Diners are making fewer but more meaningful choices, says research

Almost half ( 49%) of Brits expect to spend more on restaurant dining this year, despite ongoing cost pressures across food and hospitality, according to new research by OpenTable.

The data from the online reservation platform also reveals that UK diners plan to eat out an average of six times a month this year, a shift it says signals the end of routine, casual dining as eating out is increasingly viewed as a special occasion, competing with other leisure spending rather than functioning as an everyday habit.

The report also states that while value remains critical, it no longer means cheap. Two-thirds of Brits (68%) say they want dining out this year to feel more like a special occasion, reflecting a growing desire for memorable, experience-led meals.

Diners are actively seeking moments that justify the cost, whether through atmosphere, shared celebrations, or unique concepts. As a result, restaurants are pivoting away from blanket discounts and focusing on experiences that deliver emotional and social value.

For the new year, 54% of Brits revealed they wanted more happy hours and value-led promotions, rather than across-the-board price cuts.

Interest in experiential dining rose, with 18,000 monthly UK searches for “experience dining”, including chef’s tables, themed nights, and curated menus as birthdays and anniversaries ranked among the top reasons people now choose to dine out.

Speaking on the latest dining trends, Georgina Pellant from Italian restaurant Lucia says: “Rather than racing to the bottom on pricing, restaurants can redefine value through flexible pricing models, such as off-peak deals and early evening menus.

“Incorporating smarter, more intentional menus, balancing familiar favourites with seasonal and locally sourced dishes, and prioritise design-led spaces, as diners believe more than ever that atmosphere is just as important as food and drink.”

According to the research, nearly half of diners are also seeking unique, last-minute dining opportunities, pointing to a rise in spontaneous decision-making driven by flexible schedules and a desire for novelty.

Changes in seating and layout further reflect how eating out is evolving. Counter seating and communal tables are gaining traction, designed to foster energy, social connection, and a sense of occasion, positioning restaurants as social spaces, not just places to eat.

Speaking on the shift, Georgina continued: “Eating out in 2026 isn’t about bargain hunting. Diners are making fewer but more meaningful choices, and they expect restaurants to deliver experiences that feel special. We’re seeing a real move away from casual drop-ins towards meals that have a purpose.”