Creed launches online trends hub for customers

Creed Foodservice has launched a trends hub that will help foodservice operators learn about the upcoming trends and how to bring them to life in their outlets.

Creed Trends Hub launches on 13th November, and will include a downloadable report including insights and learnings from Creed’s insights manager, Anna Clapson, and also practical guidance from executive development chef, Rob Owen.

In addition, featured within the zone will be ‘Creed Trends Kitchen’, a space housing trend-led recipes that operators can incorporate into their menus, or use to inspire new dish ideas to freshen up their offering.

Clapson said: “We’ve poured weeks of research and expertise into our Trends Hub, to make sure we’re bringing the inside knowledge to operators who will continue to face challenging times next year.  It can be overwhelming for operators to not only get to grips with the upcoming trends but then also find ways to link them back to their everyday operations. The Trends Hub is their digital guru, that they can access 24/7, whether that’s during late night menu planning, during their team meetings, or in development sessions with their kitchen teams.”

Read more: Creed welcomes more than 100 suppliers to food festival

Creed Foodservice’s 2024 Trends 

A Nation Challenged

At the core of the insights is the theme of ‘A Nation Challenged’, which underpins all the trends for next year. With inflation, energy prices, staff and skills shortages and financial pressures, both operators and consumers’ wallets are significantly impacted. Since March 2020, 14k+ sites have closed across the UK[1] and 75% of consumers are going out to eat and drink less frequently[2].

Core Trend 1: Driving Value

Driving value doesn’t just refer to delivering low-ticket purchases; with the average food and drink prices on menus increasing, it’s also about strengthening the perceived value-for-money with well over half (60%) of consumers looking for value for money when choosing a location to dine at[3].

Operators can achieve growth through showcasing a specialism and honing in on a specific area of expertise. This is being seen at places like Ducie Street Warehouse in Manchester, which offers roast dinners with a menu dedicated completely to cauliflower cheese.

Core Trend 2: Creating Memories

With consumers’ heightened expectations, combined with being more selective with their spending, operators need to look at ways to elevate their food dishes from the everyday. A quarter (26%) of consumers look for an exciting or unique food and drink offering when dining out[4]. Adventure can be shown through various cuisines, punchy flavours and enticing food formats – whether that’s themed dishes, tapas-inspired sharing boards, build-your-own burrito wraps, or inventive burger toppings.

The customer experience can also be elevated through premiumising dishes; something which also justifies higher price points on the menu. This can be achieved by loading up classic sides like fries with truffle and parmesan or crispy bacon and onions, or offering ‘special’ accompaniments to chicken and steak, such as Persian spiced roast carrots with pistachio dukkah.

Core Trend 3: Sustain & Retain

Highlighting the focus on our planet and environment, consumers are far more conscious of where their food is coming from, with 38% looking for good, quality ingredients when choosing a location to dine out[5].  There is also increased focus on seeking ‘better for you’ options with consumers welcoming knowledge of the nutritional content of dishes.

Core Trend 4: Tech Clever

Tech growth within hospitality has been significant in recent years. Increasingly consumers interact with restaurants and pubs digitally, enabling operators to communicate with their customers when they aren’t on the premises – whether that’s sharing menus, promoting a special or simply just booking a table.

Tech-driven solutions also offer consumers enhanced convenience, whether that’s ordering via a QR code on the menu, using click and collect for any takeaway dishes restaurants or pubs offer, or direct-to-the-door delivery services through third-party apps. Tech opens the door to new revenue streams which, in these challenging times, is advantageous for many operators.

To visit the Creed Trends Hub or to download the 2024 Trends Report please visit:


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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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