Several hotels have started offering extensive fresh juice menus. Kimpton Hotels and Restaurants, for example, offers a fresh juice menu with three blends. Several Four Seasons in the U.S. also offer juice menus. "If you look at hotels overall, they're starting to be much more lifestyle locations," says Joe Pawlak, senior vice president at Technomic, Inc., a consulting firm for the food service industry. "Fresh is a term that really resonates strongly with consumers. Hotel players are jumping onboard."