Labour challenges, evolving guest demands and smarter menus are reshaping hospitality. Jon Morley, Head of UK Foodservice Channel at Kellogg Company, discusses the trends driving change and what operators can expect next.
What major shifts do you expect to see in foodservice in hospitality over the next 3–5 years?
We’re already seeing menus get tighter, and that’s only going to continue. Fewer dishes, fewer ingredients, but each one working harder. At the same time, snacking and sharing will continue to grow, particularly around social occasions where food complements the drink rather than dominates it.
Another big shift is consistency. Guests expect the same experience whether they’re visiting one site or another, which puts pressure on operators to standardise without losing personality. And finally, premiumisation isn’t going away – but it has to feel earned. Quality, brand and format all need to justify the price.
How are guest expectations around convenience, health and premiumisation shaping your innovation pipeline?
Guests are a lot more discerning than they used to be. Convenience is expected, but not at the expense of quality. Health means different things to different people, but transparency and portion control matter. And premiumisation is about cues – texture, flavour, format and brand story – rather than just cost.
So, when we look at innovation, we ask a simple question: does this help an operator serve something guests feel good about choosing, without adding complexity behind the bar or in the kitchen?
What innovations are you bringing that reduce prep time or waste?
That’s a huge focus for us. Labour remains the biggest constraint in hospitality, so products need to be intuitive and forgiving. We’re investing heavily in formats that have long shelf life, minimal prep and clear portioning.
Frozen and ambient solutions are playing a bigger role, as are products that can be used across multiple occasions rather than sitting on a menu for one purpose. Reducing waste isn’t just about sustainability, it’s about margin, and operators feel that every day.
How do you support consistency across multi-site hotel groups?
Consistency is where strong partnerships really matter. Multi-site operators need confidence that what works in one venue will work in another, without constant retraining or adaptation.
We support that through standardised specifications, reliable nationwide supply and practical tools that help teams execute consistently. It’s not just about the product itself – it’s about how it’s communicated to guests. The easier we make that, the more value we add.
What should hotel managers and operators expect to see from you in the next 12–24 months?
They should expect us to stay very focused on licensed trade realities. More foodservice specific formats, more solutions designed around snacking and sharing, and more collaboration on how menus actually perform in real venues.
We’ll continue to invest in innovation, but equally in insight and support, helping operators understand which occasions are growing and how to unlock them profitably. It’s about being a partner, not just a supplier.
If you could solve one major pain point in hospitality foodservice overnight, what would it be?
Without hesitation, labour. If we can genuinely help operators do more with fewer people, without compromising guest experience, everything else becomes easier.
That’s why we focus so much on simplicity, consistency and flexible formats. If food can be easier to execute, easier to manage and easier to love, it takes some pressure off teams and lets operators focus on what they do best: hospitality.