The miracle of promotions? KFC dreams of becoming a Sunday ritual...

Here, our editorial team selects some juicy tidbits from elsewhere. Just enough to fuel reflection on the evolution of foodservice.

© Gondola Banana

A historic shift at Carlsberg: traditional beer no longer rules

For the first time since its founding in 1847, the Carlsberg brewing group reports that its core beer brands account for less than half of its total sales (49%), marking a historic turning point in the industry. CEO Jacob Aarup-Andersen is orchestrating this shift to respond to the consumer trend toward moderation, offsetting the decline in alcohol sales with a massive push into soft drinks and non-alcoholic beverages, notably through the acquisition of Britvic. This diversification strategy allows the Danish giant to outperform its rivals AB InBev and Heineken in terms of growth and margins. While reaffirming its brewer's DNA, Carlsberg is choosing to protect its historical business by surrounding it with an expanded beverage portfolio designed to withstand future economic uncertainties. ( FT )

Against the Sunday blues... and the competition

KFC is launching a digital offensive with Sundays by KFC , a series of promotions available exclusively on its app and website every Sunday in January and February. To combat the dreaded "Sunday Scares," the chain is offering enticing deals, ranging from free buckets of chicken to special Super Bowl discounts. This strategy aims not only to provide low-cost comfort food to consumers but, more importantly, to capture market share on the one day its main rival, Chick-fil-A, remains closed. By specifically targeting digital orders, KFC also seeks to accelerate the adoption of its loyalty program while establishing itself as the essential weekend "treat" ritual. ( NRN )

Neuro-gastronomy: the secret equation that elevates wine in restaurants

It's no illusion: the superiority of wine in restaurants rests on scientific engineering. Every degree is calibrated to release aromatic molecules without overwhelming the taste buds. The use of high-quality glassware alters the fluid dynamics, optimizing the liquid's contact with the tongue's sensory receptors. The ritual of decanting acts as a chemical accelerator, allowing the most complex elements to fully develop. Finally, the brain undergoes a transfer of attributes, where the setting and the sommelier's expertise literally transform the neurological perception of taste. ( Food&Wine )

KitKat x Formula 1: The confectionery's 300 km/h turn

This historic partnership, which elevates KitKat to the status of "official bar" of F1, signals a profound shift in the sector towards experiential and cultural marketing (retailtainment). Abandoning traditional advertising, the brand is launching its 2026 season with a technical feat: a chocolate bar molded into the shape of a Formula 1 car, designed as a true collector's item for fans. This strategy aims to capture the younger generation of motorsport fans by transforming simple snacking into an immersive entertainment experience, through activations in "Fan Zones" and on social media. By associating itself with speed to sell its "break," Nestlé demonstrates that the future of confectionery lies in hybrid alliances capable of creating emotional value far beyond supermarket shelves. ( Confectionery News )

Feel at home at the Hilton

With the launch of "Apartment Collection by Hilton," the hotel giant is redefining the extended stay. The strategy integrates culinary autonomy into the guest experience. No more reliance on room service; each apartment offers a fully equipped, professional-grade kitchen, inviting travelers to make the most of local produce and cook as they would at home. This offering specifically targets families and digital nomads who want to maintain their habits (including meal routines) without sacrificing hotel comfort. To complement this gastronomic freedom, some residences will also include on-site dining options, creating a hybrid offering that combines the intimacy of a home-cooked meal with the conviviality of table service. ( Alertify )

Beyond Meat swaps steak for can of soda

For the first time in its history, the plant-based burger giant is venturing beyond its usual product category to launch "Beyond Immerse," a line of functional drinks. Designed to break away from the image of heavy shakes, these fruit-flavored cans offer 10 to 20 grams of pea protein, as well as electrolytes and fiber, all without added sugar. This strategic shift marks an attempt at diversification for the company, which is seeking to offset the slowdown in the meat substitute market by capitalizing on the sports nutrition and wellness trend. By redefining itself as a comprehensive plant-based nutrition brand rather than simply a meat imitation, Beyond Meat hopes to attract a new, health-conscious audience. ( FoodNavigator )

Strategic reversal: Coca-Cola abandons the sale of Costa Coffee

Contrary to reports of an imminent sale, Coca-Cola has decided to retain the British chain Costa Coffee, acquired for $5.1 billion in 2018. The American giant is thus putting an end to speculation, reaffirming that coffee remains a central pillar of its "Total Beverage" vision for diversifying its revenue beyond soft drinks. Despite pressure to streamline its operations, management believes that the brand's long-term growth potential outweighs the immediate financial gains of a sale. This continued ownership by Coca-Cola suggests a new offensive to come in 2026 to better integrate coffee into its global distribution network. ( The Guardian )