Impact of Gen Z diners revealed in Future Menus report
London diners increasing hospitality spend, study shows
+2 Square, the global payments company, has released research looking into the habits of London diners.
The survey has found that eating out remains a social activity despite rising costs – with 44% of respondents saying the amount they dine out has increased over the last 12 months, rising to 60% across millennials.
Alongside this, 49% say the amount they are willing to spend when they dine out has increased over the last 12 months, rising to 60% across millennials.
This is compared to the average diner, who eats out just over once a month (3.7 times per quarter), and about one in six diners (16%) eat out at least twice a month (7 times or more per quarter).
The research has also found the top boroughs for eating out are Hammersmith & Fulham (5.5 times per quarter), Camden (5.4), Sutton (4.8), Wandsworth (4.6), and Islington (4.6).
When it comes to getting customers to return to a restaurant, the most important factors are price and affordability (53%); consistent quality of food (52%); and service quality (47%).
Interestingly, service quality matters differently to different generations, with 54% of millennials citing this as an important factor, compared to only 40% of Gen Z, to whom price and consistent quality matters more.
maximum seating time debate
Nearly half (46%) of respondents say they wouldn’t dine at a restaurant if there was a maximum seating time, and with word of mouth remaining as the most popular way to finding places to dine out (42%), restaurant owners need to consider how they can make their processes more efficient without causing friction with customers.
People also want to find different ways to dine out as 48% say they love the idea of a supper club as a way to spend an evening.
Sustainability is coming up as a key factor to consider, with half (51%) of millennials saying they choose a restaurant based on whether it is farm-to-table, compared to only 17% of boomers who say the same.
positive signs
Matt Gillet, head of UK business at Square, said: “The outlook for restaurants is positive, with London diners choosing to dine out more than last year.
“But there are certain factors for restaurant owners to consider as they continue to navigate economic headwinds. We know that most food and beverage businesses are optimistic about the future of their business, with plans for growth and expansion, but they need to prioritise evolving customer habits and tap into the needs of different demographics to continue surviving against rising costs of food, supplies, energy and staff.”
The research was conducted by Censuswide, with 1,005 respondents in London who spent £25-£35 per head or more for a main course, drink and dessert or side at least once a year between February 25 and March 3, 2025.
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London diners increasing hospitality spend, study shows
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