Just like music fans follow their favourite artists, today’s diners are exploring their own “food eras.” These eras influence where, when, and how they eat out. Whether they’re focused on value, wellness or unique experiences, these preferences drive their restaurant choices.
OpenTable’s latest research reveals exactly how these evolving dining eras are creating new revenue opportunities for restaurants. Understand what drives different diner segments and adapt your offerings to capture more bookings and build lasting loyalty.
The rise of the savvy era
Cost consciousness is driving dining decisions, with our research showing the “savvy era” leads current dining preferences. Approximately 25% of UK diners prioritise more affordable dining options. This trend transcends age groups but is particularly strong among Gen X and the Boomer generation, with one-third and one-quarter, respectively, identifying as being in their “savvy era.”
How your restaurant can take advantage
Turn the savvy era trend into an opportunity by creating strategic prix fixe menus or early dining specials that attract price-conscious guests while maintaining margins. Consider launching an OpenTable Experience during traditionally slower periods—you’ll fill tables while offering excellent value. Positioning these offerings as smart choices rather than budget options will help attract savvy diners without compromising your brand.
Experiential dining takes centre stage
The “experiential era” is gaining momentum, particularly among Millennials. Diners from this generation factor in the entertainment aspect as well as simply having a meal. A Millennial preference for experiential dining makes perfect sense: this generation came of age during the rise of social media and the experience economy.
They value shareable moments and unique experiences, making them ideal guests for innovative concepts. They’re also at a life stage where they have more disposable income but may be too busy with careers and families to travel extensively. For that reason, special local experiences are particularly appealing. Overall, 14% of UK diners across all generations said they prioritise a unique dining experience.
Tap into the diner experience
Transform slower periods into revenue opportunities with wine tastings, cooking classes or chef’s table events. Consider experiences that appeal to Millennials’ interests in particular, like sustainable wine seminars, craft cocktail workshops or behind-the-scenes kitchen tours with your chef. Use OpenTable Experiences to showcase and manage these events effectively, making them easily discoverable for experience-seeking diners.
The wellness wave
Health-conscious dining continues to grow, with the “wellness era” resonating strongly. It’s particularly important to Gen Z, with 20% saying the wellness era resonates most with them. This signals a significant shift from traditional dining preferences towards more mindful eating habits.
Make it healthier
Highlight more nutritious menu options and consider creating wellness-focused experiences like healthy cooking demonstrations or nutrition workshops. Remember to tag healthy menu items appropriately in your OpenTable profile to help health-conscious diners find you, and make sure your menu descriptions clearly highlight nutritious ingredients and preparation methods.
Concert night opportunities
Live events present their own unique opportunity for restaurants. Almost half of diners (45%) consider dining an important part of their concert-going experience. Concert nights can change dining patterns, with guests ready to spend more and looking for restaurants that understand their timeline—nearly half (47%) would spend more than they usually spend at a restaurant if dining out before the event.
Location matters most when these diners choose where to eat. Proximity to venues tops the priority list, with 69% of diners highlighting location as important. If you’re near a concert venue, create special pre-show menus that guarantee guests will make their showtime. Consider adjusting your table management strategy on event nights to accommodate different dining styles:
- Quick service: 30% of diners opt for fast food or food on the go to prioritise getting to the front of the stage.
- Hearty main courses: 24% choose main courses to fuel their dancing.
- Shareable plates: 20% prefer sharing small plates, as they’re too excited to have a big meal.
Generational insights
Different generations have distinct preferences that can inform your strategy. There are clear patterns in how each age group approaches dining out, from spending habits to experience preferences. Use these insights to tailor your offerings and maximise revenue across every demographic:
- Gen Z
- Prioritises price point
- Shows strong interest in wellness options
- More likely to splurge for special occasions
- Millennials
- Most likely to be in their experiential era
- Prioritises menu variety
- Values proximity to venues for event dining
- Gen X and Boomers
- Most likely to be in their savvy era
- Highly value restaurant location
- Appreciate traditional dining formats
Action items for your restaurant
Put these insights into action with concrete steps that drive bookings and increase revenue. From launching targeted Experiences to adjusting your menu mix, here’s exactly what you need to do to attract and delight guests in every food era.
- Review your pricing strategy and consider creating special menus that appeal to diners.
- Launch targeted Experiences for different diner segments:
- Wellness workshops for Gen Z
- Wine tastings for experiential seekers
- Value-focused events for savvy diners
- If you’re near an event venue, create pre-show packages that guarantee timely service
- Update your OpenTable profile to highlight:
- Health-conscious options
- Special experience offerings
- Pre-theatre or event menus
- Proximity to venues
- Adjust your table management strategy to accommodate different dining styles during major events
A new era
Understanding and adapting to these dining eras will help you attract new guests while building deeper connections with existing ones. Your OpenTable tools can help you showcase these offerings and manage the different preferences of today’s diners efficiently.
Learn more about creating Experiences that appeal to different diner segments and managing the preferences of today’s diners.
Methodology: An online survey was conducted by PureSpectrum among 1,000 UK consumers. Within this sample, major cities have been weighted for direct comparison. The research fieldwork took place between 12th – 14th June 2024.
