Trends we spotted | Week 44

3-11-2026

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:

• THE BUTCHER is expanding once again. The international high-end burger concept will open a new location on the Damrak in November 2026, in the heart of bustling Amsterdam.
• Dame Anya Hindmarch will design this year’s Christmas tree at Claridge’s. Reimagined as the Claridge’s Christmas Treehouse, it will be unveiled in the hotel’s lobby on Wednesday 25 November.
• Spa Haven, the wellness facility of Haven Hotel Rotterdam, Curio Collection by Hilton, is now fully open.
• Matcha has become an indispensable part of the drinks menu. PerfectTed, founded in 2021, aims to make matcha more accessible and part of everyday routines.
• Domaine EdeM is the low- and no-alcohol range of the Catena Institute of Wine, founded in 1995 by Dr Laura Catena. This article also introduces a new term for us: ‘zebra striping’.
• Square instead of round, thick instead of thin: with its new Detroit Style Pizza, Domino’s brings one of the most exciting pizza trends from the US to Germany.
• After the run club, the dog-walking club Beagels & Beans is a hit too: Bagels & Beans got neighbourhoods moving!
• Horecava is the largest annual trade fair for the hospitality and foodservice industry in the Netherlands. To mark its 70th anniversary, the event has looked back on the past 70 years and ahead to the next 70.

Enjoy reading!

THE BUTCHER keeps growing | International burger brand opens new location on the Damrak

THE BUTCHER is expanding once again. The international high-end burger concept will open a new location on the Damrak in November 2026, in the heart of bustling Amsterdam. Since the first location opened in 2012, THE BUTCHER has grown from an Amsterdam burger bar into an international concept with locations in the Netherlands and beyond. From the Albert Cuyp Market to ‘De 9 Straatjes’ (the Nine Streets) both in Amsterdam, from Gibraltar to the United Kingdom, and from permanent locations to its own food truck: THE BUTCHER, part of THE ENTOURAGE GROUP, continues to expand its portfolio. With the opening on the Damrak, the brand adds yet another of Amsterdam’s most iconic locations to its growing list. Check out their website here!

Dame Anya Hindmarch will design the Christmas Tree 2026 at the Claridge’s

Claridge’s, London’s legendary Mayfair hotel, announces that this year its much-anticipated annual Christmas tree will be created by long-time friend of the hotel, designer Dame Anya Hindmarch. The tree, which this year for the first time will be reimagined as Claridge’s Christmas Treehouse, will be unveiled by Anya in the iconic lobby on the morning of Wednesday 25th November 2026. The Claridge’s Christmas Treehouse 2026 will be nestled into the branches of a traditional fir tree, strewn with twinkling lights, with Anya Hindmarch conjuring up a nostalgic world of fairytale adventure, complete with the whimsical touches, playful notes and sprinkling of magic which are signature in everything she creates. More details will be available on Wednesday the 25^th of November! Check out the website of the Claridge’s!

Renovated Spa Haven on the Leuvehaven now fully open

Spa Haven, the wellness facility of Haven Hotel Rotterdam, Curio Collection by Hilton, is now fully open. Following an initial opening with a swimming pool, sauna and steam bath, the renovated spa on the Leuvehaven now also offers massages and hammam rituals. The pool is the only hotel swimming pool in Rotterdam. Spa Haven is not only for guests of the hotel and the directly connected DoubleTree by Hilton Rotterdam Centre: Rotterdam locals and other visitors are also welcome with a day pass. Check out the wellness page of their website here.

PerfectTed | Matcha for the foodservice industry

Matcha has become an indispensable part of the drinks menu. PerfectTed, founded in 2021 by Marisa Poster and brothers Teddie and Levi Levenfiche, aims to make matcha more accessible and part of everyday routines. The idea came from Marisa’s own experience: the energy from matcha felt calmer and steadier than that from coffee and energy drinks.

PerfectTed’s matcha is made from the first harvest of the green tea plant, which is shade-grown and traditionally on stone-ground. The brand now offers a range of products, from matcha powder and matcha lattes to canned matcha energy drinks. More recently, hojicha was added: a roasted Japanese green tea with a warm, nutty flavour and naturally less caffeine.

At Gastvrij Rotterdam, PerfectTed introduced a first: the first high-quality matcha concentrate. It allows hospitality professionals to serve matcha faster, more easily and consistently, without compromising on taste or quality. Check out their website.

Domaine EdeM | The next generation of alcohol-free wine

Domaine EdeM is the low- and no-alcohol range of the Catena Institute of Wine, founded in 1995 by Dr. Laura Catena, a fourth-generation winemaker and Managing Director of Bodega Catena Zapata. After five years of research by winemaker Agustín Silva, the institute developed the range under the leadership of Dante McDermott Catena, winemaker and Laura’s son. He shows that mindful drinking is still about flavor, quality and experience.

Dante is also an ambassador of “zebra striping”: alternating between regular, low-alcohol and alcohol-free drinks during a social occasion.

Chardonnay grapes from the Uco Valley are harvested early to preserve their fresh acidity. The alcohol-free Blonde and Brunette are based on verjus, the juice of unripe grapes, enriched with botanical ingredients. Rosæ is made from Airén grapes from Toledo. After dealcoholization, an infusion of rose petals adds a floral aroma. Check out their website here!

US pizza trend in Germany | Domino’s launches Detroit Style Pizza

Square instead of round, thick instead of thin: with its new Detroit Style Pizza, Domino’s brings one of the most exciting pizza trends from the US to Germany. Available since 28 October 2026 in all Domino’s Pizza Deutschland stores, it features fluffy, extra-thick dough and a crispy cheese edge.

Its signature is the contrast between the crunchy cheese edge and the soft, airy inside, ideal for sharing and snacking on different varieties. Four flavours are available at launch – Margherita, Salami, New York Style Salami and Chicken Broccoli – for pick-up and for delivery.

Its rectangular shape also suits the pixelated world of Minecraft Dungeons II: for a limited time, the pizza comes in exclusive Minecraft boxes in five designs, each with a code unlocking one of three random in-game items, while supplies last. Thick. Crispy. Cheesy. The German press release can be found here.

After the run club, the dog walking club is a hit too | Beagles & Beans gets neighbourhoods moving

From the south to the north of the Netherlands, dogs and their owners hit the streets together this October. At seven locations across the Netherlands, the new dog walking club from Bagels & Beans was enthusiastically embraced. After the walks, it was time for a well-deserved treat. While the owners enjoyed their coffee, their four-legged friends were served a Purple Furfection Furryccino. What began as a playful campaign during Animal Week could well become a regular neighbourhood activity.

Horecava celebrates 70th anniversary with a trend report looking 70 years ahead

Horecava is the largest annual trade fair for the hospitality and foodservice industry in the Netherlands. To mark Horecava’s 70th anniversary, the event has looked back on the past 70 years and ahead to the next 70. A new trend report maps the societal changes that have shaped the hospitality industry since 1957, as well as the impact of an ageing population, staff shortages, climate change and AI on the future of the sector.

At a special anniversary gathering, the first copy of the trend report was presented to the current editor in chief of trade journal Misset, Marjon Prummel.  This as a tribute to Misset, the founder of Horecava. Chef Rientz Mulder already translated the vision of the future onto the plate with exclusive dishes inspired by the year 2097. You can find the trend report here (in Dutch).

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