Independent Hotel Show London catches up with AA Media Managing Director Simon Numphud to learn more about the AA Rosette's ahead of the 2025 awards, where the latest multi-Rosette restaurants will be revealed.

Hi Simon, which part of the upcoming AA Rosette Awards 2025 event are you most excited for? 

We are delighted to celebrate and recognise the latest collection of outstanding restaurants and talent across the UK dining scene at the Rosette Awards. 

It’s always a privilege to recognise and celebrate the remarkable chefs and front-of-house teams who pour their passion into creating truly exceptional dining experiences. Seeing their hard work recognised – and the joy it brings – is what makes this event so special.  

What do you think the Rosettes mean to the hospitality businesses that achieve them? 

Since 1956, the AA Rosette Awards have been a trusted mark of leading restaurant and hotel venues across the UK. They’re a symbol of culinary excellence, dedication and creativity, reflecting the stand-out experience diners can expect from the moment they enter the restaurant. Achieving AA Rosette status lets diners know they’re in for something incredible – it’s a mark of trust and recognition that means a great deal to hospitality businesses within industry. 

Why are accreditations like these important? 

Rosette Awards are a true testament to the outstanding quality and originality across the UK culinary landscape. Given the challenges we’ve seen in the sector, there’s never been a more important time to recognise the hard work within hospitality. 

The allocation of multi-Rosettes is determined by one or more visits by the AA's team of Inspectors who have an unrivalled wealth of experience in assessing quality throughout the UK. Trusted feedback from hospitality experts is really important.  

What do you think multi-Rosette restaurants have in common? 

These establishments are where exceptional cooking meets creativity, where every plate is telling a gastronomic narrative and where attention to detail is second to none.  

Are there any food & drink trends you expect to see more of in 2025? 

I think guests can expect to see further increased use of technology and sustainability playing a key role in restaurants this year. Ethical choices, organic and plant-based options and hyper-local ingredients will continue to shape menus. I’ve also noted an expanding range of high quality and artisan non-alcoholic beverages, as well as a growing demand for immersive, experiential-led dining. 

Are there any wider hospitality industry trends you think will become more prominent this year? 

Personalisation is one to watch this year. This will include an overarching experiential-led approach which combines authentic storytelling and more collaborations with hyper local producers and businesses. Health and wellness will continue to influence menus too, which will create more unique tastes and experiences for diners. 

The winners of the AA Rosette Awards 2025 will be unveiled on 18 February 2025. 

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