It’s the most wonderful time of the year. The time where families and friends are looking for the ultimate holiday gathering spot to host dinners and happy hours while making holiday memories. And, something about this year is different. People are decorating earlier and the holiday buzz is at a fever pitch, even before the main event of the season.
“I think with so much going on in the world we're all looking for a reason to celebrate, and the holidays are just that — a time to come together with friends and family," said Sofia Deleon, owner of El Merkury, located in Philadelphia, Pa. "We're seeing people want to go all out for the season."
And bars and restaurants are preparing to meet those all-out holiday demands.
Festive Food & Drink
Consumers are chomping at the bit to spend money on comfort food, seasonal sips, and elevated fare, experts say. While consumers are clamoring for comfort, they expect a surprise twist or a unique spin on the flavors of the holiday season. And, of course, over-the-top luxury is still having a moment, especially on high-low combinations (like tater tots with caviar).
“Our menu will definitely be honoring the items representing the season and Holiday spirit, with a touch of new trends,” explained Sherry Abedi, general manager of The Viceroy in Washington, D.C. Abedi noted that this year elevated comfort has been seeing an uptick with compound butters and lots of cheese dishes — like baked brie and fried cheese — adorning menus.
And while Tony DiGregorio, executive chef at The Watergate Hotel, also in Washington, D.C., will be putting out his traditional holiday dishes, he also plans to up the ante for consumers this year. He noted that The Watergate will be utilizing black truffles, caviar, and housemade charcuterie as well as prime cuts of beef and the freshest seafood to create a holiday meal that will be talked about for years to come.
Experts also said that healthier meals, plant-based items, and seasonal choices will also be making their way onto menus as consumer eating preferences continue to evolve.
“Many more restaurants are using local fall/winter ingredients rather than leaning on commodity products," said Greg Teal, Chef de Cuisine at Table 301 Catering | Avenue in Greenville, S.C. "Keeping with the growing trend of fresh, local, and farmed meats and produce, restaurants are sourcing higher quality ingredients, which inevitably leads to healthier menu items."
Teal said he has seen more fresh and local ingredients on menus as well as plant-based protein substitutes that are taking the place of decadent and heavy classic dishes. An even better example of this trend is on the menu at The World Equestrian Center in Ocala, Fla. Ryker Brown, director of culinary, food & beverage, explained that instead of cranberry sauce, the team created a local spin by adding kumquats to the cranberries.
It won’t just be the food that’s going to take center stage this season, either. Diners are looking for unique takes on tipples like peppermint espresso martinis, eggnogg martinis, and spiced spritzes that evoke a winter feel. Bonus points if these drinks are Insta-worthy.
Jason Johnson, executive director of food & beverage at The Watergate, explained the mixology program is dabbling in seasonal drinks but has also added cocktails that are made to pair with the restaurant’s holiday menus. Adding a few choices of hard-to-source bubbly to the menu during this time of year is never a bad idea, either, adding to that luxurious holiday feel people are in the mood for.
“Give them what they want, but add your own flair. People like the familiar, especially during the holiday season,” explained Sofia Villalón, beverage director at The Restaurant at Hill Farm in Sunderland, Vt. She will be making cocktails with seasonal spices, like allspice, spiced pear, and cranberries, and will be looking to make toasty-flavored tipples. She also said that the N/A and low-ABV movement is poised to be bigger this year than the past few and sippers are looking for craft beverages, not just sparkling water and juices.
“Crafty N/A is catching on. We’re not drinking as much, or at least are more conscientious of our drinking patterns and limits,” she added.
There also seems to be a global influence on traditional holiday sippers this year, too. Villalón will be serving up a Chilean twist on eggnog called “cola de mono,” which includes Pisco, spices and is infused with Maria cookies. Deleon is bringing Ponche Navideno to El Merkury for the season, a drink made with steeped dried fruits, like figs, prunes, and apricots, as well as holiday spices, like anise seed and cinnamon. “The grown-up version always includes aged rum,” she noted.
Promoting Holiday Parties & Events
There is no shortage of eateries to host holiday parties, so it is a battle for dollars. Restaurants are pulling out all the stops to ensure they capture the attention of potential diners, from marketing campaigns to running specials through the season.
Deleon said that El Merkury is hosting churro happy hours with BOGO on churros and hot beverages to attract customers.
Brown said The World Equestrian Center has planned a social media marketing campaign centered around menu items that will disappear after the holiday season. “Sharing limited-time menu items or seasonal offerings early can also help attract potential customers by creating excitement and generating buzz. I think prix fixe menus are also a great way to create a new experience from a favorite restaurant around the holidays,” he said.
Abedi said that beyond prix fixe menus, ticketed dining events will also attract consumers. These include special courses, wine dinners, and screenings that guests pay for beforehand. All of these create a unique, one-of-a-kind experience that will not only bring guests into a restaurant for a holiday treat, but will also make for an experiential gift for the food lover.
Restaurant Holiday Help
While it has been echoed throughout the year, the experts who spoke to Bar & Restaurant News expect hiring to continue to be a problem going into the season.
“Hiring is always a challenge. This year, we've been trying to hire temporary staff to make sure we're ready for the holiday rush, so we're trying temp agencies for the first time,” said Deleon.
Brown noted that labor costs and the continually increasing cost of food will be challenges for the restaurant and bar industry this holiday season.
Teal echoed this sentiment. “Restaurants are facing challenges with staffing, rising cost of goods, and of course, the competition between other restaurants to keep their heads above water,” he said.
Emshika Alberini of Chang Thai Cafe in Littleton, N.H. said that while hiring will continue to be the biggest challenge this holiday, it will also impact the amount of reservations that can be taken. While many restaurants plan for a high volume of visitors during the holiday season, they may have to cut back or make adjustments if there is not enough help to cover the seasonal rush.
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