At our latest ‘Marketing is a Boardroom Issue’ lunch - co-hosted with our friends at Krowd - we brought together leaders from QSR, coffee, bakery, pubs, restaurants, bars and experiential concepts to tackle the pressures that aren’t going away:

• Driving revenue across every daypart, not just peak trading windows
• Delivering growth with tighter budgets and leaner teams
• Building AI capability without losing the human edge
• Protecting brand and guest experience while chasing short-term sales
• Balancing the 'magic' - brand, creativity and emotion - with the 'logic' of data, performance and ROI

And perhaps most importantly; how to speak truth to power in the boardroom when short-term demand risks eroding long-term brand value.

Across the room, leaders spoke openly about the realities facing hospitality businesses in 2026 - tighter budgets, rising pressure for immediate sales and boards demanding measurable returns faster than ever before.

Yet despite the commercial headwinds, one message came through loud and clear: customers still want to go out. The challenge isn’t demand itself, but winning the battle for where, when and why consumers choose to spend.

One standout theme emerged throughout the discussion: Brand vs Demand isn’t a trade-off. It’s a leadership challenge.

The strongest operators aren’t choosing one over the other - they’re integrating both.

Experience, value and relevance are now critical differentiators across every segment, from premium dining to pubs, bars and high street brands. Driving revenue across every daypart has become a commercial priority, not just a marketing ambition.

AI was another major talking point. While attendees agreed artificial intelligence has huge potential to unlock creativity, insight and efficiency, there was also a strong sense of realism in the room. AI alone is not the answer. Coaching teams, building capability and maintaining the human side of hospitality remain essential.

The conversation also reinforced the importance of alignment between boards, operators and marketers - particularly at a time when short-term commercial pressures can easily overshadow long-term brand health.

A room full of experience, candour, collaboration and generosity. Exactly the kind of conversation hospitality needs - and thrives on.