• HoReCa industry leaders analyzed the results of 2025 and highlighted the main trends for 2026.
In the last year, the behavior of the HoReCa consumer has changed significantly: they react faster to what is new, are more attentive to value and compare more than ever. In this new consumer landscape, restaurants no longer compete only through products, but through context, conceptual coherence and the relationship with guests.
This is just one of the conclusions of the latest edition of Intimate Roundtable Conversations, an event organized on January 20 by the Hospitality Culture Institute. Over 70 HoReCa professionals were present to discuss with six special guests the trends that will shape 2026 and the lessons of 2025, dominated by volatility, seasonal imbalance and increasing pressure on profit margins.
Special guests of the latest edition of Intimate Roundtable Conversations:
- Daniel Mischie, CEO of City Grill Group,
- Paul Ungureanu – Co-founder of Boiler Coffee
- Radu Vona – Co-founder of Gynda Gourmet
- Andrei Popescu – Co-founder of Molf Deli & Vinutz
- Sorin Stoica – Chef and Co-Founder Éto – Cuisine of Now
- Paul Neacșu – Business Development Director HoReCa – Macromex
Sudden changes in consumer behavior, differentiation criteria in HoReCa, the evolution of the specialty coffee market, as well as new major trends in the kitchen were among the topics debated. Thus, among the conclusions of the debate are:
Classic seasonality is gone
Participants found that, in 2025, traditional consumption patterns were no longer valid. Periods previously considered weak – such as January or the summer months – generated revenues above expectations for many HoReCa operators. This evolution indicates that classic seasonality has been replaced by a much more fragmented and unpredictable consumption behavior, in which there are no longer “good” or “bad” months. "bad" easy to predict.
The new consumer: more informed, more demanding, more emotional
Today's customer is looking for more than just a good product: they want coherence, a story, personalization. Restaurants are becoming destinations, not just serving points.
The specialty coffee market continues to grow
Differentiation, proximity, and the ability of brands to build communities around them are becoming critical in an increasingly competitive market.
Challenges for suppliers
From the perspective of the suppliers present at the event, the year 2025 was marked by increased volatility. Among the main challenges were:
- Sudden price increases for beef
- Import blockages for chicken meat
- Major price fluctuations in pork
- Unpredictable monthly costs
In this context, providers were forced to absorb some of the shocks, maintain stability for customers, and operationally adapt to a reality that involves less predictability in the medium term.
Regarding the trends in 2026 from the perspective of suppliers, they state that it is no longer enough to deliver goods but must provide operational support and support HoReCa operators' efforts to increase efficiency. At the same time, in the context in which restaurants are increasingly exploring solutions to reduce costs, culinary consulting and menu optimization are becoming two growing services.
Sous-vide and premium semi-prepared foods gain market share
Restaurants are looking for solutions for consistency, reducing cooking times, controlling costs, and reducing reliance on staff, so sous-vide and premium semi-cooked meals are gaining more and more popularity in kitchens.
Permacrisis is the new normal
The hospitality industry has operated in recent years in a permanent crisis regime generated by factors such as:
- Lack of staff
- Covid
- Rising inflation
- Rising utility costs
- Political instability
- Lack of legislative predictability
In this sense, entrepreneurs in the hospitality industry are no longer waiting for a "return to normal", being forced to operate in a permanent regime of adaptation.
"As the HoReCa market matures, more and more niches, different business models and operational contexts emerge that can no longer be solved with universal solutions. That is why we increasingly encourage informal, face-to-face meetings, where entrepreneurs and specialists can talk openly about what works, what doesn't work and why." – Florin Maxim, founder of Hospitality Culture Institute
Intimate Roundtable Conversations is the Hospitality Culture Institute's applied think tank – a strategic, small-group dialogue format that brings together relevant HoReCa leaders, entrepreneurs and professionals to analyze, in depth, the high stakes of the industry. Each edition is built around a theme with real impact, explored from complementary perspectives: operational, entrepreneurial, investment and consumer.
To support genuine exchanges of ideas and positions, the meetings are held under Chatham House rules, giving participants the freedom to use insight-s obtained, without publicly attributing opinions or quotes. This approach creates the necessary framework for honest, relevant and solution-oriented conversations, with direct value for the evolution of the hospitality ecosystem.
The Hospitality Culture Institute (HCI) is the European research and leadership platform that studies how gastronomic culture, hospitality and services shape human behavior and economic value. HCI uses hospitality as a living laboratory for the experience economy, bringing together leaders, researchers and decision-makers to build sustainable, human-centered business models.
Article source: Press Release Hospitality Culture Institute
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