Laying the table for the future

Many roadside restaurants still use pacal and goulash as the primary call words and many guests still identify quantity with quality. On the other hand, the proportion of guests who are open to innovation and expect true quality is also growing. Travelling and the telecommunication revolution both play a part in changing the restaurant business. Health and wellness are a constant topic in the commercial media. Global trends all appear in Hungary sooner or later and Hungarian restaurant owners cannot afford to stay ignorant of these. According to German researchers, food trends will not solely be determined by technological development in the near future. Social trends like health-consciousness, environmental consciousness, individualisation will have a major effect. The produce of local farmers and neighbourhood “craftsmen” like bakers, butchers, cheese makers will be increasingly appreciated, with corresponding prices. Labels like “: CO2-free” or “from X” will be more important. Many foods will be consumed for their added value. Meals will become more of an experience than simply consuming food. Design and lifestyle will play an increased role in the kitchen and restaurants. The findings of a survey conducted among members of the American Culinary Federation closely correspond to the above opinion. According to American chefs, the most promising new trend is serving many small plates of various small portions. “Sampling” is also the trend for beverages. The most dynamic trend will be the consumption of food from “special” sources (not from global producers) and a natural environment. Ethnic cuisine also has a major impact in the US. Superfruits is a new magic word used for healthy, exotic fruits, hardly known previously. According to research conducted for JWT, choosing target groups on the basis of classic demographic criteria is no longer as effective as it had been in the past. Sex, age, employment will not be the best criteria in the future. Behaviour patterns and special habits will be more reliable clues for identifying target groups. Being special or individual will be more highly appreciated by the market. According to a forecast by the magazine Enterpreneur for 2008, culinary tourism is a dynamically growing trend. Gastronomy has become a major reason for travelling. Health consciousness has become important in Hungary as well. Restaurant guests want to know what is on their plates. A new attitude about the preparation and serving of food is spreading. Information about the cuisine of far away lands is pouring from TV. The number of people who want to have healthy and exquisite dishes even if they have to pay a lot of money for these is constantly growing and they have a lot of potential for the restaurant business in Hungary.