Throughout this issue you’ll find content previewing the big themes and trends for the year ahead. If I were more ambitious and had more space, I’d tack on a “25 predictions for 2025” list of my own, but instead I’ll move the decimal and share two and a half predictions.
Prediction 1
You’ll hear more about AI, future-proofing, value and total guest experience. AI is obvious. Lauren Shanesy writes about it in this issue, and we have several more AI stories planned for the year. Future-proofing is both a great term and a great concept. Look for a lot of dialogue about what operators can do now to create a stable foundation for the years to come. The concept of value runs throughout this issue of the magazine and will continue to be top of mind until consumers (and their wallets) feel better.
Total guest experience, meanwhile, is the sum of all the touchpoints a customer has with a store, from first seeing the sign to driving away with a full tank of gas and a few snacks. When these touchpoints are aligned and create a unified experience, operators benefit from a strong brand and are well on their way to becoming a destination of choice instead of a destination by chance.
Prediction 2
The pendulum of what consumers are looking for will swing toward nostalgia, warmth, safety and old standbys. I thought it was noteworthy that, amid all the maximalist flavors at the 2024 NACS Show, a representative from Hershey shared that vanilla is a trending flavor. This pendulum swing has obvious implications in terms of foodservice and what merchandise may sell well, but it’s larger than that—it gets to the total guest experience (see, you’re already hearing more about it).
Prediction 2.5
This one’s easy: NACS Media will publish close to 100 magazine feature articles in 2025 and more than 1,000 digital articles.