and nature – in other words, the act of food consumption has evolved into an opportunity to create memorable experiences. The food industry is undergoing a significant transformation, shifting from catering to utilitarian demands to delivering hedonic and eudaimonic experiences. As such, food consumption is no longer simply nutrition-driven, but more a story behind the ingredients, a valuable experience, a sense of belonging, a range of emotions.

Food fulfills complex emotional and social needs, creating an important sense of identity and purpose. From the ambiance of a restaurant to the way food is served, every detail can contribute to making an experiential impact on the guest. A meal that resonates emotionally and socially can become a brief escape, recharging guests and creating lasting memories (further explored in trend no. 6).

“Consumers today seek more than just healthy food; they want experiences that nourish both mind and body.”

Sonia Re, CEO, Italian Chefs Association

This shift aligns with the principles of the experience economy outlined by Pine and Gilmore (1998) [62]. According to this perspective, businesses move beyond providing goods and services to staging transformative experiences that create lasting emotional impacts. In the context of food, this means crafting dining moments that are not just transactional but deeply immersive, engaging the senses, emotions and intellect of consumers.

During the pandemic, the rise of virtual culinary experiences highlighted how people continue to seek engaging food experiences, even when dining at home. These experiences have blurred the lines between dining, education and entertainment, and are expected to remain popular in the future.

There are several innovative and experimental trail blazers, e.g., Burdock & Co in Vancouver, engaging consumers beyond the plate by intertwining food with sensory experiences, such as soundscapes generated from ingredients and immersive connections to nature, creating deeper bonds to the environment.

Case:

700,000 Heures Impact offers personalized dining experiences that integrate regenerative principles. Their approach involves designing exclusive culinary experiences deeply rooted in local traditions and ecosystems. For instance, in Morocco, their projects incorporate sustainable agricultural practices, including permaculture and biochar use, to cultivate ingredients that highlight local biodiversity. They partner with local artisans and communities to create immersive food experiences that celebrate cultural heritage while contributing to economic autonomy and ecological restoration.

At the heart of their model is a commitment to using food as a medium for social connection and regeneration. Their initiatives include food laboratories dedicated to preserving local culinary traditions and experimenting with sustainable gastronomy. These efforts empower local communities, particularly women, through capacity-building programs and cooperative structures, ensuring the economic benefits extend beyond the guest experience.

Additionally, collaborations such as the Aimé Leon Dore Café in New York, merging fashion retail with high-quality café culture, and Adidas’ hybrid spaces combining retail with local artisanal food experiences, demonstrate how businesses can create multifaceted, community-oriented spaces. Such partnerships inspire hospitality leaders to think beyond traditional boundaries, leveraging cross-industry creativity to deepen connections with guests and communities alike.

"Wearables and AI are transforming how we eat, move, and live—technology is helping us thrive."

Chavanne Hanson, Global Food Choice Architecture and Nutrition Manager, Google.

Key applications include real-time feedback on dietary choices, integration with AI for predictive analytics, and tools for diagnosing and monitoring gut health. Wearables also contribute to sustainability by tracking the environmental impact of food choices and encouraging plant-forward diets [63-72].

By integrating wearables into their service offerings, hospitality providers are tapping into the growing demand for health-conscious and personalized guest experiences. This innovation not only enhances customer satisfaction but also strengthens the positioning of these businesses as leaders in wellness tourism.

Tech-enhanced dining experiences

Technology helps create food experiences that are as engaging as they are delicious. From robots preparing and serving meals to AI-driven personalization, immersive storytelling and wearables connecting dietary habits with well-being in real time, technology is enhancing numerous aspects of the dining journey. These innovations offer smooth operations and captivate diners by blending convenience with entertainment. The result is a dining experience that engages the guest and brings a futuristic touch to the table.

Here are some examples of how experiential dining can be merged with tech innovation:

Haidilao Hot Pot (China): This renowned hot pot chain introduced a fully automated kitchen in its Beijing location. Robots manage food preparation and delivery, while AI systems oversee inventory and customer preferences to enhance efficiency and personalization.
Le Petit Chef (Belgium): An innovative dining concept that combines technology and storytelling to create an immersive culinary journey. Utilizing 3D projection mapping, a miniature animated chef is projected onto diners' tables, guiding them through a multi-course meal with engaging visuals and narratives. This fusion of digital art and gastronomy transforms traditional dining into an interactive spectacle, enhancing the sensory experience for guests.
Elysium (Switzerland): At this innovative restaurant based within EHL Campus Passugg, technology is thoughtfully integrated into the dining experience, offering guests an immersive environment where cutting-edge digital systems enhance service efficiency and personalization. From interactive menus to real-time feedback systems, the fusion of experience and technology elevates both the guest journey and operational excellence.

Wearable technology deserves special mention as it is transforming the food and hospitality industries by enabling personalized nutrition and health monitoring. These technologies, often called “wearables”, are electronic gadgets designed to be worn on the body to track health-related metrics. The most used wearables include wrist-mounted devices such as smartwatches and fitness bands, followed by headgear, eyewear, footwear, necklaces and body-mounted gear. These devices track dietary habits, biometrics and gut health markers, helping make informed food choices and manage conditions like IBS and food intolerances. In the hospitality sector, wearables support personalized services, allowing businesses to cater to dietary preferences and promote wellness.

The role of authenticity and simplicity

As exciting as tech-enhanced experiences are, the emotional and sensory aspect of the meal is vital for directly contributing to hedonic well-being. Technology can serve as a complement, enriching the experience without overshadowing it. When used thoughtfully, digital tools can elevate personalization and engagement, but when overused or misplaced, they risk detracting from the authenticity and warmth of hospitality.

Compass Design Director, Philipp Kirnbauer, speaks to this tension, suggesting that the rapid pace of digitalization can diminish our capacity for deep, meaningful experiences. The fleeting images and interactions of the digital realm often fail to leave a lasting impression on the heart and mind. After all, “...nothing really wonderful will ever happen to you on a screen” - Philipp Kirnbauer, Director Project & Design, Compass Group.

Hospitality thrives in the sensually perceptible world, where human connection and a genuine sense of care (the essence of “omotenashi”, as the Japanese describe it) create memories that linger long after the meal is over. As Maya Angelou famously observed, people may forget words or actions, but they never forget how they were made to feel. The challenge is clear: to master technology as a tool that amplifies the human elements of dining, ensuring that innovation enhances rather than replaces the soul of the experience.

"We’ve over-complicated hospitality. Less is more, and the world needs to rethink its approach to luxury and food experiences."

Malcolm Omond, Senior Director, Real Estate and Workplace Services, Google APAC.

In an increasingly complex world, simplicity and authenticity are emerging as vital sub-trends in the hospitality industry. These principles help to shape dining experiences whilst addressing the growing consumer demand for genuine connections and meaningful meals (further explored in trend 6). Dr. Marc Stierand, EHL professor and culinary expert, highlights the distinction between complexity and complication as key: complexity reflects depth and sophistication, while complication often signals a lack of competence. Simplifying offerings and focusing on quality can elevate dining experiences, creating a stronger emotional connection with guests.

A focus on simplicity also helps alleviate food-related anxieties, particularly among younger generations like Gen Z, who often experience "menu anxiety" when confronted with overwhelming choices or unclear options. Recent research has underscored the prevalence of "menu anxiety" among younger demographics. A OnePoll survey for Avocado Green Mattress revealed that 30% of Americans feel anxiety while ordering food at restaurants. Anxiety is more prevalent in younger populations, with 41% of Gen Z and millennials (ages 18–43) experiencing such sensations, in contrast to merely 15% of Gen X and baby boomers (ages 44–77),[73] .

OnePoll,[73] a research survey by the British restaurant chain Prezzo, revealed that 86% of Gen Z adults experience stress when ordering food at restaurants. By curating concise, thoughtful menus, hospitality providers can create environments that feel approachable and stress-free, enhancing guest satisfaction.

Simplicity does not mean sacrificing creativity or excellence, it means refining processes to achieve mastery. A menu with a few well-executed dishes, like a standout bacon burger or a meticulously crafted pizza dough, can be more impactful than a sprawling menu filled with mediocrity.

Case:

Fratelli Bruzzone, a family-run restaurant in Turin, Italy, specializes in authentic Piemontese cuisine made with fresh, seasonal, locally sourced ingredients. Their menu focuses on traditional regional dishes with an emphasis on simplicity and quality, a formula that has earned praise from both the Michelin Guide and local diners.

A key aspect of their appeal, in particular with daily diners, is personalization. Co-owner and chef Martina Bruzzone highlights their flexibility: “The meals we serve reflect what Italian families eat at home. If a guest requests a specific ingredient or variation, we do our best to accommodate. Regulars often ask for off-menu dishes that align with their health goals, and we’re happy to oblige.” Fratelli Bruzzone’s approach combines fresh ingredients with tailored hospitality, creating a dining experience that feels both personalized and genuine.

Authenticity goes beyond flavors; it’s about creating immersive experiences that connect diners with a place, culture or memory. Whether through the atmosphere of an Italian restaurant that feels like Piemonte or a nostalgic meal that reminds guests of simpler times, authenticity creates a sense of belonging. This connection is rooted in the passion and competence of those behind the food, as their love for their craft translates into the experience they create.

"Experiences create change. Through food, we can inspire our guests to take sustainability home with them."

Jennifer Klar, Director of Corporate Sustainability, Six Senses.

According to Simon-Kucher & Partners, younger consumers are starting to increasingly seek authenticity, valuing restaurants that incorporate farm-to-table principles, showcase locally appropriate cuisines and highlight innovative dishes that resonate with environmental concerns.

By prioritizing simplicity and authenticity, hospitality businesses can create meaningful dining experiences that go beyond the plate and help to develop special emotional connections and loyalty. These principles align with broader trends in well-being and reflect a return to the roots of gastronomy, where the beauty of food lies in its ability to touch the soul.

Food efficiency in a fast-paced world

While personalization and experience dominate food trends, convenience remains a top priority for many consumers. Busy lifestyles mean that people still need access to quick, easy and affordable meals, even in the pursuit of healthier and more sustainable diets. The food industry has responded with innovations like meal kits, on-demand delivery services and pre-prepared healthy snacks, allowing consumers to maintain their values while still benefiting from convenience.

Consumers want food that fits into their lives without sacrificing quality or taste. Within the context of personalized nutrition, convenience plays a crucial role, as seen with food companies that provide easy-to-use tools for meal planning, shopping and preparation. The rise of fast-casual restaurants such as Clover Food Lab, CAVA, Freshii, Sweetgreen, MOD Pizza, DIG and many more that offer customizable and healthy meals demonstrates that convenience and health are not mutually exclusive.

Even the larger fast-food brands like Chipotle have caught on to this wave. Chipotle is a well-known fast-casual chain that allows customers to build their own meals now, choosing from a variety of healthy, customizable options. Patrons can start with a base (such as burrito, salad or bowl) and then add proteins (chicken, steak or plant-based sofritas), followed by a range of toppings (beans, vegetables and salsas). Their commitment to using ethically sourced, non-GMO ingredients and offering vegan and vegetarian options adds to its appeal as a healthy, customizable dining option.

Delivery services have therefore become key to meeting these evolving expectations by blending convenience with personalized choices. Platforms like iFood, the largest food delivery platform in Latin America, showcase how delivery models are adapting to meet both diverse dietary preferences and the growing demand for speed and accessibility. Hitting over 100 million monthly users in August 2024, iFood has observed that convenience-driven delivery is no longer limited to ‘indulgent foods’ but now includes a wide array of cuisines, including healthier and globally inspired options.

"The food delivery game isn’t just about burgers and pizza anymore—healthy choices are skyrocketing."

Marcos Gurgel, Head of Innovation, iFood.

By offering loyalty programs, flexible ordering times for all meals and customized recommendations powered by AI, delivery platforms enable users to access varied, nutritious meal choices at the click of a button. Customizable delivery platforms like MealPro or MyProMeals are tapping into the growing demand for personalized nutrition by offering meals that customers can tailor to meet their specific dietary needs. These services go beyond traditional meal delivery by allowing customers to select individual components, such as protein, carbohydrate and vegetable options in specific portions.

This shift not only aligns with consumer demands for convenience but also supports the industry’s broader move towards well-being, as individuals can make choices that suit their health goals while enjoying an efficient service experience.

HelloFresh and Liv Up also serve as compelling examples for how the food industry is responding to the demand for both personalization and convenience, while maintaining a focus on healthy, sustainable eating.

Cases:

HelloFresh, a leading meal kit delivery service, exemplifies how businesses are addressing the need for convenient, healthy and customizable meals. Consumers can choose from a variety of meal plans tailored to their specific preferences, including options for vegetarians, low-calorie diets and family-friendly meals. By providing pre-portioned ingredients and easy-to-follow recipes, HelloFresh offers both personalization and convenience in one package. In addition to the customization of meals, HelloFresh focuses on reducing food waste by delivering only the exact quantities needed for each recipe. This aligns with growing consumer demand for sustainability in the food industry. Customers can enjoy home-cooked meals without the hassle of meal planning or grocery shopping, making it ideal for busy individuals or families who want to eat healthier while still benefiting from the efficiency of meal kits. HelloFresh also allows customers to modify their meal plans on a weekly basis, which further enhances service personalization.

Liv Up, a Brazilian startup focused on healthy, ready-to-eat meals, is another example of how the industry is balancing convenience with a focus on personalized nutrition and sustainability. Liv Up provides pre-prepared meals that cater to a wide range of dietary preferences, including options for those following plant-based, low-carb, or gluten-free diets. The company emphasizes using locally sourced, organic ingredients, aligning with the growing consumer focus on sustainability and ethical sourcing. Liv Up allows consumers to personalize their meal choices based on their health goals and taste preferences, while also offering the convenience of having ready-to-eat meals delivered to their doorstep. This service fits into the fast-paced lives of modern consumers who prioritize healthy eating but may not have the time to prepare nutritious meals from scratch. Liv Up’s focus on transparency, with clear labeling and sourcing information, also resonates with the conscious consumer’s demand for accountability in the food system.

The future of food service, we believe, lies in the ability to balance these three trends, it’s about creating systems that offer personalized, high-quality experiences while maintaining efficiency and accessibility. The integration of technology, such as AI-powered meal planners and smart kitchens, will help businesses cater to the growing demand for customization without compromising on convenience.

"Healthy habits shouldn't be hard, even on the go."

Guilherme Hilsdorf, Founder and CEO, Muds.

Industry recommendations

AI-driven nutrition: Leverage AI and data analytics for personalized meal recommendations based on dietary and health needs.
AI-driven delivery: By offering loyalty programs, flexible ordering times for all meals and customized recommendations powered by AI, delivery platforms enable users to access varied, nutritious meal choices at the click of a button.
Customizable meals: Offer “Make Your Own” meals, cooking classes, or other options that cater to individual preferences.
Technology integration: Use tech tools, like wearables and health trackers to provide hyper-personalized wellness and dining experiences.
Cross sector collaboration: Collaborate increasingly with nutritionists, doctors and start-ups for catering to personalized needs.

Next chapter :

Co-responsibility: A shared commitment

Continue

Report created with the support of: