As part of its “Heard!” campaign, the initiative aims to bring visibility to a growing segment of hospitality — one that’s long been overlooked by platform design. This isn’t just about sobriety or temporary lifestyle trends like Dry January. Guests across generations are seeking options for wellness, medication, cultural reasons, or simply preference. What they want is thoughtful, intentional menus — and a simple way to find them. “People are groping around in the dark, try