Trends we spotted | Week 30
The McDonald’s restaurant in Breukelen is the Dutch flagship for the international World Menu Heist campaign
The Immersive Christmas Experience, ice!™ at the Gaylord Hotels has been announced already 
Registration for the Horecava Awards 2027 is now open
Eberhardjes and Dolly Bellefleur launch limited edition ‘Liefde NOW’
American Express and ALL Accor expand the power of membership with new global partnership
At horecatrends.com we spot many national and international trends on a daily basis. We pick the most interesting ones to write about, the other trends we use in our weekly column ‘Trends we spotted this week’. With this week links to articles about:
- American Express and ALL Accor expand the power of membership with new global partnership.
- Eberhardjes and Dolly Bellefleur launch limited edition ‘Liefde (love) NOW’, available at all STACH stores in Amsterdam.
- Registration for the Horecava Awards 2027 is now open. Since July 23rd, companies, startups, and entrepreneurs in the foodservice industry are able to submit their most innovative product or concept.
- Claridge’s has announced the publication of its first-ever book, Claridge’s: Queen of Hotels, Hotel of Kings.
- POP+BARK and Rooftop Cinema Club UK are bringing dogs to the movies for a full day of dog-friendly rooftop cinema action on Sunday, August 16.
- The McDonald’s restaurant in Breukelen, operated by the new franchisee Ronen van ’t Hoog, is the Dutch flagship location for the international ‘World Menu Heist’-campaign.
- Are you already thinking about how to create a festive Christmas atmosphere in your hotel? The Immersive Christmas Experience, ice!™ at the Gaylord Hotels has already been announced!
Enjoy reading!
American Express and ALL Accor expand the power of membership with new global partnership
American Express and ALL Accor, Accor’s booking platform and loyalty program, recently announced a new global partnership rolling out beginning in 2026 across 12 locations, introducing elite status matching and a new Membership Rewards® points transfer option for eligible Card Members.
Launching in phases across Australia, Austria, Canada, France, Germany, Hong Kong, Italy, Japan, Mexico, Singapore, the United Kingdom and New Zealand, the partnership is designed to elevate the travel journey, from booking and planning to on-property recognition and rewards, across Accor’s portfolio of more than 45 brands worldwide, including Raffles, Fairmont and Sofitel. More details in their press release linked in the title.
Eberhardjes and Dolly Bellefleur launch limited edition ‘Liefde NOW’, available in all STACH stores in Amsterdam
From Tuesday the 28th of July, you can find in every STACH store: ‘Liefde NOW’, the ‘Dolly Bellefleur limited edition’ of the Eberhardjes. During WorldPride Amsterdam 2026, team Eberhardjes and Dolly Bellefleur are joining forces for the second time. Their mottos ‘Take good care of our city and of one another’ and ‘Let love rule’ reinforce and beautifully complement each other. The launch falls, not by chance, in the closing week of Bellefleurs WorldPride UNITY BINGO: these final weeks are shaping up to be an exciting contest as the online bingo game enters its final sprint. You can find more information on the page about Dolly on the Eberhardjes website; the link is in the title.
Registration for the Horecava Awards 2027 is now open
Registration for the Horecava Awards 2027 is now open. Since July 23rd, companies, startups, and entrepreneurs from the foodservice industry can submit their most innovative product or concept. Participation is free and open to both exhibitors and non-exhibitors of the Dutch Horecava.
The hospitality industry in the Netherlands continues to be in constant motion. Staff shortages, changing guest expectations, sustainability, digitalization, and new revenue models call for smart solutions. For more than 25 years, the Horecava Awards have given the industry’s most innovative ideas a platform. The awards not only offer entrepreneurs recognition for their innovation, but also the chance to tell their story, receive valuable feedback, and create new business opportunities.
There are 3 awards to be won: the Horecava Innovation Award for the most innovative products or concepts that respond to the challenges and opportunities within the foodservice industry. The Horecava Sustainability Award for innovations that demonstrably contribute to a more sustainable hospitality sector. And the Horecava Public Award for the innovation that receives the most votes. More details and the opportunity to register can be found via the link in the title. Registration is open until and including October 16, 2026.
Claridge’s unveils its first-ever book | Claridge’s: Queen of Hotels, Hotel of Kings
Claridge’s recently announced the publication of its first-ever book, Claridge’s: Queen of Hotels, Hotel of Kings, and this authorised biography tells for the very first time, the extraordinary story of how this Mayfair hotel became a much-loved international legend. Long a byword for luxury, exclusivity and grandeur, Claridge’s has, from its inception in 1812, showcased the finest traditions of British hospitality while continually demonstrating a flair for innovation and renewal. For generations of Royalty, cognoscenti and celebrities alike, it has been the best – if not the only – place to stay in London. More details in the link in the title, you can also pre-order here. The book will be available in October 2026.
Claridge’s unveils its first-ever book – Claridge’s Queen of Hotels, Hotel of Kings
Rooftop Doggy Cinema
Watching a movie with your dog! POP+BARK and Rooftop Cinema Club UK are bringing dogs to the movies for a full day of dog-friendly cinema action on Sunday August 16th. With a Puppuccino Bar, pupcorn, treats, a pre-movie Bubble Bash, toys galore and photo moments. For the humans they have cocktails, popcorn, delicious food and incredible rooftop views to enjoy. Tickets and more details on the event page, linked in the title. Inspiration for other cinemas?
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The McDonald’s restaurant in Breuken is the Dutch flagship for the ‘World Menu Heist’ campaign
The McDonald’s restaurant in Breukelen (linked in the title) has a special role this summer. The restaurant has been selected as the Dutch flagship for the international World Menu Heist campaign, serving as the setting for the introduction of six temporary international menu items. This coincides with a new chapter for franchisee Ronen van ‘t Hoog, who took over the restaurant from his father on May 1st.
During the World Menu Heist, McDonald’s is temporarily introducing international menu items in the Netherlands this summer. These are favourites that are normally only available in other countries. The centrally located restaurant along the A2 in Breukelen serves as the flagship store and has been transformed into a Heist Container until mid-September. The restaurant showcases the international menu items, along with a pinboard displaying the crew’s fictional “heist plan.”
The McDonald’s restaurant in Breukelen is the Dutch flagship for the international World Menu Heist campaign
Space for nature | Bird Brewery and Gulpener make an impact with Gulpse Wulp
Bird Brewery, together with Gulpener, is launching the limited edition beer Gulpse Wulp, part of their ‘Rewild Life’ mission. For Bird Brewery, brewing beer is a means to achieve nature restoration. For every liter sold of this Petit Saison beer, a fixed contribution goes to the IUCN NL Land Purchase Fund, which helps local nature organizations acquire threatened natural areas and protect animal migration routes, with attention to the wellbeing of local communities. Gulpse Wulp, a low-alcohol, crisp and thirst-quenching summer beer, is now available, including at House of Bird.
Bird Brewery and Gulpener make an impact with Gulpse Wulp beer
Are you already thinking about how to create a Christmassy ambiance in your hotel? | The Immersive Christmas Experience, ice!™ is coming back at the Gaylord Hotels
This holiday season, ice!™, the signature frozen Christmas attraction created by Gaylord Hotels, expands to eight destination resorts across the U.S., debuting at Gaylord Pacific Resort in Chula Vista, Calif. and JW Marriott Phoenix Desert Ridge Resort in Phoenix, Ariz., while returning to JW Marriott San Antonio Hill Country Resort in San Antonio, Texas and Gaylord Hotels nationwide. The signature resort experience will also introduce three brand-new themes; Harry Potter™, Home Alone™ and Disney Tim Burton’s The Nightmare Before Christmas™. Guests can now book special early bird packages or purchase tickets by visiting their special website, more details in their press release, linked in the title. We wrote an article about this immersive Christmas Experience Ice!
