The New Age of Pub Service: How Tech and Trends Are Changing Your Local

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From Bar Crowds to Digital Queues 

Gone are the days of jostling for space at the bar. More than half of pub-goers (55%) now prefer a more streamlined approach—whether that’s pre-booking, ordering food and drinks digitally, or forming an orderly queue away from the counter. In fact, over a third (34%) say they’d rather order from their table via an app or website. Unsurprisingly, Gen Z is three times more likely than older generations to embrace tech-based ordering.

What Gen Z Wants From Pubs 

It’s not just about how we order. Expectations of pubs are shifting across the board. Here are some standout insights from the report:

• Low- and No-Alcohol Options Matter: 23% of those who don’t visit pubs regularly say it’s because they don’t drink alcohol. That’s a big opportunity for pubs to expand their alcohol-free ranges.
• Late Nights Are In: 20% of Gen Z prefer to head out after 10pm, so extended opening hours could make a difference.
• Cleanliness Counts: 16% say poor hygiene puts them off visiting.
• Feeling Welcome Is Key: 13% cite a lack of inclusivity as a barrier.

Interestingly, when asked what makes them return to a pub, both Gen Z and Millennials ranked quietness as the third most important factor—alongside good value.

Why We Still Love Our Locals 

Despite these changes, pubs remain a cornerstone of UK life. Two-thirds of adults (69%) believe pubs play an important role in their communities. The top reasons people love their local? Convenience and community (48%), relaxation (47%), culture and character (16%), and sports and games (17%).

What This Means for Operators

Tim Chapman, Chief Commercial Officer, Zonal, comments: “Every generation influences change and Gen Z are no different. This new report demonstrates how the pub habits of the younger generation, such as forming an orderly queue at the bar or leading the way with tech-based preferences, differ from older generations.

“People’s expectations of pubs are changing, and operators need to consider the needs of its customers and adapt to their preferences. This research shows that alongside adopting tech solutions, ensuring the security and inclusivity of their customers, offering more alcohol-free options, keeping their doors open later, and prioritising cleanliness, will help lure Gen Z through their doors.”

Karl Chessell, NIQ Director – Hospitality Operators and Food, EMEA adds: “The demise of the pub is easily overstated. CGA by NIQ’s data shows long-term closures have slowed, and groups’ sales have outpaced other parts of hospitality throughout 2025. Demand for pubs is still high, and they are core to the UK’s social, economic and cultural lives.

But there’s no doubt that this British institution is changing—perhaps faster than ever before. Evolving consumer habits are forcing it to adapt, and this latest research shows the way guests order and book is transforming. Operators also remain under enormous pressure from rising costs. Nevertheless, for businesses that respond nimbly to shifting behaviour and can broaden their appeal still further, the long-term outlook for pubs remains positive.”