New book IN/OUT maps out more than fifty shifts in the hospitality sector leading up to 2030

Hospitality experts Wouter Verkerk and Gijsbregt Brouwer present their vision for the future of food, drink and hospitality.

The poké bowl is making way for onigiri, the mint sweet with the bill is being replaced by the chef’s signature herbs, and the Instagram hype is giving way to restaurants where you’re actually allowed to switch off your phone. In their new book IN/OUT Hospitality experts Wouter Verkerk and Gijsbregt Brouwer highlight which trends are on the wane and what is taking their place – from changes on the menu to shifts in entrepreneurship and consumer behaviour.

Wouter Verkerk and Gijsbregt Brouwer each approach the hospitality industry from their own area of expertise. Wouter is a hospitality columnist, consultant and writer, and focuses primarily on entrepreneurship, day-to-day hospitality operations and revenue models. Gijsbregt is a food trend watcher, consultant and co-founder of the journalistic food platform ‘de Buik’. He focuses on developments in dishes, drinks, consumer behaviour and international food culture. Together, they discuss these developments daily on their podcast. Ten to Ten.

“With this book, we want to show people both within and outside the hospitality industry what’s going on in a sector that everyone has an opinion about,” says Gijsbregt. “The hospitality industry is about much more than selling a healthy sandwich or serving an overpriced cappuccino. What we eat, drink and experience when we’re out and about says a lot about how our society is changing.”

Wouter: “We take trends seriously, but we don’t always take ourselves too seriously. If we write that the schnitzel is OUT, that doesn’t mean it’s going to disappear. We use recognisable examples to highlight wider changes. For business owners, this provides ideas, and for enthusiasts, hopefully a fresh perspective on their favourite places.”

Five notable IN/OUTs from the book

1. OUT Pokébowl → IN Onigiri Following on from the Hawaiian pokébowl, a Japanese rice classic is taking the market by storm: the onigiri. Compact, handy for on the go and offering endless variations.
2. OUT: Everything for Instagram → IN: Escaping the algorithm. At first, everything had to be photographed. Now there’s a growing need for places where the focus is not on the smartphone, but on ‘presence’.
3. OUT Twenty speciality beers on tap → IN One large bottle to share. The endless row of taps doesn’t always make for a happy experience. Large, special bottles of beer to share are becoming an attractive alternative. From choosing to sharing.
4. OUT: Discounts for everyone → IN: Membership Why should every guest receive the same offer? Instead of general discount campaigns, business owners are increasingly setting up exclusive clubs and bespoke loyalty schemes for regular guests.

Two experts, two perspectives

Wouter Verkerk and Gijsbregt Brouwer complement each other. Verkerk focuses primarily on people, operations and revenue models. Brouwer keeps abreast of developments in cuisine, drinks, consumer behaviour and international food culture.

IN/OUT – Over 50 shifts in the hospitality, food and drinks sectors looking ahead to 2030 It was published in early November 2026 and has an initial print run of 7,500 copies. The book is aimed at hospitality professionals and anyone who is curious about the future of food, drink and nightlife.