Creed Foodservice urges operators to lead with innovation, value and purpose
Creed Foodservice has unveiled its 2026 Trends Report, issuing a bold call for hospitality operators to embrace innovation, deliver value, and act with purpose as the sector faces another year of economic pressure and shifting consumer expectations.
The report, which identifies six micro trends shaping the UK’s out-of-home food and drink market, positions itself as a tool for chefs, caterers, and hospitality leaders navigating tight margins and rising demands for transparency, health, and experience.
Gabrielle Evans, insights executive at Creed Foodservice, framed the challenge: “In 2026 the challenge isn’t just to endure, but to survive, thrive and lead the change with agility and bold thinking. Our mission is to empower operators with real insight and creative inspiration. This report is our rallying call for operators to Accept the Challenge.”
Six micro trends for 2026
- Create value – consumers are redefining value beyond price, seeking emotional reward and quality. Affordable indulgences and loyalty-driven digital rewards are expected to dominate.
- Redefine experience – dining is increasingly about connection, with immersive environments and storytelling-led menus gaining traction.
- Green intelligence – sustainability has matured into measurable accountability, with carbon labelling, regenerative sourcing, and social impact initiatives becoming mainstream.
- Embrace digital – technology is reshaping hospitality, from AI-powered drive-thrus to hyper-personalised menus and social media-driven discovery.
- Evolve health – functional eating is expanding, with gut health, fibre-rich meals, and mood-boosting ingredients in demand.
- Ignite flavours – bold flavour fusions and global comfort dishes are set to excite adventurous consumers.
Rob Owen, executive business development chef at Creed, stressed that innovation doesn’t have to mean radical reinvention: “Small changes with smart thinking can unlock big wins for businesses in this climate. Innovating around the edges – lifting a dish from good to amazing with knock-out sauces and sides – can give consumers a sense of value.”
The report also highlights generational differences in dining priorities: Baby Boomers seek familiarity and health-conscious quality, Generation X embraces digital convenience, Millennials blend indulgence with provenance, and Generation Alpha expects hyper-convenience as “AI natives.”
Creed emphasised that operators must lead with creativity, accountability, and purpose. The report provides actionable insights to help businesses tailor menus, marketing, and experiences to meet evolving consumer needs.
For operators ready to “Accept the Challenge,” Creed is offering one-to-one consultations with its insights team, alongside access to its Food Innovation Centre and menu development support.
