Staying Ahead in Food & Beverage Trends
At Alliance Hospitality Group, staying ahead of food and beverage trends isn’t about chasing what’s next, it’s about understanding what genuinely enhances the guest experience. Today’s diners are looking for moments that feel intentional, elevated, and memorable, not just visually impressive. To explore how trends intersect with hospitality and marketing, we sat down with Amber Jamal Eckerlund, Director of Marketing at Alliance Hospitality Group, to discuss what’s resonating with guests right now, how social media influences dining experiences, and where the line is drawn between trend-driven and timeless.
Q: From a marketing standpoint, what food or beverage trends are actually resonating with guests right now, not just industry hype?
Amber: What’s resonating most is intentional indulgence, offerings that feel special without being excessive. Guests respond to things that are curated and thoughtful rather than overproduced. It’s less about novelty for novelty’s sake and more about delivering something that feels elevated and appropriate for the occasion.
Q: What makes a dining moment “share-worthy” today, and how do you design for that without it feeling forced or gimmicky?
Amber: A moment becomes shareworthy when it’s experiential and emotional, not just visual. Tableside elements, rituals, or a beautiful finishing touch work because they feel personal to the guest. We don’t design moments for social media—we design memorable experiences, and the sharing happens naturally.
Q: How do social media and viral moments influence menu development or service style, if at all? Where do you draw the line?
Amber: Social media gives us insight into what guests are excited to talk about, but it doesn’t dictate decisions. The line is hospitality. If something compromises service, quality, or authenticity, it’s not worth pursuing. When something goes viral, it’s usually because it was already exceptional in real life.
Q: Are you seeing guests respond more to limited-time features, tableside experiences, or signature items that feel timeless?
Amber: It’s a balance. Limited-time features perform best when they’re rooted in timeless execution. Guests like feeling part of something specific to a moment, especially when it’s anchored by flavors or techniques they already trust. That combination creates urgency without feeling trend-driven.
Q: How do you balance visual impact with authenticity so the experience still feels rooted in hospitality, not content creation?
Amber: We always start with how something feels to the guest in the room. If it looks good but doesn’t enhance the experience, it doesn’t belong. Authenticity comes from intention—when the team understands why something exists, the visual appeal feels natural rather than performative.
Q: Can you share an example of a recent trend or activation that enhanced the guest experience first, and marketing second?
Amber: Tableside beverage moments are a great example. They elevate service, create interaction, and slow the experience in a positive way. From a marketing standpoint, they photograph beautifully, but that’s a byproduct and not the objective.
Q: How do you measure whether a trend is actually successful from a brand and guest-experience perspective?
Amber: We look beyond engagement metrics. Repeat visits, guest feedback, team buy-in, and how seamlessly something integrates into service matter far more than likes or views. If guests ask for it again and the team believes in it, that’s real success.
Q: Looking ahead, what kinds of experiences do you think guests will crave more of?
Amber: Guests are craving connection and intentional pacing, experiences that feel thoughtful rather than rushed or overproduced. I think we’ll see more focus on rituals, storytelling, and moments that feel personal instead of maximal.
The most impactful ideas are the ones that feel natural to the experience. When every element is thoughtfully considered, guests don’t just enjoy the moment, they remember it.