Prior to opening af&co in 2005, founder Andrew Freeman paid his dues in the hospitality world, growing his career from waiting tables to helming the marketing efforts of some of the industry's biggest brands. We caught up with him to chat about everything from food to philanthropy, and got an inside look at the top five industry trends of 2026.
What drew you to the hospitality industry and what do you most enjoy about it?
I grew up in New Jersey (exit 153A!) and graduated from Montclair State University with a marketing degree, paying my way through school by working at a travel agency and performing in just about every community theater musical in the area—name a show, and I can probably sing the score.
My first love was Broadway, but my second and lifelong love is hospitality. The similarities between the two are uncanny: the performance of waiting tables, the backstage energy of a restaurant kitchen, and the feeling of a big tip, it’s just like a “Bravo!”
How did your career take shape?
Like many hopeful actors, I supported myself by waiting tables. And at one point even working as a singing waiter. During that time, I fell in love with restaurants and the opportunities they offered.
I began working at advertising agencies before landing my first major role at the French Culinary Institute, which really shifted my career. It allowed me to merge my passion for food, restaurants, and marketing.
From there, I worked my way through several legendary New York institutions. At the Russian Tea Room, I opened the Cabaret, which became the toast of the town within six months. I then spent six years as Vice President of Public Relations at the Rainbow Room, working alongside restaurant legend Joe Baum, followed by my role at Windows on the World, where I led PR and marketing and oversaw its relaunch after the 1992 Trade Center bombing.
Before founding af&co., I spent a decade with Kimpton Hotels & Restaurants, launching more than 40 hotels and restaurants globally and helping expand the brand’s footprint. During that time, I also spearheaded Kimpton’s LGBTQ+ travel program, which helped the company become the first hospitality brand to receive a 100% score on the Human Rights Campaign’s Corporate Equality Index—a distinction it continues to hold.
What have been some of your career highlight moments?
Landing my role at the French Culinary Institute was the moment everything changed—it shifted me from pursuing acting full-time into building a career in hospitality.
My time at the Russian Tea Room was another dream chapter. It was like bootcamp for restaurant operations, and I had the chance to be surrounded by so many people I admired.
Reopening Windows on the World was one of the biggest nights of my life. There were fireworks, a massive celebration, and a real sense of the city coming together.
My decade at Kimpton was equally defining, from launching dozens of properties to building programs that helped shape the brand’s identity.
Of course, founding af&co. in 2005 remains one of the most meaningful milestones. Now, 20 years later, I’m incredibly proud of what we’ve built, launching over 200 restaurants and hotels, producing large-scale culinary events, and continuing to evolve alongside the industry. Being recognized along the way—from PRNEWS CEO of the Year to being named one of San Francisco’s Business of Pride Outstanding Voices—has been deeply rewarding.
In terms of being based in San Francisco and working on local and national clients, what do you find to be some of the advantages and challenges?
As I mentioned, I think San Francisco is at the top of its game when it comes to the restaurant and hotel scene, so that can be considered a big advantage, especially when pitching clients nationally. However, when it comes to garnering local press for a client, the stakes are high because it’s so competitive. Another challenge is the shrinking media landscape in San Francisco. Our clients may have the same culinary chops as chefs in NYC, but the number of publications willing to cover them here has been – sadly but truly – dwindling.
On the positive side – we are one of the most innovative cities, and with our national clients –we get to bring our ideas and inspirations that we get from our city across the country.
What prompted the move to San Francisco from New York? What do you love about your city?
To be completely honest, I had never been to San Francisco when I got the call. One of my mentors, Niki Leondakis, reached out with an opportunity to join Kimpton Hotels & Restaurants as Marketing Director. That was in 1996. I moved in March of 1997, and the rest is history.
What I love most about San Francisco is the people, and of course, the food, and the people who make the food. The restaurant scene here is one of the best in the country, if not the world. There’s an incredible sense of community within hospitality, and even through challenges like the pandemic, that resilience and “never let them see you sweat” spirit has remained strong.
It’s also a place that truly allows you to be yourself. As an openly gay man, I’ve always felt that San Francisco embraces individuality without judgment. That’s something really special.
In terms of being based in San Francisco and working on local and national clients, what do you find to be some of the advantages and challenges?
San Francisco is at the top of its game when it comes to restaurants and hotels, which gives us a strong advantage when positioning clients nationally. The level of talent and innovation here is extraordinary.
That said, it’s also highly competitive, especially when it comes to securing local media coverage. The media landscape has shrunk over the years, which means fewer outlets covering an increasingly strong pool of talent.
On the flip side, San Francisco remains one of the most innovative cities in the world. We’re constantly inspired by what’s happening here and able to bring those ideas to our national clients. With our expansion into Los Angeles, we’ve also broadened our reach, relationships, and opportunities even further.
You’ve been involved in various philanthropic activities and organizations over the years. Could you elaborate and explain why this has been such a focus?
I have my mom to thank for that—she instilled in me the importance of giving back. I also believe there’s a strong business case for community involvement. The people you support will support you, and that has absolutely been true in my career.
I currently serve on several boards, including the Golden Gate Restaurant Association and Sprouts Chef Training. I have also served on the boards of Foodwise and SF Travel and am co-founder of Dress for Success San Francisco.
If I could spend all my time raising money for causes I believe in, I would.
Tell us about some of your current work projects you’re excited about.
That’s like asking me to pick a favorite child. I truly find inspiration in all of our projects.
We’re continuing to open restaurants and hotels across the country while also producing large-scale culinary events and working with partners like the James Beard Foundation. We have also launched our wine/spirits division five years ago and most recently opened our Los Angeles office.
I’m also incredibly excited about the growth of Carbonate, which I co--founded in 2020 with longtime employee Candace MacDonald. It’s been amazing to expand into branding, storytelling, and positioning in a deeper way.
We’ve been fortunate to work on everything from hotel launches to emerging technologies in food, and even presenting our trends report internationally. It’s an exciting time for the industry.
What are the best dishes to eat in San Francisco now? High and low.
The beauty of San Francisco is that you could eat out 365 days a year and never have the same meal twice.
There are always the classics: seafood dishes, iconic spots like Zuni Café and Nopa, and everything happening at the Ferry Building Marketplace.
But what’s really exciting right now is the wave of contemporary Asian American cuisine - it’s creative, deeply personal, and pushing the city’s dining scene forward in new ways.
What is the annual trend report your agency publishes, and what are the top trends for the coming year?
Now in its 18th edition, af&co.’s annual trends report has become an industry standard for anticipating market demand and consumer behavior. It’s built from year-long research across restaurants, hotels, food, beverage, and hospitality marketing.
At its core, the report is designed to help operators prepare for what’s next. While the themes evolve each year, there’s a consistent throughline: a growing emphasis on intentionality, from health and sustainability to cultural authenticity and community impact.
Here are our top five trends for 2026, but you can purchase the full report on our website here.
Value drives every decision, at every price point. People are more conscious of how they spend now, and they are looking for value at every level. Thoughtful, meaningful, and well-crafted offerings stand out from the noise and motivate people to act.
Prix-Fixe menus have become the new high-end value meal. Restaurants are attracting guests with value-priced prix-fixe menu options offering a set experience for a great price, transforming an experience that feels like a splurge into an affordable luxury. There are even a few restaurants built entirely around this concept, like Medium Rare, a growing restaurant chain with 9 locations that offers a steak-frites meal complete with bread and salad for $35.
Cinnamon Rolls are the Dessert of the Year in 2026, and we’re seeing them everywhere: in restaurants and in single-purpose bakeries, from the classic to indulgent versions with over-the-top flavored toppings, and giant-sized options designed for sharing.
Chewy is the new crunchy as chefs and eaters are obsessed with texture right now. Gen Z especially likes chewy foods, and foods that offer contrasting textures, like chewy & crunchy in one.
Solo Travel is an incredible opportunity in an undertapped market. Last year, according to Google Trends, “solo travel” was 1.5x more searched than “travel with kids.” Savvy hotels, cruise lines and tour operators are now offering special accommodations and packages for solo travelers without the dreaded single supplement. Norwegian Cruise Lines added 1,000 single staterooms to its fleet last year.
