Restaurant diners eating earlier
The average time for a dinner booking in the UK is now 6.12pm, marking a continuation of the post-Covid-19 trend of eating earlier, according to a study from Zonal in partnership with CGA by NIQ. The post Restaurant diners eating earlier appeared first on The Drinks Business.
The average time for a dinner booking in the UK is now 6.12pm, marking a continuation of the post-Covid-19 trend of eating earlier, according to a study from Zonal in partnership with CGA by NIQ.
While there is a certain pleasure to a late-night dinner while on holiday, especially in Spain or Southern Italy, it appears that when on home soil, Brits are increasingly in favour of an early supper.
According to the study, which surveyed 5,000 British adults, a mere 2% of dinner bookings were made for after 9pm, with the average time being 6.12pm.
As for why this significant shift has taken place, more than a third (37%) of those surveyed said that it was in the name of 'convenience', almost a quarter (22%) claimed that it was about ease of booking, and 16% suggested that a shorter waiting time for the food was a crucial factor. 18% claimed that public transport access was a reason why, despite the business of trains and buses at the end of the office day.
Although the stereotype might be of older people eating early so that they can go to bed, the data shows that this is a trend actually driven by young people. 22% of those in the 18-34 age bracket are going out earlier now than they were 12 months ago, a 3% year-on-year increase.
This is not to say that older generations aren't also involved in this trend – 11% of 35 to 54-year-olds are also booking earlier, a 5% year-on-year increase.
“This emerging behavioural trend is having a significant impact on our industry. To meet these changes, operators need to understand the underlying motivators and in doing so they will be better equipped to make the operational changes, experiences and offers needed to give consumers what they want and to make the most of the opportunity," said Zonal's chief commercial officer Tim Chapman.
"This is creating new headaches for some operators, but for those who can flex the offer there are sizeable opportunities too," added CGA's Karl Chessell.
While there is a certain pleasure to a late-night dinner while on holiday, especially in Spain or Southern Italy, it appears that when on home soil, Brits are increasingly in favour of an early supper.
According to the study, which surveyed 5,000 British adults, a mere 2% of dinner bookings were made for after 9pm, with the average time being 6.12pm.
As for why this significant shift has taken place, more than a third (37%) of those surveyed said that it was in the name of 'convenience', almost a quarter (22%) claimed that it was about ease of booking, and 16% suggested that a shorter waiting time for the food was a crucial factor. 18% claimed that public transport access was a reason why, despite the business of trains and buses at the end of the office day.
Although the stereotype might be of older people eating early so that they can go to bed, the data shows that this is a trend actually driven by young people. 22% of those in the 18-34 age bracket are going out earlier now than they were 12 months ago, a 3% year-on-year increase.
This is not to say that older generations aren't also involved in this trend – 11% of 35 to 54-year-olds are also booking earlier, a 5% year-on-year increase.
“This emerging behavioural trend is having a significant impact on our industry. To meet these changes, operators need to understand the underlying motivators and in doing so they will be better equipped to make the operational changes, experiences and offers needed to give consumers what they want and to make the most of the opportunity," said Zonal's chief commercial officer Tim Chapman.
"This is creating new headaches for some operators, but for those who can flex the offer there are sizeable opportunities too," added CGA's Karl Chessell. 
