BRITA Professional predicts sector trends in 2044

06 September 2019 by News Desk

Sponsored article: Artificial Intelligence (AI), zero waste and food implanted with nutrients are all front of mind for hospitality professionals when predicting the top industry trends in 2044 – just 25 years from now.

According to new, independent research of 750 hospitality professionals from BRITA Professional, operating sustainably will be the norm for establishments with 81% believing that achieving zero waste will be the top sustainability initiative in 2044. This is closely followed by kitchen technology that delivers smart cleaning and less water waste (72%) and product innovation that sees a total ban on single-use plastics (53%).

In 2044, food and drink will be served 24/7 and the majority of hospitality professionals either agree (52%) or strongly agree (29%) that technology will develop to help businesses deliver this continual service. However, for hospitality professionals, the barriers to providing a 24/7, personalised service include:

Team members not having the skills to deliver personalised dining experiences (58%)
Not having enough team members (52%)
Not having capable equipment (49%)
Unreliable equipment (42%)

To overcome these barriers, 45% of hospitality professionals believe investment in machine protection, such as water filters to ensure equipment stands the test of time and is running sustainably, is key. 49% of chefs and business owners also think that kitchen machinery which is self-servicing – such as doing its own maintenance like replacing water filters – will be the most likely technological change in 25 years' time.

The increased use of technology is, however, a concern for industry experts, with 72% predicting there won't be a need for a front of house team as customers will order via electronic menus or social media. A greater use of technology will also have the following main impacts:

Decline in job availability if machines replace need for humans (64%)
Machines that aren't as responsive as humans (63%)
The reliability of equipment when it breaks down (60%)
The need for advancements in machine protection (60%)

Technological advancements will, however, put a greater emphasis on human interaction and customer service, according to 62% of decision makers, and people will look to hospitality venues to provide it.

Speaking about the research results, which are available in a new toolkit from BRITA Professional – Life is Better Filtered: The Catering School of Expertise – Sarah Taylor, Managing Director of BRITA UK, said: "If there's one glaring observation from our research, it's that advancements in technology will be the driving force for change in the hospitality industry in the next 25 years. With equipment having such a prominent role in all aspects of a hospitality business, maintaining its performance is paramount not just to the efficiency and adaptability of kitchens, but to its environmental impact. As such, investing in protection is one of the most important things for hospitality professionals to keep in mind as their business expands.

As the sector continues to rapidly grow, hospitality professionals need to look ahead to emerging trends, adopt new technology and actively seek solutions in order to futureproof and stay ahead of the competition. Our new toolkit – The Catering School of Expertise – includes in-depth research into future trends and provides advice from industry experts on what businesses can do now to set their business up for the next 25 years – whatever this may entail.

Download a copy: Life is Better Filtered: Catering School of Expertise