Part 2. Trends

Social eating: Building communities through food

In recent years, loneliness and mental health challenges have come to the forefront, worsened by the pandemic’s isolation and an increasingly fast-paced, digitalized world that often leaves individuals feeling disconnected. Amid this surge in mental health issues, ranging from anxiety to depression and chronic stress, many struggle to find meaningful social interactions in their daily lives. Social eating and community focus have emerged as powerful antidotes and trends, offering people emotional and social nourishment that goes beyond what current dining experiences typically provide.

Social eating refers to the practice of consuming food in the presence of others, encouraging interpersonal connections and communal engagement. It is a socio-cultural activity shaped by shared meals, rituals and contexts, which enhances social cohesion, promotes cultural identity and contributes to overall well-being. This concept encompasses both informal and structured eating scenarios, highlighting the role of food as a medium for social interaction, communication and the formation of collective experiences. This definition aligns with interdisciplinary studies in anthropology, sociology and public health that explain food's role in creating and sustaining social bonds [109-111].

The inter-relationality of food

Historically, food was a core element of communal life, connecting people to the land and each other. Food is an inherently convivial experience, offering warmth and nourishment not only for the body but also for the soul. Coming together around food helps to build trust, empathy and creates shared memories, reinforcing social cohesion in a fragmented world.

“Food has always been social – we have just disconnected from that idea”

Alain Ducasse, Michelin star Chef and Restaurateur

However, industrialization and global supply chains have distanced consumers from the origins of their food, and this disconnection from food sources has paralleled a social disconnection. Today, there is a growing movement to reintegrate food into communal spaces and reconnect people with the origins of what they eat, a trend that speaks to a deeper desire for authenticity, tradition and community.

"Communal eating is a cornerstone of human connection and well-being, deeply ingrained in our culture and essential for fostering meaningful relationships"

Christian Hammerle, Head of Global Food Service Transformation, Dussman Group

Research from the University of Oxford highlights the importance of communal dining in creating social bonds and a sense of belonging [112]. According to this study, people who regularly eat with others are more likely to feel content and connected to their communities, suggesting that shared meals are a powerful tool for improving mental and emotional well-being [112]. Communal dining creates opportunities for people to engage in meaningful conversations and connections, something that is often missing in a society dominated by fast, solitary meals.

Food should be seen as a medium that connects individuals on multiple levels, physical, emotional and spiritual, therefore contributing to eudaimonia well-being. Chef, food educator and author, Charles Michel, speaks to the relational exchange that occurs during communal meals, where the warmth of human connection extends beyond the act of eating to include the cultural and ecological relationships embodied in the food itself. He highlights the transformational potential of these moments, arguing that they move us from transactional relationships with food to relational ones, where the act of eating becomes an expression of care for others, our environment and ourselves.

Restaurants that offer communal seating and shared dishes create spaces where guests can engage in meaningful interactions, offering a counterbalance to the sense of isolation prevalent in today’s modern society.

Concentric circles of change as an illustration: change starts with: SELF, COMMUNITY, SOCIETY and PLANET. SEDIGN FIGURE

By emphasizing these connections community-building around food is not only a path to personal and social well-being but also a cornerstone of inclusive and regenerative food systems. This relational approach to food can inspire people to make choices that prioritize taste and pleasure in parallel with societal and ecological considerations, creating a ripple effect of positive change.

Food experiences as a remedy for isolation

In today’s urban, tech-driven environments, social dining and community eating offers a remedy to the isolation that has become all too common. EHL Assistant Professor of Marketing, Dr. Maggie Chen, highlights the role of hospitality vibes that can be defined by the warmth of the welcome of an establishment to the simple gestures such as encouraging guests to pour wine for each other in breaking down social barriers and instilling a sense of connection. These curated dining experiences extend beyond food to the people around the table and the dining experience itself.

Emlyn Brown, SVP Well-Being, at Accor Group, emphasizes the increasing demand for "social wellness," particularly among younger generations. Unlike traditional wellness, which was more individualistic, social wellness focuses on collective experiences, such as group fitness classes or communal dining rituals, again feeding into the trend of social eating.

"We are reconnecting with food as the most tangible way to connect our souls in an increasingly disconnected world"

Rania Moualla, Founder, President, and Chairwoman, ZADK

As the mental health crisis grows, chefs and restaurateurs are playing a critical role in shaping dining experiences that are designed to combat these challenges. By creating environments that prioritize social interaction, they are not only serving food but also offering spaces where people can find comfort and connection. EHL Professor and chef, Dr. Marc Stierand, believes food experiences are a form of “soul work,” impacting mental well-being by offering a comforting and grounding presence in a world often marked by stress and digital overwhelm

"The future of food is not just about high-tech solutions; it's about social innovations that bring communities together"

Sara Roversi, CEO and Founder of the Future Food Institute

Case:

In the hospitality industry, certain trailblazers are redefining the dining experience by focusing on social interaction and community. Kanalhuset, a hotel in Copenhagen, invites guests to join communal meals at long tables, embracing the Danish concept of "fællesspisning" (community eating). This model encourages guests to connect with locals and other travelers, instilling a welcoming environment that prioritizes meaningful interaction where hospitality spaces are designed not for solitude but for shared experience.

Restaurants like IHOP and Olive Garden in the United States, also play significant roles in encouraging social connection. IHOP’s casual, welcoming setting allows people from different backgrounds to come together for affordable meals, creating a socially inclusive space where economic barriers are minimized. Olive Garden’s emphasis on family-style dining resonates with diners looking for a home-like experience, where the act of sharing food reinforces a sense of togetherness. Both establishments embody the spirit of social eating and community, using food to create environments for people looking to relax, connect and strengthen community bonds.

Technology is also stepping in to bridge social gaps through food. Platforms such as Eatwith and VizEat team up users with local hosts for home-cooked meals, creating an opportunity for travelers and locals to engage in cultural exchanges over food. These shared dining experiences help develop new friendships and alleviate urban isolation. Additionally, apps like Tandem connect users based on shared interests, facilitating casual meetups around food that can lead to lasting bonds. By making social dining accessible and interactive, these platforms promote inclusivity and reach diverse audiences who seek connection through food.

Community well-being

The intersection of hospitality and community wellbeing is emerging as a pivotal focus for both consumers and businesses. With the growing return of social eating and increased demand for meaningful connections, the hospitality industry has an opportunity to transcend its traditional role of creating experiences for its clients by nurturing deeper engagement with local communities. This shift highlights how shared food experiences and community-driven initiatives can create positive social impacts while addressing consumer desires for authenticity and purpose in their travels or food experiences.

Case:

Accor has embraced such a community approach to hospitality by prioritizing local community engagement as a core element of its well-being strategy. Recognizing the shift from traditional hotel models to spaces designed for "living, not just sleeping," Accor focuses on creating environments that cater to both guests and residents. By integrating wellness spaces such as open dining spaces, fitness clubs and communal areas, Accor hotels serve as vibrant hubs for social interaction and shared experiences. By promoting local engagement through thoughtfully designed spaces and programs, Accor not only enhances guest satisfaction but also contributes to the well-being of the surrounding community, building more meaningful relationships between hotels and the areas they serve.

Hospitality businesses operate within diverse communities, influencing the economy as well as the social fabric of the areas they serve. Increasingly, tourists are seeking experiences that connect them meaningfully with local cultures and contribute positively to community well-being. Volunteer tourism, for example, has grown in popularity as travelers look to support local initiatives while engaging in cultural exchange. Studies show that such activities enhance mutual understanding, empower local stakeholders and provide direct economic benefits [113].However, the approach to these experiences must be intentional, ensuring that they are genuinely beneficial and respectful of local cultures to avoid perpetuating power imbalances.

The principles of social gastronomy further highlight the transformative potential of food within communities. Beyond nourishment and pleasure, food serves as a medium for storytelling, cultural preservation and social inclusion. Hospitality and Food brands can adopt these principles to design dining experiences that emphasize communal tables, local ingredients and inclusive practices, thereby strengthening the bonds between guests and the broader community.

Case:

Heineken’s "Worlds Together" campaign highlights the transformative power of shared dining experiences in fostering meaningful connections across divides. By focusing on food as a universal language, the campaign creates opportunities for people from diverse backgrounds to engage in open conversation and discover common ground. The initiative not only promotes unity but also reinforces the importance of inclusive spaces where individuals can share stories, traditions, and perspectives over a meal.

One standout element of the campaign is its collaboration with the Social Gastronomy Movement, leveraging food as a tool for social inclusion and community-building. Heineken hosts events and gatherings that feature diverse culinary offerings, sparking dialogue among participants and demonstrating how food can transcend differences. These experiences align with Heineken’s broader purpose of “sparking the joy of true togetherness”, using the simple act of sharing a meal to create impactful moments and trust.

Through "Worlds Together," Heineken positions itself both as a beverage brand and a facilitator of deeper, more meaningful social interactions, showcasing how hospitality-driven experiences can drive unity and understanding in a fragmented world.

By collaborating with local organizations and communities, and promoting local community engagement, hospitality businesses can create experiences that align with the growing consumer preference for responsible dining and travel. Companies like Airbnb exemplify this with their ‘Airbnb Experiences’ program, connecting travelers with local artisans, guides and hosts to provide immersive cultural interactions.

Some hospitality providers are actively incorporating community wellbeing into their brand strategies. Sheraton Hotels’ recent rebranding with a community focus demonstrates how shared spaces and community-building activities can enhance guest experiences while supporting local cultures. Similarly, partnerships between hotels and local suppliers or artisans contribute to more resilient supply chains, benefiting both the business and its surrounding community.

As hospitality evolves, community well-being is becoming central, driven by a growing demand for purposeful travel and meaningful connections. By embracing social inclusion and local engagement, hospitality providers can really develop a sense of belonging and shared responsibility.

The rise of social eating underscores this shift, positioning food as both nourishment and a unifying force for mental and emotional well-being. In a disconnected and increasingly digitalized world, food bridges social gaps, building resilience and connection.

Industry recommendations

Communal dining experiences: Design spaces and dining experiences that encourage communal eating, such as shared tables and family-style meals, to promote social interaction, trust, and a sense of belonging.
Creating cultural and social connections: Feature local chefs, artists, or performers and design experiences that celebrate and preserve cultural heritage, using food as a medium for connection and storytelling.
Develop community partnerships: Partner with local schools, nonprofits and social initiatives to align hospitality operations with broader community well-being goals, ensuring positive social and environmental impact.
Local partnerships: Collaborate with local farmers, producers, and community organizations to strengthen ties and support the local economy.
Promote social wellness: Incorporate social dining rituals and shared experiences into hospitality offerings to combat isolation and enhance emotional well-being.
Promoting transparent supply chains: Support local producers and artisans to ensure sustainable and equitable sourcing practices.
Workshops and wellness programs: Partner with communities to run educational initiatives on healthy eating and sustainability.

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Future Directions

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