At the 2025 Thailand Tourism Forum, Romain Dupuy emphasized the pivotal role of storytelling in hospitality and F&B design. At LEVELS Studio, we integrate narratives into our design process to create immersive and meaningful guest experiences. For instance, in our collaboration with Hong Kong's M+ Modern Art Museum, we developed a food and beverage strategy that aligns with the museum's cultural offerings, enhancing visitor engagement. Similarly, our recent project, The Lone Pine, relaunched in 2023 as a Tribute Portfolio Collection managed by Marriott, showcases how thoughtful design elements can immerse guests in a brand's rich history. By focusing on authentic storytelling, we ensure that every space we design offers a cohesive and memorable experience.
In 2025, LEVELS Studio identifies key hospitality trends shaping the future of food and beverage experiences. The resurgence of 'Modern Heritage Diners' blends nostalgia with regional cultures, offering reimagined traditional menus featuring artisanal touches and sustainable practices. Elevated tabletop aesthetics transform dining settings into storytelling platforms, utilizing mismatched crockery, artisan ceramics, and handwoven details to create warmth and authenticity. The rise of artisanal bread in Asia introduces gourmet bao bars and elevated roti counters, redefining familiar staples with innovative twists. Additionally, a citrus spritz renaissance, featuring flavors like yuzu and calamansi, dominates the beverage scene, offering refreshing and vibrant cocktail options. These trends reflect a commitment to sustainability, individuality, and a deep connection to cultural roots in the evolving hospitality landscape.
OIn Shanghai's dynamic food and beverage scene, several key trends are shaping the market. Economic pressures have led consumers to prioritize value over luxury, favoring casual and mid-tier restaurants that offer unique experiences without premium pricing. Hot pot restaurants have seen remarkable growth, with over 15,000 locations in Shanghai, reflecting their enduring appeal and operational simplicity. There's also a resurgence of woodfire cooking, emphasizing natural flavors and traditional techniques, as seen in establishments like The Merchants. The city's wine culture is evolving, with a rise in wine bars that showcase both international selections and high-quality Chinese wines, highlighting the growing recognition of domestic production. Additionally, regional Chinese cuisines, particularly from provinces like Guizhou and Hunan, are gaining prominence, offering bold and authentic flavors that resonate with local diners. These trends underscore Shanghai's resilience and adaptability in its post-pandemic F&B landscape.
In November 2024, LEVELS Studio's Ben Gregoire, Chair of the FCSI Asia Pacific Division, attended the Foodservice Consultants Society International (FCSI) EAME Earth24 conference in Zürich and the Food&HotelAsia (FHA) HoReCa 2024 show in Singapore. At Earth24, discussions centered on sustainability, restaurant operations, and engaging Gen Z in hospitality. Notably, Forbes 30 Under 30 honoree Yael Meier highlighted Gen Z's preferences for hybrid work models and flexible hours. A student competition challenged participants to design a hospital concept for 2040, emphasizing the role of AI and technology in future hospitality solutions. At FHA HoReCa 2024, Ben moderated the "Future of Hospitality" panel, exploring sustainability, operational challenges, and design trends. A masterclass by Botinkit showcased AI and robotics in kitchen operations, addressing efficiency and labor constraints. These events underscored the importance of adaptability, innovation, and genuine connections in the evolving hospitality industry.
The Asian market is experiencing a significant surge in the popularity of agave-based spirits, particularly mezcal and tequila. Consumers in metropolitan areas such as Tokyo, Hong Kong, and Singapore are increasingly seeking authentic, artisanal beverages that offer rich cultural narratives and traditional craftsmanship. Premium expressions like añejo and reposado tequilas are now being appreciated alongside esteemed spirits like cognac and whiskey. However, the rising demand presents challenges, including the slow maturation of agave plants and the pressure on small-scale producers to meet global supply needs. As the appetite for these distinctive spirits grows in Asia, it becomes essential to balance consumer interest with sustainable production practices to preserve their quality and heritage.
Levels takes a look at artificial intelligence and robotics in restaurants. The number of unfilled positions in the hospitality sector is soaring and robots may be filing the gaps soon. These machines are capable of precisely addressing problems such as food waste, physically taxing tasks, idle time, and employee burnout. We examine one capable of stir-frying some popular cantonese meals, but can a robot truly wok hei?
In April 2024, LEVELS Studio's Ben Gregoire attended Camp FCSI 2024 in Austin, Texas, engaging with global foodservice professionals. The conference featured innovative sessions on frictionless payments, AI, and smartphone marketing, highlighting the industry's dynamic evolution. Ben participated in the 'If I Would Have Known Then' panel, sharing insights on career growth and client adaptability. The event underscored the importance of continuous learning and networking in the foodservice consulting industry.
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Create a guest experience that they just have to share.
Make their story extraordinary
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Café concept development with artistry at the forefront.
They will gasp when they see it
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Can a Robot Wok Hei?: Ai and Robotics in Restaurants
Levels takes a look at artificial intelligence and robotics in restaurants. The number of unfilled positions in the hospitality sector is soaring and robots may be filing the gaps soon. These machines are capable of precisely addressing problems such as food waste, physically taxing tasks, idle time, and employee burnout. We examine one capable of stir-frying some popular cantonese meals, but can a robot truly wok hei?