Trends we spotted | Week 42

20-10-2025

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:

• McDonald’s Netherlands launches their 2024-2025 Impact Report, working with local franchisees on sustainability and social impact.
• Ruby Hotels unveils a new art installation by Hugo Mulder DHM at Ruby Emma in Amsterdam, titled ‘Harness the Power of Nature’.
• DoubleTree by Hilton Amsterdam Central Station staff show their commitment to charity during events like the Dam to Dam Run and KiKa Run.
• Taste of Horecava by Gault&Millau 2026 offers a stage for top chefs and innovative partners in culinary craftsmanship from January 12-14.
• Morrow is developing future-proof coffee without beans, using upcycled natural ingredients sourced from Europe and the UK.
• The Connaught, the famous Mayfair hotel, launched its first book, written by Bill Prince and published by Assouline.
• The WHO and UNICEF release new global hand hygiene guidelines aimed at curbing the spread of illnesses. SC Johnson Professional welcomes the release of these new guidelines and recognizes hand washing as a strong foundation for creating safe and healthy environments
• McDonald’s Germany introduces a limited edition FRIENDS menu with collectible figures and an interactive hub in Hamburg.

Enjoy reading!

McDonald’s Netherlands launches Impact Report 2024-2025 | Together with local franchisees, they make a difference

This week, McDonald’s Netherlands handed over the Impact Report 2024-2025 to Special Government Representative for the Circular Economy, Steven van Eijck. The report highlights the broad social impact of McDonald’s in the Netherlands, from making restaurants more sustainable to committed employment practices. With over 20,000 employees, 262 restaurants, and more than 60 local entrepreneurs, McDonald’s is deeply rooted in Dutch society. Both nationally and locally, the company works together with franchisees, suppliers, social partners, policymakers, and all employees to steadily contribute to social impact and a more sustainable society. The report is available for download here and provides insights into topics such as: Sustainability from land to restaurant – Smarter and cleaner packaging – Enjoy consciously – Connecting society – Room to grow.

Ruby Hotels x Hugo Mulder DHM | The Art of Connection

Recently, Ruby Hotels unveiled a new artistic chapter with Amsterdam-based artist Hugo Mulder DHM, known for his line-based works that combine the soul of street art with the precision of design. Under the title ‘Harness the Power of Nature,’ the large-scale installation transforms the entire street side of Ruby Emma into a striking visual composition. At the center stands a powerful eagle, wings outstretched in full motion, a symbol of freedom, strength, and perspective. The figure comes to life from flowing lines that unite nature and energy into one dynamic whole.

Hugo Mulder DHM’s works have been exhibited in more than 80 exhibitions across Europe and the United States, in cities such as Miami, Paris, Brussels, and Berlin. The installation will be on view for six months at Ruby Emma Hotel & Bar in Amsterdam, inviting guests and passersby to experience the work as part of their daily rhythm – whether they walk by, stay overnight, or pause to reflect. See Ruby Emma’s website here and their reel about the artwork in the link in the title.

Employees of DoubleTree by Hilton Amsterdam Central Station support good causes

Employees of DoubleTree by Hilton Amsterdam Central Station have once again demonstrated their sporting and social commitment this year during a series of major events in and around the city. After previous athletic achievements such as the TRI Amsterdam in June and the City Swim in September, a team of 30 enthusiastic colleagues participated on September 21 in the 39th edition of the Dam to Dam Run. In addition, colleagues supported KiKa on September 28 in Almere during the KiKa Run. Teams regularly join colleagues from other Hilton hotels, showing not only their sporting dedication but also the strong bond between the different Hilton locations.

Taste of Horecava by Gault&Millau 2026

From January 12 to 14 2026, Hall 1 of the Horecava will once again be the stage for culinary craftsmanship. Taste of Horecava by Gault&Millau brings together the very best: an intimate Chef’s Table for invited guests and an open stage where anyone with a passion for gastronomy is welcome. In collaboration with Gault&Millau, top chefs will cook live for a select audience while visitors get inspired by innovative products and concepts from carefully chosen partners. The chefs cooking will be: Gijs Kemmeren (Vannu, Bavel); Emiel Kwekkeboom (Joann, Enschede); Leon Mazairac (Karel5, Utrecht); Joris Bijdendijk (Rijks®, Amsterdam); Marco Helsloot (Merlet, Schoorl). A unique opportunity for suppliers of top products; if you want to connect your brand to the top of the Dutch hospitality industry, Taste of Horecava by Gault&Millau offers a platform where quality, experience, and craftsmanship take center stage. Each partner gets their own presentation space and the opportunity to have their products used in practice by the participating chefs. Want to showcase your brand to chefs, entrepreneurs, and culinary decision-makers? Act quickly, as spots are limited. Last year everything filled up fast. More details on the website, link in the title.

Brewing without beans | Morrow wants to future-proof coffee

Whether it’s chicory, peanut or orzo, coffee alternatives are nothing new to us. Back in 2022, we wrote about Coffee Free Coffee, a Dutch startup developing a sustainable coffee alternative using similar ingredients.

What caught our attention is how Morrow uses upcycled natural ingredients to replicate the fruitiness of real coffee. Morrow isn’t trying to replace coffee, but to make it future-proof. How? By working with ingredients that are widely available, such as green lentils, yellow peas, chickpeas and barley, combined with upcycled fruit waste. An added bonus for conscious consumers: most of these ingredients can be grown in the UK and Europe. Morrow has tested samples at trade fairs and expects to finalise their next version by the end of the year. More details in the article on Springwise, linked in the title.

World leading Mayfair hotel The Connaught announces new book launch

The Connaught, the legendary London hotel nestled in the heart of Mayfair, announces the launch of its first book The Connaught, published by the internationally acclaimed Assouline. In this beautifully written edition, author and renowned journalist Bill Prince masterfully captures the soul of The Connaught, unveiling its rich legacy as a heritage hotel that seamlessly blends tradition with contemporary flair. From the opening of the hotel, built on Carlos Place in 1897, to the present day, the book celebrates the longstanding and dedicated team, the much-loved local neighbours and the loyal and distinguished guests, all who make up the extended Connaught family. The Connaught, is available now to purchase from the Connaught shop, linked in the title.

New global hand hygiene guidelines issued by the World Health Organization and UNICEF aim to curb the spread of illnesses

On Global Handwashing Day, the World Health Organization (WHO) and UNICEF launched the first global guidelines for hand hygiene in community settings — a major step forward to promoting better public health. For the first time, unified, science-based guidance is available to institutions to help individuals reduce the spread of infections through one of the simplest and most effective actions — washing hands.

SC Johnson Professional welcomes the release of these new guidelines and recognizes hand washing as a strong foundation for creating safe and healthy environments where people gather to live, work, learn and travel. According to the National Foundation for Infectious Diseases, based in the US, handwashing can help prevent approximately 80% of infectious diseases — underscoring its critical role in public health. Read the new WHO/UNICEF guidelines here. More details in the link in the title or in the press release on the WHO.

Nostalgia meets collecting fun | McDonald’s Germany and cult series FRIENDS launch new menu

McDonald’s Germany introduced a new limited-edition FRIENDS menu, including collectible figures inspired by the series and an interactive FRIENDS hub in Hamburg full of surprises. Each collectible figure depicts one of the FRIENDS characters in one of their most iconic moments: Ross with his pet monkey Marcel, Rachel serving coffee, Monica as a chef, Phoebe with her guitar, and Chandler and Joey with their beloved chick and duck duo. McDonald’s lovers and series fans can also look forward to the FRIENDS Breakfast Cup Combo in participating breakfast restaurants. The McDonald’s app offers users even more FRIENDS fun! Registered app users can take part in a competition and have the chance to win exclusive FRIENDS merchandise at random. More details in the German press release, linked in the title.

 

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