By Lucy Britner, senior content consultant, William Murray

2025 will forever be the year of the strawberries and creme sandwich. A viral sensation from M&S, the sandwich was more popular on LinkedIn than a ChatGPT rant. And it didn’t take long for others to jump on the sweet sandwich trend – Tesco followed with a Birthday Cake sandwich, which even garnered a review in The Guardian.

The rise and rise of GLP-1 weight loss drugs has also dominated the headlines this year, with millions of consumers looking to the likes of Wegovy or Mounjaro to lose weight. The impact is being felt, with smaller portions becoming more prevalent. We expect this trend to continue into 2026 – and form part of a more nuanced debate, as new studies and habits emerge.

The November Budget was, of course, big news – and another hammer blow for the industry. As Kate Nicholls, chair of UKHospitality, put it: “Wage rises, holiday taxes and monumental increases in rateable values have put even further pressure on hospitality businesses, as a result of this Budget.” You can see what our finance director had to say about it, here.

In technology, the biggest story had to be the cyber attack on Marks & Spencer, no doubt leading businesses across retail and foodservice to look more closely at their own cyber security measures. A key consideration for anyone exploring crisis management.

In QSRs, healthy fast food chain Leon hit the headlines after the business was reacquired by its co-founder, John Vincent. There’s restructuring work going on at the moment, with the closure of unprofitable outlets and the prospect of more openings, once the ship is back on course.

Towards the end of the year, celebrity chef Jamie Oliver announced plans to relaunch Jamie’s Italian, six years after it disappeared from the high street. As fashion trends continue to work their way from the 90s and into noughties nostalgia, can we expect more brand revivals from the early 2000s?

Several campaigns also captured attention this year, particularly in the fast food world. Burger King’s Wagyu campaign was a stand-out, as was a Happy Meal campaign from McDonald’s, which struck a more serious note. In November, McDonald’s launched it first-ever blank Happy Meal box, encouraging kids to draw how they feel. The move followed research that found that 42% of kids struggle to talk to adults about how they feel, but 73% find it easier to talk about feelings when drawing.

By Rachel Taylor, managing director 

Did you know that in a single week, high quality CEO thought leadership can drive an average of $367 million in shareholder value? 

Me neither. But according to this article by Axois, the American news website and media company, real money and real momentum is there for the taking – if you do it well. 

Why this stat matters to me as a comms specialist (and why it should matter to you, too) 

Thought leadership is more than just op-eds and LinkedIn posts. It’s a strategic lever to fuel business growth.  

When a leader says something clear, useful and human, it changes how customers, investors, partners and employees behave. That ripple turns into meetings, sales, deals, hires, and yes, market value. 

What good thought leadership actually looks like: 

• A sharp point of view. Not safe. Not vague. Something people can repeat. 

• Plain language. No jargon. Real sentences that sound like a human. 

• A useful takeaway. People should leave knowing what to do next. 

• Perfect timing. The same idea can flop or fly depending on when and where it lands. 

How we help leaders turn thoughts and ideas into business impact 

We treat thought leadership as a strategic engine that delivers real commercial results. We advise and guide, prototype, test and measure.  

Here’s the short version of how we do it: 

• Find the signal. We dig until we find the gold – that one idea that only you, or your CEO, can own. 

• Make it sing. We shape that idea into a crisp, repeatable message that energises and inspires your stakeholders.  

• Launch it smart. We create targeted amplification strategies that demand attention and reach all the right audience groups with laser-like precision. 

• Measure the right things. We’re not about vanity metrics here at William Murray.  Quality, sentiment, inbound conversations, sales leads and business signals matter to us. 

Let’s make your voice heard

If you want your ideas – or your leader’s ideas – to open doors, change minds, influence customers and drive business growth, we can help you find the signal and make the market listen.  

No fluff.  

Just ideas that move people – and numbers. 

 

We know first-hand that careers in foodservice and hospitality are built on relationships. That’s why we’re proud to be returning for a second year as partners of the Arena Networking Navigator Programme 2026, alongside Arena and Performance Works International. 

Following a successful inaugural year, the programme is back with renewed momentum and a clear purpose: to continue addressing a recognised skills gap among early-career professionals who have not always had access to the in-person networking experiences that are so vital to long-term success in our industry. As the way we work evolves, the ability to form meaningful, career-defining connections remains a critical skill – and one that doesn’t always come naturally. 

Launching in February 2026, the six-session hybrid programme once again blends expert-led online learning with high-impact, face-to-face experiences at two flagship Arena events. The structure is designed to build confidence step by step, ensuring delegates can put theory into practice in real-world industry settings. 

The programme begins with the fundamentals: understanding why networking matters, what makes a strong first impression and how to become a more effective, authentic networker. Delegates then focus on refining their elevator pitch, learning how to break the ice, prepare for events and adapt their approach for in-person and online environments. 

A core strength of the Networking Navigator is the opportunity to practise these skills live. The Arena Futures Live Event provides a supportive space for delegates to connect with peers and industry leaders, while Networking 101 sessions tackle practical challenges such as entering and exiting conversations, steering discussions with confidence, following up effectively and approaching new contacts. 

Preparation for one of Arena’s most prestigious events is another key milestone. Delegates will set clear objectives, rehearse introductions and receive practical guidance ahead of the Arena Savoy Lecture at The Savoy, London. The programme concludes with a graduation ceremony at the Savoy Lecture itself, where participants are invited on stage to receive their certificates. 

Our own Olivia Charles was one of the successful 2025 cohort. Here’s what she had to say about it: “Before joining the Networking Navigator programme, networking felt daunting. The course pushed me outside my comfort zone and helped me realise that most people feel exactly the same. We are all simply there to connect. It shifted my mindset, strengthened my confidence and gave me practical tools to approach people, hold meaningful conversations and navigate interactions with ease. It has been a genuinely valuable experience for both my personal and professional development.”

Priced at £950 + VAT, including attendance at both Arena Futures and the Arena Savoy Lecture, the Arena Networking Navigator Programme is a powerful investment in future industry leaders. 

Head to area.org.uk for details.