Redefining the Restaurant

A Market Holding Its Nerve

Britain counted just under 99,000 licensed venues as of mid-2025. That’s just 0.5% fewer than a year ago, demonstrating an overall stable picture, despite site losses across some food-led segments.

Hotels and pubs are showing growth, with hotels up by +2.4% and high street pubs up by +3.9% year on year, proving the resilience of the wider market.

Correspondingly, operator confidence has edged up since spring, with leaders seizing the chance to strategize around costs. This backdrop signals strong opportunity for suppliers, as restaurants remain central to the two thirds (67%) of GB consumers who visited them in the past six months.

Authenticity is Integral

Three quarters (76%) of consumers now say authenticity plays a major role in where they choose to eat. It’s no longer just about the food. Credible storytelling, décor, staff knowledge, and ingredients true to their origin feed into perceptions of quality.

For all these reasons, suppliers can win big when supporting operators to source the right products, and giving them the knowledge to share those stories. It’s a fast track to both consumer trust and the higher spends commanded by venues perceived as consistently authentic.

Innovation Supports Repeat Visitation

Innovation is a growth vehicle that goes way beyond indulgence. Two thirds (66%) of consumers say they visit innovative venues more often, and three quarters (74%) are prepared to spend more for exciting new food concepts.

Fusion formats and flavour twists resonate particularly strongly, proving UK palates are become increasingly more adventurous.

Desserts, too, are a hotbed of opportunity, with almost 2 in 5 consumers (41%) indulging because they feel they deserve a sweet treat. The innovation theme also extends to ‘afters,’ with the likes of deep-fried ice cream, waffle wands and Korean milk donuts making waves.

Suppliers should use data-driven insights to collaborate with operators on innovative product development—whether it’s creating something to enjoy during a meal, as a meal alternative, or alongside a meal.

Snacking and Hot Drinks Step Up

The once traditional starter–main–dessert model is fragmenting. On the other hand, snack formats are extending dwell times and spend, especially in pubs.

Yet 3 in 5 consumers (45%) don’t decide to purchase snacks until they’re in-venue, representing a notable upselling opportunity. Additionally, consumers are tempted by secondary factors such as portion sizes and innovative flavours, over-indexing amongst frequent pub snackers.

Hot beverages are also booming across multiple channels beyond coffee shops, with 18-34’s leading the appetite for alternative beverage serves like chai or matcha latte and cold brew. There’s also increased interest amongst 1 in 5 consumers who’d like to see more hot chocolate options available when out.

Suppliers who can help operators deliver quality, speed and flavour in these ancillary categories are well positioned to capture incremental revenue.

Ingredients for Future Success

The consumer relationship with restaurants is changing, while simultaneously demanding change to match shifting behaviours and preferences, most notably around these key factors:

• Authenticity matters – Over three in four consumers want ingredients and cooking styles true to their cultural origins.

• Innovation drives frequency and spend – Venues seen as innovative attract more visits, and consumers are willing to pay a quarter more for dishes that surprise and delight.

• Quality is the baseline – Operators can’t compromise on food, drink or service, and suppliers must step up with the best products at fair prices.

• Customer insights – Understanding the customer and meeting diverse need states is vital to loyalty and competitive edge.