Health is no longer a niche category — it is a primary decision driver across quick-service, grab-and-go, and premium casual dining. Customers increasingly seek products that deliver tangible benefits such as energy, focus, recovery, and longevity. This seminar explores the commercial rise of functional food and beverage concepts and what they mean for investors and operators. We will examine changing daypart behaviours, social media influence, Gen Z and Millennial purchasing patterns, and the scalability of wellness-led QSR formats. Attendees will gain practical insights into positioning, menu engineering, brand storytelling, and operational simplicity — helping them identify which health trends are commercially viable and how to build resilient, future-ready hospitality businesses around them.