What’s cooking? Innovation and the appetite shift
The Press Box PR team recently exhibited at Lunch! North and visited the National Restaurant, Pub and Bar Show to explore the newest trends, learn more about the marketing behind menus, and lend PR expertise to brands on the ground.
Between the panel sessions and the floor demos, one thing became clear: innovation is about responding to a world where consumer lifestyles are shifting dramatically.
From GLP-1s changing menu design to brands questioning whether to evolve their offering at all, here are the key takeaways from the frontline of hospitality innovation, and what they mean for B2B PR strategy.
The GLP-1 elephant in the room
The standout statistic from the week: that nearly 10% of the UK is now on GLP-1 medication, and therefore on a reduced food intake and altered diet. This is outpacing the number of vegetarians (around 9%) and vegans (around 6.3%)*. Yet, many hospitality businesses are still working out how best to respond efficiently.
Just as vegan diners often choose the restaurant for the whole group due to fewer options, GLP-1 users are now the ‘veto voters’ with the final say on venue choice. They look for small plates, protein-heavy options and customisable portion sizes, and if they aren’t catered to, a restaurant could lose an entire booking. And contrary to popular belief, users aren't necessarily going out less; they’re going out earlier, opting for breakfast and lunch whilst spending less per head.
There is a huge opportunity to attract this underserved 10% of the market. Food manufacturers and wholesalers who develop and promote GLP-1 friendly ranges - focusing on nutrient density and smaller portions - have a ready-made B2B PR campaign that addresses a key audience.
And for bars and restaurants, the shift opens up a different angle: GLP-1 users are consuming less food and drink, making existing side dishes and snack menus ripe for repositioning as standalone meal options, without changing a thing on the menu.
Stick, don’t twist
A key warning from the Chopstix’s panel discussing menu innovation was ‘don't lose your identity’. If you’re a pizza brand, don’t launch chicken tenders just because they’re trending. Innovation should be an evolution, not a pivot that confuses the consumer.
The panel framed it as a straight choice:
- Twist — move fast, chase trends and reshape your menu to attract a new demographic, trading familiarity for relevance.
- Stick — double down on what you do well and evolve on your own terms, accepting steadier performance over viral peaks.
Neither is wrong. Both can work with the right insight and strategy in place, and for PR, both create a genuine opportunity to lead the conversation rather than follow it.
The ‘dwell time’ revolution
We often think of electric vehicles (EVs) as a sustainability story, but they’re fast becoming a hospitality story too. As people wait for their cars to charge, motorway service stations are seeing a shift from grab-and-go to sit-and-stay.
Drivers want bigger meals and better environments while they charge. For brands supplying these sites, the comms narrative needs to shift from convenience and speed to quality and experience. If you’re a supplier, your PR should highlight how your products can help operators maximise this new ‘dwell time’ revenue.
The Press Box perspective
It’s easy to get bogged down in the technicalities when targeting a B2B audience. But the latest insight from these trade shows demonstrates that macro trends drive micro decisions. If you’re a B2B brand in the food and beverage space, your comms strategy shouldn't just be about what you sell, but how you solve the new problems operators are facing:
- How does your product help an operator serve a GLP-1 customer?
- How do you provide stability in a volatile economic climate?
- How do you remain loyal to your own brand when trends are constantly evolving?
As we head into the next quarter, the brands that will dominate the trade press are those that acknowledge these changing habits and offer a clear and actionable path forward.
For us, staying ahead isn’t just about spotting trends - it’s about understanding the stories behind them, so we can help brands connect with their audiences to shape the next wave of hospitality experiences.
Get in touch to see how we can help your brand make its mark.
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