Oyster Sunday's 2025 Predictions
At the start of 2025, our CEO Elizabeth Tilton compiled a set of predictions that explore where the hospitality industry is headed, from dining habits and food trends to beverage shifts and travel experiences.
These insights are grounded in what we're seeing across our clients and partners nationwide and reflect the evolving values of today’s diners and operators.
Whether you're rethinking your menu, designing a new concept, or planning your next brand move, we hope these observations spark ideas and guide strategy in the year ahead.
Let’s dive into what we believe will define hospitality in 2025.
I. Industry Observations
Nostalgia Rules the Menu
From revivalist cooking techniques to dishes that remind us of home, diners want transparency in food origins and preparation methods. Clean labels and straightforward techniques will triumph over overly complex molecular gastronomy. Think classic dishes with modern twists or menus that explain the story behind each ingredient.
Midweek is the New Weekend
Dining habits continue to shift. Midweek is becoming the new peak for social outings, with Wednesday reservations growing by 18% in 2024 (OpenTable). Wednesdays are becoming the new "it" night for dining out, driven by flexible work schedules and reduced stigma around weekday indulgence.
Labor Shortages Demand Innovation
The staffing crisis requires rethinking everything from service models to employee benefits. Shortened hours, streamlined menus, and creative compensation plans—such as those offered by OS BENEFiTS—will be crucial to attract and retain talent.
Strong Restaurant Concepts Are Essential
As home cooking gains ground, restaurants need clear identities to stay competitive. A sharp point of view, from service style to design and menu philosophy, is essential to attract diners looking for memorable experiences.
Pendulum Swing Back to Humanity from Technology
AI and automation may streamline operations, but in hospitality, the human touch still matters most. In 2025, brands that prioritize personalized service, handmade products, and empower their teams to improvise will stand out. Human-centric hospitality isn’t just nostalgic, it’s the new aspiration.
II. Food Trends
Branding the Produce Aisle
Just as condiments became cult items, produce is next. Expect farmers and produce companies to differentiate their offerings with storytelling, branded packaging, and proprietary blends of fruits and vegetables. Cotton-candy grapes, anyone?
The Croissanisance: Croissants Are the New Canvas
Croissants are evolving into culinary showpieces. With a 15% growth in sales of croissant-based menu items (Datassential), they’ve transcended breakfast to feature in savory dishes, hybrid desserts, and even pizza-style creations. Their versatility is driving innovation across menus globally.
Grab-and-Go Gastronomy
Grab-and-go is going gourmet, according to Kim Severson’s 2025 predictions for the New York Times. Inspired by Japan’s konbini culture and southern stops like Buc-ee’s, convenience stores are redefining quick dining with high-quality, destination-worthy offerings. As fast food falters, gas stations may become the next great food stop, on road trips and in the city alike.
The Cooling Race for Alt-Meat
While 14% of Gen Z identifies as vegan or vegetarian (Statista), most consumers are leaning flexitarian and cutting back on meat without cutting it out entirely. Despite growing interest, alt-meat still holds a small share of the market, pointing to hybrid or flexitarian-friendly innovations as the real opportunity. Alt-meat may not replace traditional proteins, but it’s still key to the future of sustainable dining, even if the race has cooled.
Large-Format Desserts
Desserts are going big, literally. Large-format treats like shareable cakes, pavlovas, and sundaes tap into the communal dining trend. These Instagram-worthy desserts not only enhance the dining experience but also foster connection at the table.
III. Beverage Trends
No/Low Alcohol is Here to Stay.
Gen Z is reshaping drinking culture, opting for sobriety driven by health, taste, and lifestyle choices. With significantly lower alcohol spending and rising discomfort around its effects, this generation is making sobriety a mainstream, image-conscious lifestyle. See U.S. Bureau of Labor Statistics via Statista, for supporting data.
Sake Breaks Out
I agree with Vinepair when they predict Sake is stepping out of the sushi spotlight and into the global conversation. Its versatility and complexity are earning it a place alongside non-traditional pairings, tasting menus, and dedicated sake bars, poised to become a breakout beverage well beyond Japanese cuisine.
The Martini Evolution
Martinis are as strong as ever, literally. From espresso martinis to savory twists, they’re not going anywhere. Expect pre-diluted, perfectly chilled versions to dominate for convenience without sacrificing quality, and check out Esquire's list of top 44 martinis of 2024 for more evidence of evolution.
IV. Travel Trends
Luxury Train Travel
Rail journeys are the new luxury. From five-star amenities to scenic, slow journeys, luxury rail travel offers something flights and road trips can’t match: relaxation with a view.
Immersive Wellbeing Experiences
Beyond Instagrammable aesthetics, travelers are seeking retreats that provide emotional, mental, and physical rejuvenation. Wellness-focused, immersive travel experiences will dominate markets outside the U.S., offering unique cultural connections.
Premiumness Over Trendiness
Luxury is shifting from trend-driven to timeless. Consumers now favor heritage, authenticity, and off-the-grid destinations with rich histories over flashy, social media–driven experiences, according to a Red Antler study.
About Elizabeth Tilton
Oyster Sunday + OS BENEFiTS
CEO
Elizabeth’s hospitality career started with several years of back of house experience in New Orleans and eventually moved to NYC to join Momofuku. On the branding team, Elizabeth managed the public relations and marketing for Momofuku’s New York restaurants, market research for Momofuku’s expansion in the US, and major partnerships with companies such as The World Bank, Sweetgreen, Patagonia, Lucky Peach + MAD in Copenhagen.
Prior to launching Oyster Sunday in 2019, Elizabeth was part of the original leadership team and the Head of Brand at W&P, a vertically-integrated design and manufacturing company developing culinary products. She managed a department to strategize and execute the launch of 300 + products including products in partnerships with Williams-Sonoma, West Elm, Lucas Films + Food52. She lives in New Orleans with her husband and son.
